A Case study on “Telangana” – A most powerful ‘Nine’ letter word playing with ‘Nine’ top political parties and wants to take away ‘Nine’ districts, which is a big issue in a state of ‘Nine’ crore people. Its Segmentation is Telangana people, Targeting is Youth and University students and positioning is as a Political Issue. Telangana is a region in Andhra Pradesh, in 1948, India put an end to the rule of the Nizam’s and a Hyderabad state was formed. In 1956, the Telangana part of Hyderabad was merged with then Andhra state (carved out of Madras Presidency in October, 1953).

The remaining parts of the Nizam’s empire merged with Karnataka and Maharashtra. Andhra Pradesh became the first linguistically carved state in the country after Gandhian revolutionary Potti Sreeramulu, on a hunger strike over the issue, died on December 16, 1952. After this for many Years the state lived in a calm and peace way but the time came when they want to divide again, the first Telangana movement intensified in 1969. There was a distinct difference between Andhra and Telangana regions.

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Since Andhra was part of a colonial Madras Presidency, education levels and development of this region were better than in feudal Telangana. People from Telangana were against merger with Andhra state as they feared they would lose jobs to them. Cultural differences, too, remain. Under Nizam’s, and before that, under the Qutb-Shahi rule, the culture and language in Telangana bore influences of north India. Emphases on festivals are also different. Primarily a student-driven protest, it turned historical for the number of people who took part in it. Over 350 students were killed in police firing and lathi charge.

Osmania University was the movement’s hotbed. Congress leader Marri-Channa Reddy, who raised the ‘Jai Telangana’ slogan, diluted the movement by merging his Telangana Praja Samithi Party with Congress — Indira Gandhi made him the chief minister after this. That’s how the movement collapsed: a result of Indira Gandhi’s masterstroke. P V Narasimha Rao, too, was made CM in 1971 because he was from Telangana region. In the 90s, KCR, then a member of the Telugu Desam Party was hopeful of a ministerial post in the state government but was made deputy speaker after the 1999 elections.

He quit TDP in 2001 to champion the cause of a separate Telangana state and founded Telangana Rashtra Samithi. All this while, with faster development in the rest of Andhra, a strong feeling was gaining ground in Telangana that it was being exploited and that the region’s surplus was being transferred to finance development in the rest of the state. In 2004 election, Y S Rajasekhara Reddy joined hands with KCR, promising a separate Telangana. But YSR got cold feet and backtracked, triggering resignations of TRS MLAs. KCR quit his Union ministry post.

Congress and TDP continue to flip-flop. BJP and CPI support Telangana while PRP is against the formation of a new state. The Congress and TDP is a divided house. TRS, the party spearheading the Telangana movement, the BJP and CPI are for a separate Telangana state Chiranjeevi’s Praja Rajyam and CPM are for a unified Andhra Pradesh, while the MIM is against a separate Telangana. Hyderabad, which is within the Telangana region, is a bone of contention between votaries of Telangana and those against it. The issue of AP capital remains a stumbling block in the creation of Telangana.

If we bring MARKETING in to picture, we can say that these politicians are great marketers, political parties are the service organisations and people are the customers. Politicians know how to get the customers on to their side, to become a Member of Parliament or Legislative Assembly. Questions: 1. Write a SWOT analysis for Telangana in a Marketing Prospective. 2. What are the 8 P’s of the Telangana (Take Telangana as a Service Organization)? 3. How the politicians are Marketed and how they marketed the Telangana?