slide based on the book of 22 immutable laws of marketing

1. PRESENTED BY:
Gauri Bhargava

2. THE LAW OF LEADERSHIP
IT’S BETTER TO BE FIRST THAN IT IS TO BE BETTER
It’s much easier to get into the mind first than to try to convince
someone you have a better product than the one that did get
there first.
Usually the first brand tends to maintain it’s leadership because the
Name often becomes generic.

3. If you didn’t get into the prospects mind first don’t give up hope; Find a
new category you can be first in.
Everyone is interested in what’s new.
Few people are interested in what’s better.
FORGET THE BRAND
THINK CATEGORIES
THE LAW OF CATEGORY
If you can’t be the first in a category,
Set up a new category you can be first in

4. THE LAW OF THE MIND
It’s better to be first in the mind than to be first in the marketplace
The law of mind modifies the law of leadership.
Once the mind is made up, its rarely if ever changes.
Once people perceive a product one way, that’s it!
IMSAI
8080
MITS
ALTAIR
8800
APPLE

5. THE LAW OF PERCEPTION
Marketing is not a battle of products, it’s a battle of perceptions.
All that exists in the world of marketing are perceptions in the mind of
Customers or prospects.
Most marketing people think that the battle between Honda Toyota and
Nissan is based on quality styling and price.
NOT TRUE
It’s based on what people THINK about them!

6. THE LAW OF FOCUS
The most powerful concept in marketing is owning the word in the
prospects mind.
The most effective way to influence the market is to own the word.
The simple words are the BEST.
The essence of marketing is narrowing the focus. You become stronger
When you reduce the scope of your operations.

7. THE LAW OF EXCLUSIVITY
Two companies cannot own the same word in the
prospect’s’ mind.
When a competitor owns a word or a position, it is futile to attempt
to own the same word.

8. THE LAW OF LADDER
The strategy to use depends on which rung you
occupy on the ladder.
All products are not created equal. There is a hierarchy in the mind
that prospects use in making decisions.
For each category there is a product ladder.
HIGH INTEREST
AUTOMOBILES COLA
LOW INTEREST
FURNITURE LUGGAGE

9. THE LAW OF DUALITY
In the long run, every market becomes a two-horse race
When you take the long view of marketing, you find that the battle
Usually winds up as a struggle between two major players.
“Only businesses that are no.1 and
no.2 in their market could win in the
increasingly competitive global
arena. Rest are fixed, closed or sold.”
-JachWelch, Ceo Geenral Electric
Batteries - Duracell and Eveready
Burgers - McDonalds and Burger King
Sneakers - Reebok and Nike

10. THE LAW OF THE OPPOSITE
If you’re shooting for second place, your strategy is determined by the
leader
If you want to establish a firm foothold on the second rung of the
Ladder, study the firm above you.
You must study the essence of the leader and then present the
Prospect with the opposite.
DON’T TRY TO BE BETTER: TRY TO BE DIFFERENT!

11. THE LAW OF DIVISION
Over time a category will divide and become two or more categories
A category starts of as a single entity but over time breaks up into
other segments.
COMPUTERS
MINI-COMPUTERS
LAPTOPS
IMPORTED BEER
PREMIUM
BEER LITE BEER
Companies make a mistake when they try to take a well known brand
name in one category and use the same in another

12. THE LAW OF PERSPECTIVE
Marketing effects takes place over an extended period of time
Many marketing moves exhibit the same phenomenon.
The long term effects are often the exact opposite of short term effects
A company opting for sale is good for a short term period. Not long term

13. THE LAW OF LINE EXTENSION
There’s an irresistible pressure to extend the equity of the brand
One day a company is focused in a single product that is highly profitable.
The next day same company is spread thin over many products and is
losing money.
LESS IS MORE!
When you try to be all the things to all the people, you fail.

14. THE LAW OF SACRIFICE
You have to give up something in order to get something.
PRODUCT LINE
If you want to be successful reduce your product line. Not
expand it. Eg. Departmental stores vs Toys R Us.
TARGET
MARKET
You don’t have to appeal to every body. You just need a
strong positioning. Eg. Coke vs Pepsi
CONSTANT
CHANGE
If you try to follow twist and turns of the market you are
bound to wind up off the road. Eg People Express vs
White castle.

15. THE LAW OF ATTRIBUTES
For every attribute, there is an effective, opposite attribute
Marketing is a battle of ideas. So if you are to succeed you must have
an attribute of your own to focus your efforts around.
Dramatize the value of your idea and increase your share.

16. THE LAW OF CANDOR
When you admit a negative, the prospect will give you a positive
Every negative statement you make about yourself is instantly accepted
as a truth.
Positive statements on the other hand are looked at as dubious.
When a company starts a message by admitting a problem people tend
to open their minds.

17. THE LAW OF SINGULARITY
In each situation only one move will produce substantial results
If the company is not a leader, they often try to end up to do the same
As the leader. Whether you try hard or easy, the differences are marginal.
“What works in marketing is the same as what works in the military:
THE UNEXPECTED”

18. THE LAW OF UNPREDICTABLITY
Unless you write your competitor’s plans, you can’t predict the future
There’s a difference between predicting the future and taking a chance
on the future.
No one can predict the future with any degree of certainty. Nor should
Marketing plans try to
THE
UNEXPECTED
ALWAYS
HAPPENS
-PETER’S LAW

19. THE LAW OF SUCCESS
Success often leads to arrogance, and arrogance to failure
Ego is the enemy of successful marketing. Objectivity is what’s needed.
When a brand is successful, the company assumes that Name is the
ultimate reason. Actually it’s the opposite.
Ego is only helpful when it acts as an effective driving force in building
Up a business.

20. THE LAW OF FAILURE
Failure is to be expected and accepted
Admitting a mistake and not doing anything about it is a bad strategy.
A better strategy is to recognize the failure early and cut your losses.
It’s a lot easier to live with “we were all wrong” than the devastating
“I was wrong”

21. THA LAW OF HYPE
The situation is often the opposite of the way it appears in the
press
When things are going well, company doesn’t need a hype.
When you need the hype it usually means you are in trouble.
Companies or products that received more hype such as new coke,
USA today, next computer are nowhere to be found today.

22. LAW OF ACCELERATION
Successful programs are not built on fads , they’re built on trends
Fad is like a wave. Trend is the tide.
Fad goes up and down but trends might be invisible as a tide but the
most powerful in he long run.
If the fads go up, try to dampen them

23. LAW OF RESOURCES
Without adequate funding an idea won’t get off the ground
You need money to get into the prospects mind and then you need
Money to stay there.
Even the bet idea won’t go far without enough investment and capital.
MONEY makes the marketing world go round