Business
Marketing in Politics

Photo by AP
This is not yet another Congress Vs BJP Vs AAP article! However in between, this article uses examples from the winning political party, BJP. BJP is a nationalist, right to centre political party of India, which has made history by becoming the first non-congress party ever to achieve majority in the Indian parliament in 2014. It is also the first time in 30 years when a non-coalition government is formed in the centre, eliminating few prominent political groups from the parliament. This article analyses the surprising performance by the BJP from the marketing perspective.

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The recently concluded democratic elections in India featured some principles of marketing used prior and during the elections by political parties. However, this term was used in a negative sense highlighting corporatizing of democratic institutions and crony capitalism. While crony capitalism is something our democracy should fight, marketing itself is not bad for democracy.
Marketing – in a political perspective – is the process of communicating the value of a product or service (policies, agenda and leader) to customers (entire population, both voters and non-voters), for selling that product or service (getting votes and trust). It is about getting the sense of society’s requirements and coming up with solutions for them. This is something, which all the sincere political parties try to do at the grassroots level.
In the 21st century, corporates have adopted a holistic marketing approach, which says, “Everything matters in marketing”. Such a marketing approach aids converge various segments of society with social responsibility. “Ek Bharat, Shreshtha Bharat” (One India, Great India) – slogan widely used by BJP reflects this approach, discouraging the political marketing activities of “divide and conquer”. Holistic marketing comprises of four components, namely:
- Relationship Marketing: Extending communication with customers (voters) and working on their direct feedback, maintaining long-term relations (retaining voters). With the worst ever performance by the Indian National Congress in these elections, party leadership later accepted that there was a ‘disconnection’ with the people and they failed to recognize the mood of the nation.
- Internal Marketing: Considering employees as internal customers. Motivating party workers, and maintaining healthy two-way communication between upper leadership and lower leadership, party workers and cadres who have first-hand experience and understanding of public mood and problems.
- Integrated Marketing: Keeping every segment in mind and customizing your strategy to target each segment. Whether it is about a problem of a region, rights of minorities, safety for women or jobs for youth, a fair and balanced policy needs to be fabricated in the manifesto addressing everyone’s needs and bringing everything under one umbrella, thus increasing votes. The slogan “Sabka Saath, Sabka Vikaas” (Inclusive Development) widely used by BJP could be considered an example of integrated marketing which clearly had results – BJP winning an overwhelming majority in the parliament.
- Socially Responsible Marketing: For corporates, socially responsible marketing can be just a part of their marketing strategy or Corporate Social Responsibility (CSR). However for political parties, this should be the main component of their strategy with a focus on benefits to the society.

3D projection of Narendra Modi rallying at hundreds of location at the same time. Source: indiatimes.com
In a parliamentary democracy, the demands of people and their needs are the driving force of all policy making and its approval. Such democracy should function for the people and by the elected representatives of the people. Any political party, which is serious about delivering and working for the people, must incorporate the four Ps of marketing. They are Product, Promotion, Price and Placement. When talking about customer focused marketing (public focus), the four Ps can be better presented as SIVA that is Solution, Information, Value and Access.
Customer oriented marketing or, in this case, public focussed politics or “good governance” – a terminology widely used by BJP’s prime ministerial candidate (now Prime Minister of India) is all about putting the citizens first. A political party must understand and recognize the problems in society and come up with a problem-solving product. This product or solution is the mix of leadership, ideology, party policy, action plan, agenda and manifesto.
The next important part of public focussed politics is promoting or informing people about their solution. This includes electronic and print advertisement, public rallies, meeting with people and running social media campaigns, all of which played a huge role in the recently concluded Indian elections.
However, the most important part is if the solution is actually reaching the people. Delivering on election promises can be done only after winning the elections, but it must be already ensured that the solution is applicable to all regions and sections of society. Parties must field a strong candidate in each constituency whom voters can vote for. It must be noted that NDA (BJP+) contested in 542 seats out of total 543, whereas UPA (Congress+) had contested only in 537 seats.
To sell the solution to the people, one needs votes! Every citizen can vote once in five years, thus every vote carries enormous value for him/her as well as for the party. Is your solution worth a voter’s vote? The solution and delivery of promises should be such that a voter feels safe and satisfied voting for that party.
In the latest elections in India, the winning party was accused of using the principles of marketing. Both the major parties, Congress and the BJP had hired PR firms to manage their campaigns. No matter how much funds and efforts you put in marketing, if your product/solution is not convincing to the people, you will not be able to maintain your dominance in the market of democracy for long.
Looking at BJP’s elections strategy, there is not doubt that the party was well aware of marketing fundamentals and made use of it wisely. Nevertheless, delivery of promises and implementation of the solutions is a part of marketing too (selling product/service and value addition). If the party is serious about maintaining its place in the parliament for long time, it should keep in mind all the promises it has to fulfil.
References for further study
- Kotler, Philip & Keller, L. Kevin (2012). Marketing Management 14e. Pearson Education Limited 2012
- Dev, Chekitan S.; Don E. Schultz (January–February 2005). “In the Mix: A Customer-Focused Approach Can Bring the Current Marketing Mix into the 21st Century”. Marketing Management 14 (1).
Business
Do’s and Don’t’s of Firing People

As a business leader one of the hardest things that you could do is fire an employee. Of course, it sounds like an easy thing to do if the employee is rightfully deserving of being fired, but it is a lot easier said than done. Is a decision that many managers actually lose a lot of sleep over, because it’s such a difficult undertaking.
No matter what you do though, whether you are firing somebody because they are just not the right fit for your business, or you are dismissing an employee for gross misconduct, legal issues can arise that could do damage to your business. HR professionals across the country will tell you that there are many different ways of gracefully terminating an employee’s contract, but there are some do’s and don’ts that you could do to make it an easier process that can help you deal with it. Let’s take a look at a few of those below.
- Do get everything in order before you fire them. From evidence as to the reason they are fired, to the paperwork for them to leave the business, get everything in order so that there are no loose ends. For a firing to go smoothly this needs to be prepared in advance. Before you terminate the employee, you need to be able to prevent any misunderstandings or even accusations of illegal activity going on. Follow the policies and procedures in place of your organization and if necessary, consult a lawyer. Secure computer files, make sure you pull together all in performance appraisals and written warnings as any other correspondence that you might need. You should also make sure that you have all of the payroll information in place so that you can reassure the person being fired that they will be paid according to the law.
- Do choose a private space. Let’s be honest, nobody wants to be fired from their job. It leaves a bad taste, it’s nothing to be proud of, and it can be embarrassing for the employee. When you are dismissing somebody, you need to choose the right time and place and make sure that there are no eavesdroppers. It’s always a good idea to do it as early in the week as possible at the end of the day so that you minimize impact to your business. If an employee depends on the company or their colleagues to get home, it just makes good sense to ensure that they are not going to be left stranded.
- Don’t fire somebody with an audience around. As we mentioned before, anybody in your business has a right to privacy. Doing it in front of an audience will be poor behavior on your part as an employer. It also won’t help people in the office to feel comforted by the idea that they may not be next. Use an official meeting space, as it’s a private and neutral location that is free from any disruption.
- Don’t forget to toe the line. If you terminate an employee on parental or medical leave, or you terminate an employee who is pregnant, you are going to open yourself up to a lawsuit. Toe the line when it comes to the law and make sure that you are firing somebody with all of your ducks in a row in advance.
Terminating an employee’s contract is not easy, but sometimes it needs to be done.
Business
Best Strategies to Create an Comfortable Atmosphere in Your Restaurant

Creating an inviting and comfortable atmosphere in any restaurant is essential for success. Customers often form their first impression of the restaurant based on its ambiance, and if it isn’t pleasant or enjoyable, they are less likely to come back. It’s important to consider all aspects that can make up a positive dining experience — from the decor to the music playing in your establishment to the service you provide. Here are some strategies that will help you create an atmosphere that customers won’t forget.
Decor:
The key to creating a cozy environment is by designing decor that reflects your restaurant’s style and promotes relaxation. Think about what kind of mood you want customers to feel when they enter your restaurant — from the lighting to the art on the walls to the decorations that adorn your tables. Depending on the cuisine you serve and the atmosphere you want to create, consider investing in muted tones or warm colors for a calming effect or bright and vibrant shades for an energetic vibe.
Music:
The music playing in your restaurant can make all the difference. Too loud music can be overwhelming and uncomfortable, while music that’s too quiet won’t create an inviting atmosphere at all. Consider investing in a music player for restaurant so you can control what music is played and when it starts and stops. You should also consider whether you want to provide live or recorded music. Live music will usually give customers a sense of authenticity and provide them with something to enjoy during their meal, while pre-recorded songs can help set the background without being distracting.
Service:
Your service can be just as important as the ambiance in creating a memorable experience. Make sure your staff is well-trained, friendly, and attentive to guests’ needs. Ensure they understand your restaurant’s standards and expectations — from proper table setting etiquette to how glasses should be filled. Customers greatly appreciate being treated with respect and kindness, so make sure your waitstaff is not only efficient but also shows genuine care for their customer’s satisfaction.
Atmosphere:
Creating the perfect atmosphere requires more than just the decor, music, and service — it also includes small touches that will make your restaurant stand out. For instance, consider offering complimentary snacks or appetizers to customers while they wait for their meals to arrive. You can also provide warm towels after meals as a sign of endearment and appreciation. Additionally, choosing linens with exquisite patterns or using fresh flowers on each table will add even more charm to your restaurant’s atmosphere.
Business
Turn Your Passion into a Career: How to Make Money Doing What You Love

Many dreams of turning their hobby, passion, or creative outlet into a career. It’s a beautiful idea, but it can take time to figure out where to start. Here’s a guide on successfully turning your hobby into a career.
Do Your Research
Before you turn your hobby into a business, please research and find out what the industry looks like, your potential customers and their needs. Next, consider your strengths, skills, and knowledge and decide how to use them in this new venture. Finally, consider what makes you unique in the industry and how you can market yourself.
Take A Strong Career Test
A Strong Career Test can help you identify your ideal job and the type of environment you would flourish in. In addition, knowing this information can give you an idea of what kind of business to start and whether it’s something you’d be passionate about.
Think About Finances and Legalities
Once you have an idea of what you want to do, consider the financial aspect – are there any costs associated with getting started? What sort of budget will you need? Will there be any tax implications? It’s also essential to think about the legal side of things – if necessary, consult with a lawyer specializing in business law so that you understand all the regulations associated with starting up and protecting your intellectual property rights.
Create a Business Plan
Now that you have researched and considered the legalities and finances involved, create a business plan that outlines all this information. Make sure it includes short-term and long-term objectives to keep track of your progress over time. Be realistic when setting targets for yourself – don’t aim too high at first because this could set you up for failure if it doesn’t pan out. Also, consider whether or not there is potential for growth or expansion once your business gets off the ground. This may include marketing strategies such as social media campaigns or investing in advertising materials such as brochures or flyers.
Start Networking
Networking is essential when launching any new business; it’s about building relationships with people who may be interested in your offer. Start by reaching out to family, friends, and acquaintances who may already know about your business or service offering; they may even be willing to share it with others! Additionally, join online groups related to your area of expertise – these are great places for exchanging ideas with like-minded people and potentially finding potential customers/collaborators/mentors/partners, etc. Finally, attend events such as trade shows or conferences where relevant topics are discussed – these are ideal opportunities for making connections within the industry that could prove beneficial down the line!
Turning your hobby into a career is no small task, but it can be approached thoughtfully and strategically! Please research the industry thoroughly before beginning to understand its nuances; familiarize yourself with the legalities of running a business; create a viable yet ambitious business plan; network extensively (both online & offline). And never give up! With dedication & hard work, anything is possible.
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