1. A research study on the
marketing strategies used by
the
Aam Aadmi Party
for Delhi Assembly Elections.

2. Background of AAP
• The origin of the AAP can be traced to a difference of opinion
between Arvind Kejriwal and Anna Hazare, social activists a strand of
the anti-corruption movement for Jan Lokpal Bill that had gained
momentum in India during 2011-12
• Hazare had wanted to keep the movement politically neutral but
Kejriwal considered that direct involvement in politics was necessary.
A survey conducted by the India Against Corrpution organisation
using social networking services had indicated that there was wide
support for politicisation.

3. Background of AAP
• Hazare and Kejriwal agreed on 19 September 2012 that their
differences regarding a role in politics were irreconcilable.. On 2
October, Kejriwal announced that he was forming a political party and
that he intended the formal launch to be on 26 November, coinciding
with the anniversary of India's adoption of its constitution in 1949

4. Background of AAP
• The 2013 Delhi state assembly elections were the party's first
electoral contest. The Election Commission approved the symbol of a
"broom" for use by the AAP in that campaign.
• The party said that its candidates were honest and had been
screened for potential criminal backgrounds.
• The AAP published its central manifesto on 20 November 2013,
promising to implement the Jan Lokpal Bill within 15 days of coming
to power

5. Background of AAP
• AAP emerged as the second-largest party in Delhi winning 28 of the
70 Assembly seats. the Bharatiya Janata Party as the single-largest
party won 31 while its ally SAD won 1, Indian National Congress won
8 and two were won by others.
• On 28 December 2013, the AAP formed a minority government in the
hung Assembly, with what Sheila Dikshit describes as "not
unconditional" support from Indian National Congress.
• Arvind Kejriwal became the second-youngest Chief Minister of Delhi

7. Objectives of the
study

8. Objectives of the study
• To precisely study the marketing strategies of AAP
• The evaluate extend to which these strategies succeeded in the last
elections
• To evaluate perception of different class of people about the 49 day long
government, and to segregate and determine the real support base of the
party
• 4. To find out if this strategy would practically work in the upcoming Lok
sabha elections, which the party is eyeing

9. Objectives of the study
• Used a combination of Exploratory and Descriptive Research
techniques. Focus was more on qualitative aspect, so exploratory
research was used to the maximum extent
• For the purpose, focus groups, case analysis and depth interviews
were taken.
• Sample size of 335 was used

10. Objectives of the study
• 73 respondents were online, which accounted for 21.8% of total
respondents
• All the respondents were based in Delhi’s various constituencies
• Locations shown below

12. Focus Groups and
Analysis

13. • Focus groups
• 1. Two cordial upper class groups of total size 12, who visited Radisson Blu
pub on 01/03/2014
• 2. A group of 23 policemen (5 officers and 18 OR), posted at Delhi Police
Headquarters, Vikram Nagar at 24/02/2014

14. Performance of AAP Government as perceived by Delhi Police personnel
Extremly Good Good Neutral Apprehensive Extremly Dubious

15. Delhi Police Perception of Government Civilian Perception of the Government
Apprehensive or extremly dubious Others

16. 0 10 20 30 40 50 60 70 80 90 100
Sample response
Focus Group 1
Focus group 1 Vis a Vis Sample response on curtailing FDI in the UT of Delhi
Column1 Do not support curtailing FDI Supports curtailing FDI

17. Voter Demographics
First Time voter Repeater

18. Impact of AAP in getting enrolled as voter
Extremly High and high Neutral Low and Very low

19. Corp(Urban) 58 Corp (Semi Urban)128
Cantonment (49) Rural(Panchayat) 70
Total sample
size of 305

20. 0
20
40
60
80
100
120
140
Extremly good Good Neutral Apprehensive Extremly dubious
Opinion of formation of AAP as a political party back in 2012
High Low Close

21. Presence of AAP in Online Social Media
Known Unknown

22. 90
95
100
105
110
115
Sbuscription status to news feeds
Subscription Status to the news feeds of AAP online
Subscribed Not subscribed Column1

23. 0 20 40 60 80 100 120 140 160 180
Perception of Candidates
Public Perception about the candidates fielded by AAP
Extremly Dubious Apprehensive Neutral Good Extremly Good

24. Awareness of AAP candidates in the constituency
Aware of AAP candidates Not aware

25. 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Source of awareness of candidates
Source of awareness of AAP candidates by public
Newspaper ads Online Campaigns Posters Word of Mouth

26. Did the performance of the present Union Government had an impact on the outcome of the Delhi
Assembly Polls?
Yes No Cant Say

27. Performance of the current Union government
Extremly good Good Neutral Apprehensive Extremly dubious

28. 0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Decision to compete in Delhi Assembly polls
Public Perception about AAP competing in 2013 Delhi Elections
Extremly Good Good Neutral Apprehensive Extremly dubious

29. 0
20
40
60
80
100
120
140
160
Expected number of seats to be won by
AAP before 2013 election results
Expected number of seats to be won by AAP before 2013 election result announcement
>35 25-35 15-25 May-15 <5

30. Do you think he uage of high tech methods like SMS registration has helped in the
campaigning of AAP?
Yes No Cant Say

31. Does the populist measures taken by the
AAP prove effective in the long run?
Yes- 82 respondents (26.2%)
No- 197 respondents (63.1%)
Cant Say- 26 respondents (8.5%)

32. Opinion on full statehood for Delhi
Yes No Cant Say

33. 0
20
40
60
80
100
120
140
Poll Promise implementation
Poll Promise Implementation of AAP Government
Extremly Good Good Neutral Apprehensive Extremly dubious

34. Do you support the government initiative to curtail FDI in Delhi?
Yes No Cant Say

35. Performance of the 49 day AAP government
Extremly Good Good Neutral Apprehensive Extremly dubious

36. 0 20 40 60 80 100 120
>40000
25000-40000
10000-25000
<10000
Income group of respondents
Column2 Column1 Income group

37. Cross tabulation:
Impact of Union Government on Delhi Polls
Vs
Performance of Union Government

38. Performance of Present Union govt
Total
Extremly Good Good Neutral Bad Extremly Dubious
Impact of union government
Yes 18 25 75 78 16 212
No 0 0 2 1 0 3
Total 18 25 77 79 16 215

39. Inference: Impact of Union Government on
Delhi polls and performance of Union
Government
• Yes : Bad
• No : Neutral

40. Cross tabulation:
Income Group
Vs
Performance of Government

41. Count
Performance of Govt
Total
Extremly Good Good Neutral Apprehensive
Extremly
Apprehensive
Income group
More than 40000 PM 0 1 37 49 8 95
25000-40000 0 10 58 36 0 104
10000-25000 8 34 6 3 0 51
<10000 21 30 3 1 0 55
Total 29 75 104 89 8 305

42. Inference:
Income Group and Performance of Government
• More than Rs 40000 : Apprehensive
• Rs 25000- 40000 : Neutral
• Rs 10000- 25000 : Good
• Less than Rs 10000 : Good

43. Cross tabulation:
Income Group
Vs
Rating the implementation of Poll Promises

44. Rating the implementation of poll promises
Total
Extremly Good Good Neutral Apprehensive
Extremly
Apprehensive
Income group
More than 40000 PM 10 37 36 7 5 95
25000-40000 7 38 35 15 9 104
10000-25000 7 33 4 3 4 51
<10000 9 25 11 5 5 55
Total 33 133 86 30 23 305

45. Inference:
Income Group and Rating the implementation of
Poll Promises
• More than Rs 40000 : Good ~ Neutral
• Rs 25000- 40000 : Good ~ Neutral
• Rs 10000- 25000 : Good
• Less than Rs 10000 : Good

46. Cross tabulation:
Income Group
Vs
Logic in Curtailing FDI

47. Logic in curtailing FDI
Total
Yes No Cant Say
Income group
More than 40000 PM
8 85 2 95
25000-40000
11 90 3 104
10000-25000
30 16 5 51
<10000
43 12 0 55
Total 92 203 10 305

48. Inference:
Income Group and Rating the implementation of
Poll Promises
• More than Rs 40000 : No
• Rs 25000- 40000 : No
• Rs 10000- 25000 : Yes
• Less than Rs 10000 : Yes

49. Cross tabulation:
Decision to contest in 2013 Elections
Vs
Expected number of seats by AAP

50. Expected no of seats by AAP in 2013
Total
more than 35 25-35 15-25 5-15 less than 5
Decision to contest in 2013 election
Extremly Good
2 10 30 21 1 64
Good
2 10 63 49 2 126
Neutral
2 10 30 25 0 67
Apprehensive
0 2 14 16 0 32
Extremly Apprehensive
0 3 10 3 0 16
Total 6 35 147 114 3 305

51. Inference: Decision to contest in 2013 Elections
and Expected number of seats by AAP prior to
elections.
• Extremely Good: 15- 25
• Good : 15- 25
• Neutral : 15-25
• Apprehensive: 5- 15
• Extremely Apprehensive: 15-25

52. Cross tabulation:
Perception of Quality of candidates fielded
by AAP
Vs
Expected number of seats by AAP

53. Expected no of seats by AAP in 2013
Total
more than 35 25-35 15-25 5-15 less than 5
Preception of the quality of Candidates
fielded by AAP
Extremly Good 0 6 32 16 0 54
Good 5 23 69 54 3 154
Neutral 1 6 39 27 0 73
Apprehensivw 0 0 7 11 0 18
Extremly Apprehensive 0 0 0 6 0 6
Total 6 35 147 114 3 305

54. Inference: Perception of Quality of candidates
fielded by AAP and Expected number of seats by
AAP
• Extremely Good: 15- 25
• Good : 15- 25
• Neutral : 15-25
• Apprehensive: 5- 15
• Extremely Apprehensive: 15-25

55. Limitations

56. LIMITATIONS
• Reasonably small sample size, cannot be generalized for the entire
population
• Possible cooperation problems
• Difficult to understand the language(English) of the questionnaire by
low income group
• Cannot give 100% accurate results

57. • Time consuming
• Not familiar with the terms and phrases used in the questionnaire
• Biasness of the respondents
• Difficulty in choosing the right option for various questions

58. Conclusion

59. CONCLUSION
• Lower income group supported the party and its ideas.
• A majority of the high income group also did not supported the party
• Government Departments considered the performance of the party
to be apprehensive
• Youth supported the party and considered the performance of the
government to be extremely good
• Online marketing strategies played a vital role in AAP’s marketing
strategies.
• Opinion of full statehood for the UT of Delhi divided

60. Thank you