The traditional advertising-led model is not working any

longer and conventional marketing techniques are failing.

Narendra Modi's campaign success proves the inevitability

of the Customer Value Maximization framework.

Read on…

“Such a runaway mandate was not expected and Newspapers headline screamed 'TsuNAMO' comparing the Modi wave to an act of nature”

• The unprecedented success of Narendra Modi led BJP at the 2014-General elections, has not just

silenced his adversaries but has left the world stunned.

• Every brand today seeks the mandate from its consumers and the translation of a campaign to the

desired marketing goal is every marketers dream.

• Today's consumer has more disposable income, lesser time and infinite choices. And to keep up with

these consumers, marketers will have to embrace a whole new framework. A framework that has the

customer in the middle. A framework that focuses on the entire customer journey is cognizant of the

reality that customers interact across a number of touch points, and provides for a unified and

contextual experience.

This is the Customer Value Maximization framework…

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“Marketing transformation Customer Value Maximization brings about are…”

FROM BRAND CENTRIC TO CUSTOMER CENTRIC

• Centralized customer interaction rules

• Strategic segment management

• Customer behavior analysis

• Optimized individual interactions

FROM INTERRUPT-BASED TO CUSTOMER-BASED

• Customer initiated real-time channels

• Automated preference adherence/response

• Automated real-time decision support

• Personalized treatments and offers

FROM AD-HOC TO CONSISTENT AND MEASURABLE

• Managed workflows and processes

• Creative collaboration and compliance enablement

• Real-time reporting across custom metrics

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“Customer Value Maximization combines Communication with Technology and Analytics that converts marketing stimulus to desired outcomes”

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“Modi the self made individual, with no self interest who transformed Gujarat into a model state was a remarkable core product”

• And this track record was the USP…. which he and his team had to sell to the average voter. But a

nation where more than 780 languages are spoken and thousands of rituals symbolizing countless

religions are practiced, evoking brand preference is every marketers nightmare.

• “Good marketing kills a bad product faster” nothing can be more truer than this. History is replete with

examples of how bad products like Pepsi Blue, Virgin Cola, Orkut, Zune et al. had an accelerated

mortality rate, thanks to great marketing. Hence to begin with one needs a good product, which

coupled with great marketing i.e. Customer Value Maximization produces remarkable results.

“Powered by Customer Value Maximization, the brand awareness to

salience to preference and eventual choice ‘Modi’ was achieved"

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Need the full case study?

To know more about how Narendra Modi used

Communication, Analytics and Technology to

succeed in the parliamentary elections, please

Click here…

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