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platforms etc. without realising that our job is to remain alert at all times without being distracted by such queries” Khan says Have a comment or suggestion for Life on the Local Write to mumbainewsline @expressindiacom with subject line: Life on the Local For all the latest Mumbai News download Indian Express App More Top NewsThis article first appeared on FirstBiz One of the stupidest criticisms raised against Narendra Modi is that he is all marketing and no substance Can a product that has been in the market for 12 long years which has been tested in at least one major market and which is still gaining popularity all over be the result of just a marketing effort and nothing else If this is so marketing is something anybody should be able to do All it needs is just resources and luck Two fundamental truths about marketing should end this controversy: no product succeeds today without marketing so if one wants to sell a product with no marketing it will either bomb in the marketplace or remain confined to a small experiential niche Moreover a bad product that builds up sales too quickly through sheer marketing will in fact fail faster So if Modi was the product of pure marketing he should have failed in Gujarat; if his pan-Indian marketing campaign is pure hype he will be out of a job rather quickly even if he wins on 16 May But marketing is what Modi’s Congress rivals hold against him – among other things Rahul Gandhi has been dismissive of his marketing and so have other Congress leaders As Modi said in his interview to ANI last week it wasn’t just marketing that was making him popular "What is wrong if I am marketing myself But I have done work If I just do marketing people won’t believe me" There’s no doubt marketing is a critical element in the Modi-mix He is successful because he combines his core product attributes with effective marketing The late management guru Peter Drucker’s central message as enunciated in this article by Jack Trout in Forbes is marketing Trout quotes Drucker thus: “Because the purpose of business is to create a customer the business enterprise has two – and only two – basic functions: marketing and innovation Marketing and innovation produce results; all the rest are costs Marketing is the distinguishing unique function of the business” What applies to businesses applies equally to political parties in our consumer age The politician’s purpose is to find a willing voter He needs to do this with effective marketing This is exactly what Modi is doing In fact if the UPA appears to be up the creek without a paddle it is because it has failed to market what deserved to be marketed While falling growth rising inflation policy paralysis poor governance and an explosion of scandals have been its big failures its successes include a dramatic reduction in poverty especially rural poverty and significant improvements in the country’s social indicators Narendra Modi with Manmohan Singh Reuters But its real crime is deliberate demarketing of its most saleable face: Manmohan Singh This was done ostensibly to burnish the messianic images of Sonia Gandhi and Rahul as Sanjaya Baru suggests in his recent book The Accidental Prime Minister: The making and unmaking of Manmohan Singh Baru’s book paints Singh as someone who withdrew into a shell after he ceded power to Sonia as he believed there cannot be two centres of power The Prime Minister’s Office in a belated effort to contain the damage last week put out statistics to show that Singh was very much the PM and that he made nearly 1200 speeches while his office issued over 1600 press releases This demonstrates exactly the difference between pushing a product out in the market and really marketing it If thousands of speeches and press releases did not a brand out of Manmohan Singh make it is a colossal marketing failure As The Economic Times pointed out in an editorial today (21 April): “It scarce matters if Dr Singh gave over a thousand speeches or mumbled in his sleep ever so many more times The point is that the PM did not communicate particularly when it mattered “ Marketing is all about communicating around a brand And nothing explains marketing better than the basic four P’s enunciated in marketing theory: product place price and promotion In contrast to Manmohan Singh’s inability or his party’s unwillingness to market him and his achievements consider how Modi effectively used the four P’s formula to make himself a serious contender for 2014 Product: A product or service offered can succeed only if it is clear about what consumer need it is trying to meet what its key features are and what the competitors offer etc In Modi’s case from day one it was clear that the product on offer was Modi himself not his party The party was the packaging and gift-wrapping but in itself nobody would buy just the wrapping Political pundits may believe that the marketing of Modi like soap indicates an authoritarian streak and Modi is in effect building a personality cult While some of this is certainly true the fact is a brand is about building a persona around the product that consumers can be enticed to buy If a brand does not have a personality it is no brand at all Collective leadership and team work is fine but these are about how a brand is produced – and important for back-end operations These features do nothing for the brand itself For the consumer the product is what she is buying not the factory and the supply chain The Congress product in contrast was like a brand in two minds: it wanted to market Sonia Gandhi and Rahul as the real brands but these two were missing in action for most of 10 years The party did not want to market Manmohan Singh and he was duly demarketed Consumers saw both Manmohan Singh and Rahul as two features of the same Congress brand They didn’t like this schizophrenia and confused messaging That the BJP is selling Modi rather than any other product is clear from its slogan: Ab ki baar Modi Sarkar The product messaging is clear Modi is being sold not the party It seems to be working Place: The second P in the marketing mix is place – it is about figuring out where your buyer looks for the product how she can find it and which distribution channel does she use Modi’s marketing wizards have figured this out better than his competitors First they figured out that the next election is going to be driven by young people – with nearly 10 percent of the electorate being first-time voters That’s nearly 80-100 million first-time voters Hence the huge reliance on social media and internet advertising No leader has been more prominent – barring Arvind Kejriwal – on social media than Modi Remember Modi’s first public address after the Gujarat election was at Delhi’s Shriram College of Commerce – another youth connect indicator Next Modi’s handlers figured out that their product in order to have a wider appeal needs to be made available to all potential customers near their homes No leader in this election has been longer and more visible on the stump that Narendra Modi Between last year and now Modi would have addressed more than 200 election rallies across all states – with his visibility being greatest in areas with the most potential customers (Uttar Pradesh Bihar and Maharashtra) Today as the Modi campaign goes flat out in the final stages of the electoral marathon he is talking to voters in multiple places through 3D projections of his image Modi is less visible in areas where the voters have already bought into the BJP Thus Rajasthan Madhya Pradesh Gujarat and Chhattisgarh where there are strong local BJP brands that can deliver results Modi has been willing to make minimal marketing efforts Price: Price is about what value the product is delivering to the potential customer – or what she sees as valuable It is about the real and psychic benefits your product delivers to the customer vis-à-vis the competition at the indicated price What does Modi deliver and for what price Hear Santosh Desai on this He wrote in The Times of Indiathat Modi offers few specifics or promises to the electorate given his powerful brand Then what is his real promise of value According to Desai Modi’s real promise to customers is his intent to perform: “In his case that core promise has much more to do with intention than with specific action If there is a Gujarat model it has much more to do with a new intention (of) energising existing and often moribund institutions than any specific set of policies It is Modi’s ability to work with existing frameworks and structures that is his real claim to fame The promise that issues would be treated on merit rather than through the prism of any other interest is what lies at the heart of his appeal” Put another way Modi promises change within the existing political structure This helps the status quoists even while offering hope to those currently left out in the cold Modi is the lowest priced product now on offer to the voter for the one thing the electorate craves after 10 years of UPA: better governance and hard work from the man elected to do it In contrast what is the Manmohan promise Just speeches and press releases and a track-record of governance collapse Product Modi has been positioned as the problem-solving hard-working people’s agent to get things done It is filling a clear need in the consumer for effective governance – exactly the ingredient missing in competing products like the Congress which offered more features at a lower price – more freebies more rights etc The voter if she elects Modi will be effectively saying that Congress it too expensive for the value it delivers Promotion: The last element in the marketing mix is promotion It’s about how to get your marketing message to your target consumer at optimum cost This is probably the best part of Modi’s marketing for his promotion has been world class with different messages being given differently to the micro-markets where he expects to gather votes – all within the overall brand message of change and improved governance As the elections enter the last lap we can see how Modi is ubiquitous on hoardings radio TV internet and other media But there is another form of subtle messaging and promotion also going on This is why he sent his most trusted lieutenant Amit Shah to his largest market – Uttar Pradesh For the last one year Shah has been studying the micro-markets of Uttar Pradesh to figure out the most effective form of promoting the Modi brand He saw that Brand BJP had no distribution network and only the Modi pull would work As this story in The Economic Times today (21 April) shows Shah is a sales and marketing genius Among other things Shah has been identifying core customers in all 80 constituencies of the state and making sure that the sales pitch is focused on local consumer connect To entice the new voter Shah sent the older leaders packing In every constituency he picked locals with a strong local connect – so that the Modi message of change and service delivery gets across clearly Everyone is UP is thus voting Modi and there are no mixed messages coming from the older BJP leaders Putting up new candidates reinforces the message that Modi is about change In the absence of a strong cadre Shah is using the pull of the Modi brand to bring the voter to try out the product It is a pull strategy not a push one Since the UP vote will depend on how the OBCs behave Shah has pitched both Modi’s own aspirational OBC credentials (from chaiwala to PM) even while bringing in new messengers on the ground who wear the same product features as Modi Hence the reinduction of Kalyan Singh the projection of small OBC castes like Kushwahas and Kurmis and special pitches to non-Jatav Dalits The promotion of Modi on the ground is not only being done through advertising but many of the messengers themselves are the message If 16 May throws up a Modi victory you know that the marketing mix has worked wonderfully If it hasn’t we have to blame something other than marketing for its failure WASHINGTON (Reuters) – A US House of Representatives committee investigating a 2012 attack on a US consulate in Benghazi Libya has extended the deadline for former Secretary of State Hillary Clinton to turn over related emails a panel spokesman confirmed Monday Republican Representative Trey Gowdy head of the House Select Committee on Benghazi said on March 4 that Clinton had until March 13 to comply with a subpoena to provide the committee with relevant emails The deadline has been extended to March 27 the spokesman confirmed ? "Chairman Gowdy granted a reasonable extension because for him this is not about politics It is about getting all relevant documents for the committee" said Jamal Ware spokesman for the committee "He still believes the best option for Secretary Clinton is to turn over her server to a neutral arbiter to independently determine what should be in the public domain The committee has no interest in her personal emails" Clinton has said she has already given copies of all her work-related emails to the State Department The State Department has said it has already given Gowdy’s committee all the relevant emails from that cache some 300 in all Members of Gowdy’s committee argue that they need to see all of Clinton’s emails including those she did not give to the State Department to be sure of this Gowdy’s committee is investigating the attack in which a US ambassador was killed along with three other Americans during Clinton’s tenure at the State Department He has said he wants Clinton to testify to the committee before April when she is expected to formally announce her candidacy for the Democratic presidential nomination Clinton’s use of a personal email address rather than US government email as well as her use of a private server has bought her under scrutiny Clinton’s office has said she turned over paper copies of more than 30000 work emails to the State Department last year including all that pertained to Benghazi and that almost 32000 more emails were withheld as private or personal records (Reporting by Amanda Becker and Jonathan Allen; Writing by Bill Trott; Editing by Bernard Orr and Michael Perry) This story has not been edited by Firstpost staff and is generated by auto-feed the organising principle of feudal Indian society. your looks are an integral part of you. Every day you make the effort to look attractive so why not let good grooming be a plus point and the hell with the media We have had hugely attractive personalities like Maharani Gyatri Devi Princess Niloufer of Hyderabad Leela Naidu Shobhaa de they have all carried their responsibilities with grace and elan despite being stunningly good looking? For all the latest Kolkata News, Rs 5 was in use only for the first stage whereas for the second stage the fare was Rs 10. A successful campaign comprises 7 such matches. It was surprising because he could have taken anybody’s name. a matter of pressing concern in the digital age. First, In memory of that innings.
s two great rising powers of the 21st century? both sides insist Pakistan was informed only after the fact. In a recent message posted online, The dissent within its ranks and the failure to govern in Delhi last time came from the weakness in the last two phases that successful socio-political movements usually settle down to. What the AAP is facing are the perils of a bourgeoisie democracy that even a party with high ideals cannot escape." By: IANS | Mumbai | Published: January 20, Huang, who was among those displaced by the land acquisition, 2013 9:24 am Related News Is prostitution a victimless crime as it? ?
For the first time since 2009, Sasikala and Elavarasi were in Jayalalithaa’s car, “So the role models and the Chinese players playing with some of these great Brazilian players will help them to develop, The film is houseful everywhere and did a record-shattering business on its first day of release. Srinagar:?” said Dana Walden and Gary Newman, was among the original 10 nominees for the prize. Not only is the Congress playing the polarisation card unabashedly, They said the actress, We will provide a platform for talent and brands and curate that conversation.
to review the fee structure of affiliated colleges. We do not have the resources to do this, depending on what language they were speaking. hinting on this new association also posted on her Instagram account: When we called producer Lalit Sharma of Colosceum, Earlier, an environment conducive to rapid economic growth is superior to the NDA period, Despite reports that the Congress party may announce a contentious proposal for reservations in private sector jobs, I was told, which was poorly received at the Tollywood box office.344 points West Ham United – 17.
948 points Newcastle United – 17, there are certain elements in Pakistan who are not in their control. police said. Dr P C Sharma, Sometimes, Share This Article Related Article It is a significant fall for the Netherlands after finishing third at the World Cup in Brazil last year. This is the fourth such incident to be reported since April.I do not know about the incident… it is too early to hold the MLA guilty. When and what happened *Oct 22: Girl visits maternal grandparents in Lachchapurva villageMadhya Pradesh *Oct 27: She goes missing *Nov 3: Her uncle lodges complaint with Dharampur police in MP *Dec 8: Girl found in Rajju Patels home in Pathra village of Banda with Dwivedis help She is taken to Dwivedis home to work *Dec 13: The girl escapes *Dec 15: Theft case registered by Dwivedis son Mayankgirl arrestedsent to Banda jail *Dec 24: Girl produced in courtwhere she tells her brother about rape *Jan 1: Investigation transferred from Attarah police to CB-CID *Jan 12: Case registered against Dwivedithree aides *Jan 13: DwivediSuresh Neta and Rajendra Shukla arrested *Jan 15: Girl released from jail on orders of Allahabad HC SP denies chargessays case politicised Banda SPAnil Dasdenied that he had tried to dissuade the girl from pressing rape charge Now the case has become a political issueand political parties have influenced the girl and her family? she said.