Marketing strategies of the Aam Aadmi Party used in Delhi Assembly Elections
1. A research study on the
marketing strategies used by
the
Aam Aadmi Party
for Delhi Assembly Elections.
2. Background of AAP
• The origin of the AAP can be traced to a difference of opinion
between Arvind Kejriwal and Anna Hazare, social activists a strand of
the anti-corruption movement for Jan Lokpal Bill that had gained
momentum in India during 2011-12
• Hazare had wanted to keep the movement politically neutral but
Kejriwal considered that direct involvement in politics was necessary.
A survey conducted by the India Against Corrpution organisation
using social networking services had indicated that there was wide
support for politicisation.
3. Background of AAP
• Hazare and Kejriwal agreed on 19 September 2012 that their
differences regarding a role in politics were irreconcilable.. On 2
October, Kejriwal announced that he was forming a political party and
that he intended the formal launch to be on 26 November, coinciding
with the anniversary of India's adoption of its constitution in 1949
4. Background of AAP
• The 2013 Delhi state assembly elections were the party's first
electoral contest. The Election Commission approved the symbol of a
"broom" for use by the AAP in that campaign.
• The party said that its candidates were honest and had been
screened for potential criminal backgrounds.
• The AAP published its central manifesto on 20 November 2013,
promising to implement the Jan Lokpal Bill within 15 days of coming
to power
5. Background of AAP
• AAP emerged as the second-largest party in Delhi winning 28 of the
70 Assembly seats. the Bharatiya Janata Party as the single-largest
party won 31 while its ally SAD won 1, Indian National Congress won
8 and two were won by others.
• On 28 December 2013, the AAP formed a minority government in the
hung Assembly, with what Sheila Dikshit describes as "not
unconditional" support from Indian National Congress.
• Arvind Kejriwal became the second-youngest Chief Minister of Delhi
8. Objectives of the study
• To precisely study the marketing strategies of AAP
• The evaluate extend to which these strategies succeeded in the last
elections
• To evaluate perception of different class of people about the 49 day long
government, and to segregate and determine the real support base of the
party
• 4. To find out if this strategy would practically work in the upcoming Lok
sabha elections, which the party is eyeing
9. Objectives of the study
• Used a combination of Exploratory and Descriptive Research
techniques. Focus was more on qualitative aspect, so exploratory
research was used to the maximum extent
• For the purpose, focus groups, case analysis and depth interviews
were taken.
• Sample size of 335 was used
10. Objectives of the study
• 73 respondents were online, which accounted for 21.8% of total
respondents
• All the respondents were based in Delhi’s various constituencies
• Locations shown below
13. • Focus groups
• 1. Two cordial upper class groups of total size 12, who visited Radisson Blu
pub on 01/03/2014
• 2. A group of 23 policemen (5 officers and 18 OR), posted at Delhi Police
Headquarters, Vikram Nagar at 24/02/2014
14. Performance of AAP Government as perceived by Delhi Police personnel
Extremly Good Good Neutral Apprehensive Extremly Dubious
15. Delhi Police Perception of Government Civilian Perception of the Government
Apprehensive or extremly dubious Others
16. 0 10 20 30 40 50 60 70 80 90 100
Sample response
Focus Group 1
Focus group 1 Vis a Vis Sample response on curtailing FDI in the UT of Delhi
Column1 Do not support curtailing FDI Supports curtailing FDI
23. 0 20 40 60 80 100 120 140 160 180
Perception of Candidates
Public Perception about the candidates fielded by AAP
Extremly Dubious Apprehensive Neutral Good Extremly Good
24. Awareness of AAP candidates in the constituency
Aware of AAP candidates Not aware
25. 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Source of awareness of candidates
Source of awareness of AAP candidates by public
Newspaper ads Online Campaigns Posters Word of Mouth
26. Did the performance of the present Union Government had an impact on the outcome of the Delhi
Assembly Polls?
Yes No Cant Say
27. Performance of the current Union government
Extremly good Good Neutral Apprehensive Extremly dubious
29. 0
20
40
60
80
100
120
140
160
Expected number of seats to be won by
AAP before 2013 election results
Expected number of seats to be won by AAP before 2013 election result announcement
>35 25-35 15-25 May-15 <5
30. Do you think he uage of high tech methods like SMS registration has helped in the
campaigning of AAP?
Yes No Cant Say
31. Does the populist measures taken by the
AAP prove effective in the long run?
Yes- 82 respondents (26.2%)
No- 197 respondents (63.1%)
Cant Say- 26 respondents (8.5%)
38. Performance of Present Union govt
Total
Extremly Good Good Neutral Bad Extremly Dubious
Impact of union government
Yes 18 25 75 78 16 212
No 0 0 2 1 0 3
Total 18 25 77 79 16 215
39. Inference: Impact of Union Government on
Delhi polls and performance of Union
Government
• Yes : Bad
• No : Neutral
41. Count
Performance of Govt
Total
Extremly Good Good Neutral Apprehensive
Extremly
Apprehensive
Income group
More than 40000 PM 0 1 37 49 8 95
25000-40000 0 10 58 36 0 104
10000-25000 8 34 6 3 0 51
<10000 21 30 3 1 0 55
Total 29 75 104 89 8 305
42. Inference:
Income Group and Performance of Government
• More than Rs 40000 : Apprehensive
• Rs 25000- 40000 : Neutral
• Rs 10000- 25000 : Good
• Less than Rs 10000 : Good
44. Rating the implementation of poll promises
Total
Extremly Good Good Neutral Apprehensive
Extremly
Apprehensive
Income group
More than 40000 PM 10 37 36 7 5 95
25000-40000 7 38 35 15 9 104
10000-25000 7 33 4 3 4 51
<10000 9 25 11 5 5 55
Total 33 133 86 30 23 305
45. Inference:
Income Group and Rating the implementation of
Poll Promises
• More than Rs 40000 : Good ~ Neutral
• Rs 25000- 40000 : Good ~ Neutral
• Rs 10000- 25000 : Good
• Less than Rs 10000 : Good
47. Logic in curtailing FDI
Total
Yes No Cant Say
Income group
More than 40000 PM
8 85 2 95
25000-40000
11 90 3 104
10000-25000
30 16 5 51
<10000
43 12 0 55
Total 92 203 10 305
48. Inference:
Income Group and Rating the implementation of
Poll Promises
• More than Rs 40000 : No
• Rs 25000- 40000 : No
• Rs 10000- 25000 : Yes
• Less than Rs 10000 : Yes
50. Expected no of seats by AAP in 2013
Total
more than 35 25-35 15-25 5-15 less than 5
Decision to contest in 2013 election
Extremly Good
2 10 30 21 1 64
Good
2 10 63 49 2 126
Neutral
2 10 30 25 0 67
Apprehensive
0 2 14 16 0 32
Extremly Apprehensive
0 3 10 3 0 16
Total 6 35 147 114 3 305
51. Inference: Decision to contest in 2013 Elections
and Expected number of seats by AAP prior to
elections.
• Extremely Good: 15- 25
• Good : 15- 25
• Neutral : 15-25
• Apprehensive: 5- 15
• Extremely Apprehensive: 15-25
53. Expected no of seats by AAP in 2013
Total
more than 35 25-35 15-25 5-15 less than 5
Preception of the quality of Candidates
fielded by AAP
Extremly Good 0 6 32 16 0 54
Good 5 23 69 54 3 154
Neutral 1 6 39 27 0 73
Apprehensivw 0 0 7 11 0 18
Extremly Apprehensive 0 0 0 6 0 6
Total 6 35 147 114 3 305
54. Inference: Perception of Quality of candidates
fielded by AAP and Expected number of seats by
AAP
• Extremely Good: 15- 25
• Good : 15- 25
• Neutral : 15-25
• Apprehensive: 5- 15
• Extremely Apprehensive: 15-25
56. LIMITATIONS
• Reasonably small sample size, cannot be generalized for the entire
population
• Possible cooperation problems
• Difficult to understand the language(English) of the questionnaire by
low income group
• Cannot give 100% accurate results
57. • Time consuming
• Not familiar with the terms and phrases used in the questionnaire
• Biasness of the respondents
• Difficulty in choosing the right option for various questions
59. CONCLUSION
• Lower income group supported the party and its ideas.
• A majority of the high income group also did not supported the party
• Government Departments considered the performance of the party
to be apprehensive
• Youth supported the party and considered the performance of the
government to be extremely good
• Online marketing strategies played a vital role in AAP’s marketing
strategies.
• Opinion of full statehood for the UT of Delhi divided