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LAWSofMARK

ETING22immutableAsia

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The 22 Laws should be used as a 'diagnostic check' of acompany's market plan for a given product or service; it isprobably a useful exercise to cross-check your own plansagainst 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 theperception of your service or product in the mind of yourcustomer and the conse!uent need to undertake !ualitativeresearch such as focus groups and depth interviews to betterunderstand and de"ne this perception#.

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$t%s better to be "rst, than it is to bebetter

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80%

345

Who is the market leader in

essence of chicken?

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ource: Reader's Digest Gold Consumer Survey

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$f you can%t be "rst in a category. +et up a new category to be "rstin.

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Traditional Categories

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$f better to be "rst $n the mind, than to be "rst in the marketplace9$:)

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9arketing is not a battle of products. $t%s a battle of perception.

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