The document outlines 22 laws of marketing according to Al Ries and Jack Trout. Some of the key laws discussed include the law of leadership which states it is better to be first than better, the law of category which says to create a new category if you cannot be first in an existing one, the law of ladder which refers to market position, and the law of duality which is that every market becomes a two horse race over time. The document provides examples and explanations for each of the 22 laws of marketing.

1. 22

3. About Authors
•Al Ries & Jack Trout

4. •Who was first person to go on
moon???
•Who was second???

5. • Who was first prime minister of India???
• Who was second???

6. #1 Law of Leadership
‘It is better to be first than to be
better.’

8. • Microsoft OR Apple Which one will
you choose for graphic design???

9. #2 Law of Category
‘If you can‘t be first in this
category, set up a new category you
can be first in.’

10. Mac by Apple

11. • How many brands of toothpaste
do you remember???

12. ‘The strategy to use depends on
which rung you occupy on the ladder.’
#3 Law of Ladder

14. • How many examples do you
remember which go hand in hand of
same category?

16. #04 Law of Duality
‘In the long run, every market
becomes a two horse race.’

17.  Further Examples:
Canon & Nikon
Nike & Rebok
McD & BurgerKing

19. #05 Law of the Mind & Perception
‘Marketing is not a battle of
products, it's a battle of perceptions.’

22. #06 Law of Focus
‘The most powerful concept in
marketing is owning a word in the
prospect's mind.’
Domino’s for 30 minutes or FREE

24. #07 Law of Line Extension
‘There is an irresistible pressure to
extend the equity of the brand.’
Nirma Washing Powder & Beauty
Soaps

26. #08 Law of Exclusivity & Superiority
‘Two companies cannot own the
same word in the prospect's mind.’

27. • Which are two banks you would like to
open an account in???

29. #09 Law of Division
‘Over time, a category will divide
and become two or more categories.’

31. • What type of emotions do we feel
during our exams ,festivals????

32. #10 Law of Heart(Emotion)
‘Marketing strategies without
emotion will not wok.’

35. #11 Law of Attributes
‘For every attribute, there is an
opposite, effective attribute.’
Secondary brand should not copy the
leader.

36. HeroHonda Splendor
For milege
Royal Enfield for Power

38. #12 Law of Candor
‘When you admit a negative, the
prospect will give you a positive.’
e.g. SurfExccel
‘Surf ki kharidari me hi samajdari hai’

40. #13 Law of Sacrifice
‘You have to give up something to
get something.’
Similar like ’Law of focus’
Federal Express in US

42. • Who won recent Delhi Election???

44. #14 Law of Success
‘Success often leads to arrogance,
and arrogance to failure.’

45. • How many of you are expecting to
fail in GTU sem 1 exams???

46. #15 Law of Failure
‘Failure is to be expected and
accepted.’

47. Domino’s Cookie Pizza

48. #16 Law of Unpredictability
‘Unless you write your competitor's
plans, you can't predict the future.’

50. • Which is the recent movie that we
were expecting to be a
blockbuster???

52. #17 Law of Hype
‘The situation is often the opposite
of the way it appears in the press.’

53. #18 Law of Acceleration
‘Successful programs are not built
on fads, they're built on trends.’

54. Denim Jeans

55. #19 Law of Perspective
‘Marketing effects take place over
an extended period of time.’

57. #20 Law of the Opposite
‘If you are shooting for second
place, your strategy is determined by
the leader.’

60. • Where are the origins of perfumes &
chocolates???

62. #21 Law of Origin
‘Where brands come from is often
more important than how good they
are.’

63. #22 Law of Resources
‘Without adequate funding and
expertise, an idea won't get off the
ground and a brand cannot be built.’

66. Bless us with your suggestions…

68. References
• 22 Immutable Laws of Marketing by Al Ries and Jack Trout
• 22 Immutable Laws of Marketing & how ALP violates it by Alan
White

69. Guided By:
Dr. Ajay Shah
Prepared By:
Piyush Bhadra(147700592007)
Anmol Bhatia(147700592010)
Darshana Chauhan(147700592074)
Lakhman Dangar(147700592075)
Zarna Dudhagara(147700592079)