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BRAND ANNA - MARKETING PLAN
Relating Anna to marketing may sound cynical to some but the
mass reaction which we are
witnessing to 'Brand Anna' isnt just how companies may want
consumers to react to the
promotion campaigns for their products or services? The news
about Indian youth wearingAnna t-shirts, doing an 'I am Anna' hair
design or getting permanent Anna tattoos triggered
this idea of putting up a Brand-Anna marketing plan. I was
amazed by how Brand Anna
has succeeded in achieving in such short time what companies
spend millions of rupees and
a lifetime to attain. Even the trendiest piece of garment these
days is the Gandhi topi with I
am Anna written on it. I think the corruption movement has been
personified by Anna,
people are coming to streets because they can relate themselves
with this 73 years old
posterboy and not just because they support his version of the
Lokpal Bill (wonder how
many of them have even read his versions or other
versions...)
An attempt to try and understand the segmentation, targeting and
positioning of Brand
Anna and the promotion campaign that could bring more than half
of the countryspopulation to streets...
ProductThe idea of corruption-free India
Promotion Campaign Designed around this idea and the need for a
corruption free
nation. The frustration of people serves as a tool of creating a
mass uproar against the
establishment and for strategically bringing in the Jan Lokpal
Bill.
Situation Analysis marketing Research
The country has just seen some high profile corruption cases
like the CWG scam, 2Gscam etc.
People are frustrated about the rising prices of all commodities
which make themmore furious about a bunch of political leaders
gulping down such huge chunks of
country's cash.
The young India wants to do something but dont know what to do
when it comes toshowing their contribution towards the nation
building. Popularity of movies like
RDB reflects this view.
Talking against corruption is considered cool in present
scenario. The louder youspeak, the more you are looked upon as a
patriotic and socially aware citizen.
Movies like Lage Raho Munnabhai which used Gandhi Brand for
promotion weresuccessful. Thats why reincarnation narrative of
Gandhi can be by Anna's marketers
to promote Brand Anna. Reincarnation, of course, is a part of
Indias religious
discourse.
Segmentation
Generic segmentation according to age, class, education of the
population, alsoconsidering the social media usage by people.
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Targeting
People in age group of 20 -30, who constitute more than half of
the population. People who have read about Mahatma Gandhi in NCERT
books, seen movies like
RDB and want to contribute to something for the country.
Educated middle class who likes to express their opinions
through the social media(mainly Facebook, Twitter) which leads to
faster communication and
promotion.(excellent medium of indirect marketing)
Brand Positioning
The positioning is considering how majority of population will
be able to relate thebrand to themselves.
No affiliation to any political party or religious group, no
regionalism, neutral standso majority of the population can
participate in the campaign. (mass marketing)
Brand creation
Anna is the biggest brand for the Lokpal product who is drawing
mass hysteria at theRamlila maidan and other places across the
country. Middle-class Indians seem as
emotional about Hazare as liberal Americans once felt for Barack
Obama.
Anna has been projected as a simple, honest, old, grandfatherly
frail man who hasnothing except public support.
Imagine if Ratan Tata goes on fasting, though he will get all
the media coveragebecause of his business popularity (please note
he might as well fit in the above
mentioned classification) but I doubt if he will trigger this
emotional support from
the masses because hes so polished, his accent isnt like
majority of the Indians,moreover hes rich and powerful and just so
not a middle class Indian...
The campaigns main tag line is I am Anna Hazare which is clearly
used to makepeople live the brand Anna Hazare.
Case (Courtesy: Mint)
In an apartment in Ghaziabad, Delhis satellite town, lives a
family that regularly watches
Zee TVs Sa Re Ga Ma Pa Lil Champs, a singing talent show for
children. On 12 August, the
mother, father and their 12-year-old daughter were pleasantly
surprised to see Anna Hazare,
the 74-year-old man who has shaken India, as the shows special
guest. Each member of the
family has their own reason to adore Hazare. His vision goes
beyond the Lokpal, saysTribhuwan Narayana Singh, an engineer. His
daughter, Paridhi, says, Hes old and yet
energetic. Her mother, Payal, a designer, says, I first heard of
Anna in April when he was
fasting at Jantar Mantar. His looks and dress is so Indian. When
he talks passionately, he
reminds me of my father; when he is quiet and looks innocent, Im
reminded of my father-in-
law.
Promotion Strategy
Creating news and allowing being captured by the news channels
to directly go to themasses. (Direct Marketing)
Extensive use of social media (Facebook Page, Twitter Handle) to
post updates aboutthe campaign. Posting provoking emotional updates
about heroism and patriotism
