100% working Marketing techniques for businesses. Use mentioned rules and develop great marketing plan. And YES it still works. I use it for developing Marketing plan for my consultant as a Business consultant.

1. It Works..

2. Objective
• To share 40 years of marketing expertise
OF Jack trout and Al ries through 22
immutable laws of Marketing that govern
the world of marketing.
• Strengthen our knowledge about these
Rules.
• Help our customers for taking advantage
of it.

3. •Can be used as a'diagnostic check' of a company's marketing plan
for agiven product or service
•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.
How we can use it.

4. What is Marketing?
• Marketing is the process of creating or
directing an organization to be successful in
selling a product or service that a particular set
of people not only desire, but are willing to
buy
• It is also concerned with anticipating the
customers' future needs and wants

5. The Goal of Marketing
• To build & maintain a preference for a
company and it’s products over those of
it’s competitors, within the target markets
• To build mutually profitable and
sustainable relationships with its
customers

6. It’s better to be first, than it is tobe better

7. •Who was the 1st President of India?

8. •Dr. Rajendra Prasad.
Who was the 2nd President
Sarvepalli Radhakrishnan

9. Marketing is a Battle of
Perceptions
• In Marketing, the true issue is not convincing prospects
that you have a better product or service
• The issue is creating a category you can be first in
– It’s much easier to get into the mind first than to try to
convince someone that you have a better product.
– Category Known for product name?
• Colegate, Xerox, etc..

10. Ifyou can’t be first in a category. Set up a new category tobe first in.

11. • People are interested in what’s new
& first in the market; few in what’s
better
• Before launching the product into the
market

12. • No competition in the ‘new category’ market. So, when you
first in a new category
– promote the category
• Dell, in the early 80’s,
• The idea/category it successfully promoted: Directly- Sold-
to-Consumer PCs
• Today, Dell’s revenues are over $57 billion

13. Ifbetter to be first In the mind, than to be first in the marketplace

14. • If you are not first in the marketplace but
first in the prospects’ minds (through a
good marketing campaign), you are sure
to have a majority share in the market

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

16. The Case of Japanese Cars - Honda,
Toyota and Nissan
In USA the largest selling Japanese Cars are
In Japan the largest selling Japanese Cars are

18. The most powerful concept in marketing is owning a WORD.

20. ‘We Need an IBM Machine’
Word: Computers
‘We Deliver your Pizza in 30 Minutes or it’s
Free’
Word/concept: Home-delivery
‘When it absolutely, positively has to
be there overnight’
Word: Overnight
‘The taste of a new generation’
Word: Youth

21. Two companies cannot own the same word in the prospects mind.
Burger King.
Mc Donald’s

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

24. Inthe end, every market becomes atwo horse race.

25. • Name two computer operating systems.
• Name most two mobile brands
(Reputation)

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

27. • Who want to buy & who don’t want to.
• Pepsi positioned itself against the leader. If
old people drink Coke, the young drink
Pepsi, there’s nobody left to take the
alternatives to
the Cola Drinks

28. Over time, acategory will divide into two or more categories.

31. Marketing effects takes place over along period of time.
Wall mart

32. • Sale: Opposite effect.
– Low price for sale time.
– High price during non sale period.
• Wall Mart: Always law price.

33. There is pressure toextend the equity of the brand.

35. The Top Ten Best Selling Sodas :
1. Coke Classic
2. Diet coke
3. Pepsi
4. Mountain Dew (Pepsi)
5. Dr. Pepper
6. Sprite (Coke)
7. Diet Pepsi
8. Diet Mountain Dew (Pepsi)
9. Fanta (Coke)
10. Diet Dr. Pepper

36. You have to give up something in order togain something.
Product line, Target Market &Constant Change

37. The Law of Sacrifice
You give to give up something
in order to get something
3 things to sacrifice - product line, target market & constant change
Product line: if you want to be successful, reduce your product line,
not expand it.
Some Examples
• Amul: Milk based products.
• Gopal Locho: Master of locho Items./Juice

38. Target market
• You don’t have to appeal to everyone.
• Age, Gender, Area, Income should be considered. (Furniture
Mart)
The Law of Sacrifice

39. Constant Change:
• You don’t have to change your strategy every year and
review time to time.
• Mcdonald in USA still sells the same burger items it used to
sell decades ago, at very low prices.
• Big bazaar: Sabse sasta (Sabse saste 3 din)
The Law of Sacrifice

40. For every attribute, there is an opposite effective attribute.

41. The Law of Attributes
For every attribute, there is an opposite, effective
attribute
• Law 6 said that you cant own the same word or position that
your Competitor is owning.
• Find your own word to own, seek out another attribute
• If you have to succeed, you must have an idea/attribute To focus
your marketing efforts around
 Above 45 Size trousers at Chowk bazaar.
Crest Ultra BriteAim Close-up

42. The Law of Attributes
• All attributes are not created equal. Some are more important to
customers than others.
• Try and own the most important one
• Eg: Toothpaste
Fights Cavities
Tastes Good
Whitens Teeth
Freshens breathFor sensitive Teeth

43. When you admit anegative, the prospect gives you apositive.

44. • "Joy. The most expensive perfume in the world.“
• Listerine: the taste you hate twice a day.
• First and foremost, candor is very disarming. Every negative statement
you make about yourself is instantly accepted as truth.
• Positive statements, on the other hand, are looked at as dubious at
best. Especially in an advertisement.
The Law of Candor
When you admit a negative, the prospect gives you a positive

45. Ineach situation, only one move will produce asignificant results.

46. The Law of Singularity
In each situation, only one move will produce substantial results
• The only thing that works in marketing is the single, bold
move.
• The success of our marketing campaigns is defined by the
best idea on our list, not the length of that list.
• Nonetheless, we continue to make our lists because
Somebody" said we need to do more marketing, and we
definitely have to make that Somebody feel better.

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

48. THE LAW OF UNPREDICABILITY
• A new strong plan by Vodafone.
– By what time Airtel and Idea will copy or offer
more lucrative Plan?
• What if companies have micro detail plan for 5
years?
• What will be next Samsung mobile features?
• What will be next Apple I-phone features?

49. THE LAW OF
UNPREDICABILITY
• Assuming Everything as per long term plan - Not a Good Idea.
• Flexibility of acceptance and Changes.
• Failure to anticipate competitive reaction to marketing plans is
for Planning for marketing failures
• If you are not changing, Your competitors are.
• • Microsoft to cut manufacturer price for Windows by 70%:
Report (Date:23rd February 2014 The Economic Times) I-Pad,
Android.

50. THE LAW OF
UNPREDICABILITY
• long-range planning doesn't work. We can try
to observe and follow trends. We can make
big-picture predictions.
• But if we try to make detailed plans over the
long term, our competitors will surprise us
and those plans will end up getting scrapped.

51. Success often leads toarrogance, and arrogance leads to failure.

52. The Law of Success
Success often leads to arrogance, and arrogance to failure
• Ego is the enemy of successful marketing. companies
may become blinded by early success and hence lose
focus.
• When a brand is successful, the company assumes the
name is the primary reason for the brand’s success.
So, they look for other plaster on the Name.
• Good marketers don’t impose their own view of thinking
they think like a prospect thinks.

53. The Law of Success
• The bigger the company, the more likely it is that the
CEO has lost touch with the front lines. to get honest
opinions of what’s really happening, you must see
yourself & get down to the front.
– Eg. Divya Bhaskar launch in new cities, Cavin care CEO.

54. What Entrepreneur can do
• When you go to a trade show, spend some time in the booth
talking to prospective customers.
• Answer a tech support/Complaint call.
• Send Thank you notes to well-wishers
• Help with the testing before the next release.
– Windows 7
• Be in touch then only take Marketing Decisions.

55. Failure is to be expected and accepted.

56. The Law of Failure
Failure is to be expected and accepted
• There is a built-in conflict between the personal and the
corporate agenda: marketing decisions are often made
• First with the decision maker’s career in mind and
• Second with the impact on the competition or rival in mind.
Safe decision are common & bold moves are highly unlikely
• Risk needs to be taken for identifying working Ideas.

57. • Wal-Mart’s ‘ready-fire-aim’ – nobody hits the target every time.
• When you realize you've made a mistake, cut your losses.
• IBM should have dropped copiers & Xerox should have
dropped computers years before they recognized their mistakes
The Law of Failure

58. The situation is often the opposite than the way it appears.

59. Some Hypes in Marketing
• Segway:
– Obsolete Cars
• New Coke:
– Replace basic coke
• Apple Map:
– Vs. Google Map

60. Successful programs are not built of fads, they’re built on trends.

61. The Law of Acceleration
• Weight lose institute marketing:
– All those “lose weight quick” schemes are what
we call “fad diets” because they are full of broken
promises that accelerate quickly and then die.
• Successful fitness entrepreneurs focus on
– Healthy lifestyle changes that teach clients
• How to lose body fat
• Get toned and fit,
• And stay that way for life.

62. The Law of Acceleration
• Fitness strategies are the trend because they teach customers
slowly and continue to provide the service we promised.
• One way to carry on a long-term demand for our service is to
never completely satisfy the demand.
• This doesn’t mean we aren’t satisfying the customer.
• It means we continue to develop new concepts that keep
them happy, wanting and reaching for more.
– Eg: Mastermind

63. Without adequate funding, an idea wont get off the ground.

64. • even the best business idea won’t go very far without the
money
• Marketing has two phases,
– Strategy and communications.
– No matter how much money you have, don't
spend money in the communications phase until
your strategy stuff is done and solid. (Follow 21
Laws)
• Marketing is a game fought in the mind of the prospect.
you need to get into the mind and to stay there.
The Law of Resources
Without adequate funding an idea won’t get off the ground

65. The Law of Resources
Without adequate funding an idea won’t get off the ground
• Identify what amount of funds will be required to position
your Product/Brand in customers mind.
• You can raise money through VC firms, corporate, use
your own or your partner’s money, or share your idea by
franchising it.

66. •Book: 22 Immutable laws of Marketing.
•Google.
•Observations.
•Slideshare: Special Thanks to Mjamesno for sharing
Presentation