The document summarizes 22 immutable laws of marketing according to authors Al Ries and Jack Trout. The laws discuss concepts like the importance of being first, focusing marketing efforts, adapting to changes in consumer perception over time, and how success and failure are both expected parts of marketing. Resources are also needed to turn marketing ideas into successful programs. Violating these laws comes with risks for marketers.

1. I MARKETING
Session 1
August 4, 2013
H1 Classroom, IIM Kashipur

2. 22IMMUTABLE LAWS OF MARKETING
BY AL RIES & JACKTROUT
VIOLATE THEM ATYOUR OWN RISK !

3. 22IMMUTABLE LAWS OF MARKETING
BY AL RIES & JACKTROUT
VIOLATE THEM ATYOUR OWN RISK !
Positioning
Military Model of
Market Place

4. 1THE LAW OF LEADERSHIP
IT IS BETTER TO BE FIRST THEN IT IS TO BE BETTER !

5. 2THE LAW OFTHE CATEGORY
IFYOU CAN’T BE FIRST IN A CATEGORY,
SET UP A NEW CATEGORYYOU CAN BE FIRST IN !

6. 3THE LAW OFTHE MIND
IT’S BETTER TO BE FIRST IN THE MIND
THAN IT IS TO BE FIRST INTHE MARKETPLACE !

7. 4THE LAW OF PERCEPTION
MARKETING IS NOT A BATTLE OF PRODUCTS,
IT’S A BATTLE OF PERCEPTION !

8. 5THE LAW OF FOCUS
THE MOST POWERFUL CONCEPT IN MARKETING
IS OWNING A WORD IN THE PROSPECT’S MIND !

9. 6THE LAW OF EXCLUSIVITY
TWO COMPANIES CANNOT OWN THE SAME WORD
IN THE PROSPECT’S MIND !

10. 7THE LAW OFTHE LADDER
THE STRATEGY TO USE DEPENDS ON
WHICH RUNGYOU OCCUPY ON THE LADDER !
• HUMAN MIND 7 ASSOCIATION !

11. 8THE LAW OF DUALITY
IN THE LONG RUN,
EVERY MARKET BECOMES A TWO-HORSE RACE !
• P&G
• GE – JACK WELCH

12. 9THE LAW OFTHE OPPOSITE
IFYOU ARE SHOOTING FOR SECOND PLACE,
YOUR STRATEGY IS DETERMINED BY LEADER !
• COKE, PEPSI AND ROYAL CROWN !

13. 10THE LAW OF DIVISION
OVER TIME THE CATEGORY WILL DIVIDE AND
BECOME TWO OR MORE CATEGORIES !
• BILLBOARD !

14. 11THE LAW OF PERSPECTIVE
MARKETING EFFECTS TAKE PLACE OVER AN EXTENDED PERIOD OF TIME !
• MILLER BEER !
• ALCOHOL – STIMULANT/DEPRESSANT

15. 12THE LAW OF LINE EXTENSION
THERE’S AN IRRESISTIBLE PRESSURE TO EXTEND THE EQUITY OF A BRAND !
• A-1 STEAK AND POULTRY SAUCE !

16. 13THE LAW OF SACRIFICE
YOU HAVETO GIVE UP SOMETHING IN ORDER TO GET SOMETHING !
• PEOPLE EXPRESSVS SOUTHWESTERN AIRLINES !
• MARLBORO
• DURACELLVS EVEREADY

17. 14THE LAW OF ATTRIBUTES
FOR EVERY ATTRIBUTE THERE IS AN OPPOSITE, EFFECTIVE ATTRIBUTE !
• PEPSI-COLA:YOUTH !

18. 15THE LAW OF CANDOR
WHENYOU ADMIT A NEGATIVE,
THE PROSPECT WILL GIVEYOU A POSITIVE !
• 1970VW WILL STAY UGLY LONGER !

19. 16THE LAW OF SINGULARITY
IN EACH SITUATION,
ONLY ONE MOVE WILL PRODUCE SUBSTANTIAL RESULTS !
• TWO STRONG MOVES AGAINST GM !

20. 17THE LAW OF UNPREDICTABILITY
UNLESSYOU WRITEYOUR COMPETITOR’S PLAN,
YOU CANT PREDICT THE FUTURE !
• GM WAS SLOW TO REACT TO SMALL CAR TREND AND SOWAS IBM TO MAINFRAMES !
• CONAGRA
• TOM MONAGHAN’S – DOMINO’S PIZZA

21. 18THE LAW OF SUCCESS
SUCCESS OFTEN LEADS TO ARROGANCE,
AND ARROGANCE TO FAILURE !
• DEC’S FONDER KENNETH OLSEN STORY – PC, OS, RISC !

22. 19THE LAW OF FAILURE
FAILURE IS TO BE EXPECTED,
AND ACCEPTED !
• JAPAN’S TOYOTA !

23. 20THE LAW OF HYPE
THE SITUATION IS OFTEN THE OPPOSITE OF THE WAY IT APPEARS IN THE PRESS !
• BLU-RAY DISC FORMAT !

24. 21THE LAW OF ACCELERATION
SUCCESSFUL PROGRAMS ARE NOT BUILT ON FADS, THEY ARE BUILT ON TRENDS !
• NINJA TURTLE – BARBIE DOLL !

25. 22THE LAW OF RESOURCES
WITHOUT ADEQUATE FUNDING AN IDEA WON’T GET OFF THE GROUND !
• MIKE MARKKULA’S $91,000 FOR APPLE !

26. QUERIES?

27. LAKSHYA SHARMA,
SECRETARY,
ONYOURMARK,
IIM KASHIPUR
marketingclub@iimkashipur.ac.in www.facebook.com/onyourmarkclub