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Indian Freedom Struggle

THE INDIAN FREEDOM MOVEMENT

Overview

The case relates to the Indian Freedom struggle under the leadership of Mahatma Gandhi. The ‘abstract concept’ to be sold is the notion of freedom, something the people have not seen for the last 200 years. The ‘competitor’ is the British crown, which owns all the resources, including the media, the economy and the transportation and communications networks. The Britishers had immense physical and financial power and a global empire, which was ruled by ruthless and corrupt officials who had scant regard for justice.
In contrast, Gandhi was a physically weak person with a rather common personality. He had been away in South Africa for a long time and was unaware of the developments back home. He was also unaware of the culture prevalent in the country and the different languages spoken by the people.
The ‘target customers’ in this case were the people of India, who were illiterate, ignorant and superstitious. There was a lot of e...

Posted by: Alexander Bartfield

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