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 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






• 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

Who

Where

When

How

T

Purchase

Time – Sales Cycle



Identifying The Demographics


Who

Where

When

How

T

PurchaseWho needs to vote






Who

Where

When

How

T

PurchaseDo I know, who to vote for






Who

Where

When

How

T

PurchaseWhat are my friends doing






Who

Where

When

How

T

PurchaseI vote for xxx






Who

Where

When

How

T

PurchaseI’ve stamped it






Who

Where

When

How

T

PurchaseCry / Laugh




Identifying The Psychographics


Who

Where

When

How

T

Purchase

Social Meetings






Who

Where

When

How

T

Purchase

Social Gatherings / Home / Internet etc.






Who

Where

When

How

T

Purchase

Social / Work / Home






Who

Where

When

How

T

Purchase

In Solitude






Who

Where

When

How

T

Purchase

Booth






Who

Where

When

How

T

Purchase

For the next term




Identifying The Media Exposure Strategy


Who

Where

When

How

T

Purchase

Mostly late afternoons & evenings / weekends






Who

Where

When

How

T

Purchase

Mornings / Afternoon






Who

Where

When

How

T

Purchase

For the entire term




Identifying The Creative Content


Who

Where

When

How

T

Purchase

Frustration / Helplessness






Who

Where

When

How

T

Purchase

Peer Group / Media






Who

Where

When

How

T

Purchase

Peer Group






Who

Where

When

How

T

Purchase

My Mind






Who

Where

When

How

T

Purchase

Stamp It






Who

Where

When

How

T

Purchase

Can’t Expect Anything




Identifying The Purchase Cycle Time


Who

Where

When

How

T

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

BJP

(Values)

(Mass Appeal)

SP / BJP / SS / MNS

PPI ?

As of Present Date



Brand Stature

Brand Strength

Congress

BJP

(Values)

(Mass Appeal)

SP / BJP / SS / MNS

PPI ?

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





• 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






• 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





• 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





• 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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