HSS-454 Project Report

Strategizing 2014 General

Elections
-a road path to Bharatiya Janata Partys success
Ashish Kumar Prasad- 120040059
Michael Joseph-120040097
Dheeraj Reddy- 120040099
Pankaj Kumar- 120040112
Yashwanth Thollikonda- 120040102

Chapter
No.

Topics

1.

Introduction

1.1

Scope of the project

1.2

Significance

1.3

Correlation between
Management and Politics

2.

SWOT Analysis (Strategies

Formulation)

2.1

Branding

2.2

Social Media

2.3

Organisational Change

3.

Conclusion

1. Introduction
Narendra Modi has proved in letter and spirit what Napoleon Bonaparte said: "Impossible is a
word to be found only in the dictionary of fools... Victory belongs to the most persevering."
The BJP's prime ministerial candidate had made history in 2014 general election. Securing a
resounding victory in the latest Indian parliamentary elections, he has proved wrong all the
prophets of doom. The absolute majority for his party on its own is a first in 30 years. The
larger National Democratic Alliance (NDA), in fact, has crossed the 300-seat mark.
Modi termed this historic win as a victory of people of India and the Indian democracy with
an assurance to the 125 million people: "Achchhe Din Aane Wale Hain" -- or good times are
ahead.

1.1 Scope of the projectWe have tried to look into the politics of 2014 General Elections, from a management point
of view with specific regards to BJP. We have primarily segregated the work into two major
categories namely, strategies and organizational development.

Political
Strategies

Organizational
Development

1.2 SignificanceIn todays dynamic environment, to win a large scale election it has become very important to
have a well-calculated and systematic approach. To gain majority, it is very important to
implement the right strategies as per the demands of the situation. In todays era of excessive
media coverage and high public involvement, parties who can utilize these opportunities to
their advantage will carry an edge over the others. As the margin of error is very less, hence it
becomes very important to implement strategies which are verified by well established
principles of management
Along with right strategies, its implementation is equally important. This makes the team
building process extremely important. To have a well defined organization with highly
categorized individual objectives, the role of organizational study becomes vital.

High public
involvement, extensive
media coverage

Low margin of error

Sound Strategies
verified by principles of
manaegement

Proper implementation
through well defined
organizational structure

1.3 Correlation between Management and PoliticsMany might find it absurd, to mix management with politics, but
only a few know that the origin of management can be traced
back to Machevelli, who in 1531, in his widely popular book the
Prince, utilized the same to enhance the understanding of politics.
The Prince, contains several maxims concerning politics, but
instead of the more traditional subject of a hereditary prince, it
concentrates on the possibility of a "new prince." To retain power,
the hereditary prince must carefully balance the interests of a
variety of socio-political institutions to which the people are
accustomed, whereas a new prince has the more difficult task in

ruling: He must first stabilize his newfound power in order to build an enduring political
structure.

The establishment of various political consultancies re-emphasize the importance of

management in todays politics. The major issue is of trust between political party and the
consultancy firm. The parties find is difficult to share some of their political decisions
which might hide their dirty reality.

2. SWOT Analysis (Strategy Formulation)

Strength:

-Core Competency

Organizational
Change

-Has Hindu Majority as

potential vote bank

Social
Media
Growth

Weakness-Old leaders were

not effective
-Leadership crisis

Branding

Threat-

Opportunities-emergence of social
connectivity/ bonding
-first time was being
used for elections

-negatvity among
minority groups
-was considered a
communal/ religious
party

Content of the project

1. Branding
2. Social media
3. Organizational change

POLITICAL STRATEGIES
ORGANIZATIONAL DEVELOPMENT

2.1 BrandingModi did to BJP, what i-pad, ipod did to Apple

Challenges faced by Modi:
Modi was a
regional
brand trying
to go
national

connect with
the youth

carried the
taint of the
2002 antiMuslim riots
in Gujarat.

2.1.1 Regional brand National brand

Tata Motors' factory shifted from Bengal to Gujarat
The one event that, perhaps, helped Modi the most in making a mark on the national scene
was the shifting in 2008 of Tata Motors' factory for the Nano minicar from West Bengal to
Gujarat. Farmers in West Bengal, backed by firebrand politician Mamata Banerjee, now the
state's chief minister, had been protesting land acquisition for the plant by Tata Motors. Modi
provided the company land and other incentives almost overnight. In the process, he also
established himself as a champion for industry and development.
Similar example of product going from regional to national brand
If a brand can tap into a common underlying need and connect it to benefits, then it could go
national. We see how both Haldiram's and Saravanaa Bhavan have managed this. They
targeted the underlying need for tasty snacks and south Indian food

But there is lot criticism to the above theory as some people feel there is a difference between
a regional brand going national and a politician going national. Modi was known outside
Gujarat even before he decided to move beyond the state, just as Nitish Kumar and J.
Jayalalithaa, chief ministers of Bihar and Tamil Nadu, respectively, are known. But these
regional leaders didn't venture out of their home states in the recent elections. Modi did. And
he did it at a massive scale - he attended more than 5,000 events and 470 political rallies
across the length and breadth of the country

2.1.2 Connect with the Youth

Speech at Delhi's Shri Ram College of Commerce
On February 6, 2013, more than six months before he was named as the BJP's choice for the
prime minister's post, Modi addressed students at Delhi's Shri Ram College of Commerce. He
talked about Gujarat's model of development. He spoke passionately about the need for speed
in government decision-making and about the need to improve skills of the youth to
accelerate economic growth. That speech won him many young admirers
Pro-business persona
Modi's efforts to connect with the youth and urban voters were helped in no small measure by
his pro-business persona. Business leaders from industry doyen Ratan Tata to billionaire
brothers Mukesh and Anil Ambani have praised Modi and his administration in Gujarat. This
has allowed Modi to build his brand as a progressive leader who has the ability to deliver
economic results - the single biggest leitmotif of this campaign that has allowed it to cut
through caste bias among other things.

2.1.3 Shaking off the Stigma

The biggest challenge Brand Modi faced was diverting public attention away from the 2002
communal riots in Gujarat that claimed the lives of more than 1,000 people, mostly Muslims.
Initially, Modi's supporters in BJP attempted to engage in public debate and highlight the
clean chit given by courts to wash off the stigma. Then, they changed tack. They toned down
the Hindutva rheotoric and focused instead on Modi's more recent past and his development
record in Gujarat.
The best way for a tainted brand to overcome a challenge is to not talk too much, but to
acknowledge it happened, and then move on. The more one talks about, the more the memory
for that event gets activated among the target market, and they remember it more. The BJP
and Modi did not talk about it. Or if they did, they kept it to a minimum.
The way the creators of Brand Modi dealt with the third taint was by not dealing with it.
Instead, they focused on building Modi's image as self-made, strong, efficient, inspiring, and
incorruptible. Modi created an impression of being a sincere, credible and committed leader.
He convinced people that he could improve their lot.

2.2 Social Media-

The 2014 elections were the first time

when the social media was used as
Optimized use of Social Media:
major
platform
for
election
In last 3 years NaMo created lakhs of
campaigning.
Narendra Modi has
utilized all the social platforms for Modi Brand Advocates via social media who
creating the desired image. Facebook,
worked in mouth publicity online and onTwitter, Youtube, Slideshare, Flickr,
Pinterest, etc. were effectively used ground during the campaigning.
during the campaign. Social platforms
helped him in connecting with masses
and establishing two-way communication. Social Media as an owned platform definitely
helped him in disseminating information directly to the masses at any point of time.

Narendra Modi has not left a room for negative

content by stuffing all the search engines with
excessive positive content. Campaigning included not
just the official platforms & social channels of Modi
but numerous pseudo accounts and platforms.
Forums, media platforms and websites are packed
with the content which NaMo and BJP wanted to
float.

The way NaMos online

promotional campaigns
helped in creating brand
ambassadors for onground mouth publicity,
representation of onground activities on
online
platforms
supported in establishing
a transparent image of
NaMo. Information of
various developments in
Gujarat and NaMo growth model is disseminated on daily basis. Blogs on various issues,
occasions, events, situations and topics were published on regular basis to create the desired
image in minds of masses. At the time of campaigning information of rallies was
conveniently disseminated.
3 parallel campaigns that were carried on all the possible mediums-

This
campaign
was
created as an expansion
of NaMo4PM, with an
aim to target complete
nation in mother tongue.

Janta maaf nahi karegi

line is used to highlight all
the negative aspects and
failures of UPA Govt.

This campaign was

planned to generate hope
and positivity among
people. It helped in
highlighting the promises
of BJP.

Abki Baar

Janta maaf

Achchhe din

Modi Sarkaar

nahi karegi

aane wale hain

2.3 ORGANIZATIONAL CHANGE

2.3.1 Origin of the Party
The BJP's origins lie in the Bharatiya Jana Sangh, formed in 1951 by Syama Prasad
Mookerjee. After the State of Emergency in 1977, the Jana Sangh merged with several other
parties to form the Janata Party; it defeated the incumbent Congress party in the 1977 general
election. After three years in power, the Janata party dissolved in 1980 with the members of
the erstwhile Jana Sangh reconvening to form the BJP. Although initially unsuccessful,
winning only two seats in the 1984 general election, it grew in strength on the back of the
Ram Janmabhoomi movement. Following victories in several state elections and better
performances in national elections, the BJP became the largest party in the parliament in
1996; however, it lacked a majority in the lower house of Parliament, and its government
lasted only 13 days.
The official ideology of the BJP is "integral humanism", first formulated by Deendayal
Upadhyaya in 1965. The party expresses a commitment to Hindutva, and its policy has
historically reflected Hindu nationalist positions. The BJP advocates social conservatism and
a foreign policy centred on nationalist principles.

2.3.2 Party & its Organisational Structure:

BJP is one of the few parties in India to have a popular-based governing structure. Its
structure is such that where workers and leaders at the local level have a great say in much of
the
decision-making.BJP
was
historically tightly linked
with
the
RSS
(RashtriyaSwayamsevakSangh).The party could never do anything against the will of the RSS
as they rely on the grassroots power of the Sangh'sshakhas. But now BJP has gone more
farther from the RSS. BJP's top PM candidate has clearly distanced himself from the RSS.
It is divided into three parts:
1. National Executive
2. State Executive
3. Local Executive

Highest authority in the both the executives is the President. Officially, the BJP constitution
provides for a three-year term for the President. Beyond this, there are several VicePresidents, General-Secretaries, Treasurers and Secretaries. Role for party secretary is a
senior official within a political party with responsibility for the organizational and daily
political work. For defining power,
Narendra Modi, the PM is a very good orator and hugely popular public figure across the
globe. He has a strong hold with all the matters in the government and he is a very influential
man at the moment.
Mr.Amit Shah (President) on the other hand is the man to whom Mr.Modi assigns many tasks
to complete as the former is a problem solver, decision taker, has risk taking abilities and has
proven in the past to be able to expand the BJP holds across the states.
The National Executive consists of an undetermined number of senior party leaders from
across the nation which is the highest decision-making body in the party. At the state level, a
similar structure is in place, with every state unit being led by the respective President, who
also officially serves a three-year term. Lower members are largely derived from the RSS and
its affiliates, loosely known as the SanghParivar.
Party has subsidiary organisations:

The BJP MahilaMorcha

The Bharatiya Janata YuvaMorcha
The BJP Minority Morcha

BJP MahilaMorcha is the Women's Wing of the Bharatiya Janata Party. VijayaRahatkar,
former Mayor of Aurangabad is the National President of the wing.
Bharatiya Janata YuvaMorcha (BJYM) (translation: Indian People Youth Front) is the
youth wing of the Bharatiya Janata Party (BJP).
BJP Minority Morcha is the minority wing of Bharatiya Janata Party.

2.3.3 Organizational Change and Development

Lewin Three Step Model-

failure of advani as a prime

minister candidate in 2009
general election ignited a
movement for a change of
structure within the party

Unfreeze

Change
declaring Narendar Modi as
the prime minister candidate
and sidelining previous top
leaders was the beginning of
the change to youthify the
party

Modi conducted several

rallies across the country to
solidify his image and bring
to terms the various changes
brought about in the
organisation

Refreeze

Second Order Change:

BJP made a Second order change in their organization by doing something fundamentally
different from what had been done before. It is an irreversible process as once you begin, it is
impossible to return to the way you were doing before. BJP not only brought about a change
in the top leadership but also brought a drastic change in its ideology, focused more on
development agenda rather than vote bank politics.
Resistance to Change:
As soon as the decision was taken to make Narendra Modi as the prime ministerial candidate,
there was hullaby within the party. Advani submitted his resignation on the very same day,
and a kind of division of groups took place in BJP. In a letter addressed to the BJP president
Rajnath singh, Advani wrote, "I spoke to you about my dilemma and also expressed my
disappointment at the way BJP is functioning. I have decided that I will not come for the
Parliamentary Board meeting." Even though Advani had openly expressed his opposition to
Modi's candidature, the BJP made the announcement sidelining the party patriarch.

3. CONCLUSION
Various action formulated by BJP for 2014 general election have come naturally form swot
analysis. To enhance this point of ours we have developed a SWOT analysis of BJP and from
swot analysis a three tier action plan was created which were successively examined
extensively. Firstly, making of Modi as a brand from the regional level to the national level
was analyzed through case studies of various other products in the business world. Apart
from that, we focussed on the social media growth of BJP as a team among the youth of the
country, who form a major part of the swinging vote bank. This was primarily studied by
seeing their reach among the common social networking sites etc. Thirdly, the change in
organizational structure was studied through Lewins three step model.
This project is a rookie attempt of our team towards strategising politics from a managerial
perspective. We have critically analyzed various decision and actions taken by BJP for the
2014 general election and found them justified. Since we have the success of BJP as a good
parameter to further strengthen our claim that a management approach can be used to develop
strategies and actions for the general elections.

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