Ppi Branding

Branding Roadmap Strategy

Professionals Party of India

Customizing Advertising Tactics For Political Branding

Strategized, Created & Presented By: Rohit Shrivastava

Contents• Why Advertise / Brand• Who is the customer• How does the customer ‘buy’• Positioning the brand• Conceptualizing a creative strategy• Planning media

What is the objective of my advertising• Category and market growth

– Grow the total numbers of voters

• Increasing market share – Takes voters away from other political parties

• Consolidation of market share – Keep my own voters loyal to me

• High value; high price– Place my political ideology on a higher value, creating a niche of

aware voters

• High value; high price– Place my political ideology on a higher value, creating a niche of

aware voters

• Or ……

Is it …

Existing Markets / Voters

Existing Products (Old Thoughts & Theory)

New Markets / Voters

New Products (New Thought)

Expansion

Age Old Theory / New Voters

Diversification

Existing Voters / New Thoughts

?New Voters / New Thoughts

Within Which …. • Brand Awareness

– Do they know about PPI

• Brand Recognition– Do they associate PPI with a ‘value’

• Brand Attitude– Positive

• I know about PPI, I know what it stands for, and I support it– Neutral

• OK, I know about PPI, I know what it stands for, let me think about it– Negative

• To hell with these new bunch of jokers

• Brand Recognition– Do they associate PPI with something

• Brand Attitude– Positive

• I know about PPI, I know what it stands for, and I support it– Neutral

• OK, I know about PPI, I know what it stands for, let me think about it– Negative

• To hell with these new bunch of jokers

• Brand Recall– Clean politics

Who Am I Selling To• New Category User (NCU)

– Someone who is voting for the first time

• Brand Switchers (BS)– The undecided

• Brand Loyal (BL)– I love PPI

• Other Brand Loyal (OBL)– The age old Congress, BJP loyalists, and others party loyalists

Fundamentals Of Buying

Informational / Rational Transformational / Emotional

High Involvement / I Care

Low Involvement / Who Cares

Buyer Behavior Sequencing Model

Need Arousal Information Search Influencer Decision Usage

Purchase

Time – Sales Cycle

Identifying The Demographics

PurchaseWho needs to vote

PurchaseDo I know, who to vote for

PurchaseWhat are my friends doing

PurchaseI vote for xxx

PurchaseI’ve stamped it

PurchaseCry / Laugh

Identifying The Psychographics

Purchase

Social Meetings

Purchase

Social Gatherings / Home / Internet etc.

Purchase

Social / Work / Home

Purchase

In Solitude

Purchase

For the next term

Identifying The Media Exposure Strategy

Purchase

Mostly late afternoons & evenings / weekends

Purchase

Mornings / Afternoon

Purchase

For the entire term

Identifying The Creative Content

Purchase

Frustration / Helplessness

Purchase

Peer Group / Media

Purchase

Peer Group

Purchase

My Mind

Purchase

Stamp It

Purchase

Can’t Expect Anything

Identifying The Purchase Cycle Time

Purchase

From election to electionTime – Sales Cycle

Kapferer’s Brand Identity PrismExternal Parameters Internal ParametersSender

Receiver

Physique Personality

Relationship

Reflection

Culture

Self Image

Kapferer’s Brand Identity Prism - IBMExternal Parameters Internal ParametersSender

Receiver

Relationship

Reflection

Culture

Self Image

All data processing systems Confident

Security, ReassuranceBig business, Ivy League, East coast, Wall Street

Those who take business seriously I am a professional

IBM Core Values & Benefits

Kapferer’s Brand Identity Prism - AppleExternal Parameters Internal ParametersSender

Receiver

Relationship

Reflection

Culture

Self Image

Microcomputers, Easy access, Graphics

Intelligent, Creative, Cool

Liberation, FriendlyChallenge the establishment, California

Young minded, autonomous Self-enhancement

Apple Core Values & Benefits

Congress Is …External Parameters Internal ParametersSender

Receiver

Relationship

Reflection

Culture

Self Image

Old Toothless Elephant Lethargic, Moderate

LoyalistDynasty

Nationalist, Socialist Intellectual, Reliable

Everything for

Everyone

Who Does Congress Target ….

BJP Is …External Parameters Internal ParametersSender

Receiver

Relationship

Reflection

Culture

Self Image

Old Toothless Tiger, that roars a lot

Extreme, Moderate

FollowerSangh Parivar

Hinudstani, Idealist Ideology Driven, Principled

Protectors of Hindutva

Who Does BJP Target ….

Shiv Sen / MNS Is …External Parameters Internal ParametersSender

Receiver

Relationship

Reflection

Culture

Self Image

Barking Dog that bites Extreme

Blind FollowerDynasty

Fiercely State Oriented Soldier, Reformist

Divide & Rule

Who Does Shiv Sena / MNS Target ….

SP / BSP Is …External Parameters Internal ParametersSender

Receiver

Relationship

Reflection

Culture

Self Image

Slimeball Cunning, Cheaters

OpressedMafia

Save me Helpless

Opportunist

Who Does SP / BSP Target ….

What Is … DMK, TC Etc.. Do They Have An Identity … Lets GuessExternal Parameters Internal ParametersSender

Receiver

Relationship

Reflection

Culture

Self Image

xxxx xxxx

xxxxxxxx

xxxx xxxx

Are There Any ?

And, What Do We Stand For ?External Parameters Internal ParametersSender

Receiver

Relationship

Reflection

Culture

Self Image

Race Horse Clear Objective, Honest, Disciplined

PeersOpen, Flat, Accountable

I do things by the book …. Honestly, ethically, systematically, transparently etc.

I am a “professional”

Good Governance

Brand Stature

Brand Strength

Congress

(Values)

(Mass Appeal)

SP / BJP / SS / MNS

As of Present Date

Brand Stature

Brand Strength

Congress

(Values)

(Mass Appeal)

SP / BJP / SS / MNS

As Desired

Positioning Is A Case Of Warfare• Defensive

Positioning Is A Case Of Warfare• Defensive• Offensive

Positioning Is A Case Of Warfare• Defensive• Offensive• Flanking

Positioning Is A Case Of Warfare• Defensive• Offensive• Flanking• Guerrilla

Defensive Positioning• Best defense is attack on ones own self

– No one does it !!

• Only for the market leader– Only for the ruling party

• Look out for strong competitive moves– We all know how they do it ….

Offensive Positioning• The main consideration is the market leaders strong

points– Opposition, hits the ruling party on mundane issues

• Focus on market leaders weakness– Opposition can’t do that, as they too have similar weaknesses

• Launch concentrated onslaughts– What onslaughts …. Only eye washes

• For the # 2 & # 3 players– Both national parties are engrossed in this activity

Flanking Positioning• Always flank on an uncontested positioning platform

– Most large regional parties use this

• Tactical surprise is an important element– Issue based support and bargaining is an example

• Pursuit is as critical as the attack– Maximize on the opportunity, gain maximum returns

But, Most Of Us Are Guerrillas• Find a segment small enough to defend

– Can we build a loyalist base big enough

• Do not behave like the ‘biggies’ – Lets work to make a fundamental difference

• Be prepared to move out at a short notice– Should we find flaws in our own working, accept them, rectify

them and move ahead … ego has no role to play

Buying Categories – Informational / LI

• Asprin

• Basic Detergents

• Basic soaps

• Industrial Consumables

Buying Categories – Creative Implications

• Use simple problem solution format

• It is not essential for people to like the creative

• Focus on only one or two benefits

• Always over claim

• Repetition helps

Buying Categories – Transformational / LI

• Confectionaries

• Basic Cosmetics

• Soft Drinks

• Emotional authenticity is the key

• Execution of the emotion must be unique to the brand

• The audience must like the creative

• Benefit is implicit

• Repetition helps

Buying Categories – Informational / HI

• Insurance

• Banking

• Industrial Projects

• Healthcare

• Correct emotional portrayal is essential in early stages of PLC

• The audience must accept the main points of the ad, but need not like the creative

• Initial attitude towards the brand is critical

• Claims must be acceptable

Buying Categories – Transformational / HI

• High Fashion

• Luxury Cars

• Vacations

• Emotional authenticity is paramount and must be tailored to lifestyles

• People must personally identify with the brand and like the creative

• Over claiming is recommended, never under claim

Politics Is Complicated (In the present day)

Politics

Politics Is Complicated (As it ought to be)

Politics

Politics Is Complicated – Keep The Balance

• Emotional authenticity is paramount and must be tailored to lifestyles

• People must personally identify with the brand and like the creative

• Over claiming is recommended, never under claim

• Correct emotional portrayal is essential in early stages of PLC

• The audience must accept the main points of the ad, but need not like the creative

• Initial attitude towards the brand is critical

• Claims must be acceptable

Create this upwards push

The Media Bubble

Continuity Reach

Minimum Effective Frequency (MEF)

Budget $

The Media Bubble - Continuity

Continuity Reach

Budget $

How many purchase cycles do I cover

The Media Bubble - Reach

Budget $

How much of my target audience do I cover

Continuity Reach

The Media Bubble - MEF

Budget $

At what level do I advertise / How much do I advertise – during one purchase cycle to obtain my desired results

How much of my target audience do I cover

Continuity Reach

Minimum Effective Frequency (MEF)MEF = 1 + VA (1,2)[TA + BA + BATT – PI]

Where –

VA is ‘Vehicle Attention Correction Factor’ (1 for high attention vehicles, 2 for low attention vehicles)

TA is ‘Target Audience Correction Factor’

BA is ‘Brand Awareness Correction Factor’

BATT is ‘Brand Attitude Correction Factor’

PI is ‘Personal Influence Correction Factor’ (> 0.25 = 1, < 0.25 = 0)

MEF Calculation Tables

MEF Unit Adjustments - TV

MEF Unit Adjustment - Radio

MEF Unit Adjustment – Newspaper

MEF Unit Adjustment – Magazines

MEF Unit Adjustment – Industrial & Business Magazines

Budgeting For The Campaign• Although the budgeting needs to be done after the

calculation of the MEF, as highlighted previously

calculation of the MEF, as highlighted previously• And also in the considerations given to the ‘reach’ and

‘continuity’

‘continuity’• On determination of these parameters, and on allocation

of the available finance; the budget will need to be worked backwards (The ideal method of arriving on a optimum budget, is by the method of ‘activity based costing’ ; which if desired can be done in detail – subject to conditions)

‘continuity’• On determination of these parameters, and on allocation

of the available finance; the budget will need to be worked backwards (The ideal method of arriving on a optimum budget, is by the method of ‘activity based costing’ ; which if desired can be done in detail – subject to conditions)

• However, since it is desired to allocate a value for cyber activities; an educated ‘guestimate’ is INR 200,000/-

Thank You

Ppi Branding

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