I MARKETING
Session 1
August 4, 2013
H1 Classroom, IIM Kashipur
22IMMUTABLE LAWS OF MARKETING
BY AL RIES & JACKTROUT
VIOLATE THEM ATYOUR OWN RISK !
22IMMUTABLE LAWS OF MARKETING
BY AL RIES & JACKTROUT
VIOLATE THEM ATYOUR OWN RISK !
Positioning
Military Model of
Market P...
1THE LAW OF LEADERSHIP
IT IS BETTER TO BE FIRST THEN IT IS TO BE BETTER !
2THE LAW OFTHE CATEGORY
IFYOU CAN’T BE FIRST IN A CATEGORY,
SET UP A NEW CATEGORYYOU CAN BE FIRST IN !
3THE LAW OFTHE MIND
IT’S BETTER TO BE FIRST IN THE MIND
THAN IT IS TO BE FIRST INTHE MARKETPLACE !
4THE LAW OF PERCEPTION
MARKETING IS NOT A BATTLE OF PRODUCTS,
IT’S A BATTLE OF PERCEPTION !
5THE LAW OF FOCUS
THE MOST POWERFUL CONCEPT IN MARKETING
IS OWNING A WORD IN THE PROSPECT’S MIND !
6THE LAW OF EXCLUSIVITY
TWO COMPANIES CANNOT OWN THE SAME WORD
IN THE PROSPECT’S MIND !
7THE LAW OFTHE LADDER
THE STRATEGY TO USE DEPENDS ON
WHICH RUNGYOU OCCUPY ON THE LADDER !
• HUMAN MIND 7 ASSOCIATION !
8THE LAW OF DUALITY
IN THE LONG RUN,
EVERY MARKET BECOMES A TWO-HORSE RACE !
• P&G
• GE – JACK WELCH
9THE LAW OFTHE OPPOSITE
IFYOU ARE SHOOTING FOR SECOND PLACE,
YOUR STRATEGY IS DETERMINED BY LEADER !
• COKE, PEPSI AND ROY...
10THE LAW OF DIVISION
OVER TIME THE CATEGORY WILL DIVIDE AND
BECOME TWO OR MORE CATEGORIES !
• BILLBOARD !
11THE LAW OF PERSPECTIVE
MARKETING EFFECTS TAKE PLACE OVER AN EXTENDED PERIOD OF TIME !
• MILLER BEER !
• ALCOHOL – STIMUL...
12THE LAW OF LINE EXTENSION
THERE’S AN IRRESISTIBLE PRESSURE TO EXTEND THE EQUITY OF A BRAND !
• A-1 STEAK AND POULTRY SAU...
13THE LAW OF SACRIFICE
YOU HAVETO GIVE UP SOMETHING IN ORDER TO GET SOMETHING !
• PEOPLE EXPRESSVS SOUTHWESTERN AIRLINES !...
14THE LAW OF ATTRIBUTES
FOR EVERY ATTRIBUTE THERE IS AN OPPOSITE, EFFECTIVE ATTRIBUTE !
• PEPSI-COLA:YOUTH !
15THE LAW OF CANDOR
WHENYOU ADMIT A NEGATIVE,
THE PROSPECT WILL GIVEYOU A POSITIVE !
• 1970VW WILL STAY UGLY LONGER !
16THE LAW OF SINGULARITY
IN EACH SITUATION,
ONLY ONE MOVE WILL PRODUCE SUBSTANTIAL RESULTS !
• TWO STRONG MOVES AGAINST GM...
17THE LAW OF UNPREDICTABILITY
UNLESSYOU WRITEYOUR COMPETITOR’S PLAN,
YOU CANT PREDICT THE FUTURE !
• GM WAS SLOW TO REACT ...
18THE LAW OF SUCCESS
SUCCESS OFTEN LEADS TO ARROGANCE,
AND ARROGANCE TO FAILURE !
• DEC’S FONDER KENNETH OLSEN STORY – PC,...
19THE LAW OF FAILURE
FAILURE IS TO BE EXPECTED,
AND ACCEPTED !
• JAPAN’S TOYOTA !
20THE LAW OF HYPE
THE SITUATION IS OFTEN THE OPPOSITE OF THE WAY IT APPEARS IN THE PRESS !
• BLU-RAY DISC FORMAT !
21THE LAW OF ACCELERATION
SUCCESSFUL PROGRAMS ARE NOT BUILT ON FADS, THEY ARE BUILT ON TRENDS !
• NINJA TURTLE – BARBIE DO...
22THE LAW OF RESOURCES
WITHOUT ADEQUATE FUNDING AN IDEA WON’T GET OFF THE GROUND !
• MIKE MARKKULA’S $91,000 FOR APPLE !
QUERIES?
LAKSHYA SHARMA,
SECRETARY,
ONYOURMARK,
IIM KASHIPUR
marketingclub@iimkashipur.ac.in www.facebook.com/onyourmarkclub
Upcoming SlideShare
Loading in …5
×

The 22 Immutable Laws of Marketing

424 views

Published on

Published in: Business, News & Politics
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
424
On SlideShare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
0
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

The 22 Immutable Laws of Marketing

  1. 1. I MARKETING Session 1 August 4, 2013 H1 Classroom, IIM Kashipur
  2. 2. 22IMMUTABLE LAWS OF MARKETING BY AL RIES & JACKTROUT VIOLATE THEM ATYOUR OWN RISK !
  3. 3. 22IMMUTABLE LAWS OF MARKETING BY AL RIES & JACKTROUT VIOLATE THEM ATYOUR OWN RISK ! Positioning Military Model of Market Place
  4. 4. 1THE LAW OF LEADERSHIP IT IS BETTER TO BE FIRST THEN IT IS TO BE BETTER !
  5. 5. 2THE LAW OFTHE CATEGORY IFYOU CAN’T BE FIRST IN A CATEGORY, SET UP A NEW CATEGORYYOU CAN BE FIRST IN !
  6. 6. 3THE LAW OFTHE MIND IT’S BETTER TO BE FIRST IN THE MIND THAN IT IS TO BE FIRST INTHE MARKETPLACE !
  7. 7. 4THE LAW OF PERCEPTION MARKETING IS NOT A BATTLE OF PRODUCTS, IT’S A BATTLE OF PERCEPTION !
  8. 8. 5THE LAW OF FOCUS THE MOST POWERFUL CONCEPT IN MARKETING IS OWNING A WORD IN THE PROSPECT’S MIND !
  9. 9. 6THE LAW OF EXCLUSIVITY TWO COMPANIES CANNOT OWN THE SAME WORD IN THE PROSPECT’S MIND !
  10. 10. 7THE LAW OFTHE LADDER THE STRATEGY TO USE DEPENDS ON WHICH RUNGYOU OCCUPY ON THE LADDER ! • HUMAN MIND 7 ASSOCIATION !
  11. 11. 8THE LAW OF DUALITY IN THE LONG RUN, EVERY MARKET BECOMES A TWO-HORSE RACE ! • P&G • GE – JACK WELCH
  12. 12. 9THE LAW OFTHE OPPOSITE IFYOU ARE SHOOTING FOR SECOND PLACE, YOUR STRATEGY IS DETERMINED BY LEADER ! • COKE, PEPSI AND ROYAL CROWN !
  13. 13. 10THE LAW OF DIVISION OVER TIME THE CATEGORY WILL DIVIDE AND BECOME TWO OR MORE CATEGORIES ! • BILLBOARD !
  14. 14. 11THE LAW OF PERSPECTIVE MARKETING EFFECTS TAKE PLACE OVER AN EXTENDED PERIOD OF TIME ! • MILLER BEER ! • ALCOHOL – STIMULANT/DEPRESSANT
  15. 15. 12THE LAW OF LINE EXTENSION THERE’S AN IRRESISTIBLE PRESSURE TO EXTEND THE EQUITY OF A BRAND ! • A-1 STEAK AND POULTRY SAUCE !
  16. 16. 13THE LAW OF SACRIFICE YOU HAVETO GIVE UP SOMETHING IN ORDER TO GET SOMETHING ! • PEOPLE EXPRESSVS SOUTHWESTERN AIRLINES ! • MARLBORO • DURACELLVS EVEREADY
  17. 17. 14THE LAW OF ATTRIBUTES FOR EVERY ATTRIBUTE THERE IS AN OPPOSITE, EFFECTIVE ATTRIBUTE ! • PEPSI-COLA:YOUTH !
  18. 18. 15THE LAW OF CANDOR WHENYOU ADMIT A NEGATIVE, THE PROSPECT WILL GIVEYOU A POSITIVE ! • 1970VW WILL STAY UGLY LONGER !
  19. 19. 16THE LAW OF SINGULARITY IN EACH SITUATION, ONLY ONE MOVE WILL PRODUCE SUBSTANTIAL RESULTS ! • TWO STRONG MOVES AGAINST GM !
  20. 20. 17THE LAW OF UNPREDICTABILITY UNLESSYOU WRITEYOUR COMPETITOR’S PLAN, YOU CANT PREDICT THE FUTURE ! • GM WAS SLOW TO REACT TO SMALL CAR TREND AND SOWAS IBM TO MAINFRAMES ! • CONAGRA • TOM MONAGHAN’S – DOMINO’S PIZZA
  21. 21. 18THE LAW OF SUCCESS SUCCESS OFTEN LEADS TO ARROGANCE, AND ARROGANCE TO FAILURE ! • DEC’S FONDER KENNETH OLSEN STORY – PC, OS, RISC !
  22. 22. 19THE LAW OF FAILURE FAILURE IS TO BE EXPECTED, AND ACCEPTED ! • JAPAN’S TOYOTA !
  23. 23. 20THE LAW OF HYPE THE SITUATION IS OFTEN THE OPPOSITE OF THE WAY IT APPEARS IN THE PRESS ! • BLU-RAY DISC FORMAT !
  24. 24. 21THE LAW OF ACCELERATION SUCCESSFUL PROGRAMS ARE NOT BUILT ON FADS, THEY ARE BUILT ON TRENDS ! • NINJA TURTLE – BARBIE DOLL !
  25. 25. 22THE LAW OF RESOURCES WITHOUT ADEQUATE FUNDING AN IDEA WON’T GET OFF THE GROUND ! • MIKE MARKKULA’S $91,000 FOR APPLE !
  26. 26. QUERIES?
  27. 27. LAKSHYA SHARMA, SECRETARY, ONYOURMARK, IIM KASHIPUR marketingclub@iimkashipur.ac.in www.facebook.com/onyourmarkclub

×