The recent terrorist attacks in Mumbai on 13th July, 2011 got me thinking. How do terrorists market themselves to their prospective customers (both internal and external)? What are the 4 P’s involved in marketing to terrorists (internal customers) and the common people (external customers)?
For those lucky enough not to what these 4P’s are, its Product, Price, Promotion and Place.
Product: The product here is emotion. To the common people, the emotion a terrorist organization sells is fear. To its employees, the organization sells dreams. Dreams of martyrdom and glory.
Price: Price always has two aspects, cost and revenue. To the seller, price represents revenue. To the buyer, it represents cost. For the terrorist organization the revenue may be money, land, power and so on and so forth. For the common people, the cost may be loss of life and a life plagued with constant fear.
Promotion: The age of the internet has opened doors to large-scale terrorist promotions. Youtube is one of the major sources of promotion (though users can now flag videos on youtube as “Terror Promotion”).
Place: The distribution channel of a terrorist organization is highly centralized. All the participants in the distribution channel are owned and controlled by the organization.
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