National Rural Employment Guarantee Scheme
Without an iota of doubt, the National Rural Employment Guarantee Scheme (NREGS) is the single biggest and most ambitious marketing exercise ever launched by a political party in India; perhaps even bigger than the Garibi Hatao slogan and scheme of Indira Gandhi. Her daughter-in-law Sonia Gandhi is clearly the biggest beneficiary of this unique marketing exercise. When the NREGS (promising to provide employment to at least one member of a poor family in rural India) was launched in 2005, there were many sniggers about its intent and implementation. But the 2009 Lok Sabha elections clearly revealed that a brand can actually ‘buy’ consumer loyalty.
One of the reasons for the pan Indian upsurge in support for the Congress in recent times – despite anti-incumbency and many instances of poor governance – is the powerful message that the NREGS has sent to hundreds of millions of potential consumers (voters) across India. So what if a few instances of improper implementation of NREGS have come to light, consumers in Indian villages have realised that no other rival brand offers the value proposition that the Congress does through NREGS. The principal rival BJP has tried hard to resurrect a tired old slogan called Hindutva; but the voters decided that bread is certainly better than manufactured faith.
Do not underestimate the power of NREGS to ‘buy’ and sustain consumer loyalty. An impoverished family escaping starvation thanks to the scheme might well become a loyal consumer (of the scheme and therefore the Congress) for at least one entire generation. No wonder marketing strategists of India’s oldest political brand (of course, the Indian National Congress) look so cocky!
For more articles, Click on IIPM Article.
Source : IIPM Editorial, 2010.
An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).
For More IIPM Info, Visit below mentioned IIPM articles.
The Sunday Indian:- B-SCHOOL RANKING SCAMSTERS EXPOSED!
For Exclusive Footage by Sunday Indian Click Here
Outlook Magazine's B School Ranking Scam Exposed
Don't trust the Indian Media!
IIPM exposes Career 360 and Mahesh Peri scam
IIPM - We will change your outlook : Career 360 and Mahesh Peri scam is exposed
IIPM: An intriguing story of growth and envy
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IIPM Related Links
IIPM - Admission Procedure
IIPM, GURGAON
IIPM 3-year full-time Integrated (MBA BBA) Programme
IIPM 2-year full time Programme (leading to the award of the MBA degree from IMI)
B-schools expect higher rate of campus placements this year
Exclusive In chat with Society Magazine - Prof. Arindam Chaudhuri
Without an iota of doubt, the National Rural Employment Guarantee Scheme (NREGS) is the single biggest and most ambitious marketing exercise ever launched by a political party in India; perhaps even bigger than the Garibi Hatao slogan and scheme of Indira Gandhi. Her daughter-in-law Sonia Gandhi is clearly the biggest beneficiary of this unique marketing exercise. When the NREGS (promising to provide employment to at least one member of a poor family in rural India) was launched in 2005, there were many sniggers about its intent and implementation. But the 2009 Lok Sabha elections clearly revealed that a brand can actually ‘buy’ consumer loyalty.
One of the reasons for the pan Indian upsurge in support for the Congress in recent times – despite anti-incumbency and many instances of poor governance – is the powerful message that the NREGS has sent to hundreds of millions of potential consumers (voters) across India. So what if a few instances of improper implementation of NREGS have come to light, consumers in Indian villages have realised that no other rival brand offers the value proposition that the Congress does through NREGS. The principal rival BJP has tried hard to resurrect a tired old slogan called Hindutva; but the voters decided that bread is certainly better than manufactured faith.
Do not underestimate the power of NREGS to ‘buy’ and sustain consumer loyalty. An impoverished family escaping starvation thanks to the scheme might well become a loyal consumer (of the scheme and therefore the Congress) for at least one entire generation. No wonder marketing strategists of India’s oldest political brand (of course, the Indian National Congress) look so cocky!
For more articles, Click on IIPM Article.
Source : IIPM Editorial, 2010.
An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).
For More IIPM Info, Visit below mentioned IIPM articles.
The Sunday Indian:- B-SCHOOL RANKING SCAMSTERS EXPOSED!For Exclusive Footage by Sunday Indian Click Here
Outlook Magazine's B School Ranking Scam Exposed
Don't trust the Indian Media!
IIPM exposes Career 360 and Mahesh Peri scam
IIPM - We will change your outlook : Career 360 and Mahesh Peri scam is exposed
IIPM: An intriguing story of growth and envy
Prof Arindam Chaudhuri of IIPM on MF HUSAIN
IIPM Related Links
IIPM - Admission Procedure
IIPM, GURGAON
IIPM 3-year full-time Integrated (MBA BBA) Programme
IIPM 2-year full time Programme (leading to the award of the MBA degree from IMI)
B-schools expect higher rate of campus placements this year
Exclusive In chat with Society Magazine - Prof. Arindam Chaudhuri
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