MUMBAI: The BJP’s victory over AAP in Delhi can be examined through key marketing principles – product lifecycle, distribution strategy, and competitive positioning.
Product Failure:
* AAP as a ‘product’ failed to deliver on its core promises
* The brand reached the end of its lifecycle without significant evolution
* Core issues like pollution, garbage management and infrastructure remained unresolved
* The product (AAP leadership) faced credibility issues with leaders facing legal challenges
Distribution Strategy:
* BJP outperformed in distribution through:
o RSS volunteers conducting extensive door-to-door campaigns
o Thousands of drawing-room meetings across demographics
o Strong presence in traditional AAP strongholds including slums and unauthorised colonies
o Superior ground-level connect with voters
Competitive Positioning:
* BJP successfully countered AAP’s ‘freebie’ positioning by:
o Offering higher monetary benefits (Rs 2,500 vs AAP’s Rs 2,100 for women)
o Matching and exceeding welfare schemes
o Promising continuation of existing benefits while adding new ones
o Building a stronger narrative around development and governance
Brand Messaging:
* BJP controlled the narrative effectively through:
o Consistent messaging on AAP’s unfulfilled promises
o Focus on corruption allegations
o Strong leadership projection
o Clear communication of enhanced welfare measures
Marketing Lessons for AAP:
* Need for product reinvention and clear deliverable promises
* Importance of maintaining brand credibility
* Necessity of strong distribution network
* Requirement for effective counter-narrative
* Focus on tangible achievements rather than just promises
The defeat highlights that tactical promotional offers (freebies) work only until a competitor provides better alternatives, emphasising the need for sustainable competitive advantages in political marketing.
[Based on insights from Jayshree Sundar, author of “Don’t Forget 2004” and Meenakshi Menon, advertising veteran]
