A research study on the marketing strategies used by

theAam Aadmi Party

for Delhi Assembly Elections.

Background of AAP

• The origin of the AAP can be traced to a difference of opinion between Arvind Kejriwal and Anna Hazare, social activists a strand of the anti-corruption movement for Jan Lokpal Bill that had gained momentum in India during 2011-12 • Hazare had wanted to keep the movement politically neutral but

Kejriwal considered that direct involvement in politics was necessary. A survey conducted by the India Against Corrpution organisation using social networking services had indicated that there was wide support for politicisation.

Background of AAP

• Hazare and Kejriwal agreed on 19 September 2012 that their differences regarding a role in politics were irreconcilable.. On 2 October, Kejriwal announced that he was forming a political party and that he intended the formal launch to be on 26 November, coinciding with the anniversary of India's adoption of its constitution in 1949

Background of AAP

• The 2013 Delhi state assembly elections were the party's first electoral contest. The Election Commission approved the symbol of a "broom" for use by the AAP in that campaign.• The party said that its candidates were honest and had been

screened for potential criminal backgrounds.• The AAP published its central manifesto on 20 November 2013,

promising to implement the Jan Lokpal Bill within 15 days of coming to power

Background of AAP

• AAP emerged as the second-largest party in Delhi winning 28 of the 70 Assembly seats. the Bharatiya Janata Party as the single-largest party won 31 while its ally SAD won 1, Indian National Congress won 8 and two were won by others. • On 28 December 2013, the AAP formed a minority government in the

hung Assembly, with what Sheila Dikshit describes as "not unconditional" support from Indian National Congress.• Arvind Kejriwal became the second-youngest Chief Minister of Delhi

Objectives of the study

Objectives of the study

• To precisely study the marketing strategies of AAP

• The evaluate extend to which these strategies succeeded in the last elections

• To evaluate perception of different class of people about the 49 day long government, and to segregate and determine the real support base of the party

• 4. To find out if this strategy would practically work in the upcoming Lok sabha elections, which the party is eyeing

Objectives of the study

• Used a combination of Exploratory and Descriptive Research techniques. Focus was more on qualitative aspect, so exploratory research was used to the maximum extent

• For the purpose, focus groups, case analysis and depth interviews were taken.

• Sample size of 335 was used

Objectives of the study

• 73 respondents were online, which accounted for 21.8% of total respondents

• All the respondents were based in Delhi’s various constituencies

• Locations shown below

Focus Groups and Analysis

• Focus groups

• 1. Two cordial upper class groups of total size 12, who visited Radisson Blu pub on 01/03/2014

• 2. A group of 23 policemen (5 officers and 18 OR), posted at Delhi Police Headquarters, Vikram Nagar at 24/02/2014

Performance of AAP Government as perceived by Delhi Police personnel

Extremly Good Good Neutral Apprehensive Extremly Dubious

Delhi Police Perception of Government Civilian Perception of the Government

Apprehensive or extremly dubious Others

Sample response

Focus Group 1

0 10 20 30 40 50 60 70 80 90 100

Focus group 1 Vis a Vis Sample response on curtailing FDI in the UT of Delhi

Column1 Do not support curtailing FDI Supports curtailing FDI

Voter Demographics

First Time voter Repeater

Impact of AAP in getting enrolled as voter

Extremly High and high Neutral Low and Very low

Corp(Urban) 58 Corp (Semi Urban)128

Cantonment (49) Rural(Panchayat) 70

Total sample size of 305

Extremly good Good Neutral Apprehensive Extremly dubious 0

20

40

60

80

100

120

140

Opinion of formation of AAP as a political party back in 2012

Close

Presence of AAP in Online Social Media

Known Unknown

Sbuscription status to news feeds90

95

100

105

110

115Subscription Status to the news feeds of AAP online

Subscribed Not subscribed Column1

Perception of Candidates

0 20 40 60 80 100 120 140 160 180

Public Perception about the candidates fielded by AAP

Extremly Dubious Apprehensive Neutral Good Extremly Good

Awareness of AAP candidates in the constituency

Aware of AAP candidates Not aware

Source of awareness of candidates

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Source of awareness of AAP candidates by public

Newspaper ads Online Campaigns Posters Word of Mouth

Did the performance of the present Union Government had an impact on the outcome of the Delhi Assembly Polls?

Yes No Cant Say

Performance of the current Union government

Extremly good Good Neutral Apprehensive Extremly dubious

Decision to compete in Delhi Assembly polls

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Public Perception about AAP competing in 2013 Delhi Elections

Extremly Good Good Neutral Apprehensive Extremly dubious

Expected number of seats to be won by AAP before 2013 election results

0

20

40

60

80

100

120

140

160

Expected number of seats to be won by AAP before 2013 election result announcement

>35 25-35 15-25 May-15 <5

Do you think he uage of high tech methods like SMS registration has helped in the campaigning of AAP?

Yes No Cant Say

Does the populist measures taken by the AAP prove effective in the

long run?Yes- 82 respondents (26.2%)

No- 197 respondents (63.1%)

Cant Say- 26 respondents (8.5%)

Opinion on full statehood for Delhi

Yes No Cant Say

Poll Promise implementation0

20

40

60

80

100

120

140

Poll Promise Implementation of AAP Government

Extremly Good Good Neutral Apprehensive Extremly dubious

Do you support the government initiative to curtail FDI in Delhi?

Yes No Cant Say

Performance of the 49 day AAP government

Extremly Good Good Neutral Apprehensive Extremly dubious

>40000

25000-40000

10000-25000

<10000

0 20 40 60 80 100 120

Income group of respondents

Column2 Column1 Income group

Cross tabulation:

Impact of Union Government on Delhi PollsVs

Performance of Union Government

Performance of Present Union govt

Total

Extremly Good Good Neutral Bad Extremly Dubious

Impact of union government

Yes 18 25 75 78 16 212

No 0 0 2 1 0 3

Total 18 25 77 79 16 215

Inference: Impact of Union Government on Delhi polls and performance of Union Government

• Yes : Bad

• No : Neutral

Cross tabulation:

Income Group Vs

Performance of Government

Count

Performance of Govt

TotalExtremly Good Good Neutral Apprehensive

Extremly Apprehensive

Income group

More than 40000 PM 0 1 37 49 8 95

25000-40000 0 10 58 36 0 104

10000-25000 8 34 6 3 0 51

<10000 21 30 3 1 0 55

Total 29 75 104 89 8 305

Inference:Income Group and Performance of Government• More than Rs 40000 : Apprehensive

• Rs 25000- 40000 : Neutral

• Rs 10000- 25000 : Good

• Less than Rs 10000 : Good

Cross tabulation:

Income Group Vs

Rating the implementation of Poll Promises

Rating the implementation of poll promises

TotalExtremly Good Good Neutral Apprehensive

Extremly Apprehensive

Income group

More than 40000 PM 10 37 36 7 5 95

25000-40000 7 38 35 15 9 104

10000-25000 7 33 4 3 4 51

<10000 9 25 11 5 5 55

Total 33 133 86 30 23 305

Inference:Income Group and Rating the implementation of Poll Promises

• More than Rs 40000 : Good ~ Neutral

• Rs 25000- 40000 : Good ~ Neutral

• Rs 10000- 25000 : Good

• Less than Rs 10000 : Good

Cross tabulation:

Income Group Vs

Logic in Curtailing FDI

Logic in curtailing FDITotal

Yes No Cant Say

Income group

More than 40000 PM

8 85 2 95

25000-4000011 90 3 104

10000-2500030 16 5 51

<1000043 12 0 55

Total 92 203 10 305

Inference:Income Group and Rating the implementation of Poll Promises

• More than Rs 40000 : No

• Rs 25000- 40000 : No

• Rs 10000- 25000 : Yes

• Less than Rs 10000 : Yes

Cross tabulation:

Decision to contest in 2013 Elections Vs

Expected number of seats by AAP

Expected no of seats by AAP in 2013

Totalmore than 35 25-35 15-25 5-15 less than 5

Decision to contest in 2013 election

Extremly Good

2 10 30 21 1 64

Good2 10 63 49 2 126

Neutral2 10 30 25 0 67

Apprehensive0 2 14 16 0 32

Extremly Apprehensive

0 3 10 3 0 16

Total 6 35 147 114 3 305

Inference: Decision to contest in 2013 Elections and Expected number of seats by AAP prior to elections.

• Extremely Good: 15- 25

• Good : 15- 25

• Neutral : 15-25

• Apprehensive: 5- 15

• Extremely Apprehensive: 15-25

Cross tabulation:

Perception of Quality of candidates fielded by AAP

VsExpected number of seats by AAP

Expected no of seats by AAP in 2013

Totalmore than 35 25-35 15-25 5-15 less than 5

Preception of the quality of Candidates fielded by AAP

Extremly Good 0 6 32 16 0 54

Good 5 23 69 54 3 154

Neutral 1 6 39 27 0 73

Apprehensivw 0 0 7 11 0 18

Extremly Apprehensive 0 0 0 6 0 6

Total 6 35 147 114 3 305

Inference: Perception of Quality of candidates fielded by AAP and Expected number of seats by AAP

• Extremely Good: 15- 25

• Good : 15- 25

• Neutral : 15-25

• Apprehensive: 5- 15

• Extremely Apprehensive: 15-25

Limitations

LIMITATIONS

• Reasonably small sample size, cannot be generalized for the entire population

• Possible cooperation problems

• Difficult to understand the language(English) of the questionnaire by low income group

• Cannot give 100% accurate results

• Time consuming

• Not familiar with the terms and phrases used in the questionnaire

• Biasness of the respondents

• Difficulty in choosing the right option for various questions

Conclusion

CONCLUSION

• Lower income group supported the party and its ideas.• A majority of the high income group also did not supported the party• Government Departments considered the performance of the party

to be apprehensive• Youth supported the party and considered the performance of the

government to be extremely good• Online marketing strategies played a vital role in AAP’s marketing

strategies.• Opinion of full statehood for the UT of Delhi divided

Thank you