Analysis of Barack Obama IMC Strategy

Submitted By Asams V.KLateshAman

Submitted To:Prof. Hemant Purandare

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

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

• Lack of IT knowledge in competitors

• Increased users of Internet and Mobile

Opportunities ThreatsHillary 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

How Obama Used His Strength And Opportunities to Over Come His Weakness and Threats ?

Winning A Political Election

is Based on

Effectiveness of Communication

Competitive Advantage Various Websites 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

Proper Segmentation

Basis of Segmentation

Web Site 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

COMMUNITY BlackPlanet.com

African American

Discussed education & family issues

  MiGente.com

Latino Community

Written in Spanish to reach out to more people

  GLEE.com

Gay & Lesbians

Included details of National Coming Out Day

  AAPLS.com

Asian American & Pacific Islanders

Discusses Obama’s thoughts on faith and Politics

PROFESSIONALS Linkedin.com

Business networkers Professionals

Change the laws & politics to solve the problems faced by the people.

  AsianAve.com

Asian Americans

Helped them network socially and professionally

WEB SITES & SOCIAL NETWOKING

1)BrarackObama.com

2)FighttheSmears.com

3)Facebook

4)MySpace

5)Faithbase.com

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

"Change We Can Believe 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

Campaign in a Different 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

Communication Channels

• Text messaging • Social Networking (Face book, MySpace)• Blogging• Gaming• Traditional Advertisements• Good Orator

RESULT OF CAMPAIGN

OBAMA WIN 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