Post Graduate Program in Management

By Ratnakar Mishra

Sunstone
Business School

ELECTION :-DEFINITION

An election is a formal decision-making process by which a population chooses an individual to hold

public office .
@Wikipedia

The act of choosing a person to fill an office, or to membership in a society, as by ballot, uplifted
hands, or viva voce; as, the election of a president or a mayor.

@Brainy Quote

the selection of a person or persons for office by vote.

@Dictionary.com

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Business School

POSSIBLE CUSTOMER BASE

ALL ELIGIBLE VOTERS FOR THAT ELECTION

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ELIGIBLE VOTERS FOR THAT ELECTION

Minimum age for registration

of a voter is 18 years.

Any individual who is a citizen

of the country.

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Business School

ELIGIBLE VOTERS FOR THAT ELECTION

Non-Resident Indians (NRI)

In order to qualify as a voter, the person must reside in the particular constituency. Thus, NRIs are prohibited
from participating in the voting process, except in one case. If the NRI happens to be an Indian citizen employed
under Government of India and is currently posted overseas, he or she may get registered as a voter.

Convicted criminals and prisoners are banned from participating in the elections as voters.

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Business School

SEGMENTATION OF THAT ELIGIBLE VOTER BASE

Segmentation is process by marketer to

group similar type of customer.

Segmentation help to deliver right

message to the right consumer.
Segmentation

clear identification of the segment.

measurability of its effective size
Unique needs.
Substantial & durable.

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Business School

HOMOGENEITY :-COMMON NEED

Education & Jobs

Corruption free
&
stabilised

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DISTINCTION (UNIQUE FROM OTHER GROUPS)

Educated
Techno
Savvy

RICH

Poor

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REACTION :-SIMILAR KIND OF RESPONSE

Religion

Country

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DEMOGRAPHIC BASED ON AGE ,GENDER ,INCOMES AND NEEDS

Demographic :- Age
Voter age between 18-29
How many voter cast there vote first time
College going student percentage

Demographic :- Gender

Percentage of woman voter

Number of Married and unmarried voter
Senior citizen
Percentage of man voter

Demographic :- Income
High earner

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Business School

BEHAVIOURAL

First time voters Youth who just become eligible to vote

Apathetic Voter

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Business School

COMMUNICATION MEDIUM FOR THE SEGMENTS

Social media Social media offer exciting new interactive ways of involving an audience,
especially younger people in Generation Y.
WhatsApp and other social media create a virtual human
Chain . In India almost every one using
These services .For election campaigns it is idle to create a WhatsApp group and spread a message.
Printed News paper advertisement is for old age group ,they are still reading .For young age digital news
Paper advertisement is more useful.
Banners and posters is visible to all specially in near to public place like bus stand , theatre

One to One meet during the election campaigns is effective for Distinction nature of group
Public meet is effective for Homogeneity kind of segment

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Business School