Monday, 19 May 2014

Did Marketing make the difference with regard to the Outcome of the recently concluded 2014 Parliament Elections? Does this demand Organisations of any size to take a leaf out of this, particularly ,on the Marketing front.?

There is a strong school of thought that “Effective Marketing Communication” made all the difference in this recent concluded  elections.
The way BJP has managed its strategy will excite many B- Schools to perform case study about the entire campaign. Branding strategy & Marketing Strategy are visible with an  effectively  use of new age Technology.
BJP resorted to  “Election Management” rather than conventional election campaigning. The following are a few highlights ,which I am sure, any Marketer will appreciate.
a.Branding   :
What Modi stands for  : Leadership / Development / Good Governance /
                                         Against corruption
Tag line : Ab ki bar, Modi Sarkaar
These are strong emotional connect which any Marketer will desire his product / Services  be associated .Effort was put to have TOMA (Top of the mind awareness ) among the audience.
b.Marketing  : Marketing strategy was in line with the brand strategy
i) Product Differential strategy.
ii)STP –Segmenting, Targeting, Positioning
eg : Rural/Urban ;Demographic (First time Voters)
iii) Marketing programmes were tailor made to suit specific Market segments.
eg: 3DHalogram Rallies,  NaMo Merchandise,   Chai pe Charcha, Bharat Vijay Rallies,
iv) Marketing communication through Social Media:
eg: Twitter, Facebook, Google+, Youtube, Tumblr, Pinterest, Flickr, Ipad/Iphone/Android applications

Therefore, This election  proves beyond  any doubt about  the effectiveness of Marketing in deciding the success or failure of the Parties even in Parliament elections. The success of the winning Party in this election is analogous of any Product / Service organization which tastes similar success concentrating on their “ Marketing Management ”.


  1. I do agree. In my opinion two things stand out particularly in this case:
    Firstly claims of performance were substantiated. The 'Gujarat Model' was verifiable. So I think what a product stands for must be demonstrable. Secondly I sensed a more 'integrated marketing plan' well executed, where every element of the campaign was strongly bonded and overlaid - something that is critical for mass marketing products

    1. Right Bala, No amount of Marketing can support a bad product.A well articulated Marketing Plan coupled with a high level of execution at the ground level makes remarkable impact.

  2. True. The B-Schools are planning to taken up as a Case Study. Branding/Positioning is very important. Otherwise, with an experience of governing only a single state"Gujarat", Modi was very successful in making his presence felt pan India.

    1. Right observation, Rahul. Mktg functions truely demonstrated the desirable outcome here.