2014 Election Proves- Marketing Matters
Indian election to Parliament 2014 is
in full swing. In elections political actors and parties sell social products
to voters. Voters are market and catch for politicians. Projects, programs,
promises, good governance, new welfare policies, ideas and schemes are social
products. National and regional parties are having marketable social products. But
if marketing is weak, product would not be sold. Modi’s marketing lead is
acknowledged by his competitors.
The marketer E. Jerme McCarthy proposed 4P classification in
1960. Since then, it is in use worldwide. 4P marketing model is well
known. 4P stands for product, price, promotion and place. This 4P model is
product oriented. With fast changing situation, taste and technology,
orientation is also changing- from product to consumer. In the 1990's 4C
concept was introduced. There are two theories: first is Lauterborn's 4C is
consumer, cost, communication, convenience; second is Shimizu's 4C is
commodity, cost, communication, and channel.
Marketing word was monopolised by commercial
market. In 1969, Levy and Kotler suggested that in addition to economic
products and services, the concept of marketing is applicable to the marketing
of persons, organisations, and ideas.
Political marketing is the process by which political candidates and
ideas are directed at the voters in order to satisfy their political needs and
thus gain their support for the candidate and ideas in question. The marketing
concepts are quite applicable to political marketing. Admittedly, by focusing
on the decision marketing approach to voter behaviour, other popular approaches
were not given any exposure.
The primary aim of political warfare is to win votes, by building
preference and shaping perception. The challenge of preference building has to
be accomplished in a short of time. This is not classic marketing warfare;
marshalling the 4Ps. Marketing in politics is more about the 4Cs than 4Ps.
Constituency is the equivalent of local markets in marketing.
It is crucial for parties to think differently of the 543 Lok Sabha
constituencies.
“Think national but
choose local" is the best strategy, similar to brand marketing campaigns.
Comparative advertising is the cornerstone of political marketing.
The idea is to portray competitors in an unfavourable way without being
perceived as attacking them. Political advertising does this by creating FUD:
fear, uncertainty, and doubt.
The U.S. Federal Election Commission finds that 2014 general election in India
is projected to cost about $5 billion, making it the costliest election ever in
India and the second most expensive campaign in world history, behind only the
2012 U.S. presidential election, which cost some $7 billion.
The huge sum marks India’s entrance into big-time election
expenditures as well as the emergence of sophisticated Western-style
campaigning, fund-raising and the domination of social media in politics.
According
to the Centre for Media Studies, an Indian think-tank, the $5 billion price tag
for the Indian election will be about triple the amount of money spent by
Indian candidates in the 2009 general election.
Part of
this spike can be explained by inflation, but also by the fact that politicians
seek to appeal to a younger, tech-savvy Indian electorate with more easily
accessible campaign venues, more television commercials, digital marketing
efforts, closed-circuit live broadcasts of rallies and increased social media
and Internet content.
Narendra Modi, the visionary leader of the opposition Bharatiya Janata
Party, is especially keen on the use of social media to attract young voters,
while the incumbent Congress party has “started spending on digital, which it
never did in 2009.”
Indeed,
Modi has been campaigning since last year, aggressively crisscrossing the
country to give speeches in front of huge, adoring crowd.
His excellent marketing plan and media management are keeping him
in lead. Social media and 3D modern tool are his new marketing weapons to
have lead against his competitors. Unlike others, he is managing his
campaign on world-class selling techniques and managements. Above all, his
advance planning and start leaves other adversaries behind.
He is first in 3D technology’s use worldwide. He is the first to
use this technology in his assembly election of Gujarat in 2012. Now this
experimented tool is a marketing boon for him in his ongoing election. This
proves him an innovator and attracts young and net savvy voters. No other
country and leader used it. Hence, he is showing the political marketing way to
world leaders.
Social media came in limelight
in 2008 US election. It helped Obama in making him President. After this, this
new media as political marketing tool is getting ground gradually world
map. Recent Delhi assembly election proved its might in Indian elections. AAP
used it like Obama and Arvind Kejriwaal became Chief Minister within a year of
one year old party.
Though all parties have
realised its potential, but Modi is ahead among all in using it as selling
tool. He copied Obama's social media model. As a result, the tool helped him a
lot in making his image. Modi uses social media to connect and engage with high
class gentry who are net savvy.
He is making favourable opinion by social media. His social media use is well
calibrated and planned like Obama election of 2008. These two marketing tools
are keeping him always ahead of others in race.
In internet age,
old style of campaign and election management is getting obsolete gradually.
Those who are relying more on old style are lagging. Here Modi is
unmatched. He started his campaign long back in September 2011 with his
much-hyped three -day fast for communal harmony. After this, he is campaigning
non-stop. His election and campaign management is world-class with respect to
Indian standard.
Modi and Nitish, as chief minister Gujarat and Bihar respectively have been
running a long battle to capture the national imagination with their respective
"governance models". The growth acceleration in Gujarat seems to owe
more to the opening up of the Indian economy than to Modi's rule.
Modi ensured that economy did not lose steam by choosing wise economic policies
but his performance is driving growth pales in comparison to Nitish. Weak
marketing of Nitish is not fetching favourable results. While his social product
is comparable or better than that of Modi's..
During
an interview with a TV channel, Congress vice-president Rahul Gandhi said “BJP
is better in marketing its campaign. But for us our strength is amongst the
poor. Their (BJP) marketing is good. But our work is better than them.” Mostly national and regional parties and
political actors are acknowledging this directly or indirectly.
Modi’s marketing, world class campaign managing,
early starting and new technology tools are chariots to keep Modi in lead not
BJP. It is Modi’s marketing which is pulling big crowds in his meetings. Well
and accurate planning has provided time space to cover more meetings and
constituencies is a very tight schedule.
As of now, it is visible that it is Marketing which
helped BJP and Modi to build-up a conducive environment in his favour. Others
are also having comparable social products. But due to poor marketing, they all
are lagging far behind in political gains.
Modi is selling primarily two social products. First is good governance
and second is development. He developed these two product in a state level market.
But, he is able to sell these state level product in a national market. He is
doing this by his marketing acumen. This proves political marketing
matters in Indian elections.
Heera Lal (views are
personal and academic, based on different sources)
References:
1. http://en.wikipedia.org/wiki/Marketing_mix
2.
http://www.acrwebsite.org/search/view-conference-proceedings.aspx?Id=12061
3.
http://articles.economictimes.indiatimes.com/2013-10-14/news/43032070_1_political-advertising-pm-candidate-marketing
4.
http://www.ibtimes.com/indias-2014-election-cost-5-billion-second-only-price-tag-2012-us-presidential-election-1570668
5. http://www.deccanchronicle.com/140413/nation-politics/article/bjp-all-about-marketing-rahul-gandhi
6.http://www.livemint.com/Opinion/LytRsufeCWOdBGOZV7JkbL/Bihar-vs-Gujarat-Comparing-development-models.html
7. http://articles.economictimes.indiatimes.com/2013-04-22/news/38736125_1_bjp-mlas-gujarat-model-nitish-model
No comments:
Post a Comment