1 January 2015 1

Just the right image!

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R.Rachel

I-MBA –’A’

1411066

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Introduction

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Narendra Damodardas Modi, born 17 September 1950) is the 15th andcurrent Prime Minister of India, in office since May 2014

Risen from humble beginnings Modi worked his way top through varioushurdles

The 3 main challenges to Market Modi as BRAND NAMO To project him from regional to national brandTo reach the first time voters-150 millionTo remove the taint of 2002 anti-muslim riots

A good branding and communication plan is one of the greatestcontributors to Modi’s success story, not taking away the credit of a goodproduct and years of experience and developmental output behind himModi ensured each of his accomplishments is spoken about.

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Marketing tactic of Modi

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1.Core Brand Essence:Good product + Continuous and Consistent Communication =Market ShareAccept your core brand value and make it your strength ratherthan weakness as people can’t isolate brands from their essence.Give the brand a clearly defined personality rather than leave thistask to customers. It’s good to have a single identity instead ofmultiple image perceptions for the brand as human beings interactand build relationship with people, not non-living entities.

5.Brand Reinforcement:All branding efforts must be coordinated and synergistic. So, it isessential to invest in building differentiated and well-recognisedbrand properties and assets.

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Contd..

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2.Consumer Insight:Build your brand and communication strategy ‘outside-in’ andnot inside-out’. Understand what your customers want, what theirconcerns are.

3.Focused Proposition:Positioning is the most important and critical brand asset. It isimportant to identify the ‘node’ you wish to occupy in theconsumer’s mind. Do not try to be too many things for yourconsumer as you may end up being none.

4.Weave Emotion with Brand:

Brands are built on emotions and a strong consistent emotioncan find you a special place in the consumer’s mind.

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Strategic Brand Management from Modi

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Focus: Even a complex entity such as a political party with multiple

dimensions and facets can be presented and represented on one or twodimensions – the chosen leader and his track record = likely futureperformance of India under his leadership

Consistency: Repetition of a few messages about Narendra Modi –

governance, non-corruptibility, toughness, pro-business and through this, avery clear and unambiguous picture emerges

Orchestration: Most marketers who use up the bulk of their brand

communication budgets on television advertising rely on replay of the TVCto provide focus and consistency. However, a political campaign needs tobe orchestrated through multiple channels many of which can’t be easycontrolled like a produced TVC – from w-o-m at a grassroots level to socialmedia to political rallies and face-to-face encounters. BJP has set up acommunication juggernaut that orchestrates and manages a huge quantityof content and messaging on an hourly basis in the lead up to the election.

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Modi -Social Media

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Social Media Strategy

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Connect with new and existing voters’ populationSpread Awareness about the party’s agenda, campaignsGenerate Interest and Desire for the party’s initiatives

and future prospectsRegister party’s name with keywords-

Growth, Development, Alternative for ChangeNurture a community of Brand Advocates for the partyIntegrate offline-online campaigns to broaden thespectrumEngage with the youth and inspire them to contributetheir bit towards the mission

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Namo-Twitter

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Namo-Facebook

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Namo - Youtube

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Namo Products

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Promotion of Namo – from 4P’s

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Packaging of products is more important than anything else

Time is of essence, keeping brand recall in mind

Take into consideration customer requirements and aspirations

Choose your crew wisely

Choose the right medium

The sales & marketing personnel should be proud of their productto convince customers to buy it

Choose the face of your advertising campaigns wisely

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Marketing a two way process

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Gone are the days when marketers could just grab people and tell them about their products. Nobody cares about monologues and communication can no longer be one way. Organizations must include their customers in the process of innovation and interact with them constantly.

The ‘Chai pe Charcha’ campaign focuses on allowing people to talk, listening to them and making them feel that they are a part of the effort towards rebuilding India. This is vastly different from political rallies and even TV interviews where only a selected few get to be a part of the debate.

1 January 2015 14R.RACHEL