The document discusses segmenting voters for a political campaign. It proposes segmenting the constituency by geographic region, age, past voting habits, and beliefs/values. The key segments identified are: people aged 18-35 living in developed areas with high voter turnout who share the candidate's beliefs; people aged 35-60 in developed high turnout areas; and people aged 60+ in developed high turnout areas. Marketing plans target these groups through social media, TV/newspapers, rallies, and home visits. Groups with different beliefs or low turnout will receive less focus.

1. Marketing assignment – 2
Shubham Gupta
You have all been witness to some elections in the country. Assume you are standing for
elections in a constituency. By definition of the possible market, it is the eligible electorate
of your constituency.
a) Segment the market
b) Provide market plans based on the way you want to position yourself in different
target segments
Solution:
a) Segmenting the constituency:
Suppose I am standing from Kanpur constituency for the Lok sabha general election.
For me my main segments include:
Decision makers All citizens of India who are eligible voters having
valid voter ID card with name in the voter list.
Influencers All others not falling in Decision makers. Example
kids below 18 can also influence their parents to
vote for me if they think I am a good candidate.
Need to target them as well

2. Decision makers/Influencers can be segmented based on below:
1. Geographic Segmentation: I would divide my audience in various groups which focuses on specific
regions. For example different wards may include, Parade, Afeem kothi, Govind Nagar etc.
Different regions inside Kanpur will have different biases for each political party. Also focusing
regions first help me target and position myself as per the problems of that particular wards or
areas. Some areas like Ratan lal nagar and Ravatpur have very bad infrastructure including roads
and electricity issues. People in Parade might be facing issues with robbery since it’s one of the
posh areas while doesn’t have road and electricity issues.
2. Age-Based Segmentation: Once I am done with the geographic segmentation, I would focus on
age-based segments. Age-based segmentation focuses on customers or voters of a particular age. I
would like to segment my voters among the age group as per below:
1. Age 18-35 (Compromise 60% of the population in India. This audience is generally
susceptible to new ideas. Willing to experiment. Take chances. These are what I call internet
generation. I have to focus on different mediums of communication for them which might
include Facebook, twitter, emails etc.)
2. Age 35-60 (This audience will come with some biases and prejudices for a particular political
party. They will be less susceptible to change in voting behavior and trying new candidates. I
would need different communication mediums to reach out to them like newspaper, TV ads,
radio, rallies etc.)
3. Age 60+ (This audience will come with strong biases for a political party. Home visits, rallies,
TV ads etc. might help influence them.)
3. Segmentation based on voting habits: Once I am done with geographic and age based
segmentation, next step is to identify based on past history as to which wards have maximum voter
turnout and which have the lowest. Generally you see areas where high income grade people live
have lower voter turnout as compared to areas where people are from low or middle income
grades (Looks like they are more worried!). I would like focus more on wards which have higher
voter turnout then the wards with least turnouts as per the past history.
4. Belief and Values: Refers to Religious, caste, political, nationalistic and cultural beliefs and values.
This would also help me when I am drafting my positioning message.
Not to over complicate things. So my segments look more like below:
1. Person living in developed wards, Age 18-35, belong to areas of high voter turnout and
has similar beliefs and values as per my political party.
2. Person living in developed wards, Age 18-35, belong to areas of very low voter turnout
and has similar beliefs and values as per my political party.
3. Person living in developed wards, Age 18-35, belong to areas of very low voter turnout

3. and has different beliefs and values as per my political party.
4. Person living in developed wards, Age 18-35, belong to areas of high voter turnout and
has different beliefs and values as per my political party.
5. Person living in un-developed wards, Age 35-60, belong to areas of high voter turnout
and has similar beliefs and values as per my political party.
6. ……. and so on…
b) Out of all the segments identified, I want to target below segments with the marketing plans
for each:
Persons living in different wards, age 18-35
who have similar belief and values with high
voter turnout
Reach out to them on Social media, and
position our party and myself as a
revolutionary with new ideas to take our city
to be the best in class. Highlight creation of
jobs and improvement of education standards.
Highlight my vision for them. Also ask their
feedback and suggestions online. For areas
where infrastructure is a problem, solution will
be addressed area wise.
Persons living in different wards, age 35-60
who have similar belief and values with high
voter turnout
Target them mostly through TV and
newspaper ads. Also through individual ward
rallies. Target them through home visits as
well.
Persons living in different wards, age 60+
who have similar belief and values with high
voter turnout
Home visits. Having ward level meetings and
inviting senior members to brief about their
concerns and expectations for the betterment
of their areas. Also newspaper and TV ads
would work for them as well.
Person living in developed wards, Age 18-35,
belong to areas of very low voter turnout and
have similar beliefs and values as per my
political party.
Encourage the youth to vote and participate
more in the elections. Reaching them out on
social media or through mails. Run awareness
campaign in schools and colleges. Schools
specifically to target the influencers 
Person living in developed wards, Age 18-60+,
belong to areas of high voter turnout and
have different beliefs and values as per my
political party.
They may have their own biases and choice for
the candidate. Would try to bring special
schemes focusing those youths and safety for
elders. Billboards can be placed. Since they are
a high turnout populace hence cannot ignore
them.
Persons living in different wards, age 18-60+
who have different belief and values with low
voter turnout
Will focus less on such areas and focus more
on areas where I can expect more voter
turnout. Any ways TV and newspaper ads
would be reaching out to them as well.