CASE STUDY ANALYSIS OF MARKETING

TRANSFORMSTION USING SOCIAL NETWORK ON

DIGITAL MEDIA: HOW BJP USED WHATSAPP TO CREATE
A SUCCESSFUL WOM CAMPAIGN
PRESENTED BY:
GROUP 7 (Section B)
AakritiSachdev-17PGDM070
Akash Paul-17PGDM076
Anandha Padmanabhan-17PGDM079
Divya Bandaru-17PGDM089
Ishita Pal- 17PGDM092
Md Azhar Imam-17PGDM098
Neeraj Kumar CHoudhury-17PGDM103
Tejas Ramachandharan-17PGDM127

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Q1. Based on facts reported in the case create SWOT Analysis for BJP Maharashtra

Strengths Weakness
• Strong support base and all India • Poorly defined ideological position
presence
• Less awareness about Facebook, twitter,
• Prime Ministerial candidate popular across webinar and websites in rural areas.
the state irrespective of caste
• BJP was seen as junior partner to Shiv
• Support of vast network of RSS and Sena and lacks strong presence in grass
related organizations root level

• Presence of volunteers from different • Only 5 months for campaigning before

backgrounds from all over the state 13th Legislative Assembly successful.

• Only party with all India presence in the • Limited budget of 1.8 million rupees
ideological segment only

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Q1. Based on facts reported in the case create SWOT Analysis for BJP Maharashtra

Opportunities Threats
• Two major alliances, INC-NCP and BJP-SS were
• A win would strengthen the party and could dissolved just a few days before the election
possibly win without a prime ministerial
candidate figure • All the four heavy weight political parties (i.e.
INC, NCP, BJP and SS)are contested
• Reunion of BJP-SS alliances holds 185 seats independently.
in total
• Social Media presence of BJP Maharashtra
• In the Marathwada region, political was chaotic and confusing due to their
sentiments were highly negative for NCP multiple twitter handles, Facebook pages and
party. YouTube accounts.

• Earlier unused methods of brand building by • A defeat in the upcoming election could
WOM using whatsapp and other social media hamper the Modi “wave” created.

• The number of people inclined to pro- • Internal Competition

hindutva is increasing everyday
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Q2. How did Gajaria create value with BJP Maharashtra in the 2014 Legislative Assembly Election?

• Focused on segmenting and targeting the audiences based on their needs

• Highlighted the development agenda ,Scams & mismanagement of the INC-NCP coalition government

• Use of humor depending on the preference of the people to increase BJP’s outreach

• Focuses on area specific issues and sending one-to-one personalized messages

• Launching a trackeable influencer marketing program to create WOM using WhatsApp

• Maintaining selection criteria for party member’s selections.

• Messages received from friends and family and social media managed by volunteers can create a
deeper impact than messages received from a political party.

• Market Capture
 Direct Reach – 10,000 people in every constituency (Viral Marketing)
 Indirect Reach – Another 10,000 people in one go (WOM)

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Q3. What are the key competitive threats to BJP in the 2019 legislative assembly
elections.? What strategies should BJP adopt to combat these threats.?

Competitive Threats to BJP in the 2019 Legislative Assembly Elections

• INC could use the same campaigning strategy used by BJP i.e. WhatsApp as a source
of WOM Marketing.
• Formation of grand alliance- in 2013, INC won 42 seats and NCP won 41 seats. They
could win more seats in the upcoming election and this alliance could be a threat to
BJP.
• SS is critically vociferous about NDA. Their 25 year alliance ended before the 2009
assembly election and they parted ways. This bitterness between them could be
exploited by opponents.
• Since the wave of Narendra Modi is cooling down, there is a high chance of colition of
small parties with INC.

Strategies that could be adopted

• BJP should start wooing the small parties and standalone winners of 2009 assembly
elections.
• Confirm and announce the alliance of SS and BJP in the upcoming election and stop
accusing each other as it tarnishes the party image
• Advertise what is done under the Fadnavis Government
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Q4. How did Gajaria bring about “marketing transformation”?

 BJP
had the social media and digital network procedures for getting involved in the 13th Maharastha Legislative
Assembly Election, 2014 voting campaign. Jiten Gajaria was the convener of the social media cell of BJP. It was
comprised of 32,000 people from different parts of Maharastha who helped in the campaign by WOM(Word Of
Mouth) marketing strategy.After the success in the 13th Maharastha Legislative Assembly Election Gajaria now
had more plans for the the 14th Maharastha Legislative Assembly Election campaign plans.

 BJP already had the market in Facebook, twitter and another social media platform which provided fake and
illegal accounts and campaigns regarding BJP. People was confused with the official messages from BJP team.
 Gajaria took this in a different way and said that it was good for them that their messages are getting delivered
by the fan following and the local people. Thus, the strategy of WOM was in marketing transition.

 Gajariafound out that the users Whatsapp Messenger was widely spread evenly across urban and rural areas so
it was well targeted for both the national and state level campaigning. He created three strategies to work on
the Whatsapp Messenger marketing platform.

 Gajaria
made the marketing transformation by giving the speech of having the fake profile and the viral
messages by the fan following in a positive manner

 Gajaria used both human chain power and the spread of the news via Whatsapp to each and every people.
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Q5. Critically asses Gajaria’s promotion strategy using 6M’s
organizing framework.

For an integrated marketing campaign for Maharashtra BJP in 2014 Vidhan Sabha Election Mr. Gajaria used
WhatsApp to deliver consistent and unified messaging to the most of the voter as possible. Messaging was
developed to motivate voters’ mind. Mr. Gajaria realized that now we are in an integrated world where voters are
receiving more than 5,000 messages a day.
1. Mission: Identified the objectives of the campaign i.e. increase the brand awareness. Here mission was to
secure the maximum number of votes for BJP and reach out to the maximum voters across the state.

2. Market: Identified the right target consumers and customized the message for them. Mr. Gajaria divided 36
districts of Maharashtra and created 55 distinct districts. Based on each districts voter’s expectation The Core
Social Media Team created customized messages and video/audio clips.

3. Message: Identified the specific points which need to be communicated. Mr. Gajaria wanted to spread BJP’s
development agenda and uncovering scams and mismanagement by INC-NCP coalition government over the last
15 years.

4. Media: Identified the proper communication media. Mr. Gajaria selected WhatsApp for communication media
as vast majority of the mobile phone users in the rural area use WhatsApp messengers and through WhatsApp
they can send personalized message.

5. Money: Identified the budget. Total campaign budget was INR 1.8 million.
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Q6. Critically asses Gajaria’s influencer marketing strategy

Mr. Gajaria’s campaign strategy was focused on creating content that had defined theme and purpose i.e.
development agenda and uncovering scams and mismanagement by INC-NCP coalition government.
Time bound of this campaign was five months which was very short. So Mr. Gajaria made strategic plans. They
produced eleven videos to showcase the first quarter achievements of the Central Government, highlighted their
vision, to regain lost confidence of voters and assure them of good governance and progressive development,
which helped BJP to stand out as a brand. 
To capture voter’s attention, two major campaigns, ‘Bhau Cha Dhakka’ and ‘Aghadi Cha Ghotala’ was
conceptualized. ‘Bhau cha Dhakka’ campaign was mainly focused on political and civic issues faced in Western
Maharashtra, Konkan Region, Mumbai and Thane. ‘Aghadi Cha Ghotala’ campaign highlighted the issues of rural
Maharashtra like- farmer suicides, water scarcity, drought problems and unemployment. These campaigns were
the brain child of core social media team.
To produce campaign materials, content development team worked with local extreme partners and sends the
campaign material to core social media team. This social medial team review the campaign input and approved
materials to the district social media head to roll out. Campaign execution and monitoring team forward the
campaign inputs to active party workers for further rolling out. To grab the voters, they decided to focus on
imagery. They used 600 images to communicate different messages.
Another factor was Mr. Gajaria decided to go regional. They distributed the messages among the voters
organically. All of these campaigns were based on direct feedback from the public, party members contact people
they know who in turn contact their acquaintances and external volunteers. External volunteers came from
various back ground such as students, homemakers, doctors, teachers, entrepreneurs, farmers, barbers, pan stall
owners
This study sourceetc. Thus,
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Thank You

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