Spicy Laws of Marketing - 4

Slide 1: MARKETING not but a battle a battle of of PRODUCTS PERCEPTIONS

Slide 2: LAW OF PERCEPTION

Slide 3: Isn’t this truth one man’s In long run… Only best quality product Perception? WILL WIN

Slide 4: Truth is Elusive; IT IS All PERCEPTION

Slide 5: What is the basis for battle in the car market? Quality NOT Styling Horsepower TRUE Price

Slide 6: Largest selling Japanese Sales order of the same cars imported cars in US in Japan No. 1. Honda No. 1. Toyota No. 2. Toyota No. 2. Nissan No. 3. Nissan No. 3. Honda perception over products. •This is the power of •It is what people think about Honda, Toyota & Nissan that determines which brand wins. •Same products, but different perceptions.

Slide 7: In US, on purchasing HONDA, In Japan, on purchasing people will ask – HONDA, people will ask – What kind of motorcycle did you What kind of Car did you buy? buy? No. 1. Civic •In Japan, HONDA is perceived as a manufacturer of motorcycles. No. 2. Accord •Why would anybody buy a car No. 3. Prelude from a motorcycle company? Yes! Marketing is a battle of perceptions, not products. Hence, the process of dealing with those perceptions!

Slide 8: Soft drink Companies once thought that marketing is a battle of taste! Over 2,00,000 taste tests were conducted which proved, that –  New Coke tasted better than Pepsi Cola.  Pepsi tasted better than Coca Cola Classic (Original formula). • Research proves the best (new coke) to be in 3rd place. • Research also shows the last, 3rd brand in 1st place. Soft drink marketing is also a battle of perceptions… not the taste!

Slide 9: EVERYBODY KNOWS PRINCIPLE… People’s buying decisions are based on other people’s perceptions of reality!

Slide 10: Everybody know… Japanese make high quality Cars than Americans do… If you’ve had a bad If you’ve had a good experience with a Japanese experience with an American Car, you are just unlucky. Car, you are just lucky. because all know… that American cars are poorly made!