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BJP Winning Celebrations

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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.

2014 Indian General Elections Map Results

Image Uploaded by Wiki User: Furfur

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:

  1. 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.
  2. 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.
  3. 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.
  4. 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.
Narendra Modi 3D

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.

4 Ps of marketing Siva marketing in politics

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

  1. Kotler, Philip & Keller, L. Kevin (2012). Marketing Management 14e. Pearson Education Limited 2012
  2. 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). 

Sanskar Shrivastava is the founder of international students' journal, The World Reporter. Passionate about dynamic occurrence in geopolitics, Sanskar has been studying and analyzing geopolitcal events from early life. At present, Sanskar is a student at the Russian Centre of Science and Culture and will be moving to Duke University.

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5 Mistakes to Avoid While Buying Study Tables Online

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Study tables are a necessity in almost every household, office space, public places, etc., where one might just like to relax and read or avidly work on a given project or assignment. Let’s face it, completing tasks within a given deadline is a lot more distracting without a study table present. Sitting for hours on the bed with your laptop on your thighs or reading books casually might lead to back injuries and eyesight complications in the future. Hence it is best to have a proper study table to complete all your tasks and have a comfortable experience. These days, almost all customers have shifted to purchasing study tables online instead of going to stores because it saves a lot of time and money. However, while purchasing furniture online, there are a few mistakes which all buyers must avoid in order to invest correctly and have a commendable consumer experience:-

  1. Ignoring the brand name and price value:– It is really easy to go for furniture which is cheap and the description on the products is very promising. However, do not be fooled by such elevated claims these unknown brands make, because in their mission to sell duplicates of popular brands, they will create a divine image about their product and will rob you off your money. To be on the safe side, it is important to visit sites which are popular and there is good feedback about the purchases made. Try purchasing from brands which have both online stores and shops in the city. Better be safe than sorry.
  2. Impulsive purchasing:- Decisions made on an impulse almost never favour a person’s luck. While purchasing study tables, it is important to consider all possible loopholes that might be associated with it. Take your time to think and make a choice which will complement the area surrounding the study table and also will be durable. Don’t make an investment blunder.
  3. Ignoring the compatibility:– If you want to buy coffee table online or a study table, the surroundings it is going to be placed in must be carefully estimated. For instance, taking proper measurements of the area in which the table will be placed as well as the measurement of the door through which the product will be brought in must be accurate. It is suggested that you find a delivery service which places the table in its right place to avoid future complications.
  4. Not settling the place prior to the arrival of the table:– It is imperative that the necessary documents, books, copies, electronic devices, decor, etc., must be assembled in order prior to the arrival of the study table. That way, a lot of time will be saved and the table will be ready to use sooner. Keep a tab on the return policy from the brand you are ordering your study table from.
  5. Not surfing varieties:- Another major mistake buyers commit is not viewing varieties prior to purchasing a study table. It is more feasible if you surf through the different styles and varieties that these study tables are available in before impulsively investing in one. There are several styles that might suit your preferences like a bed study table, height adjusting table, a study table that can be folded and a light and shade one.

So if you are planning on purchasing a study table or a coffee table online, make sure to avoid these common mistakes to make a sound investment on your purchase and have a pleasant consumer experience.

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The Importance and Usefulness of Medical Posters in Research

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The results of scientific work and research projects in the medical field can be disclosed in a variety of ways. Along with the scientific article and the oral presentation, medical poster presentations are one of the most important and most common communication formats among researchers in the medical field.  The medical poster is a graphic summary of a previous research whose composition consists of a short title; an introduction to the hypothesis: an overview of the experimental approach; the most interesting results, and a discussion about the results obtained. It is also important to include a list of the relevant articles used during  research. And, when there is still room available, it is worth to mention the persons or institutions that have contributed to the work by giving funding or technical assistance.  

Why are medical poster presentations relevant?

Medical posters are an alternative to oral presentations because they offer the opportunity to present research projects or papers that cannot be presented orally for various reasons – for example, if the author resides in a country other than that of the conference venue. Plus, they help to achieve the ultimate goal of all communication in a scientific congress: the transmission of a message by the author and its capture by the audience. This is possible because medical posters allow the attendees to analyze research results at a speed that matches their knowledge and skills, and also because it is easier to remember images – especially if you have time to look at them carefully – than to remember the content of an oral presentation.

In the medical field, posters are a form of communication with great potential because they enable the concise, clear and permanent transmission of their content, without the time restrictions imposed by oral conferences. Medical posters offer the possibility of establishing direct communication with the author(s) of the poster promotes the one-to-one exchange of opinions with a tranquillity that is difficult to achieve in the context of a large-scale conference. E- poster platforms such as https://www.postersessiononline.com/ have virtual galleries where the delegates have access to all the posters and they can interact in the same way they did during the congress, contacting the author, downloading the poster and even starting a discussion in the forum.

On the other hand, an additional advantage of medical posters is that the author does not have to prove his erudition and the presentation does not become a difficult oral examination, which is especially important when research is presented in a language other than mother tongue. It also allows doctors who find it difficult to overcome the pressure of an oral presentation to expose the results of their work.

How is the ideal medical poster?

The design of the poster is important both to attract the interest of people who visit the room where the poster is displayed and to comprehend in a very short time the most relevant aspects of our work. The reading of the poster -and the subsequent understanding of the content should take less than 10 minutes. A poster must be visually attractive and that is why it is important not only to know how to combine colors, letters, images and graphics, but also that it does not contain too much written information: the maximum recommended is 800 words. Therefore, the information should be synthesized so that, in a few minutes, the attendees have a clear idea of the objective and result of the research that they are reading. In this regard, a well-designed medical poster must satisfy the following criteria: Visual appeal, personality, aesthetic balance, clarity in the explanation of ideas, quick understanding of the hierarchy and distribution of the parts, synthesis and rigor.

You also have to take into account the font and size that is used, as some are too complicated to read. Times New Roman, for example, is often used in written texts but is not suitable for a poster as it is difficult to see and read from a distance. The color chosen for our poster is also important. Do not use colours that are too light on a light background or dark colours on a dark background. It is also advisable to avoid loud colours. Another common mistake is to plague the poster with too much information. Don’t forget that the medical poster is not an article in large print. Try to reduce the text and use more graphic resources such as tables, figures or images.

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Karatbars Becomes One of “10 Blockchain Companies To Watch In 2019” according to Forbes

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Stuttgart, June 06, 2019 –   America’s most prominent business magazine Forbes places The Karatbars group around Dr. h.c. Harald Seiz in a new list of the  “10 Blockchain Companies To Watch In 2019“. Joresa Bount’s article presents a “deeper look at the technologies, founders, and companies that are emerging in the industry (…) The teams of these innovative blockchain startups are global, cutting-edge, and typically include early blockchain adopters as founders.”

Ms. Bount asserts that “This list showcases 10 companies working to make blockchain more accessible, prominent and mainstream. (…) Each offers something unique with the potential to disrupt traditional industries as well as gain support from legitimate entities.”

“Based in Germany, Karatbars International GmbH is the developer of KaratGold Coin and a robust gold-linked ecosystem of cross-border blockchain solutions. Their latest product, the IMpulse K1 Smartphone, is the first phone using Voice Over Blockchain Protocol (VOPB). Currently, KaratGold allows consumers to trade or purchase gold on more than 500,000 acceptance points worldwide. With all of the recent talk about Bitcoin versus gold, this company provides the best of both worlds,” the article says.

Karatbars CEO and Founder, Dr. h.c. Harald Seiz states that “the Forbes contribution and inclusion in such a list is a great honor for us. The article shows the full diversity of the blockchain universe – and we are proud to be listed in this series due to our two crypto-currency innovations, including a link to gold, and the blockchain smartphone IMpulse K1.” “Cryptocurrencies and blockchain are on everyone’s lips. But cryptocurrencies are not only relevant as an investment object, the underlying blockchain can revolutionize all our workflows and business processes – even outside of finance. That’s what we and the other nine companies exposed by Forbes are working on every day,” he continues.

“In order to strengthen our marketing activities in this area, we have now entered into a cooperation with the most well-known crypto-influencer, John McAfee. Hardly anyone else covers the market as well – and critically – as he does and so we are pleased about the collaboration on our cryptocurrency KaratGold Coin (KBC),” Seiz tells. “Warning: I work with this company. However, KBC coin is linked to gold in a way that downside is limited, while the upside is unlimited. (…) For me, it is simply a way to protect against the crypto markets’ volatility. I only work for companies I believe in,” McAfee shared on his Twitter.

More Information about Karatbars

Karat-Gold

Karatbars International GmbH was established in 2011 with its main office in Stuttgart. The CEO and founder Dr. h.c. Harald Seiz is active all around the world. He offers a vast number of goods and services around the real value gold and blockchain solutions. In fact, these are the distribution of small gold bars, cash gold – the substitute of conventional currencies – and two cryptocurrencies, the Karatgold Coin and KaratCoinBank Coin. In October 2019 Karatbars the Voice-Over-Blockchain Protocol Smartphone IMpulse K1-Phone will be launched. The device provides highly secure data transmission via blockchain and end-to-end encryption. The company is now the front runner at the market of innovative gold products.  It has more than 600 000 affiliates in more than 120 countries with the annual turnover reaching 100 million euros.

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