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    Marketing Strategy For BJP: A Study On Delhi Assembly

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    The document summarizes the marketing strategy for the BJP in the Delhi Assembly elections. It discusses segmenting voters based on religion, caste, and ideological beliefs. It profiles typical BJP and INC voters. The strategy involves positioning the BJP candidate against the incumbent INC candidate Sheila Dixit based on development versus a lack of clear positioning for the BJP candidate. Environmental forces like technology, funding rules, and the influence of power brokers are also analyzed.

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    Marketing Strategy For BJP: A Study On Delhi Assembly

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    sumit
    45 views21 pages
    The document summarizes the marketing strategy for the BJP in the Delhi Assembly elections. It discusses segmenting voters based on religion, caste, and ideological beliefs. It profiles typical BJP and INC voters. The strategy involves positioning the BJP candidate against the incumbent INC candidate Sheila Dixit based on development versus a lack of clear positioning for the BJP candidate. Environmental forces like technology, funding rules, and the influence of power brokers are also analyzed.

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    The document summarizes the marketing strategy for the BJP in the Delhi Assembly elections. It discusses segmenting voters based on religion, caste, and ideological beliefs. It profiles typical BJP and INC voters. The strategy involves positioning the BJP candidate against the incumbent INC candidate Sheila Dixit based on development versus a lack of clear positioning for the BJP candidate. Environmental forces like technology, funding rules, and the influence of power brokers are also analyzed.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    45 views21 pages

    Marketing Strategy For BJP: A Study On Delhi Assembly

    Uploaded by

    sumit
    The document summarizes the marketing strategy for the BJP in the Delhi Assembly elections. It discusses segmenting voters based on religion, caste, and ideological beliefs. It profiles typical BJP and INC voters. The strategy involves positioning the BJP candidate against the incumbent INC candidate Sheila Dixit based on development versus a lack of clear positioning for the BJP candidate. Environmental forces like technology, funding rules, and the influence of power brokers are also analyzed.

    Copyright:

    © All Rights Reserved
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    Download as pdf or txt
    of 21

    Marketing Strategy for BJP

    A Study on Delhi Assembly

    Alok Pratap Singh


    Election Facts
    • A candidate in exchange of votes offers
    Political Leadership and is a service provider.
    • A political campaign is based on
    – What voters think?
    – What competitors are saying?
    • A young, fragmented & more informed
    electorate.
    • The decline of Party Loyalty
    • The high cost of running an election.
    Candidate Environmental
    Focus The Marketing Campaign Forces
    A. Technology
    Market (Voter) Candidate Strategy i)Television
    A. Party Segmentation Positioning Formulation and ii) Mobile
    Concept Implementation B. Structural
    Shifts
    A. Assess Voter A. Assess A. The 4 P’s
    i)Primary
    Needs Candidate 1. Product
    and
    Strengths and (Campaign
    convention
    Weakness Platform)
    Rules
    B. Product 2. Push
    ii) Financial
    Concept Marketing
    Regulations
    B. Profile Voters B. Assess (Gross Roots
    iii) Rallies
    Competition efforts)
    C. Power
    3. Pull Marketing
    Broker Shifts
    (Mass Media)
    in Influence
    4. Polling
    i) Candidate
    C. Selling C. Identify Voter C. Target Segment (Research)
    ii)
    Concept Segments B. Organizational
    Consultant
    Development and
    iii)Pollster
    Control
    iv)Media
    D. Establish Image
    v)Political
    THE POLITICAL CAMPAIGN Party
    vi)Political
    D. Marketi
    Preprimary Primary Convention General Action
    ng Committees
    Stage Stage Stage Election
    Concept /Interest
    Stage
    Group
    vii) Voters
    Product concept

    Party
    Concept

    1998 Atal Bihar Bajpayee


    Environmental Forces
    A. Technology
    – Internet – Online survey, Social networking, Commercials.
    – Television - Commercials, Television Debates, Media Analysis
    – Mobile – SMS, 3G Technology
    B. Structural Shift
    – Primary and Convention Rules – One constituency differs from the
    other
    – Financial – Fund availability & Contributions.
    – Rallies – Leadership Quality, Communication Skill.
    C. The Power Brokers
    – The Candidate
    • Shiela Dixit INC – Development Ideology & Philosophy
    • Arun Jaitely BJP – Not clear
    – The Consultant – Delhi State president & Prabhari
    – The Pollster - Supreme Court Ban
    – The Media – Investigative journalism, Sting Operations, Whistle
    Blowers, Candidate performance review
    The Marketing
    Market (Voter) • Voter Behavior (BJP)
    – Functional Value
    Segmentation
    Campaign • Swadeshi
    Market (Voter) • Swadeshi approach to
    Globalization
    Segmentation
    – Social Value
    A. Assess Voter Needs • Justice for all, appeasement to
    none “Dharam Rajya”
    • Good Governance, Development
    & Security
    – Emotional Value
    B. Profile Voters • Uniform Civil Code
    • Hindutva
    • Ram Mandir at Ayodhya
    – Conditional Value
    • Temporary Events
    C. Identify Voter Segments – Epistemic Value
    • Incumbency Factor
    • New Innovative different
    orientation
    Delhi Fact Sheet
    Religion/Sexwise Total Population in Delhi 2001
    Total Person Male Female
    Nos %ge Nos %ge Nos %ge
    All Religion 13850507 7607234 55 6243273 45
    Hindus 11358049 82 6249351 82 5108698 82
    Muslims 1623520 14 911006 12 712514 11
    LITERACY PERSON (%) MALE (%) FEMALE(%)
    YEAR 2001 81.82 87.37 75.00%

    No of Constituency
    Type of Constituency Gen SC ST Total
    No of Constituency 57 13 0 70
    Market (Voter) Segmentation

    Business Class
    (Baniya/traders)

    Sweet spot

    Hindu
    Fundamentalist(radical Forward casts
    & Moderate)
    The Marketing
    Market (Voter) • Voter Behavior (INC)
    Segmentation
    Campaign – Functional Value
    Market (Voter) • Economic Policy – Free
    Segmentation Market Policy with Govt.
    A. Assess Voter Needs
    Regulation
    • Foreign Policy – Non
    Alignment
    – Social Value
    B. Profile Voters
    • Sarvodaya - upliftment
    of all section of society
    – Emotional Value
    C. Identify Voter Segments Secularism
    – Conditional Value
    Temporary Events
    Strategy Formulation &
    Implementation
    • Positioning
    • Market Analysis
    – Image of Candidate
    – How Delhi has fared
    economically, socially & • Candidate Recognition
    politically? – Brand
    • Candidate Internal Situation • State Prabhari & Mantri
    – Background, motivation – Brightest & Smart
    • Competitive Analysis • Primary Stage
    – INC candidates – Flexibility
    • Final Stage
    – Consolidating from Poll
    Survey
    The Candidate Positioning
    INC (Sheila Dixit) BJP (???)
    Strengths No clearly identified Chief
    •Development Minister candidate for BJP
    Metro
    Flyovers
    •Law and Order
    Police image has improved
    Crime rate has reduced
    Weaknesses
    •Corruption
    CWG
    •Electricity
    Most expensive industrial unit
    cost in India
    Candidate Positioning
    Leadership
    (strong)

    Arun

    Image
    Image
    positive
    negative Sheila

    (weak)
    ELECTION 2003 DATA
    ELECTORS 2003 MEN WOMEN TOTAL
    i. NO. OF ELECTORALS 4756330 3691994 8448324
    ii. NO.OF ELECTORALS WHO VOTED 2610829 1902306 4513135
    iii. POLLING PERCENTAGE 54.89% 51.53% 53.42%
    PERFORMANCE OF WOMEN CANDIDATE 2003
    MEN WOMEN TOTAL
    i. NO.OF CONTESTANTS 739 78 817
    ii. ELECTED 63 7 70

    PERFORMANCE OF POLITICAL PARTIES 2003


    VOTES POLLED
    NATIONAL PARTIES SEATS WON VOTES %
    BJP 20 1589323 35.22%
    INC 47 2172062 48.13%
    BSP 0 259905 5.76%
    Targeting Segments
    • Three target group of constituency
    – Top end constituency – Janak Puri (Margin 21.81%
    BJP)
    – Play Hard constituency - Gole Market (65%
    INC), Minto Road (65% INC)
    – Big challenge constituency – Kasturba Nagar (683
    votes-BJP), Mahipalpur (Margin 7.5% INC)
    Application of Swing Model on 2003 Delhi
    Assembly Election

    INC (27) BJP (17)

    Running Catching
    Away (8) Up(5)
    Swinging
    (9)
    Swing Model (2 Party Model) – Lees: Marshment

    Party K’s Den


    Party J’s Den

    Running
    Away Catching Up
    from K Swinging with K
    (alternate)
    Assumptions:
    – Swing is Alternate
    – Each Party’s Dominant area is unaffected to exogenous factors
    – Factors affecting the voter decision are factored in the longitudinal
    pattern of data
    2008 Prediction Vs Actual Tally
    (Considering the swing on Congress Side)

    Party Dominance Swings Catching Up/ Total Actual Tally


    Running Away
    Congress 27 9 8 44 42
    BJP 17 - 5 22 23

    2013 Prediction
    (Considering the swing on BJP Side)
    Party Dominance Swings Catching Up/ Total Magic No
    Running Away
    Congress 27 - 8 35
    BJP 17 9 5 31 35

    Data
    The Pull Strategy
    • Learn from the success of constituencies from where BJP has been
    consistently winning with increasing margin YoY:
    – Delhi Cantonment
    – Tilak Nagar
    – Sahibabad Daulatpu (Rithala/Rohini)
    – Tughlakabad
    • Following Constituency should be targeted
    Within 10% of losing margin
    – Nangloi Jat
    – Mandawali (Laxmi Nagar)
    – Narela (SC)
    – Timarpur
    Narrowing the Gap
    – Adarsh Nagar (from 31% to 15%)
    Marketing Strategies 2013
    4P of Political Marketing Organizational Development
    • Product State
    – Eliminate Corruption President

    – Sushasan, Vikas
    • Push Marketing State
    – Gross Root Efforts Prabhari
    • Pull Marketing
    – Mass Media TV, Radio, Internet,
    Mobile, Print, CD, Negative Sanghatan
    Treasurer Secretary
    Advertisement, Celebrity Mantri
    endorsement
    • Polling – Market Research, polls
    Strategy Implementation
    • Primary Stage
    – In the initial phase of the campaign, strategy should be
    flexible to accommodate the twists and turns of election
    • Final Stage
    – When the campaign moves into final leg of the
    race, implementation of the strategy should be carried out
    with sharp focus
    • Monitoring and Controlling the Strategy
    – Prabhari & Mantri constantly review how well their
    strategy is working through Market Survey and Poll

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