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,
TV/NewspaperAdvertisements
iv) Marketing communication through Social Media:
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 ”.
I do agree. In my opinion two things stand out particularly in this case:
ReplyDeleteFirstly 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
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.
DeleteTrue. 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.
ReplyDeleteRight observation, Rahul. Mktg functions truely demonstrated the desirable outcome here.
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