Marketing Strategy for BJPA 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.

A. Party Concept

B. Product Concept

C. Selling Concept

D. Marketing Concept

Market (Voter) Segmentation

Candidate Positioning

Strategy Formulation and Implementation

A. Assess Voter Needs

B. Profile Voters

C. Identify Voter Segments

A. Assess Candidate Strengths and Weakness

B. Assess Competition

C. Target Segment

D. Establish Image

A. The 4 P’s1. Product

(Campaign Platform)

2. Push Marketing (Gross Roots efforts)

3. Pull Marketing (Mass Media)

4. Polling (Research)

B. Organizational Development and Control

CandidateFocus The Marketing Campaign

A. Technology i)Television ii) Mobile

B. Structural Shifts i)Primary and convention Rulesii) Financial Regulationsiii) Rallies

C. Power Broker Shifts in Influencei) Candidateii) Consultantiii)Pollsteriv)Mediav)Political Partyvi)Political Action Committees/Interest Groupvii) Voters

EnvironmentalForces

Preprimary Primary Convention GeneralStage Stage Stage Election

Stage

THE POLITICAL CAMPAIGN

Product concept

Party Concept

1998 Atal Bihar Bajpayee

2003- India Shining C

ampaign

Centered on Voter

Selling Concept

Marke

ting

Conce

pt

Environmental ForcesA. 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 Campaign

• Voter Behavior (BJP) – Functional Value

• Swadeshi• Swadeshi approach to

Globalization– Social Value

• Justice for all, appeasement to none “Dharam Rajya”

• Good Governance, Development & Security

– Emotional Value• Uniform Civil Code• Hindutva• Ram Mandir at Ayodhya

– Conditional Value• Temporary Events

– Epistemic Value• Incumbency Factor• New Innovative different

orientation

Market (Voter) Segmentation

Market (Voter) Segmentation

A. Assess Voter Needs

B. Profile Voters

C. Identify Voter Segments

Delhi Fact SheetReligion/Sexwise Total Population in Delhi 2001

Nos %ge Nos %ge Nos %geAll Religion 13850507 7607234 55 6243273 45Hindus 11358049 82 6249351 82 5108698 82Muslims 1623520 14 911006 12 712514 11

FemaleTotal Person Male

LITERACY PERSON (%) MALE (%) FEMALE(%)YEAR 2001 81.82 87.37 75.00%

No of ConstituencyType of Constituency Gen SC ST TotalNo of Constituency 57 13 0 70

Business Class (Baniya/traders)

Forward casts Hindu

Fundamentalist(radical & Moderate)

Sweet spot

Market (Voter) Segmentation

The Marketing Campaign

• Voter Behavior (INC)– Functional Value

• Economic Policy – Free Market Policy with

Govt. Regulation• Foreign Policy – Non

Alignment– Social Value

• Sarvodaya - upliftment of all section of society

– Emotional Value Secularism

– Conditional Value Temporary Events

Market (Voter) Segmentation

Market (Voter) Segmentation

A. Assess Voter Needs

B. Profile Voters

C. Identify Voter Segments

Strategy Formulation & Implementation

• Market Analysis– How Delhi has fared

economically, socially & politically?

• Candidate Internal Situation– Background, motivation

• Competitive Analysis– INC candidates

• Positioning– Image of Candidate

• Candidate Recognition– Brand

• State Prabhari & Mantri– Brightest & Smart

• Primary Stage– Flexibility

• Final Stage– Consolidating from Poll

Survey

The Candidate PositioningINC (Sheila Dixit) BJP (???)

Strengths•Development

MetroFlyovers

•Law and OrderPolice image has improvedCrime rate has reduced

No clearly identified Chief Minister candidate for BJP

Weaknesses•Corruption

CWG •Electricity

Most expensive industrial unit cost in India

Candidate PositioningLeadership

(strong)

(weak)

Image positive

Arun

Sheila

Image negative

ELECTION 2003 DATAELECTORS 2003 MEN WOMEN TOTALi. NO. OF ELECTORALS 4756330 3691994 8448324ii. NO.OF ELECTORALS WHO VOTED 2610829 1902306 4513135iii. POLLING PERCENTAGE 54.89% 51.53% 53.42%PERFORMANCE OF WOMEN CANDIDATE 2003

MEN WOMEN TOTALi. NO.OF CONTESTANTS 739 78 817ii. ELECTED 63 7 70

PERFORMANCE OF POLITICAL PARTIES 2003

NATIONAL PARTIES VOTES %BJP 20 1589323 35.22%INC 47 2172062 48.13%BSP 0 259905 5.76%

SEATS WONVOTES POLLED

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

BJP (17)

Catching Up(5)Swinging (9)

Running Away (8)

INC (27)

Swing Model (2 Party Model) – Lees: Marshment

Party K’s Den

Catching Up with KSwinging

(alternate)

Running Away from K

Party J’s Den

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/Running Away

Total Actual Tally

Congress 27 9 8 44 42

BJP 17 - 5 22 23

2013 Prediction(Considering the swing on BJP Side)

Party Dominance Swings Catching Up/Running Away

Total Magic No

Congress 27 - 8 3535BJP 17 9 5 31

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• Product

– Eliminate Corruption– Sushasan, Vikas

• Push Marketing– Gross Root Efforts

• Pull Marketing– Mass Media TV, Radio, Internet,

Mobile, Print, CD, Negative Advertisement, Celebrity endorsement

• Polling – Market Research, polls

Organizational DevelopmentState

President

State Prabhari

Sanghatan Mantri Treasurer Secretary

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

Thank You!!