MARKETING IN INDIAN

POLITICS

GROUP 7
Karan Lohumi (023)
Ganesh Rathod (037)
Rishabh Jain (038)
Pratik Salve (039)
Sambhav Jain (040)
Marendra Nodi Gahul Randhi
INTRODUCTION TO INDIAN GENERAL ELECTIONS

One of the biggest marketing battle

that the country witnesses every 5
years

Political Parties spend huge sums of

money on marketing and promotion.

Just like any other product

marketing strategies can

1 2 3 be applied to political
parties.
 Objective of the study

To understand the Challenges

To know the importance of Political faced by Political Marketing
Marketing in India system.

To understand the effectiveness of

To find solutions to improve
political marketing in spreading
Political marketing system.
information to end consumer.
 Methods Of Research Applied

Methods Of
Research
Secondary Data Analysis Applied
Research Paper Analysis

Online Expert Interviews

 Strenghts Weaknesses
1.Modi’s Popularity
1. Jobs/rural distress
2.Focus on National Security
2. Handling of economy
3.Strong organizational
structure

Threats Opportunities
1. Over-reliance on Modi
1.Disjointed opposition
2. Regional parties might
2.No clear alternative to
cause problems
Modi
 Strenghts Weaknesses
1.NYAY
1. No counter to Modi
2.Hindi Heartland win
2. Rahul’s Leadership
3.Strong organizational
structure

Threats Opportunities
1. Big brother attitude 1.Priyanka Gandhi Vadra’s role
2.Building on Jobs/rural distress
3.A projection as “Common
…..Man’s” Party
S Area Of Country: P Political Views:
D 1. Gender : Both G BJP: Majorly West and S BJP :Rightist
E 2. Age : >18 E North region Y Congress: Leftist
M Congress: Majorly C
3. Income: Poor to O
H Values and Moral System:
O Western, southern and
Rich G O BJP: Traditional Ideology
G N-E region.
R
R 4. Marrital G Congress: Liberal Ideology
A R
A Status :Married/ P
Locality:
A Social Attitudes:
P Unmarried BJP: Mainly Urban
H Congress: Mainly Rural
P BJP: Orthodox mindset in
H I H General
I C I Congress: Modern mindset
C In General
C
 T
Micro Voter
Targeting:
With the help of electoral rolls political parties can enrich the
data repositories of their voter base. Data repositories contain
millions of data points of every individual voter.
Using these data points, political parties can work out user
profiles that can be juxtaposed with the electoral roles. 
P
Disruptive Positioning
A new age positioning strategy in which a candidate follows the
following two steps:
1. The candidate compares himself or herself with the entire
gamut of candidates that belong to the opposition.
2. After making the comparison the candidate positions himself
different from other candidates.
4 P’s of Marketing in Politics
PRODUCT
01 Candidates contesting for elections, Policies, reforms, etc.

PLACE
02 Competing at regional level vs Competing at National level.

PROMOTION
03 Advertising, Election Rallies, TV and Radio Appearance.

PRICE
04 Price for successful election consists of a combination of factors like Vote on
account of ideology and Anticipation of good governance.
 Conclusion
⮚ Political Marketing in India is at a very nascent stage.
⮚ Proper application of all marketing fundamentals can reap huge dividends for political parties.
⮚ Strategies like Micro Targeting with the help of analytics and disruptive positioning can be
applied.
⮚ Voter behaviour can be influenced and right set of voter base can be targeted.
THANK YOU!