Description
It explain based on Book " The 22 Immutable laws Of marketing " Written By Al rise & Jack Trout.
Created By :- Prasad A. Ade
The 22 Immutable Laws of Marketing
Violate Them at Your Own Risk! Al Ries & Jack Trout
A Book by :- Al Ries & Jack Trout
1. The Law of Leadership • “It’s better to be first than it is to be
better.”
‘Xerox’, the first plain-paper copier, became the name for people to call all plain-paper copiers
At a shop, people will ask for Bisleri They never ask for Aquafina,Himalaya etc.
2. The Law of the Category •“If you can’t be first in a category, set up a new category you can be first in.”
There is no competition in the ‘new category’ market. So, when you first in a new category, promote the category
The idea/category it successfully promoted : Directly-Sold-to-Consumer PCs
3. The Law of the Mind • “It’s better to be first in the mind than to be first in the marketplace.”
Apple , Nokia problem of getting into the minds first was solved by it’s simple, easy-to-remember name Rather than Sony ericsson , Motorola , etc
4. The Law of Perception • “Marketing is not a battle of products it’s a battle of perceptions.”
In USA the largest selling Japanese Cars are
In Japan the largest selling Japanese Cars are
Marketing is a battle of perceptions
5. The Law of Focus • “The most powerful concept in marketing is owning a word in the prospect’s mind.”
‘We Need an IBM Machine’ Word: Computers
‘The taste of a new generation’ Word: Youth
Computers‘We Deliveryour Pizza in 30 Minutes or it’s Free’ Word/concept: Home-delivery
‘When it absolutely, positively has to be there overnight’ Word: Overnight
6. The Law of Exclusivity • “Two companies cannot own the same word in the prospect’s mind.”
So, Burger King told its ad-agency that ad campaign should revolve around the ‘fast’ concept However,
However, Fast belonged to McDonald’s, which was already Perceived as the fastest hamburger chain in USA Result: Burger So, Burger King told its ad-agency that ad campaign should revolve around the ‘fast’ concept However, Fast belonged to McDonald’s,
7. The Law of the Ladder • “The strategy to use depends on which rung you occupy on the ladder.”
The cola ladder
The lemon-lime soda ladder
The cola ladder is much bigger than the lemon-lime soda ladder. So 7Up climbed this ladder with the campaign called ‘The Uncola’ 7-Up sales climbed to where it was the 3rd largest-selling soft drink in america
8. The Law of Duality • “In the long run, every market becomes a two-horse race.”
In each case the No.3 Brand is far behind the No. 2 Brand.
9. The Law of the Opposite • “If you’re shooting for second place, your strategy is determined by the leader.” .
Drinks Coca-Cola is a 100-year-old product; It is the old, established product
60’s, Pepsi, using the law of the opposite, reversed the Essence of Coca-Cola to become the choice of the new generation: The Pepsi GenerationThere Latter Pepsi positioned itself against the leader. If old people drink Coke, The young drink Pepsi, there’s nobody left to take the alternatives to the Cola Drink
10. The Law of Division • “Over time, a category will divide and become two or more categories.”
A Leader maintains it’s dominance by addressing each emerging category with a different Brand Name
11. The Law of Perspective • “Marketing effects take place over an extended period of time.”
12. The Law of Line Extension • “There’s an irresistible pressure to extend the equity of the brand.”
Software
Laptops
Pen Computers
PCs Workstations
13. The Law of Sacrifice • “You have to give up something in order to get something.” .
3 things to sacrifice – Product line, Target market & constant change If you want to be successful, reduce your product line, not expand it. Interstate Department Stores decided to focus on the only Product it made money on: toys. It changed its name to and today has, very profitably, become America’s second largest chain
14. The Law of Attributes • “For every attribute, there is an opposite, effective attribute.”
Fights cavities Whitens Teeth Tastes good Freshens breath
The Tooth-paste story
Crest
Colgate
Brite Aim
Close-up
15. The Law of Candor • “When you admit a negative the prospect will give you a positive.”
a dose of honesty can do wonders in marketing
16. The Law of Singularity • “In each situation, only one move will produce substantial results.”
To find that single move, marketing managers have to know what’s happening in the
17. The Law of Unpredictability • “Unless you write your competitors’ plans, you can’t predict the future.”
Today, Dominoes is the leading player in the pizza delivery market with over 8,000 corporate and franchised stores in more than 54 countries. Monaghan did it all without a complex, 10 yr plan
18. The Law of Success • “Success often leads to arrogance, and arrogance to failure.” Ego is the enemy of successful marketing.
19. The Law of Failure • “Failure is to be expected and accepted.”
20. The Law of Hype • “The situation is often the opposite of the way it appears in the press.”
21. The Law of Acceleration
• “Successful programs are not built on fads, they’re built on trends.”
The Barbie Doll is a trend. When Barbie was invented several years ago the doll was never heavily merchandised into other areas. As a result, it has become a long term trend in the toy business
22. The Law of Resources • “Without adequate funding an idea won’t get off the ground.”
You can raise money through VC firms, corporates, use your own or your partner’s money, or share your idea by franchising it
doc_285614863.ppt
It explain based on Book " The 22 Immutable laws Of marketing " Written By Al rise & Jack Trout.
Created By :- Prasad A. Ade
The 22 Immutable Laws of Marketing
Violate Them at Your Own Risk! Al Ries & Jack Trout
A Book by :- Al Ries & Jack Trout
1. The Law of Leadership • “It’s better to be first than it is to be
better.”
‘Xerox’, the first plain-paper copier, became the name for people to call all plain-paper copiers
At a shop, people will ask for Bisleri They never ask for Aquafina,Himalaya etc.
2. The Law of the Category •“If you can’t be first in a category, set up a new category you can be first in.”
There is no competition in the ‘new category’ market. So, when you first in a new category, promote the category
The idea/category it successfully promoted : Directly-Sold-to-Consumer PCs
3. The Law of the Mind • “It’s better to be first in the mind than to be first in the marketplace.”
Apple , Nokia problem of getting into the minds first was solved by it’s simple, easy-to-remember name Rather than Sony ericsson , Motorola , etc
4. The Law of Perception • “Marketing is not a battle of products it’s a battle of perceptions.”
In USA the largest selling Japanese Cars are
In Japan the largest selling Japanese Cars are
Marketing is a battle of perceptions
5. The Law of Focus • “The most powerful concept in marketing is owning a word in the prospect’s mind.”
‘We Need an IBM Machine’ Word: Computers
‘The taste of a new generation’ Word: Youth
Computers‘We Deliveryour Pizza in 30 Minutes or it’s Free’ Word/concept: Home-delivery
‘When it absolutely, positively has to be there overnight’ Word: Overnight
6. The Law of Exclusivity • “Two companies cannot own the same word in the prospect’s mind.”
So, Burger King told its ad-agency that ad campaign should revolve around the ‘fast’ concept However,
However, Fast belonged to McDonald’s, which was already Perceived as the fastest hamburger chain in USA Result: Burger So, Burger King told its ad-agency that ad campaign should revolve around the ‘fast’ concept However, Fast belonged to McDonald’s,
7. The Law of the Ladder • “The strategy to use depends on which rung you occupy on the ladder.”
The cola ladder
The lemon-lime soda ladder
The cola ladder is much bigger than the lemon-lime soda ladder. So 7Up climbed this ladder with the campaign called ‘The Uncola’ 7-Up sales climbed to where it was the 3rd largest-selling soft drink in america
8. The Law of Duality • “In the long run, every market becomes a two-horse race.”
In each case the No.3 Brand is far behind the No. 2 Brand.
9. The Law of the Opposite • “If you’re shooting for second place, your strategy is determined by the leader.” .
Drinks Coca-Cola is a 100-year-old product; It is the old, established product
60’s, Pepsi, using the law of the opposite, reversed the Essence of Coca-Cola to become the choice of the new generation: The Pepsi GenerationThere Latter Pepsi positioned itself against the leader. If old people drink Coke, The young drink Pepsi, there’s nobody left to take the alternatives to the Cola Drink
10. The Law of Division • “Over time, a category will divide and become two or more categories.”
A Leader maintains it’s dominance by addressing each emerging category with a different Brand Name
11. The Law of Perspective • “Marketing effects take place over an extended period of time.”
12. The Law of Line Extension • “There’s an irresistible pressure to extend the equity of the brand.”
Software
Laptops
Pen Computers
PCs Workstations
13. The Law of Sacrifice • “You have to give up something in order to get something.” .
3 things to sacrifice – Product line, Target market & constant change If you want to be successful, reduce your product line, not expand it. Interstate Department Stores decided to focus on the only Product it made money on: toys. It changed its name to and today has, very profitably, become America’s second largest chain
14. The Law of Attributes • “For every attribute, there is an opposite, effective attribute.”
Fights cavities Whitens Teeth Tastes good Freshens breath
The Tooth-paste story
Crest
Colgate
Brite Aim
Close-up
15. The Law of Candor • “When you admit a negative the prospect will give you a positive.”
a dose of honesty can do wonders in marketing
16. The Law of Singularity • “In each situation, only one move will produce substantial results.”
To find that single move, marketing managers have to know what’s happening in the
17. The Law of Unpredictability • “Unless you write your competitors’ plans, you can’t predict the future.”
Today, Dominoes is the leading player in the pizza delivery market with over 8,000 corporate and franchised stores in more than 54 countries. Monaghan did it all without a complex, 10 yr plan
18. The Law of Success • “Success often leads to arrogance, and arrogance to failure.” Ego is the enemy of successful marketing.
19. The Law of Failure • “Failure is to be expected and accepted.”
20. The Law of Hype • “The situation is often the opposite of the way it appears in the press.”
21. The Law of Acceleration
• “Successful programs are not built on fads, they’re built on trends.”
The Barbie Doll is a trend. When Barbie was invented several years ago the doll was never heavily merchandised into other areas. As a result, it has become a long term trend in the toy business
22. The Law of Resources • “Without adequate funding an idea won’t get off the ground.”
You can raise money through VC firms, corporates, use your own or your partner’s money, or share your idea by franchising it
doc_285614863.ppt