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22 Immutable Laws of Marketing (Asia)
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22 Immutable Laws of Marketing (Asia)

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22 Immutable Laws of Marketing (Asia)

22 Immutable Laws of Marketing (Asia)


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  • Name the #1 business email server...Exchange...although many would say Outlook, but it is a client and not a server.Name the #2 business email server...Notes would be namedName the #3 business email server...most readers of my blog will say GroupWise but there are a lot of people who have never heard of GroupWise.
  • A secret to the Law of the Opposite is that you must study the company above you. And once you study it, you must find the weakness and then exploit that weakness.Another secret to the Law of the Opposite is to not attempt to be like the leader, instead attempt to be different.SouthWest Airlines is a perfect example. Everyone reading this blog has flown them at least once. Before 9/11, SouthWest’s strategy was determined by what the Airline Industry Leaders did.If they served meals and had first class seating, then SW didn’t serve any meals and didn’t have any first class seating...they were the opposite and they pushed that difference, making a perceived weakness into a strength.
  • This is why marketing effort is so difficult to track. A dollar on advertising spent today usually results in a sale next year.
  • The debilitating nature of Line Extensions is that in the short term they seem like a good idea. It boosts your strong brand by putting it in front of new customers.The darker side is that it dilutes the meaning of your brand and what your brand stands for. It confuses your customers in the long run about why customers should buy your product. It actually weakens your strong brand and confuses the new brand that it has been placed on.
  • Transcript

    • 1. 22immutable
      LAWS of MARKETING
      Asia
    • 2. 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).
    • 3. THE LAWOF
      LEADERSHIP
      #1
      It’s better to be first, than it is to be better
    • 4. Who is the market leader in ‘essence of chicken’?
      THE LAWOF
      LEADERSHIP
      #1
      Source: Reader's Digest Gold Consumer Survey
    • 5. THE LAWOF
      LEADERSHIP
      #1
    • 6. If you can’t be first in a category. Set up a new category to be first in.
      THE LAWOF
      CATEGORY
      #2
    • 7. THE LAWOF
      CATEGORY
      #2
      Traditional Categories
    • 8. THE LAWOF
      MIND
      If better to be first In the mind, than to be first in the marketplace
      #3
    • 9. Marketing is not a battle of products. It’s a battle of perception.
      THE LAWOF
      PERCEPTION
      #4
    • 10. THE LAWOF
      PERCEPTION
      #4
    • 11. THE LAWOF
      PERCEPTION
      #4
    • 12. THE LAWOF
      FOCUS
      #3
      The most powerful concept in marketing is owning a WORD.
    • 13. = Safety
      = Fast Food
      = ???
      THE LAWOF
      FOCUS
      #3
    • 14. THE LAWOF
      It’s not just owning ‘words’
      FOCUS
      #3
    • 15. THE LAWOF
      EXCLUSIVITY
      #6
      Two companies cannot own the same word in the prospects mind.
    • 16. THE LAWOF
      The strategy to use depends of which rung of the ladder your on.
      LADDER
      #7
    • 17. THE LAWOF
      LADDER
      #7
    • 18. In the end, every market becomes a two horse race.
      THE LAWOF
      DUALITY
      #8
    • 19. THE LAWOF
      If you’re shooting for 2ndplace,
      then your strategy is determined by the leader.
      OPPOSITE
      #9
    • 20. Over time, a category will divide into two or more categories.
      THE LAWOF
      DIVISION
      #10
    • 21. SUPER COMPUTER
      MINI
      DESKTOP
      MAINFRAME
      TABLETS
      WORKSTATION
      LAPTOP
      NETBOOK
      THE LAWOF
      DIVISION
      #10
    • 22. Other Laws still apply
      THE LAWOF
      DIVISION
      #10
    • 23. Marketing effects takes place over a long period of time.
      THE LAWOF
      PERSPECTIVE
      #11
    • 24. There is pressure to extend the equity of the brand.
      THE LAWOF
      LINE EXTENSION
      #12
    • 25. THE LAWOF
      LINE EXTENSION
      #12
    • 26. The Top Ten Best Selling Sodas of 2007
      1. 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%
      THE LAWOF
      LINE EXTENSION
      #12
    • 27. You have to give up something in order to gain something.
      THE LAWOF
      SACRIFICE
      #13
    • 28. THE LAWOF
      ATTRIBUTES
      #14
      For every attribute, there is an opposite effective attribute.
    • 29. THE LAWOF
      When you admit a negative, the prospect gives you a positive.
      CANDOR
      #15
    • 30. THE LAWOF
      SINGULARITY
      #16
      In each situation, only one move will produce a significant results.
    • 31. THE LAWOF
      SINGULARITY
      #16
    • 32. THE LAWOF
      SINGULARITY
      #16
    • 33. THE LAWOF
      UNPREDICABILITY
      Unless you an write your competitors plans,
      you can’t predict the future.
      #17
    • 34. Success often leads to arrogance, and arrogance leads to failure.
      THE LAWOF
      SUCCESS
      #18
    • 35. Failure is to be expected and accepted.
      THE LAWOF
      FAILURE
      #19
    • 36. THE LAWOF
      HYPE
      #20
      The situation is often the opposite than the way it appears.
    • 37. Successful programs are not built of fads, they’re built on trends.
      THE LAWOF
      ACCELERATION
      #21
    • 38. THE LAWOF
      RESOURCES
      #22
      Without adequate funding, an idea wont get off the ground.