Learn branding from “MODI”

Narendra Modi,India’s most prominent chief minister of present time. He won the Gujarat assembly election 3^rd time, He is looking for brand extension from regional market to Indian market- 2014 election and Indian prime minister post. It is not easy task ahead because he has many competitors those have good market share( Vote bank) and some regional brands ( Nitesh kumar, Chandra Babu Naydu and others) are against him  and not ready to let him use their market share. What will happen in the future I cannot say now, it will depend on Modi’s brand management ability. Till now he has proved his branding ability and become a rising brand of Indian politics. 

His supporters acknowledge him “Yug Purush” and competitors “ Lahu Purush” who is correct it doesn’t matter for me. I only see here how this man has done his own branding, managed his brand image. He uses political and marketing strategy both. Basic need for any brand is brand awareness and it can be generated by publicity. Modi knows it, Only he is a political leader except Digvijay Singh ( Congress) who can get publicity by his statements. Modi is most famous chief minister in India. He is famous because of his work or statements.

When I think over Modi’s strategies, He knows his competitor’s strength / weakness, market trends, his own strength /weakness and target customers.  From starting he targeted to Hindu community (Segment) and positioned himself as a “Hindu Community Savior”. Last two elections he positioned himself as a “HINDU LEADER” but for this election (2012) he changed his own brand positioning as “MODI HI BIKALP”.   Repositioning was required because he has generated new brand value, brand quality ex: His clean image in terms of corruption, as a good administrator, development etc.  Market trend has changed, public is furious with its competitor ( Congress) because of corruption charges, inflation, poor administration etc.  Trough this positioning and brand image he is able to get some market share of Muslim vote bank.

A brand can be sold only when it differentiates itself from other brands, brand top of the customers mind can capture large market share. Modi knows it so he differentiates himself from other leaders (Party and opposition). Either he is Lal Krishna Advani or any Congress leaders. He differentiates himself on three points: Believable, Unique and Relevant.  Attributes of a brand which differentiate from other brands are Brand Promise, Brand Character, Brand Experience and Brand Quality. Modi has proved he is better than other brands if we compare on these brand attributes.  For Example Advani ji has got a chance in government, but he was unable to keep his promise for Ram Mandir, whatever was the reason but he lost the chance even he tried to become a secular leader ( Jinnah Case). It was a real case of brand gap and brand death. He lost his credibility and vote bank. Till now Modi has managed his brand promise ( Good governance and Development).

If I compare Modi and Rahul Gandhi then it will be a compare between two brands like “surf excel” and “tide”.  Modi has its own brand image and Rahul as a brand has only brand recognition but customers are not ready to purchase because brand attributes are hidden or not available or not sufficient in compare to Modi.  Rahul as a brand has good manufacturer name, packaging is good, brand association (with Sonia, congress) is sufficient but own brand attributes have not been shown till now. In compare to modi he cannot say he can give more whitening or chauk gaye Modi master.

Personality always matter no matter it is brand or political leader personality. Modi always worked on his personality. He managed some of his personality traits like: Fun, Friendly, Loud, Traditional, Glamorous, Corporate and Serious. In every public meeting you can find these personality traits in him. To attract customer (Voters) not only your work is required, you will have to attract them by your personality Modi knows it.

Congress leaders have lost their brand image and brand belief because of corruption charges, black money case and many more, Here Modi has maintained his brand image for 2014 election and 2012 which he won. As I was saying Brand promise, Brand Character, Brand experience and Brand Quality are very essential for any brand or political leader.  Election can be won only on promise, last experience, personality (brand personality) and qualities where Modi has worked.

I have a good example for brand promise, brand believe and brand image. Modi promised in 2012 election 50 lakh low cost houses for poor and job for more than 3 million youth. Minister of congress government Ajay Makan (Union Minister for Housing and Urban Poverty Alleviation) questioned the feasibility of Modi claim 50 lakh low cost houses. Gujarat people believed Modi because they have seen the promise fulfillment from Modi, they voted for Modi.

I am a brand neutral, I don’t care who wins 2014 election, but as a renowned brand Modi will be projected as Prime Minister Candidate or not and if he will be projected, can he win. It is a question which cannot be answered now. India’s politics depends on regional parties where Modi can face problem. He is able to manage some Muslim votes in 2012 election, but in 2014 what can he do cannot be said but Mr. Modi, you are a real brand manager.

Rural India: Future Is Here

Our father of nation Mahatma Gandhi had said the soul of India Lives in village. Seventy percent population of India lives in rural India that is 815 million (As per 2011 census), the sheer base is equivalent to the population of US, UK, France, Italy and Germany put together.  Rural India is untouched till now only some brands have tried to bottom out to this area. Lack of infrastructure and lower purchase power capacity of rural India was reasons why companies did not target to this area.

The face of rural India is changing post liberalization and with the subsequent economy reform.  Rural Indians are not only depending on agriculture, but also they have started business and jobs in towns. New technology in farming has changed the agriculture growth and farmers are earning more. Some of the India states has changed the infrastructure of its rural area, differentiating between rural and semi urban has become tough in these states such as Punjab, Haryana, Rajasthan, Gujarat and southern states.

 Pocket capacity is growing so that needs of rural populace is changing, the wants increasing, so are desire. Some highlighting points of rural India:

-          Indian rural contribute 54% of Indian GDP which in itself higher than GDP of Switzerland.

-          Thirty four percent of total sales of FMCG come from rural India. { Industry Report}

-          Urban consumer durable market is growing at almost 10% and rural 25% { Industry Report}

-          Rural + Semi urban contribute to 40 % sales of Auto Industry. { Industry Report}

-       Total rural mobile subscribers are 201 million ( Brazil- 173 million, Indonesia- 159 million and Russia- 230   million) { TRAI}

-        Color television has seen 235% sales growth. { Industry Report}

Brands has changed their products/ cost as per rural consumer affordability. Some ex are Cigarette without filter, Two rupees four biscuits pack, Face crème in five rupees, Ten rupees mobile recharge, Five rupees soap,  Ten rupees detergent bar, Smallest fridge ( Godrej), Washing machine without dryer ( Videocon) and companies are trying to sell its product in rural area at any cost as coco cola designed smallest fridge for rural area shop keepers.

In future new products will be designed for rural India market 20 rupees pack of Cadbury chocolate gift pack, affordable price skin care products, small screen and lower processor speed laptop/ used laptop and computer on less price, branded clothes, shoes and others ( left after sales in big cities), small pack of paints, different insurance policies for rural consumers and many more.

In future E-commerce companies will target to rural and semi urban market because lack of distribution this area is untouched and these companies can use this opportunity. District level distribution system will be started. Consumer Durable has great future in rural India; unavailability of electricity was the grid lock for consumer durable products sales/ usages in rural area. Government plans for rural development is good sign for rural development and electricity problem will be finished in some year.

Growth in rural income will be opportunity for construction industry such as paint, cement, electrical and other. Banking & Insurance sector has great opportunity in this area, for saving rural Indians has only one option “Post Office” and insurance “LIC India”. But now public sector banks have understood the prospect of rural India and SBI has launched non physical banking service with the help of IT and banking agents. Other banks in near future will start services. Insurance sector has very less presence in rural India but enormous market is available for this sector.

Generating brand awareness in rural area has been big hurdle for brands. Educated rural folk can bring change and companies will hire them for product sales and awareness generation.  Educated rural women and unemployed rural youth are keen to work. DTH services will make easy to advertise products.  Diminutive price set top box with easy recharge option and interest to watch television are booming sales of color television and DTH services in rural India, which will be used in future to advertise the brands. 

Till now “ Mela”  is the place where brands do their branding, But in future mela will be organized by brands.  One brand promotion company will contract different brands, will organize different brands melas and It will be organized for sales and brand awareness.  Under one umbrella different brands will be sold.  Rural marketing and advertising agencies will use different marketing tools for marketing of brands such as nursery schools, health care centers,  gram pradhan office, gram panchayat office and post offices will be used for marketing and advertising of products.  In future door to door sales and direct marketing campaigns will be used.

Rural India has great prospect, time will say how it is utilized by brands and advertising companies. Every multinational company is targeting to rural India. As we know India is a big market. But in reality 70% market is untouched and it is required to bottom out to this area and generate huge profit. It will be beneficial for Indians and brands both because Indians can get employment and brands can generate profit.

CSR campaign is future for well established brands

I have managed CSR campaigns for many brands and propose CSR campaign when brand has good brand awareness, great brand image and fighting with competitors for market share. Companies try to win the heart of consumers by CSR/ social campaign. Through the CSR campaign company try to come above the other brands in evoke set and it is good to change the brand image. For getting brand enthusiast CSR/ Social campaigns are right choice.

Tata Tea designed different type of CSR campaign which we can say indirect CSR campaign or social campaign. Tata Tea ‘JAGO RE’ campaign was to educate Indians for voting and they changed the campaign theme to educate Indians against corruption because it was the time when Anna campaign against corruption was going on. Idea mobile network service provider started its brand promotion only from indirect social campaign ex: celebrate every festival, save earth, etc. ITC has its own campaign to educate poor children.

Canon, HUL, Birla Group, Mahindra mostly every big brand try to win the heart of Indian consumer through CSR campaign. Brands organize CSR campaigns such as health camp; educate poor children, blood donation, etc.  Now a days companies are designing CSR campaigns for target customers and influencers because it boosts sales of company products. Many automobile companies have organized CSR campaign for truck drivers and truck mechanics.

As a marketing & advertising professional, I am seeing good future for CSR campaigns for big brands and as competition is growing day by day brands will incline to CSR campaigns/ social campaign. In future DTH service providers, Automobile companies ( 2 wheeler/ 4 wheeler) will start CSR campaign in rural areas.