LAWS of MARKETING22immutable

Asia

The 22 Laws should be used as a 'diagnostic check' of a company's market plan for a given product or service; it is probably a useful exercise to cross-check your own plans against the 'laws‘, if only to ensure that all possible perspectives and issues have been considered.

The second use is a reminder of the importance of the perception of your service or product in the mind of your customer (and the consequent need to undertake qualitative research such as focus groups and depth interviews to better understand and define this perception).

It’s better to be first, than it is to be better

LEADERSHIPTHE LAW OF#1

80%

20%

Who is the market leader in ‘essence of chicken’?

LEADERSHIPTHE LAW OF#1

Source: Reader's Digest Gold Consumer Survey

LEADERSHIPTHE LAW OF#1

If you can’t be first in a category. Set up a new category to be first in.

CATEGORYTHE LAW OF#2

CATEGORYTHE LAW OF#2

Traditional Categories

If better to be first In the mind, than to be first in the marketplace

MINDTHE LAW

OF #3

Marketing is not a battle of products. It’s a battle of perception.

PERCEPTIONTHE LAW OF#4

PERCEPTIONTHE LAW OF#4

PERCEPTIONTHE LAW OF#4

The most powerful concept in marketing is owning a WORD.FOCUSTHE LAW

OF #3

FOCUSTHE LAW

OF #3

= Safety = Fast Food = ???

FOCUSTHE LAW

OF #3

It’s not just owning ‘words’

Two companies cannot own the same word in the prospects mind.EXCLUSIVITYTHE LAW OF

#6

The strategy to use depends of which rung of the ladder your on.LADDERTHE LAW

OF #7

LADDERTHE LAW OF #7

In the end, every market becomes a two horse race.DUALITY THE LAW OF

#8

If you’re shooting for 2nd place, then your strategy is determined by the leader.

OPPOSITE THE LAW OF#9

Over time, a category will divide into two or more categories.DIVISIONTHE LAW OF

#10

DIVISIONTHE LAW OF#10

SUPER COMPUTER

MAINFRAME

MINI

DESKTOP

WORKSTATION

LAPTOP

TABLETS

NETBOOK

DIVISIONTHE LAW OF#10

Other Laws still apply

Marketing effects takes place over a long period of time.PERSPECTIVETHE LAW OF

#11

There is pressure to extend the equity of the brand. LINE EXTENSIONTHE LAW OF

#12

LINE EXTENSIONTHE LAW OF#12

LINE EXTENSIONTHE LAW OF#12

The Top Ten Best Selling Sodas of 20071. Coke Classic 17.2%2. Pepsi Cola 10.7%3. Diet Coke 10%4. Mountain Dew 6.6.%5. Diet Pepsi 6%6. Dr. Pepper 5.9%7. Sprite 5.6%8. Fanta 1.8%9. Diet Mountain Dew 1.6%10. Diet Dr. Pepper 1.6%

You have to give up something in order to gain something.SACRIFICE THE LAW OF

#13

For every attribute, there is an opposite effective attribute.ATTRIBUTES THE LAW OF

#14

When you admit a negative, the prospect gives you a positive.CANDOR THE LAW OF

#15

In each situation, only one move will produce a significant results.SINGULARITY THE LAW OF

#16

SINGULARITY THE LAW OF#16

SINGULARITY THE LAW OF#16

Unless you an write your competitors plans, you can’t predict the future.

UNPREDICABILITY THE LAW OF#17

Success often leads to arrogance, and arrogance leads to failure.SUCCESS THE LAW OF

#18

Failure is to be expected and accepted.FAILURE THE LAW OF

#19

The situation is often the opposite than the way it appears.HYPE THE LAW OF

#20

Successful programs are not built of fads, they’re built on trends.ACCELERATION THE LAW OF

#21

Without adequate funding, an idea wont get off the ground.RESOURCES THE LAW OF

#22