Political Marketing in India 2014: Case of New Political Product AAP

Political marketing currently an evolved niche has been researched for more than 2 decades (Harrop 1990, Gronroos 1990,, Henneberg 1998, Kotler 1999, O’Shaughnessy 2001, Marshment 2001,) The article has been conceptualized in the context of the recently concluded Indian general elections Loksabha 2014 (LS2014). Careful assessment of the political market environment was undertaken along with the competing political products or brands and their respective political value propositions. The article further tries to outline industry approach to political engagement, politics as a marketable entity (Aron O’Cass 2001), competitive strategy in the political market place, redefinition of product category, and IMC issue. Data from secondary and primary sources were recontexualised (Heaton) to present an industry like scenario of Indian political industry circa2014. Effort was made to study existing need gaps in political market and how the new political product Aam Admi Party attempted to address these gaps through its product launch. While doing so the study draws analogy with the attributes of consumer market place perhaps signaling professionalism of marketing in non-profit welfare organizations for example state itself, parties running state or state enterprises.