The Mumbai Terror Attacks
The ultimate marketing lesson for a political party in search of a decisive voter endorsement is simple: do not milk the traumatic power of terror attacks to score political brownie points. Terror creates fear, no doubt; but it also unites citizens in an unprecedented manner. For decades to come (or unless a bigger attack happens in future), 26/11 will remain etched in the Indian memory as the equivalent of the 9/11 attack that shook America and convulsed the world. Assembly Elections in many states including Rajasthan & Delhi were scheduled around that time. And in what turned out to be a marketing blunder, the BJP took out full page ads in newspapers asking citizens to vote for a party that could protect them from such attacks. The citizens voted no doubt, but not for the BJP and gave a ringing endorsement to the Congress in Delhi & Rajasthan. Reason: voters found that the product attribute of BJP was definitely not superior to that of the Congress when it came to tackling terror attacks. And it found the ‘fear and hate’ inducing ads distasteful. Of course, there have been occasions when playing on fear has worked – as the Congress did successfully after the assassination of Indira Gandhi in 1984. Has the Indian consumer evolved?!
For more articles, Click on IIPM Article.
Source : IIPM Editorial, 2010.
An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).
For More IIPM Info, Visit below mentioned IIPM articles.
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IIPM 2-year full time Programme (leading to the award of the MBA degree from IMI)
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Exclusive In chat with Society Magazine - Prof. Arindam Chaudhuri
The ultimate marketing lesson for a political party in search of a decisive voter endorsement is simple: do not milk the traumatic power of terror attacks to score political brownie points. Terror creates fear, no doubt; but it also unites citizens in an unprecedented manner. For decades to come (or unless a bigger attack happens in future), 26/11 will remain etched in the Indian memory as the equivalent of the 9/11 attack that shook America and convulsed the world. Assembly Elections in many states including Rajasthan & Delhi were scheduled around that time. And in what turned out to be a marketing blunder, the BJP took out full page ads in newspapers asking citizens to vote for a party that could protect them from such attacks. The citizens voted no doubt, but not for the BJP and gave a ringing endorsement to the Congress in Delhi & Rajasthan. Reason: voters found that the product attribute of BJP was definitely not superior to that of the Congress when it came to tackling terror attacks. And it found the ‘fear and hate’ inducing ads distasteful. Of course, there have been occasions when playing on fear has worked – as the Congress did successfully after the assassination of Indira Gandhi in 1984. Has the Indian consumer evolved?!
For more articles, Click on IIPM Article.
Source : IIPM Editorial, 2010.
An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).
For More IIPM Info, Visit below mentioned IIPM articles.
The Sunday Indian:- B-SCHOOL RANKING SCAMSTERS EXPOSED!For Exclusive Footage by Sunday Indian Click Here
Outlook Magazine's B School Ranking Scam Exposed
Don't trust the Indian Media!
IIPM exposes Career 360 and Mahesh Peri scam
IIPM - We will change your outlook : Career 360 and Mahesh Peri scam is exposed
IIPM: An intriguing story of growth and envy
Prof Arindam Chaudhuri of IIPM on MF HUSAIN
IIPM Related Links
IIPM ISBE Programmes
IIPM - Admission Procedure
IIPM, GURGAON
IIPM 3-year full-time Integrated (MBA BBA) Programme
IIPM 2-year full time Programme (leading to the award of the MBA degree from IMI)
B-schools expect higher rate of campus placements this year
Exclusive In chat with Society Magazine - Prof. Arindam Chaudhuri
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