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Marketing of Political Parties in Pakistan (Focus on PTI)Akhtar Yousaf.Farhan Ahmad.Bilal Ahmad.Mohammad Sohaib.Meraj KhanZeeshan Ahmad.

IntroductionThe strategies of many political parties and the activities of their followers have striking analogies with several marketing principles.

The emergence of POLITICAL MARKETING.

POLITICAL MARKETING DEFINED

It deals with how politicians, political parties, governments and associated stakeholders harness the vast knowledge base of marketing in their political undertakings.Pakistans Political Landscape

Parties and positioningDifferent political parties have their own ideology and strategy framework in which they operate and from which they deviate very little.these political parties have championed their ideology at different periods.

Parties and positioningfor instancePractice of the Pakistan Peoples Party (PPP) to dole out public sector jobs, welfare payments and employment.Now this positioning was so well-communicated that the PPP became associated with roti, kapra and makaan the basic necessities of life. Subsequently, the Bhutto familys impact on the party.. surname of Benazir Bhuttos Children changed.Parties and positioningfor instance2. Jamaat-e-Islami (JI), Jamiat Ulema-e-Islam (JUI) and other religious political parties have used Islams namereligious parties.It goes without saying that it has always been the positioning that created this image for these parties.Parties and positioningfor instance3. Pakistan Tehreek-e-Insaf (PTI)Evolved a different positioning.Imran Khans youthful image remains core to their positioning.PTI has used change as a mantra in its positioning strategy.Challenged the traditional Pakistani politics.The PTI then positioned itself as a party that would hold intra-party elections even at the grassroots .legacy of JI.ContinuedJI failed to take leverage this positioningThis is analogous to how some brands take a particular positioning over others in the mind of their customers.

Regional or national? Segmentation and targeting at workMuttahaida Quami Movement-MQM. historically focused on urban Sindh, particularly Karachi and Hyderabad.Urdu-speaking party leaders cross new demographics in Pakistan, they are experimenting with new positioning and targeting strategies.MQM a challenge to the status quoquite successfulAwami National Party (ANP) continues to woo Pakhtun voters

Segmentation and targeting at workPTI( Pakistan Tehreek-i-Insaf)Newborn comparatively to Pakistan's old parties.National level partyfrom Karachi to Khyberthough weak in rural Sindh, Punjab, Baluchistan.Main target youth, elite and educated class.Focusing on KPK in generalas it is ruler party

Election symbols the brandselection symbols..part of their marketing campaigns.Importance of symbols (logos) increases when literacy levels are low and people recognize their candidates through symbols.true power of brands in Pakistani politics exemplified in March 2013 court decision about open/closed book regarding JUI.

Continuethis demonstrates how the religious parties are using key religious elements for their branding and positioning.In PTI case, The PTI uses insaf (justice) as its key positioning and had to do battle with the JI to have a weighing scale as the election symbol. Having failed, they settled for a bat aimed at recalling their skippers cricketing career.Politics and elections Marketing and salesfor any political party, the years of struggle can be equally weighed against what it achieves during an election campaignjust like Marketing and sales.For political parties, all marketing activities lead to the day their consumers make the real purchase cast their vote.ContinueMarketing tactics and sales in Pakistanthe reality in the rural areas is that votes can be won for trivial favors such as monetary benefits, jobs, giveaways or even providing transport to the polling station with some refreshments on the go (yes, thats it!). Fielding the Right candidates from the right caste, sect or ethnicity can generate further sales.Involving celebrities.posters and banners on the streets and roads.Public gatherings/jalsas/weddings/even funerals.TV shows/talk shows, radio, print media etc.Philanthropic activities.direct marketing like sending recorded messages through mobiles.Peoples wishes for corruption free government and PTI promises to full fill that. Additionally, development of nation.

Running special vans

Running special vans in rural areas to education youth on importance of voting in Karachi.

Tabdeeli Razakar ProgramTabdeeli Razakar (Volunteers for Change). Voting literacy for urban youth.

Naya Pakistan FundInvolving public in political funding is a tactic long being used in American politics.

Door to door campaignRAWALPINDI: The Pakistan Tehreek-i-Insaf (PTI) has roped in 200 young women, mostly university students, in the garrison city to canvass for the cantonment board elections.

PTI Tele-marketingPTI Tele-marketing calling some 300,000 land lines in KarachiAssalam-o-Alaikum. This isImran Khan. How are you? Im coming to your city to bring everyone together on December 25 at Mazar-e-Quaid for a rally.I hope that you can break all the shackles and take part because at this rally we need to make the beginning of a new Pakistan. I will be waiting, Thank you.

Documentaries and short filmsPTI current documentaries and short films on various topics, including social injustice, party evolution, performance of rival political parties, and voter education (how to use their right to vote.PTI Central Information Secretary Shafqat Mehmood said the party was designing an elaborate election campaign market strategy for the upcoming general elections..news from 2012PTI major strengthSOCIAL MEDIA campaignthe internet and social media in spreading Imran Khans message/PTI..without cost/single penny.symbolizes a message of hope for Pakistan, not only in real life but also in his actions and deeds.Online popularity does not mean you win elections. Only be treated as a marketing tool along with electronic media which will consequently motivate voters to come out to vote.PTI SloganNAYA PAKISTAN!Running its election campaign with slogan Naya Pakistan, Pakistan Tehrik-i-Insaf (PTI) has been pioneering a new form of political marketing in Pakistan.Musical concerts for promotions

PTI expenditureThe expenditure and the income of the PTI is more than the PPP and PML(N) put together at least on paper.PTI Chairman Imran Khan spent Rs960 million (2012-13) for overhead party costs, payments and fixed assets. While total income receipt amounts to Rs1.05 billion for this financial year.ContinuedHow PTI met its financial expenditure? ..Fundraising campaign.PTI raised funds worth Rs1.05 billion through national,international donors, chairman efforts.It paid about Rs410 million for advertising and marketing expenses; Rs235 million for public events expenses; Rs24 million in salaries; Rs11 million for entertainment; and Rs53 million for printing & stationery.

ContinueThe party spent an estimated Rs70 million in financial assistance to candidates, with Rs6.6 million allocated to travelling and conveyanceIt is pertinent to mention that in accordance with the Political Parties Order, 2002, PTI has disclosed the name of the auditors and declares that it has details of the sources of all funds.

Bad political advertisingWhen unrest and lawlessness was at its peak in Balochistan, the provincial government chose to run a campaign in the national print media flaunting its achievements over the last five years.In some circumstances it might had work but for the people who continue to endure the hardships of life in Balochistan the campaign was painful.ContinuedA parallel can perhaps be drawn to Nero playing the fiddle while Rome burned.PTI was protesting/sit ins in capital,while IDPs flooded Peshawar with kpk government giving no attention.Musical concerts arrangements, which where seen by many society segments as against majority religious beliefs, our society norms.Why PTI political marketing campaign was more effective than rivals?1. Creating connection with the hottest issues Because they adopt a market orientation and develop a product in response to market demands more effectively than rivals. E.g. anti-drone attacks campaign.2. Trust in candidates and leaderships are other parameters where PTI raised its standard higher than other parties to differentiate itself.3. Explore the Technology to Reach out Your Target Market Effectively and Efficiently

Continued..4. To reach young first-time voters, it used social media.5. High level of online fundraising comparatively to rivals.well-educated supportersfree ambassadors.Imran khans charisma centered.Imran Khans philanthropy and success story of Shaukat Khanam Hospital is the main driving force behind PTI.

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