Understanding the 4P’s: Rakhi Sawant's Way

Its very rare when you can apply the marketing principles to a person but Rakhi Sawant has done it and proved to be successful. The laws of marketing have been understood well by her and she has worked strategically so as to implement them correctly, thereby emerging as a hot seller in the market. The queen of controversies has become a part of every channel and has helped to increase the TRP of their shows.

Looking 4P’s from Rakhi’s way :

Product: She has established herself as an item girl in the film industry and has been doing good. Inspite of not been able to do well in the industry she has still gained focus and been always in lime light for some or the other reason. Thus for a product like Rakhi the market has accepted her well and she is selling herself well.

Price: Looking at the media attention which she draws , she is enjoying a good price in market. Her recent show called “Rakhi ka Swayamvar” earned the highest TRP for channel of NDTV i.e 6.3 this has been the highest for the channel ever since its launch. So any channel will pay to get her in their show because she can really get business going. Thus, price for her in the market is high.

Place: She has established herself as a “Queen of Controversies” and hence bought a lot of media hype for her. The negative image seems to be working well for her and has made her popular in the TV and film industry both. She knows how to use each situation strategically to gain attention and bring name for her. Thus her place is uniquely established in the minds of the viewers and no matter what ever issues she brings up, people love to read them and know about them.

Promotion: The strategies of her promotion are always unique and she uses a different way to be in news everytime. Sometimes she praises the judges and sometimes she critics them for fixing of the results, sometimes she is talking about the welfare of people and sometimes finding fault. Thus, through all these issues she has been able to grab enough attention and popularity. Her recent show “Rakhi Ka Swayamvar” was a unique promotion strategy which showcases the old Indian tradition of a bride choosing her husband as per her wish, and it certainly worked well for her and for the channel too.

Looking at the 4P’s applied to Rakhi, we can clearly see that its not just a product which requires these laws to sell or establish itself in the market. If we humans also want to sell or promote ourselves, we must apply the same laws to get established as a well selling product in the market.