1. Analysis of Barack Obama
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 of IT 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 Used His
Strength And
Opportunities to Over
Come His Weakness
and Threats ?

6. Winning A Political Election
is Based on
Effectiveness of Communication

7. 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

8. 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

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 the laws &
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 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

14. 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

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

16. 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