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Marketing of a Political Party

Submitted to:
Sir Mansoor Mahmood Ashiq

Submitted by:

Tanveer Aziz (F17BB008)

Tehreem Malik (F17BB010)

Maida Khan (F17BB022)

Sumaira Qayyum (F17BB030)

Amna Amer (F17BB037)

Muhammad Mohsin (F17BB040)

Meshal Ali (F17BB042)


Pakistan Tehreek-e-Insaf (PTI)
Pakistan Movement for Justice is a political party in Pakistan founded in 1996 by former
international cricket captain and current Prime Minister of Pakistan Imran Khan. As a result of
the 2018 general election, PTI is the governing party of Pakistan as the largest party in the
National Assembly in the ruling association.

The party aims to create a welfare state, where the state is responsible for education, health and
employability of citizens. It promotes freedom of thought and dismantling religious
discrimination in Pakistan.

Market Segmentation
Geographic

The people all over from Pakistan are target of our Party but our main focus is the people living
in the province of Punjab. The people living in highly populated cities like Lahore, Multan,
Faisalabad, Sialkot, Gujranwala, Jhelum and Rawalpindi must be targeted.

Demographic

Demographic segmentation is done on the basis of age limit. The minimum age required for
voting is 18. But the age we target is 18-30 which is basically the youth. And its result can be
seen in 2018 elections.

Psychographic

The educated people are well aware of the situation of Pakistan as compared to uneducated so
our main focus was to make such campaigns that will enable them to participate in our party and
become members to promote the vision of PTI throughout Pakistan.
Behavioral
Behavioral segmentation is done on the basis of behavior and trends. The social media is in trend
now so here the targeted people are those who use social media. We promote our Party through
different campaigns on social media.

Marketing Mix
Product

1- Bring accountability to the center of government

2 -Empower people at the grassroots

3 -Depoliticize and strengthen Police

4-Revolutionaries access to justice

5-Initiate civil services reform

6- Boost the tourism industry

Price

1- PTI government reduces price of petrol to decrease the burden on people.


2- PTI government is also reducing the prices of food and basic necessities.

Place

PTI major reason for focusing on our rural areas is the fact that our current pace of
urbanization is not sustainable. Our cities and per-urban areas are ill-planned and hard-pressed
to absorb the increasing rural influx due to which urban poverty and slum dwellings are
growing fast. On the other hand, while the agriculture sector now comprises less than a
quarter of our annual GDP, nearly half the people working in our country are still doing so in
the agriculture sector. PTI party major focus is on all the places of Punjab and other cities of
Pakistan, due to which they are able to win the election.

Promotion

1-Recently a survey poll shows a much more divided opinion on the first 100 days
performance of the government. It says only 37% of Pakistanis think that PTI government was
able to implement its 100-day plan and 30% say they were completely unsuccessful where
another 33% say it’s too early to comment

2-PTI government believes in promotion of local languages.

3-PTI government to focus on resolving problems, therefore party popularity is increasing.

4-PTI government is very efficient towards communication with people.

People

PTI believes in people’s empowerment’, therefore government has a good working relationship
and coordination with people.

Process

The systems and processes of the organization affect the execution of the service.

So, you have to make sure that you have a well-tailored process in place to minimize costs.

It could be your entire sales funnel, a pay system, distribution system and other systematic
procedures and steps to ensure a working business that is running effectively.

Physical evidence:

In the service industries, there should be physical evidence that the service was delivered.
Additionally, physical evidence pertains also to how a business and its products are perceived in
the marketplace.
It is the physical evidence of a business' presence and establishment. A concept of this is
branding. For example, when you think of “fast food”, you think of McDonalds.

When you think of sports, the names Nike and Adidas come to mind.

You immediately know exactly what their presence is in the marketplace, as they are generally
market leaders and have established a physical evidence as well as psychological evidence in
their marketing.

They have manipulated their consumer perception so well to the point where their brands appear
first in line when an individual is asked to broadly “name a brand” in their niche or industry.

In the service industries, there should be physical evidence that the service was delivered.
Additionally, physical evidence pertains also to how a business and it's products are perceived in
the marketplace.

It is the physical evidence of a business' presence and establishment. A concept of this is


branding. For example, when you think of “fast food”, you think of McDonalds.

When you think of sports, the names Nike and Adidas come to mind.

You immediately know exactly what their presence is in the marketplace, as they are generally
market leaders and have established a physical evidence as well as psychological evidence in
their marketing.

They have manipulated their consumer perception so well to the point where their brands appear
first in line when an individual is asked to broadly “name a brand” in their niche or industry.
Marketing Strategies
Developing the Core Competences

PTI has developed the core competences by making its strategies different from other. Secondly
its jalsas and promotional strategies are such that attracts mostly the youth. So what changed
public perception about the party and how did Imran Khan managed to raise its brand equity to
a level that pulled out the most lethargic people to support his Jalsas. Before we start analyzing it
deeper, one must realize that the most powerful global brands are using entertainers and
sportsmen in increasing their brand value. The reason is simple, people follow entertainers and
sportsmen, and hence they are able to create massive market for the brand. Imran Khan realized
this and combined the two, his value as sportsman and team captain together with entertainers
such as Shahzad Roy, Abrarul Haq and the Salman Ahmed. This classic combination worked in
the early days and started creating some vibes.

Developing the Competitive Advantages:

PTI clearly outran its competition through effective use of technology. Pakistan has around 22
million internet users of which 5.5 million are hooked at Facebook and about 0.5 million are
twitter users. Imran created a dedicated team of techies to capitalize on this massive opportunity.
As result of this, PTI has over 200,000 fans on Facebook. Imran’s own page has over 300,000
fans and around 150,000 twitter followers.

Developing the Distinguished /Distinctive Advantages

PTI in its election campaign made distinctive promises:

1. Better educational facilities to the 2.5 crore children in Pakistan who are deprived of
schools.
2. Health: Imran khan vowed to introduce a health insurance system modeled on the “sehat
sahulat” card in Khyber Pakhtunkhwa for the poor across Pakistan under which a citizen
could get health facilities to the tune of Rs. 500000.
3. Revenue generation.
4. Eradicate corruption
5. Investment
6. Employment
7. Agriculture: improve the farms and the lives of farmers about whom nobody was serious
in the past.
8. Improve federation
9. Environment
10. Police and justice system
11. Women. To provide education and insurance of their inheritance rights.

Developing the Unique Selling Points(USP)


The manifesto of PTI is its USP.

Developing the Differentiation Strategy


Public differentiate with his mind and soul by seeing the strong strategies and manifestos
of PTI.
Developing the Positioning Strategies
The positioning strategy of PTI is that it has selected the correct audience that is” youth
“youth is the main audience that is captivated more towards the new ideas.

SWOT Analysis

Strengths

 Public Expectation.
 PM Imran Khan has no charges of financial corruption.
 The Promise of establishing South Punjab
 Good relations with different state institutions.
Weaknesses

 Inexperienced Minister.
 CM Usman Buzdar.
 Dependence on political alliance.

Opportunities

 To deliver the public.


 To help build us into a nation.
 Develop International Relations.
 Benchmarking Political ethics.
 Good Governance.
 Long term Economic growth.
Threats

 Existential threat to government in Federation and Punjab.


 Accountability.
 Economic crunch.

5 C’s of Communication

Content

PTI’s message, what they convey in facts and feelings, and planned call-to-action for the reader.
They should deliver their content quickly and efficiently to the future audience without
excessive, unimportant added information. Most messages, particularly marketing content,
should be informative, engaging and with a call to action for the recipient - and an easy way for
them to respond.
Confidence

Having confidence can also improve communication skills of PTI members. They can show
confidence by using a calm and steady tone when speaking. Dress professionally when
communicating with others and make eye contact to show confidence in what is being
communicated.

Clarity

There should be clarity in message delivered by party members, it means how the message
sounds, it should be comprehensive, organized and understandable. Conciseness counts, whether
the communication is written, visual or audio. Effective messages are straight forward, easy to
comprehend, and not offensive.

Creativity

Seeing things by different angles by PTI members, and the use of imagination and original ideas
to create something originally. By implementing different ideas in different fields of economy,
agriculture, food etc. they can bring change.

Coordination

There should be coordination of thoughts between members and the thoughts should occur in a
sequence in their mind. So that conflicts, rivalries, delays and other state problems have low
frequency.

Competitors
We all face competition in our business but that competition may not always be coming from
where we think.
The Four broad categories of competitors are as follows:

1: Market Leader

PTI itself is the market leader and challenger. The PTI-led government’s ambition to
create 10 million jobs in next five years can be achieved, if it sets its priorities right.

The unskilled labor force can be provided employment in construction and agriculture
sectors.

If the present government continues its thrust on strengthening infrastructure, then it


would create additional jobs from the construction of half a million new houses.

2: Market Challengers

The current challengers are PML(N), PPPP, JI, JUI (F).

The PML-N is aiming for 7pc GDP growth and revival of top-gear economic activity
spurred on by tapping into local potential and attracting foreign investment.

The PPP currently holds 126 seats in the National Assembly and 27 seats in the Senate.
the party has the strong base in rural Sindh and Punjab.

3: Market Followers

MQM, BAP, AML.

MQM’s goals include “eradication of political authoritarianism, abolition of feudal


system, promotion of cultural pluralism.

AML manifesto includes implementation of Islamic system, rights of minorities,


extermination of violence.

4: Market Niches

BNP ( Mengal) . The party is independent in taking decisions and would support
government if its demands are accepted.

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