Book Review22 immutable laws of marketing

The 22 immutable laws of marketing is written by AL RIES & JACK TROUT. Thy says

there are 22 laws of marketing as same as law of nature for e.g. if you have to build an

aeroplane you have to adhere to the law of physics especially law of gravity. These laws

have come from there 25 years of sheer experience in the field of marketing. What they

have found in these 25 years, they have distilled their findings in to the foundations or

basic that governs the success and failure in market place. They call these principles as

immutable laws of marketing.

A small explanation on 22 laws:1. Law of leadership: - these law says that convincing people is not the basic issue in

marketing but, creating a category in which a company can be first. The law says that

it is much easier to get into mind first rather than to convince people. E.g. we know

who is first man to step on moon, but do we know who was second?

2. Law of category: - the law says that if a company is not able to go into the prospects

mind, then find a new category in which a company can be first. E.g. fair &

handsome cosmetic cream specially made for man.

3. Law of mind: - Law says that it is better to be first in the mind than first in the

market place. It does not contradicts law of leadership being first in market place is

important only to extent that it allows you to get in the mind first. E.g. nirma wasn’t

first in the detergent market, but it still got in to the mind with its low end- strategy.

4. Law of perception: - law says that marketing is not the battle of products, but the

battle of perceptions. It is all about how well people perceive you. E.g. Honda cars, in

Japan & US would be perceived totally differently.

5. Law of Focus: - it says that a company can become successful if it finds a way to

own a word in the minds of consumer. E.g. BMW – Driving, Domino’s – Home

delivery, IBM – computer.

6. Law of exclusivity: - it says that two companies cannot own a same word in the

minds of consumer. If the competitor owns same word in the prospects mind it is

futile to attempt to own the same word.

7. Law of ladder: - it says that if the company is not able to enter in the prospects mind,

it has to try to have second or third position of the ladder. Now which rung of ladder

to occupy will be decided by the strategy you use.

8. Law of duality: - it says that in the long run every market becomes two horse race or

have many competitors e.g. Fuji – Kodak, Pepsi – coke.

9. Law of opposite: - it says that if company is planning for the second place. Its

strategy will be decided as per plan.

10. Law of division: - it says that a category starts off with the single entity. But

afterwords the category breakup into different other segments. E.g computer now

have different segments like, mainframe, notebooks, palmtops, workstations. Etc.

11. Law of perspective: - it says that marketing effects takes place over an extended

period of time. E.g. alcohol is a strong depressant but in short term by depressing

person inhibitions, alcohol acts like a stimulant.

12. Law of extension: - it says that there should not be more line extensions. If company

focuses onto different products than a single core products. The next day same

company is spread than over many products and is loosing money.

13. Law of sacrifice: - it says that a company has to give something in order to get some

thing. E.g. Pepsi in order to get market share in early 60’s against coke scarified all

other categories except teenage market.

14. Law of attribute: - it says that every product should have some effective attribute

attached to it e.g. close up had “freshens breath” as attribute.

15. Law of condor: - it says that in order to get into prospects mind it has to first admit a

negative aspect and then show it as positive aspect. E.g. “joy. The most expensive

perfume in the world.”

16. Law of singularity: - the law says that in what situation only one company can move

and will give substantial results.

17. Law of unpredictability: - the law says that if a company wants to predict future it

has to write competitors plan’s and know about competitors, than only a company can

predict properly.

18. Law of success : - law says that when the people become successful they tend to

become less objective. They often substitute their own judgement for what market

wants. In order to get success ego should not be there.

19. Law of failure: - law says that the company should expect the mistake first and

should accept the same. This will help them to identify and rectify the error. E.g.

Japanese companies are able to admit a mistake early and are able to make necessary

changes.

20. Law of hype: - law says that when things are going well, company doesn’t hype.

When things are in trouble, companies use to hype.

21. Law of acceleration: - it says that if the company wants to have successful

programmes it has to built on trends and not on fads. E.g. fashion industry.

22. Law of resources: - law says that the idea will not get off the ground there should be

adequate funding.

Conclusion:Books also warn that these laws may not be accepted totally. Laws are here to stay.

Violate at your own risk.