indian political marketing
DESCRIPTION
PROJECT ON MARKETING STRATEGIES OF POLITICAL SECTOR, MAJOR HIGHLIGHTS ON BJP.TRANSCRIPT
INDIAN POLITICAL MARKETING
Marketing techniques before 5 years
Lawn Signs (Posters) and Pamplets
CANVASSING (Door to Door)
At Present
Banners
Public Appearance
Manifesto
TOP PARTIES IN ELECTIONBEST MARKETING
BJP CONGRESS AAP
BHARTIYA JANTA PARTY
INTODUCTION VIDEO AVAILABLE ON YOUTUBE
https://www.youtube.com/watch?v=FxA_fMhoYOo
NARENDRA MODI Born 17 September 1950 in Vadnagar. Sold Tea at railway station. At 8 came in contact with RSS Married Jashodaben Chimanlal when 18. Went to Ramakrishna Mission and then Belur Math. Became a full–time pracharak of RSS in 1970 1978 Graduated in political science from DU. Master's degree from Gujarat University Participated in the movement against the Emergency under Jayaprakash Narayan. In November 1995, was elected National Secretary of BJP. Was promoted to the post of general secretary 1998. 7 October 2001, was appointed the Chief Minister of Gujarat, with the responsibility of preparing the BJP
for elections in December 2002.
VITAL CHANNELS OF MARKETING
CHAI PE CHARCHA PUBLIC APPEARANCE NEWSPAPERS RADIO TELEVISION SOCIAL MEDIA 3D HOLOGRAM BRANDING SLOGANS
CHAI PE CHARCHA
Key Features
“A unique combination of satellite, DTH, internet and mobile," for 'chai pe charcha,' a mega outreach programme which is part of campaign
The programme Mr. Modi who sold tea on trains as a young boy, is positioned well
An out-of-the-box initiative, that bucks traditional campaigning methods
61 locations have been chosen all over Gujarat, 36 in Bihar, 32 in Kerala and 46 in Delhi among other states
CHAI PE CHARCHA VIDEO
PUBLIC APPEARANCE
CAMPAIGNS
Narendra Modi Roadshow in Varanasi Draws Huge Crowds
We want change, not revenge, says Modi in Amethi
Narendra Modi visited Kashmir valley
Narendra Modi is very particular about his appearance
NEWSPAPERS
Narendra modi in the headlines
RADIO Widely used by BJP Private FM as well as Government FM stations Mass localised Different issues for different regions
TELEVISION
• Only one advertisement• Telecasted between 7pm to 1am • Twice in each 30 mins• Narendra Modi himself addressing• The highest influencing means of marketing as per the survey
Social Media
Narendra Modi world's second most popular politician
Narendra modi’s social media presence
Twitter Facebook Google+ Youtube Flickr Pintrest Tumblr Blogs
Twitter @narendramodi joined Twitter in January 2009 5.09 million followers
Narendra modi’s official page-1,89,53,887 likes Official pages of Narendra Modi1. Narendra Modi- official page2. Narendra Modi for PM3. I support Narendra Modi4. Narendra Modi haters
• MEETING WITH COO FACEBOOK
Google+
First Google+ hangout hosted by Ajay Devgan- August 2012 Popular with NRI’s Huge success
Youtube
5000+ videos 44,685 subscribers , with 62 million views registered till date The videos were mainly: Press conferences from distinguished speakers Speeches of Narendra Modi Question and answer session Coverage of several events Videos for donation Videos clarifying the party’s stand over issues of national importance.
Mobile Apps
3D HOLOGRAM VIDEO
3-D Hologram
Advantage of using 3d- Hologram in election campaigns First mover advantage Innovative idea Omnipresent Targeting the areas where other means of technology was
not available Guinness world record- over 1000 rallies
BRAND FORMATION
SLOGANS• AB KI BAAR MODI SARKAAR• JANTA TUMHE MAAF NAHI
KAREGI• ACHE DIN AANE WALE HAI
ACGE DIN ANE WALE HAI VIDEO
Members of the party— Piyush Goyal and Ajay Singh—set the creative and media strategy.
Prasoon Joshi to write the party's anthem and into a music video-"Saugandh is mitti ki“
Sushil Goswami created radio ads and create cricket ads around Twenty20 World Cup. Also touched upon issues like lack of leadership, corruption, law and order issues and "dharnas"
AB KI BAAR MODI SARKAAR - designed by Samrat Bedi, Soho Square Also launched an anthem "Achche din anewale hain."
People involved
Right Product at the right time.
RIGHT PLACE AT THE RIGHT TIME WITH THE RIGHT MARKETING MIX.
Changing the rules of the game
• Traditionally elections in India were fought between parties, not any more!• Highlighted the strength of the party.
Modi, the Sachin of BJP
Strategy is Sacrifice
• Marketing- Clear positioning- good governance- development- job prospects.• A leader inspires people to follow him.
MODI AS DON VIDEO
Planning a Political Campaign
Step 1. Political Research
Step 2 : Make the decision to Run or NOT TO RUN
Step 3.collection or arranging of funds
Step 4. Division of the works
Step 5. Implementation
Strengths : Industry support, Image stands for change & economic development, Success of Gujarat model
. Weakness : Gujarat Riots, Right wing leader
Opportunities : Urban Middle class, Youth Voters, Country wanting change
Threat : Possibility of dilution during transition from Regional to National Brand , Rise of regional stakeholders
SWOT OF MODI
IN BRIEF
Create a fatherly figure- invoked tales of childhood, in books and comics. Connect with the youth (150 million first-time voters). Attended more than 5,000 events and 470 political rallies across the country. Addressed students at Delhi's Shri Ram College of Commerce-talked about
Gujarat's model of development. And about the need to improve skills of the youth
Business leaders praised Modi and his administration in Gujarat allowed him to build brand as progressive leader.
The vision of the party to understand that for winning the elections only a strong individual leader should be the focus for branding.
THANK YOU VIDEO
THANK YOU