The Aam Aadmi Party (AAP) has been described as a start-up; indeed, as a David fighting Goliath. It really surprised me that how a new party disrupted the established party like congress and BJP and managed to emerge as second largest party in Delhi. It is still too early to say whether the party will be successful or is heading for failure, but the question is, what we can we learn from AAP ?
Below is the some of the major parameters that important for winning elections and how AAP performed better in those parameters as compared to other parties. For example, congress emphasized on state level manifesto whereas AAP concentrated on constituency level manifesto to resulting in better connection with voters. Trust in candidates and leaderships are other parameters where AAP raised its standard higher than other parties to differentiate itself
The few lessons that can be learned from AAP strategies are:
Always Look For Sustainable Competitive Advantage:
For any brand and business sustainable competitive advantage is important since it cannot be replicated easily. For AAP the sustainable competitive advantage was corruption. AAP knows that all the political parties be its Congress and BJP will never make the corruption as the agenda as these parties have many MLAs which are corrupt. As expected these parties have never made corruption as their prime agenda for elections. Moreover, widespread corruption can be seen as a latent demand by the voters which were ignored by these bigger parties and cashed by AAP.
In every rally in every event AAP has cleverly conveyed that they are fighting against the corruption.The below is an excerpt from the vision statement from AAP:
“This national demand for a change in the way our political system works has forced our anti corruption drive to enter the political arena to clean it from the inside. Politics itself is not a dirty word – it is our current breed of politicians who have made it dirty. Aam Aadmi Party wants to make politics a noble calling once again.
We want to create a system where the political leaders we elect and place in the Parliament are directly responsible to the voters who elected them”
Divide Your Target Market and Make Different Strategies to Target Each one of Them Differently:
In Delhi elections, AAP segments its potential voter population into three categories and devise separate strategies for each one of it. It also helps to mobilize its resources effectively
- Affluent Internet savvy voters basically youths: These are targeted through social media campaigns
- Poor class voters such as Autodrivers, rickshaw pullers: These are targeted through OOH (out of home) activities such as posters, loksabhas etc.
- Middle class voters: These are targeted through mix of both social media campaigns and OOH
Reach Beyond Existing Demand:
Disruption usually happens when a company looks for beyond the existing demand of the market. AAP party apart from attracting the existing voters, it targets the disappointed voter who lost confidence in other parties and non voters who are eligible to vote but never really participated in electoral process.
Explore the Technology to Reach out Your Target Market Effectively and Efficiently:
The Aam Aadmi Party (AAP) collaborated with one of India’s leading cloud telephony companies VoiceTree Technologies Pvt. Ltd. Through VoiceTree Technologies’ toll-free services, the AAP was instantly empowered with a unique strategy which enabled them to reach out to each and every citizen of the country, as also those sitting abroad.
VoiceTree Technologies helped the party come up with a cleverly devised tool where the party volunteer could call up a Toll-free number provided. This toll-free number would then connect the volunteer to any random number belonging to an Indian citizen, residing anywhere within the country. The volunteer’s task is then of convincing the person to join in the AAP’s fight against injustice and corruption.
The campaign which went live on November 20, 2013, recorded as many as 5,00,000 calls made by more than 7,000 volunteers in just a week. The number of callers peaked to 17,000 on the last day of the campaign.
The toll-free service encouraged and enabled even the financially weak sector of the society to actively involve themselves in the political campaign of the AAP.
Integrate Marketing Communication Around your Brand Promise:
The AAP brand promises honesty and Corruption free governance which reflected in its election symbol broom and Gandhi topi which symbolizes a mission to remove corruption which can only be done through honest and by credible leaders. Moreover, in all its election campaign AAP addressed only rampant corruption in Indian political system and how the AAP stands for a “Change” in this system. The point is your brand promise is what you stand for and should reflect in each and every activity you do or communicate with your target audience
AAP has managed to disrupt but the real test will be in coming years and upcoming Lok Sabha election where it has to prove its mettle .
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