BAREILLY

SUBMITTED TOABHISHEK SHARMA FACULTY, LIM

SUBMITTED BYGAURAV AGARWAL SARAL SAXENA BATCH (2008-10)

Nothing concrete can be achieved without an optimal combination inspiration and perspiration. No work can be accompanied without taken the guidance of experts. It is only critics from ingenious that help transform a product into a quality product.

For this, I am grateful to MR. ABHISHEK SHARMA for his constant encouragement and invaluable critical suggestions given during the review meetings. His timely advice and help proved his commitment and welfare of his students and the institute as a whole. Last but not the least, my sincere thanks to all the members who were a vital thrust to my thoughts and needs throughout the functions assigned to me to get done and prove my best. Finally thanks to others at Lotus Institute of Management, who put in numerous hours to make the intangible tangible..

CONTENTS
1. Acknowledgement 2. Objective of the project 3. Introduction 4. Research methodology 5. Limitations 6. Conclusion 7. Bibliography 8. Appendices

PREFACE
Six essential qualities that are the key to Success: sincerity, personal integrity, humility, courtesy, wisdom, charity.

LIFE IS FULL OF SURPRISES... UNEXPECTED SOME BITTER SOME SWEET. WITH THE MUCH UNCERTAINITY THAT WE ARE FACED WITH IN LIFE, WE WOULD WANT TO SECURE IT BY PREPARING FOR THE.

Many Institutes in Bareilly but only students of Lotus Institute of Management are using internet & intranet So firstly I would like to thank our Chairman sir who providing us this facility in campus to reach that level from where we can see our destination. This project is a part of that success. As everyone knows that MARKETING is a very challenging, fascinating subject but Mr. ABHISHEK SHARMA never made us feel any difficulty in this particular subject.

OBJECTIVE OF THE PROJECT Was the failure of BJP IN RECENT ELECTION at any thing to do with a poor brand management strategy, with special reference to brand position and equity?

INTRODUCTION

About our Party

BJP History BJP Philosophy Join Us

BJP is today the most prominent member of the family of organisations known as the "Sangh Parivar". Shri Guruji blessed the birth of Bhartiya Jana Sangh (BJS) under the leadership of Dr. Syama Prasad Mookerjee in 1951. And in the very first General Elections, the BJS emerged as one of the four nationally recognised parties. The Party has never looked back since then ... more>>

Integral Humanism, the guiding philosophy of the Bharatiya Janata Party, was first presented by Pandit Deendayal Upadhyaya in the form of four lectures delivered in Bombay on April 22-25, 1965. As Panditji said, "I am asked to present my thoughts on the subject of "Integral Humanism" in a series of talks beginning this evening. Last January at Vijayavada, ... more>>

1. Any Indian Citizen of the age of 18 years or above. 2. The person must contact BJP office at their place of permanent residence or where he/she carries on the usual vocation. 3. One can be a member at more than one place. 4. The person has to pay Rs. five as primary membership fee. 5. The person should not be a member of any other political party. 6. The person should believe in the principles and ... more>>

About our Leaders

Shri Atal Bihari Vajpayee Shri Lal Krishna Advani Shri Rajnath Singh

Shri Vajpayee was Prime Minister of India from May 1631, 1996 and a second time from March 19, 1998 to May 13, 2004. With his swearing-in as Prime Minister, he has been the only Prime Minister since Jawaharlal Nehru to occupy the office of the Prime

Shri L K Advani is currently the Leader of the Opposition in the Lok Sabha, and the National Democratic Alliance (NDA) for the 2009 General Elections. Through the years Advaniji had served as the President of the Bharatiya Janata

Shri Rajnath Singh became the BJP National President on 31st, December 2005. As BJP President he covered the entire length and breadth of the country. He also embarked on Bharat Suraksha Yatra which covered several States taking up the cause of

Minister of India through three successive mandates. Shri Vajpayee has also been the first Prime Minister since Smt. Indira Gandhi to lead his party to victory in successive ...

Party for the longest period since its inception in 1980. Capping a parliamentary career of nearly three decades, ...

increasing terrorist activities and threats to internal security. He laid emphasis on issues of public interest like spiralling prices of essential commodities, .

Few Reasons of BJP's defeat..

BJP's air-conditioned strategists become so out of sync that they are not able to see the real reason of their defeat. Few are.. i) Overconfidence. This led DMK, Chautala, Ajit Singh and many others to quit NDA. Why BJP opted for Jayalalitha is really a mystery.

ii)

it got only 10 seats out of 80 seats of UP and got 6 seats out of 54 seats of Bihar and Jharkhand. i really failed to understand how a hindi belt based party could allow to go Bihar and UP out of hand. e.g. they kicked out Kalyan Singh and relied on Lalji Tandon and Kalraj Mishra duo who can't win even a panchayat election at their own. they further messed up by making Ramprakash Gupta as the CM and then allying with Mayawati. In Bihar they humiliated Ramvilas Paswan so much that he quit NDA and joined hands with Laloo to make a unbeatable caste combine.

iii)

No sincere try to build orgn at ground level, they opted for carpet bombing by the speeches of its leaders. Perhaps Mahajan and likes thought that selling soap and getting votes both have same marketing strategy. ITS FOOLISH TO BLAME NARENDRA MODI FOR ITS DEFEAT. Muslims will never vote for BJP irrespective of Modi factor, at least in the near future.

PUBLIC OPINION WHY BJP DEFEAT:

Brij kumar , New Delhi, says: no party opposed the 6th pay commission report when the civil services gave themselves the hefty pay rise ignoring the scientific services which include scientists.doctors and engineers. How a country can do well if it is run only by civil service. So donot pay lip service to the science andtechnology. 19 Apr 2009, 1002 hrs IST VK Singhal, Delhi, says: Where were you when Parliament, Akshardham, Redfort or so on were attacked. Where were you when plane was hijacked you let the three terrorists released and handover safely to their masters. When BJP participated in the government, every time they release the terrorists from the days of Morarji Desai, VP Singh & AB Vajpayee. This is your record of containing terrorism. 11 Apr 2009, 1543 hrs IST srinivas, hyderbad, says: As an indian, I want all polticians of my country to make some bold steps so that we can over take china in growth which is our enemy no1.China will never leave a chance to oppose India's development at world stage, so i wish all my fellow citizens will abandon cheap chinese mobiles as well as chinese products for there short term advanatges which is giving our enemy our money to do more agnaist us.I plead my polticians to develop my country which is democratic compared to chinese which is communist. 27 Mar 2009, 0815 hrs IST Rajesh, Pune, says: The economic situation is worst people in India have lost jobs like how film actors change their dress in a whisker,yet the government of the day is in denial mode even now they are talking about 7% growth which is a myth,this government doesnot have a Full time Finance minister even is such cirusmstances so how do people believe that congress will bring in the economic stability and create jobs where teh aprty is talking about reservation on religious basis as now all caste based reservations have been expoited .There is saying in Sanskrit "yatha Raja thatha Praja"A ruler is as good as its people so my friends this is the oppurtunity to throw an uncapable and inept congress out which has ruine dthe country for the past 40 years if we fail to do so we have let a golden chance go by and will fall into further darkness 25 Mar 2009, 1100 hrs IST girish, palakkad, kerala, says: Terror is biggest threat for the nation currently. There is no use of any development achieved if terror surrounds us. Hence it is our responsibility to vote for the party which actually fights against terror. Without nation, we cannot have any other development. So whoever giving prime importance to nationalism must be brought back to power with thumping majority on its own. 23 Mar 2009, 0827 hrs IST Jaggu Prasad, Jagdalpur, says: I really liked, admired and idolised Atal Behari Vajpayee, but with

his departure from active politics I don't see any potential BJP member as PM.

The other reason was M Vote bank. The M junta felt voting regional parties was doing nothing so why not vote for Congress? they also protect them, do nothing to terrorists have softer stance towards extremism and been a M sympathizer since long! thats the sole reason. Also these buggers Raj Thackreay etc..divided the Hindu votesHindusim suffers from Caste politics since it originated, until all Hindus stand united I dont c BJP ever coming 2 power again!!!

General Election OF 2009 OF BOTH THE PARTY: CONGRESS AND BJP

The Aam Aadmi toppled the incumbent India Shining in 2004, and history repeat itself in 2009, Congress's 'Jai Ho' trounces BJPs 'Bhay Ho'. It was a battle between Jai Ho versus Bhay Ho. And the results clearly indicate that the congress campaign of India on the road to development won over thr BJPs highlighting the shortcomings of the incumbent. These elections are considered to be the costliest elections in the history of independent India, the two national parties pulled out all the stops on their communication campaigns. Even as the BJP moved aggressively in its campaign in the initial phases, it was a consistent branding strategy involving TV, print, radio, outdoor and even online which delivered the goods for the Congress. When it comes to television campaigns of the two national parties, according to a survey conducted by IMRB, the Congress campaign it seems is a hit with the viewing public. The study commissioned by BrandScience@IMRB International was conducted to assess the effect of communication by political parties amongst urban youth across Delhi, Mumbai, Kolkata and Bangalore. The base panel were shown the Congress Jai Ho and Bharat Buland , Badte Kadam and BJP Bhay Ho and Dishaheen . The study reveals that the Congress ads were liked more across centres with Bangalore the only exception, where BJP ads scored higher. Across the four metros,

Jai Ho clocked 48% in ad liking, while Bhay Ho garnered 19% . Similarly the saffron partys Dishaheen polled 28 % on likeability whereas Congresss Bharat Buland, Badte Kadam had 40% saying Jai Ho on the same parameter.

Indeed the mood is reflected in the survey where

55% felt happy watching Congress ads versus 40% for BJP ads. 34% felt good watching Congress commercials against 22% for BJP TVCs. The Congress ads scored high on entertainment and enjoyment parameters with 72% voting in the Congress ads as very entertaining, compared to 51 % for the saffron party commercials.

The survey also revels that

The Congress ad campaign shows elements around women while BJP has no specific gender focus. Its the feel good and a sense of optimism generated by Congress ads which has found favour with the respondents as compared to the negative shades and ads projecting LK Advani as Nidar Neta (fearless leader) and the promise of a change. Bhay Ho , created as a parody to Jai Ho by BJP highlights the failure of Congress in addressing issues like terrorism , unemployment, galloping inflation etc.

The perception is that BJP was trying to show problems wont be there, but they were not said how they will do it. The smartest thing of the Congress campaign was not to give BJP ammunitions to shoot back at the incumbent. The entire communication strategy didnt gloat over achievements, it made the right soothing noises and didnt push the envelope too much, said Santosh Desai, CEO of Future brands and a former ad man. Vivek Gupta, senior V-P, IMRB International, said the Congress communication gave a sense of hope in a scenario of inflation and unemployment. At the national level, unemployment and inflation are two big issues that most concern

the youth of India. Terrorism is a big concern, but the two issues affect the masses directly, said Mr Gupta. Realising the marketing potential during the mammoth election process,

Various private companies had also started websites appealing voters to exercise their franchise. To seize the opportunity, major TV news channels had also set up dedicated websites to provide information related to the mammoth election. To cash on the opportunity Google India had set up an online elections centre in association with a leading daily. Google had also launched an official community, The Voice of Youth, on its social networking site Orkut. These elections had witnessed a massive online voter awareness programme as websites like Indian-Elections.com, IndiaNumbers.com, Jaagore.com, IndiaVoting.com were run the campaigns to encourage voters to vote.

As per the estimates of CMS(Centre for Media Studies), about Rs 10,000 crore spent during the Lok Sabha elections, which includes about Rs 2,000 crore by the Election Commission and other government agencies and the remaining Rs 8,000 crore by the political parties and candidates for campaigning. Even most of the leading media houses have reported higher revenue generation in the fourth quarter of the previous financial year due to elections. The total advertisement spending by the political parties will be around Rs 800 crore which is almost seven per cent of the total annual advertisement the media sector receives.

RESULTS OF POLES 2009

Lok Sabha Power Equation Information Available: - 543/543

Party UPA NDA Third Front Fourth Front Others

Won 262 157 80 27 17

RESEARCH METHODOLOGY
Sample Size : 300 : 220(Male) : 80(Female) Sampling Method of Data Collection Research Design The design in such studies is rigid and not flexible and must focus attention on the following: 1) Formulating the objective of the study. 2) Designing the methods of data collection. 3) Selecting the sample. 4) Collecting the data. 5) Processing and analyzing the data. 6) Reporting the findings. : Random Sampling : Questionnaire Method

Data Sources: Primary Data was collected through Survey and direct interviews. The questionnaire was a good source of primary data. Secondary Data: - several magazines, newspapers, internet and other secondary sources of data were referred. The Manuals in the organization were also consulted. Sampling Unit: -Population Age Group 18-25 25-35 35-45 58 72 130

Above 45 50 Customer Class Student Serviceman Businessman Other 30 60 86 124

1. Are you interested in politics ? YES = 56% NO = 44%

Column1

YES NO

ANALYSIS:

2. Have you voted in election 2009? YES 62% NO 38%

Column1

YES NO

ANALYSIS:

3. Which parties do you like most? BSP CONGRESS BSP SP 35% 55% 7% 3%

Column1

BSP CONGREES BSP SP

ANALYSIS:

4. Which factor influence you most to vote for a party?

PROMISE PREVIOUS PERFORMANCE CANDIDATE PARTY NAME 26% 47% 17% 10%

Column1

PROMISE PREVIOUS PERFORMANCE CANDIDATES PARTY NAMES

ANALYSIS:

5. According to you what is the main reason behind the failure of BJP?
RELLY CAMPAIGN INTERNAL DISPUTES POOR WORKING POOR PUBLIC RELATION 30% 40% 18% 12%

Column1

RELLY CAMPAIGN INTERNAL DISPUTES POOR WORKING POOR PUBLIC RELATION

ANALYSIS:

6. Do you think that Varun Gandhis speech was inflammatory? YES 64% NO 36%

Column1

yes no

ANALYSIS:

7. Are you agree with the punch line Determined leader Decisive govt. of BJP at the time of election?
YES 46% NO 54%

Column1

yes no

ANALYSIS:

8. Which severe problem has been entirely solved by BJP?

UNEMPLOYMENT RECESSION INFLATION TERRORISM 21% 28% 35% 16%

Column1

unemployment recession inflation terrorism

ANALYSIS:

9. According to you who should have been the representative of BJP?

ADVANI RAJNATH SINGH KALYAN SINGH NARENTH MODI 21% 28% 35% 16%

Column1

advani rajnath singh kalyan singh narenth modi

ANALYSIS:

10. Do you think that BJP is a party of Old People?

YES 68% NO 32%

Column1

yes no

ANALYSIS:

11. Do you think that BJP is having a internal disputes and due to which it is ineffective in raising important national issue in assembly election 2009?
YES 41% NO 59%

Column1

yes no

ANALYSIS:

12. Do you think that there were internal politics in the City was the main cause of defeat of BJP?
YES 30% NO 70%

Column1

yes No

ANALYSIS:

LIMITATIONS
1) We find difficulty during filling the questionnaire 2) Some questions were not understood by the people so we have to make them understand 3) Most of the respondents does not want to give their name and address, as they are the government employees

CONCLUSION

BIBLIOGRAPHY
websites
www.google.com www.indian-elections.com

Books
1. Marketing Management, Kotler And Keller 2. Brand Management, Harsh B Verma

APPENDICES
1. Are you interested in politics?

Yes
2. Have you voted in election 2009?

No

Yes
3. Which parties do you like most?

No

BJP CONGRESS BSP SP

4. Which factor influence you most to vote for a party?

PROMISES PREVIOUS PERFORMANCES CANDIDATES PARTY NAME ANY OTHER (specify)

5. According to you what is the main reason behind the failure of BJP?

RELLY CAMPAIGN INTERNAL DISPUTES POOR WORKING POOR PUBLIC RELATION 6. Do you think that Varun Gandhis speech was inflammatory? Yes No

7. Are you agree with the punch line Determined leader Decisive govt. of BJP at the time of election?

Yes

No

8. Which severe problem has been entirely solved by BJP?

Unemployment Recession Inflation Terrorism

9. According to you who should have been the representative of BJP?

Advani Rajnath Singh Kalyan Singh Narendra Modi Any Other (Pls specify)
10. Do you think that BJP is a party of Old People?

Yes

No

11. Do you think that BJP is having a internal disputes and due to which it is ineffective in raising important national issue in assembly election 2009

Yes

No

12. Do you think that there were internal politics in the City was the main cause of defeat of BJP

Yes PERSONAL PROFILE: Name Address

No

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