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Another P of Marketing- Politics

Elections 2013 are done and dusted in Pakistan. But they have left some excellent case studies and references not only for the political sciences student and practitioners but the marketing, brand and advertising personal also.
The strategies of political parties and their followers have high correlations with several marketing and advertising principles. Pakistanis have witnessed extraordinary amalgamation of two otherwise fields- politics and marketing.
This P of marketing deals with how politicians, government, political parties and other stakeholders, even Local and Multinational companies harness for political undertakings and high voting turnout.

Brand Positioning:


Like Brands, Political Parties usually position themselves as per their ideology, and this time they have marketed it through 360 degree advertising campaign. For example, Pakistan People Parties (PPP) has positioned them as a ruling party who has tried its level best to provide public sectors jobs/business opportunity (Waseela Rozgar) and welfare payment (BISP Payment)positioning themselves more towards socialism. This whole positioning was based on their philosophy of “Roti, Kapraa aur Makaan”- basic need of life.
Jamat-e-Islami , Jamiat-Ulma-e-Islam(JUI) , Muttahida Wahdat-ul-Muslimeen (MWM) other religious political parties used Islam’s (the majority religion of Pakistan) name to the level creating a clutter known as “Religious Parties”.
While as Pakistan Tehreek-e-Insaaf PTI has penetrated the market with their youthful image. Like Obama’s 2008 campaign PTI has adopted the brand mantra of “change” in its positioning strategy.  PTI face a very tough challenge from its competitors Pakistan Muslim League Nawaz (PMLN) on the position with their Laptop Scheme.

Niche Market



Regional or National? Political Parties like Muthaida Quami Movement  (MQM) and Awami National Parties (ANP) are those parties who are well known in the whole political market but are viewed as brands that are have loyalty in few major areas, like MQM have in Urban Sindh and ANP in KPK. They have more focus on ethnic group found in Pakistan. MQM for Muhajirs and ANP for Pukthoon.

to be cont.. 



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