How can BJP revive itself in Delhi

1. Marketing Strategy for BJP A Study on Delhi Assembly Alok Pratap Singh

2. 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.

3. Candidate Focus Environmental Forces The Marketing Campaign Party Concept Product Concept Selling Concept Marketing Concept Technology i)Television ii) Mobile Structural Shifts i)Primary and convention Rules ii) Financial Regulations iii) Rallies Power Broker Shifts in Influence i) Candidate ii) Consultant iii)Pollster iv)Media v)Political Party vi)Political Action Committees/Interest Group vii) Voters THE POLITICAL CAMPAIGN Preprimary Primary Convention General Stage StageStage Election Stage

4. Marketing Concept Selling Concept 2003- India Shining Campaign 1998 Atal Bihar Bajpayee Centered on Voter

5. Environmental Forces Technology Internet – Online survey, Social networking, Commercials. Television - Commercials, Television Debates, Media Analysis Mobile – SMS, 3G Technology Structural Shift Primary and Convention Rules – One constituency differs from the other Financial – Fund availability & Contributions. Rallies – Leadership Quality, Communication Skill. 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

9. Delhi Fact Sheet

10. Market (Voter) Segmentation Sweet spot

13. 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

14. The Candidate Positioning

15. Candidate Positioning Leadership (strong) Arun Image positive Image negative Sheila (weak)

16. ELECTION 2003 DATA

17. Targeting Segments Three target group of constituency Top end constituency – JanakPuri (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)

18. Application of Swing Model on 2003 Delhi Assembly Election

19. Swing Model (2 Party Model) – Lees: Marshment 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

20. 2008 Prediction Vs Actual Tally(Considering the swing on Congress Side) 2013 Prediction (Considering the swing on BJP Side) Data

21. The Pull Strategy Learn from the success of constituenciesfromwhere BJP has been consistentlywinningwithincreasingmarginYoY: Delhi Cantonment Tilak Nagar Sahibabad Daulatpu (Rithala/Rohini) Tughlakabad Following Constituency should betargeted Within 10% of losing margin Nangloi Jat Mandawali (Laxmi Nagar) Narela (SC) Timarpur Narrowing the Gap Adarsh Nagar (from 31% to 15%)

22. 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 Development State President State Prabhari SanghatanMantri Treasurer Secretary

23. 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

24. Thank You!!