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Marketing in Politics

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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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Branding Basics – Quick Tips

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branding tips

Automated social media, a virtual assistant who can do three jobs at once, traffic continually coming in for your business. These are amazing things. When it all comes down to it, your branding is the key to making sure all of these things happen. Your branding will help people recognise you, and your work. 

When your branding is right, it will give people the impression they can trust you, and people who have worked with you already, or made a purchase from you are likely to return.

So what is branding? Branding is basically your name, symbol, design, and the colours you choose. And then it extends to the tone of voice you use, your email signature, and how you communicate on social media. 

It is a representation of everything your company is And will become recognisable as such. Good branding is vital for any business to succeed. It is how you will become known to consumers, and this is how you will build loyalty too.

Style

Most people have an idea in mind for the style already. And we are lucky to have access to a lot of tools to help us create something that works in our budget. And at a skill level. Of course, what you want to do ideally is head to a professional to help you create the initial logos and colour pallets. 

It is often the case that we don’t have the budget to do this initially, but you can use tools like Canva and PicMonkey to help you create the basis for all of your branding. Just make sure you try a few different colour combinations before settling on anything in particular. 

Try to use the psychology of colour to help you get it right.

Vision

Your vision for your company is going to be the driving force behind your branding. This is applicable to a blog, you as a person, and influencer, a business-whatever it is. Your brand vision will be a combination of all the ideas, strengths, goals, and it will appeal to your customers too.

Clarity

While there is always space for a beautifully delicate, swirly handwritten font- but can everyone read it? If you decided on a pale yellow geometric dear for example, how is it going to look in print and how is it going to look online? 

You need to make sure that everything is as clear as possible on all of the platforms before you drive into getting anything made. And you should make sure that the font that you use is mobile compatible, and this should translate to printed materials too. 

For example, when you are getting your promotional items printed from Dynamic Gift, you’ll need to make sure that everything is crystal clear.

Consistency

You will need to make sure that your logo and tagline are on everything from your social media to pay but invoices. You need to make sure that you double check that even your photos are on-brand too. 

If you are presenting as a bold and bright brand, but your Instagram feels black-and-white monochrome the two things don’t match up. It will not feel on-brand. And this discrepancy will ruin your brand reputation. People need to be able to look at anything on any of your platforms and make the connection between that platform and your business.

And always remember that the story of your brand is what makes you different from everybody else. And this is the exact reason the customer will buy your products and return in the future.

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How to promote your beauty business

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beauty business

It is crucial to give the necessary importance to online marketing and online strategies in all kind of business. Knowing the effective ones will definitely make your business grow. Because believe it or not there are many specific tools for beauty centers, from creating a web page to starting to work on its social networks. Do you want to know which ones are the best? Keep on reading!

Promote your beauty business

Technology currently allows us to have easy access to unlimited data, because we’re living in the Information and Internet Age. And of course there are professionals who can directly help us. However, we can also follow their advices. In this case, the ones specially made for beauty centers. The challenge is imminent in the daily fight against all companies, which are becoming visible on the Internet. This is why it is never too late to act. Start now!

What can beauty centers do to reach all their potential clients? A meticulous study of each business is mandatory depending on its needs. The objective is to get the largest amount of potential customers, in order to come out in the top positions of any search engine, such as Google. This way your will anticipate competitors on the Internet. It is very ambitious to ensure a global strategy that works 100%. Likewise, it’s critical to know the basic principles in order to start.

Tips to promote your beauty company

  • Your beauty salon name has to be simple and has to sound good. Choose an easy one and you’ll see the results.
  • Analyze other businesses in order to apply them to yours, such as https://activerain.com/blogsview/5468873/four-tips-to-help-you-start-and-run-a-successful-spa-business 
  • Send Newsletters, they are also a good marketing tool. You will be able to send mass mailings to all your contacts.
  • Make a professional web page of your beauty center so that it exists on the Internet. This this way your competitiveness will boost. In addition, your website must be properly optimized to be able to place your company in the first Google search results. Plus, this will give your business a more professional image.
  • Being present on all social networks is crucial, because if you want to make yourself known without them you will be practically lost. It is part of the evolution and the new era. By this means you can share a wide variety of beauty content.
  • Manage advertising and promotions on the Internet. You can do them through Google and Facebook, both give out the best results. A professional Facebook Fan Page is a clever idea, and advertising on Google Adwords too, they are effective and not so expensive.
  • Open a blog of your own company. It will help you to position your website organically on Google. Take notice you will have to post frequently.

If we want to get immediate results, promoting our beauty business advertising on the Internet is the best, as well as having a professional and beautiful website of your beauty business. These will make your business more competitive and it will help your company get good results.

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Safety Matters (Here’s How To Improve It In Your Business)

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security-business

There are several reasons why safety needs to be a top priority in your business. The first is that you have an obligation to keep your customers and workers safe. While the second is that employees will always be more productive in an environment in which they feel secure. Finally, accidents can cost your company big in a variety of ways, including delays, compensation, replacing equipment, and even in terms of your public relations. With that in mind, your business must be as safe as possible. Read on to find out what you can do to make it so.

Make sure the physical space is a safe one 

The first consideration concerning safety that your business will need to make is the physical surroundings you provide for your workers. The good news is there is a lot you can do to improve this. 

In particular, being aware of any hazards and either resolving them or signposting them, so any employees and visitors know about them beforehand are vital. Additionally, making sure you have good quality, reliable equipment that is regularly maintained and serviced is so necessary as well. 

Also, do not forget that the structure that your company resides in matters when it comes to safety as well. In fact, many businesses use professionals like this commercial flooring company to ensure their locations flooring is as flat and safe as possible. Something that can make a huge difference when it comes to minimising accidents at work. 

Consider psychological safety and well being 

It’s not just risks to physical safety that can harm your business, but emotional and psychological ones as well. In fact, studies have shown that mental stress from work causes a tremendous amount of absence and can contribute to high employee turnover. These both being things that can cost your business a lot of money over the long term. In addition to that, psychologically stressed workers will be unhappy and suffer in terms of motivation and productivity as well. 

That is why it is so vital to work towards a positive atmosphere within your company. Now that doesn’t necessarily mean that everyone has to get along at all times. However, a culture of respect, humility, and teamwork can go a long way to keep people’s psychological well and safety at work. 

Of course, that means having obvious expectations of how all your employees are expected to behave. Along with reasonable and scalable consequences for anyone (managers included) that do not adhere to these. 

Educate employees on safe practices 

Finally, when it comes to safety in the workplace, one of the most valuable things that you can do is to educate your workforce. After all, there is only so much that you can do without the cooperation of those that work for you. 

To that end, implementing a robust safety education program that educates both new workers and tops up the knowledge of those that have been with you for some time is essential. If you are truly dedicated to showing safety matters in your business.

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