Group 11, sec g

Group 11, sec g

• 1.
  Analysis of BarackObama IMC Strategy Submitted By Asams V.K Latesh Aman Submitted To: Prof. Hemant Purandare
• 2.
  Agenda  SWOT Analysis(Before election Campaign)  How Obama gain competitive advantage?  Segmentation for campaign Website and Social Networking  Importance of Data Base Marketing  Slogan and Video Album Why Campaign with enjoyment and Joy?  Various channels of communication
• 3.
  BARACK OBAMA SWOT ANALYSIS STRENGTHS •Experience as a senator • Good Oratorical skills • African- American President of Harvard Law School in 1988 • Tech Savvy • Multi Cultural background • Biracial WEAKNESS • Consumed Alcohol, Marijuana and Cocaine in teenage • A regular Smoker • Kenyan Muslim father • Lack of experience • Rumors about wife
• 4.
  • Lack ofIT knowledge in competitors • Increased users of Internet and Mobile Opportunities Threats Hillary Clinton •35 years of experience •Great advantage of Clinton’s brand value McCain •Long political career began in 1982 •From a Defence family •22 years of experience in Navy •Prisoner Of War for 5 ½ years
• 5.
  How Obama UsedHis Strength And Opportunities to Over Come His Weakness and Threats ?
• 6.
  Winning A PoliticalElection is Based on Effectiveness of Communication
• 7.
  Competitive Advantage  VariousWebsites for communication First president placed in video games ( Guitar hero and Madden 09)  Only candidate targeted young male (18-34) for vote and fund collection  Convert his speech in to Musical format (WeCan08)  Customized Communication Provided a two way communication channel to get feedbacks and ideas
• 8.
  Proper Segmentation Basis of Segmentation WebSite Name Target Audience Remarks (purpose) AGE FaceBook. com 18-25 years Helped his fans interact with him MySpace. com 18-25 years Helped his fans interact with him Eons.com Baby Boomers Talked about his growing up days
• 9.
  COMMUNITY BlackPl anet.co m African American Discussed education &family issues MiGent e.com Latino Community Written in Spanish to reach out to more people GLEE.c om Gay & Lesbians Included details of National Coming Out Day AAPLS. com Asian American & Pacific Islanders Discusses Obama’s thoughts on faith and Politics
• 10.
  PROFESSIONALS Linkedin.co m Business networkers Professionals Change thelaws & politics to solve the problems faced by the people. AsianAve.co m Asian Americans Helped them network socially and professionally
• 11.
  WEB SITES &SOCIAL NETWOKING 1)BrarackObama.com 2)FighttheSmears.com 3)Facebook 4)MySpace 5)Faithbase.com
• 12.
  DATA BASE MARKETING Database of 13 Billion people  He used email id of people to seek for ideas  Provided customized information, according to segments which they belongs  Used mobile number for text messaging  Text message as reminder for vote
• 13.
  "Change We CanBelieve In”  He created one musical video based on his speech “Yes We Can” Song was performed by Will from Black Eyed Peas  Video was directed by Jesse Dylan it included 40 other people from various field like Film, Sports….etc  Let’s see that video Slogan and Video
• 14.
  Campaign in aDifferent Manner  As a result of WILL’S song, He changed his campaign manner in a way which give more joy and enjoyment to audience He included performances of different artists Resulted in increased number of audience
• 15.
  Communication Channels • Textmessaging • Social Networking (Face book, MySpace) • Blogging • Gaming • Traditional Advertisements • Good Orator
• 16.
  RESULT OF CAMPAIGN OBAMAWIN THE ELECTION WITH MAJORITY OF 365 VOTES  AS AN END RESULT ONE MORE NEW BRAND BORN IN AMERICAN, i.e. OBAMA STILL HE IS MANAGING HIS BRAND IMAGE BY EFFECTIVE COMMUNICATION THROUGH DIFFERENT WEBSITES AND SOCIAL NETWORKING.  FROM DAY OF INAUGURATION HE OPENED NEW WEBSITE (whitehouse.gov) USED Change.gov WEBSITE AS A SUBSTITUTE FOR SOCIAL NETWORKETING WEBSITES