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 wearing Anna 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 countrys population to streets... Product The 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, 2G scam etc. People are frustrated about the rising prices of all commodities which make them more 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 to showing 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 you speak, the more you are looked upon as a patriotic and socially aware citizen. Movies like Lage Raho Munnabhai which used Gandhi Brand for promotion were successful. 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, also considering the social media usage by people.

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 the brand to themselves. No affiliation to any political party or religious group, no regionalism, neutral stand so 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 the Ramlila 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 has nothing except public support. Imagine if Ratan Tata goes on fasting, though he will get all the media coverage because 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 make people 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, says Tribhuwan 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-inlaw. Promotion Strategy Creating news and allowing being captured by the news channels to directly go to the masses. (Direct Marketing) Extensive use of social media (Facebook Page, Twitter Handle) to post updates about the campaign. Posting provoking emotional updates about heroism and patriotism

and letting the youngster to become the voice of the campaign. The young India which changes status messages 2-3 times a day to become the brand advocator. The people can easily pitch in by not fully committing themselves but can do their bit. (Indirect Marketing) Popularising brand through merchandise (Even Ferrari uses this strategy) e.g. I am Anna T-Shirts, Gandhi Topis and even permanent tattoo stalls outside RamLila Maidan.