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STRATEGIZING

THE 2014 GENERAL ELECTION


-a road to BJPs success
HS 454 project
By120040059 - Ashish Kumar Prasad
120040097 - Michael Joseph
120040099 - Dheeraj Reddy
120040102 Yashwanth Thollikonda
120040112 - Pankaj Kumar

NAMO NAMO NAMO!!!

The Bharatiya Janata Party made history by securing a


resounding lead in the latest Indian Parliamentary
elections.
This was the first time in 30 years, that a party had
gained an absolute majority on its own.
One of the primary reasons for such a monsterous
victory was the successfull planning and implemention
of various political strategies or in other words the so
called:

RAAJNEETI

Scope of the Project


Our project is an attempt to analyize the various steps taken by BJP for
the 2014 general elections from a management point of view:

Significance
High public
involvement,
extensive media
coverage

Low margin of error

Sound Strategies
verified by principles
of manaegement

Proper
implementation
through well defined
organizational
structure

MANAGEMENT AND POLITICS


Origin of management can be
traced back to Machiavelli
who is the author of a famous
book THE PRINCE
The establishment of various
political
consultancies
reemphasize the importance of
management in todays politics.

Strength:
-Core Competency

Organizational
Change

Social Media
Media
Social
Growth
Growth

-Has Hindu Majority

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

Br
an

din

Weakness-Old leaders were


not effective
-leadership crisis

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

1.BRANDING

Branding
Modi was a
regional
brand trying
to go
national

connect with
the youth

carried the
taint of the
2002 antiMuslim riots
in Gujarat.

Regional to National Brand


Tata motors factory shifted from Bengal to
Gujarat
Similar examples of products going from
regional to national brand(Haldiram)

Connect with the Youth


Speech at Delhi- Shriram college of
Commerce
Pro Buisness Persona- Buisnessman has
praised him

Shaking of the Stigma


The best way for a tainted brand to
overcome a challenge is to not talk too
much

2.Social Media

2014 was the first time social media was


used in a election
Abki Baar Modi Sarkaar, Junta Maaf Nahi
Karegi, Ache din....

3.Organizatioal
Change

Lewin 3-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 condcted several


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

Refreeze

2nd Order Change:


Fundamentally different from what had
been done 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:
Hullaby within the party on Narendra
Modi appointment
Advani submitted his resignation

Thank You