SlideShare a Scribd company logo
Parameshwar Hegde
Alliance School of Business
24th EPGDM batch
1) The Law of Leadership
It is better to be first than be better
My opinion
Example
 Disagree
 For a sustainable business, it
is always better to be “better”
in the business, rather than
first in the business MCI Mail was the first (1983)
commercial electronic mail
service provider, officially it
closed its operations in 2003.
Now Apple Iphone and Gmail
are leading in the market
because of their service.
2) The Law of the Category
If you can’t be the first in a category, set up a new category that you can
be first in
Example
My Opinion
 Kingfisher Airlines aimed at
premium service to Indian fliers.
But after a decade, it collapsed,
because Indian consumers are
aimed travelling from one
destination to another not the
value added service.
 Disagree
 The law may not hold well in
today’s business world unless
one has expertise and the
product has market demand
3) The Law of the Mind
It’s better to be first in the mind than to be first in the marketplace
Example
My Opinion
 In many parts of India,
‘Godrej’ means an almirah /
cupboard. Even though
‘Godrej’ is a brand, mind
determines it as a product.
 I agree.
 The brand should get printed
in the consumers’ mind.
Then the market will decide
the product’s place in the
market.
4) The Law of Perception
Marketing is not a battle of products; it’s a battle of perceptions
 When VRL travel says “The
name you can trust”, I am sure
lakhs of customers believe it. I
can trust that this bus is safe to
women, has safe driving habits,
and can arrange an alternate
vehicle in the shortest possible
time in case emergency.
 I strongly agree.
 Perception about a product in
the consumers’ mind makes a lot
of difference when it comes to
choices of similar product.
Example
My Opinion
5) The Law of Focus
The most powerful concept in marketing is owning a word in the
prospect’s mind
 Whenever I listen ‘Tata’ word,
whatever the product it is, I start
believing that the product has
high standard and the product is
manufactured with high degree
of social responsibility and
environmental care.
 I agree
 The name of a product should
be associated with a kind of
perception in the customer’s
mind.
Example
My Opinion
6) The Law of Exclusivity
Two companies cannot own the same word in the prospect’s mind
 When Hutch was introduced to
India, it had the ‘Pug’ dog in it.
Whenever one sees a ‘Pug’
outside, immediately he/she
relates it to Hutch. Now,
Vodafone continue the tradition
with new kind of images /
videos in their ads.
 Partially agree
 One can snatch the word from
other provided the second one has
a better product and consumers
are inclined to it more than the
first product
 Nowadays, it is all about pictures /
videos. These things own the
consumers’ mind
Example
My Opinion
7) The Law of the Ladder
The strategy to use depends on which rung you occupy on the ladder
 For me, few years ago, ‘Meru cab’
was in first rung of the ladder.
Slowly this was occupied by ‘Ola
cab’. Now whenever I have to
travel locally, the first name
comes to mind is ‘Ola’
 Agree with slight
modification
 Comparison should happen
among same category and
used by same segment of
consumers
Example
My Opinion
8) The Law of Duality
In the long run, every market becomes a two horse race
 Telecom industry in India has
many players like Airtel,
Vodafone, Idea, Aircel, Reliance,
BSNL, Tata Docomo, MTS
 In Retail industry we can see
Future group, Reliance, Birla
(More), Spencers, Bharti, others
 Partially disagree
 It is important to set a timeframe.
In the initial stages of market
growth there will be many players.
Subsequently, only few will
remain. It is difficult to say
whether 2/3/4 will remain in the
race.
Example
My Opinion
9) The Law of the Opposite
If you’re shooting for second place, your strategy is determined by the
leader
 Low Cost Carriers (filght business) in
India have very well understood that it
is the cost that matters most after the
safety parameter. So focus on safety
and low cost. They are not competing
with AirIndia or Jet Airways based on
any other parameter but on the price.
 Three major airlines in India operate
as LCCs (Spicejet, Indigo and GoAir)
 Disagree
 It is not necessary to be opposite to beat the
other product. One should exemplify the
features of the product in a way that is well
understood by the consumers and it should
meet the consumers’ requirementExample
My Opinion
10) The Law of Division
Over time, a category will divide and become two or more categories
 Television is one category of
entertainment product. But,
there are many types of
televisions such as Plasma, LED,
LCD, Curved, Ultra HD. Each
product caters to different tastes
of different segment of
consumers.
 Partially agree
 There will be a segmentation
of the original product
category based on the
consumer preferences and
geography.
Example
My Opinion
11) The Law of Perspective
Marketing effects take place over an extended period of time
 Presently, few tier-3 real estate
companies are trying to gain a huge
profit by lowering the prices of the
assets by conducting exhibitions /
giving discounts. Later, it fails to give
proper services to the customer. Such
businesses are not going to last for
long.
 Agree
 When price is the sole criteria
apart from market share, then
we use sales tactics which
results in short term gain. But
if it is not backed up by the
proper service mechanism /
after sale services, the “sale”
will have a huge negative
impact in the long run for the
business operations.
Example
My Opinion
12) The Law of Line Extension
There’s an irresistible pressure to extend the equity of the brand
 Sony is competent in music
players. But, it failed in mobile
phone business
 Tata is one brand, has more than
hundreds of products in its brand
name. over the years, it has
developed the competency in all
these products
 Partially agree
 This depends on the Law of focus
also. If there is a core competency,
one can venture into new product
line with the same brand name.
 If the core competency is present
in the new product, there is a
chance of losing the brand
credibility itself which harm the
original product as well
Example
My Opinion
13) The Law of Sacrifice
You have to give up something in order to get something
 Some reputed builders
(Mantri, Prestige) focus
entirely on one customer
segment (Upmarket). They
won’t build houses for
lower middle class families.
 I agree
 It is advisable to focus on one
category / one geography /
one customer segment at one
time. If we try and too many
at one time under one brand,
there is a chance of collision
and all may fail.
Example
My Opinion
14) The Law of Attributes
For every attribute there is an opposite, effective attribute
 There are many laptop
brands in the market, each
is explaining about its
feature but not trying to
imitate the competitor or
trying to oppose them
 Disagree
 It is not necessary to be
opposite. It is essential to be
fair enough to explain about
the feature of the product.
Example
My Opinion
15) The Law of Candor
When you admit a negative, the prospect will give you a positive
 Many companies call back their
products to correct the defects.
Especially, automobile
companies follow this a lot. If
there is a genuine problem and
rectification has happened, the
consumer will tend to keep the
brand on top of his/her mind.
 Agree
 Consumer is the king. At the
same time consumer is a
human being. He/she
appreciates openness. It is
not only important to accept
the failure but also to be
important to attend the
failure and make sure that the
consumer is satisfied.
Example
My Opinion
16) The Law of Singularity
In each situation, only one move will produce substantial results
 One single move of globalization
by Government of India has
opened the market for foreign
players and consumers started
experiencing global brands and
quality at an affordable price.
 Agree
 ‘Pareto Effect’. 80% results are
caused by 20% actions.
Example
My Opinion
17) The Law of Unpredictability
Unless you write your competitor’s plans, you can’t predict the future
 When a discount sale is
announced by a garment
manufacturer, other (equal
brand image in the market) has
to follow the race. Otherwise its
future will be in dark.
 Agree
 The market has many producers
and many consumers. They are all
dependent. None of them are
independent. Any action of
competitor can have a huge
impact on the other. Future not
only depends on the competitor’s
plan but also on several other
parameters such as regulations,
climate, taste and preference.
Example
My Opinion
18) The Law of Success
Success often leads to arrogance, and arrogance to failure
 Kodak has reached its
peak during 20th century.
But, it could
underestimated the digital
camera potential and now
its almost extinct.
 Agree
 It’s a thin line that
differentiates self respect and
ego. “Success-Ego-Failure” is a
kind of cyclic reaction.
Example
My Opinion
19) The Law of Failure
Failure is to be expected and accepted
 2008 financial crisis was
expected much earlier. But it
was accepted only when nothing
can be done and personal gains
were maximized. In the process
millions of people lost hard
earned savings and assets.
 Agree
 Failures are bound to happen. It
should be accepted and
corrective actions need to be
taken.
 If one tries to procrastinate the
failure to save from public, later
the failure will attack like a
monster and haunt in the future.
Example
My Opinion
20) The Law of Hype
The situation is often the opposite of the way it appears in the press
 ‘Mouthshut.com’ is a forum
in the media which can give
all kinds of reviews regarding
a product. So hype in a
television media can be
masked by such internet
forums.
 Disagree
 Today, the same press gives
the failures as well. So
whatever the gimmick played
by the manufacturer, it can’t
stand for a shorter period as
well in the market.
Consumers do a lot of
research before buying a
product.
Example
My Opinion
21) The Law of Acceleration
Successful programs are not built on fads, they are built on trends
 Monsanto produced
biotechnological agri products
based on long term trends
 Few of e-marketing companies are
in the business to make money with
short term focus. They will try to
establish the brand image and sell
the companies to somebody else.
 Partially true
 If one knows when to cash
out from the business.
 One cannot tell whether
one phenomenon is a fad
or a trend.
Example
My Opinion
22) The Law of Resources
Without adequate funding an idea won’t get off the ground
 ‘Whatsapp’ is an idea, that
had hardly any investment
in it compared to the
earning it made when it
was sold to facebook for
$19 billion.
 Disagree
 Today, idea itself is
sufficient to establish an
organization. Majority of
the service sectors (65% of
India’s GDP) have the high
idea and low capital
Example
My Opinion

More Related Content

What's hot

All Out case study
All Out case studyAll Out case study
All Out case study
Aditya Mahagaonkar
 
22 Immutable laws of marketing latest
22 Immutable laws of marketing latest22 Immutable laws of marketing latest
22 Immutable laws of marketing latest
Darshana Chauhan
 
BRAND POSITIONING & VALUES
 BRAND POSITIONING & VALUES BRAND POSITIONING & VALUES
BRAND POSITIONING & VALUES
Avinash Singh
 
GoPro Brand Audit
GoPro Brand AuditGoPro Brand Audit
GoPro Brand Audit
Nicolas Leonard
 
Marketing Communications Monster Energy Ad Group 7
Marketing Communications Monster Energy Ad Group 7Marketing Communications Monster Energy Ad Group 7
Marketing Communications Monster Energy Ad Group 7
JWDW
 
DEVELOPING BRAND EQUITY MEASUREMENT AND MANAGEMENT SYSTEM
DEVELOPING BRAND EQUITY MEASUREMENT AND MANAGEMENT SYSTEMDEVELOPING BRAND EQUITY MEASUREMENT AND MANAGEMENT SYSTEM
DEVELOPING BRAND EQUITY MEASUREMENT AND MANAGEMENT SYSTEM
Ashish Hande
 
Cola wars between Cocacola and Pepsi
Cola wars between Cocacola and PepsiCola wars between Cocacola and Pepsi
Cola wars between Cocacola and Pepsi
Unitedworld School Of Business
 
Marketing Warfare - Book Summary
Marketing Warfare -  Book SummaryMarketing Warfare -  Book Summary
Marketing Warfare - Book Summary
Moses Sam Paul Johnraj
 
Mm case3 ppt
Mm case3 pptMm case3 ppt
Mm case3 ppt
samzz123
 
Black & Decker 1990 Strategy (MBA Case)
Black & Decker 1990 Strategy (MBA Case)Black & Decker 1990 Strategy (MBA Case)
Black & Decker 1990 Strategy (MBA Case)
Seth Sparks
 
Consumer behaviour Presentation: Dettol
Consumer behaviour Presentation: DettolConsumer behaviour Presentation: Dettol
Consumer behaviour Presentation: Dettol
iSaaurabh
 
Showrooming at best buy
Showrooming at best buyShowrooming at best buy
Showrooming at best buy
Sayantan Biswas
 
Marketing Position Of "GILLETTE" and Its Supply Chain Integration
Marketing Position Of "GILLETTE" and Its Supply Chain Integration Marketing Position Of "GILLETTE" and Its Supply Chain Integration
Marketing Position Of "GILLETTE" and Its Supply Chain Integration
Sunny Kumar
 
Reversing the amd fusion launch
Reversing the amd fusion launchReversing the amd fusion launch
Reversing the amd fusion launch
Akhilanand Kumar
 
Harvard Case Study analysis: P&G
Harvard Case Study analysis: P&GHarvard Case Study analysis: P&G
Harvard Case Study analysis: P&G
Harshit Gupta
 
Nestle Refrigerated Foods: Contadina Pasta & Pizza (A) - Case Analysis
Nestle Refrigerated Foods: Contadina Pasta & Pizza (A) - Case AnalysisNestle Refrigerated Foods: Contadina Pasta & Pizza (A) - Case Analysis
Nestle Refrigerated Foods: Contadina Pasta & Pizza (A) - Case Analysis
Nikhil Saraf
 
Diaper wars P&G vs KC
Diaper wars P&G vs KCDiaper wars P&G vs KC
Diaper wars P&G vs KC
Kenoma Agbamu
 
Mortein case study mARKETING bRAND pOSITIONING
Mortein case study mARKETING bRAND pOSITIONINGMortein case study mARKETING bRAND pOSITIONING
Mortein case study mARKETING bRAND pOSITIONING
Ankit Sen
 
Classic knitwear and Guardian: A Perfect Fit?
Classic knitwear and Guardian: A Perfect Fit?Classic knitwear and Guardian: A Perfect Fit?
Classic knitwear and Guardian: A Perfect Fit?
ArielJimenez36
 
Case study 4
Case study 4Case study 4
Case study 4
ADITYA ISHAN
 

What's hot (20)

All Out case study
All Out case studyAll Out case study
All Out case study
 
22 Immutable laws of marketing latest
22 Immutable laws of marketing latest22 Immutable laws of marketing latest
22 Immutable laws of marketing latest
 
BRAND POSITIONING & VALUES
 BRAND POSITIONING & VALUES BRAND POSITIONING & VALUES
BRAND POSITIONING & VALUES
 
GoPro Brand Audit
GoPro Brand AuditGoPro Brand Audit
GoPro Brand Audit
 
Marketing Communications Monster Energy Ad Group 7
Marketing Communications Monster Energy Ad Group 7Marketing Communications Monster Energy Ad Group 7
Marketing Communications Monster Energy Ad Group 7
 
DEVELOPING BRAND EQUITY MEASUREMENT AND MANAGEMENT SYSTEM
DEVELOPING BRAND EQUITY MEASUREMENT AND MANAGEMENT SYSTEMDEVELOPING BRAND EQUITY MEASUREMENT AND MANAGEMENT SYSTEM
DEVELOPING BRAND EQUITY MEASUREMENT AND MANAGEMENT SYSTEM
 
Cola wars between Cocacola and Pepsi
Cola wars between Cocacola and PepsiCola wars between Cocacola and Pepsi
Cola wars between Cocacola and Pepsi
 
Marketing Warfare - Book Summary
Marketing Warfare -  Book SummaryMarketing Warfare -  Book Summary
Marketing Warfare - Book Summary
 
Mm case3 ppt
Mm case3 pptMm case3 ppt
Mm case3 ppt
 
Black & Decker 1990 Strategy (MBA Case)
Black & Decker 1990 Strategy (MBA Case)Black & Decker 1990 Strategy (MBA Case)
Black & Decker 1990 Strategy (MBA Case)
 
Consumer behaviour Presentation: Dettol
Consumer behaviour Presentation: DettolConsumer behaviour Presentation: Dettol
Consumer behaviour Presentation: Dettol
 
Showrooming at best buy
Showrooming at best buyShowrooming at best buy
Showrooming at best buy
 
Marketing Position Of "GILLETTE" and Its Supply Chain Integration
Marketing Position Of "GILLETTE" and Its Supply Chain Integration Marketing Position Of "GILLETTE" and Its Supply Chain Integration
Marketing Position Of "GILLETTE" and Its Supply Chain Integration
 
Reversing the amd fusion launch
Reversing the amd fusion launchReversing the amd fusion launch
Reversing the amd fusion launch
 
Harvard Case Study analysis: P&G
Harvard Case Study analysis: P&GHarvard Case Study analysis: P&G
Harvard Case Study analysis: P&G
 
Nestle Refrigerated Foods: Contadina Pasta & Pizza (A) - Case Analysis
Nestle Refrigerated Foods: Contadina Pasta & Pizza (A) - Case AnalysisNestle Refrigerated Foods: Contadina Pasta & Pizza (A) - Case Analysis
Nestle Refrigerated Foods: Contadina Pasta & Pizza (A) - Case Analysis
 
Diaper wars P&G vs KC
Diaper wars P&G vs KCDiaper wars P&G vs KC
Diaper wars P&G vs KC
 
Mortein case study mARKETING bRAND pOSITIONING
Mortein case study mARKETING bRAND pOSITIONINGMortein case study mARKETING bRAND pOSITIONING
Mortein case study mARKETING bRAND pOSITIONING
 
Classic knitwear and Guardian: A Perfect Fit?
Classic knitwear and Guardian: A Perfect Fit?Classic knitwear and Guardian: A Perfect Fit?
Classic knitwear and Guardian: A Perfect Fit?
 
Case study 4
Case study 4Case study 4
Case study 4
 

Similar to 22 immutable laws of marketing a perspective

22 laws of marketing presentation
22 laws of marketing presentation22 laws of marketing presentation
22 laws of marketing presentation
Gregory Gapare
 
G-squared Marketing 22 Laws of Marketing
G-squared Marketing  22 Laws of MarketingG-squared Marketing  22 Laws of Marketing
G-squared Marketing 22 Laws of Marketing
Gregory Gapare
 
Immutable Laws Of Branding
Immutable Laws Of BrandingImmutable Laws Of Branding
Immutable Laws Of Branding
GOEL'S WORLD
 
Introduction to Marketing
Introduction to MarketingIntroduction to Marketing
Introduction to Marketing
Inova LLC
 
Timing of Entry
Timing of EntryTiming of Entry
Timing of Entry
Abdullah Khan
 
Laws of Branding
Laws of BrandingLaws of Branding
Laws of Branding
pixelmattic
 
22 imm laws of branding
22 imm laws of branding22 imm laws of branding
22 imm laws of branding
Adnan Mahmood
 
Webinar Polls for 2018 Digital Insurance Predictions
Webinar Polls for 2018 Digital Insurance PredictionsWebinar Polls for 2018 Digital Insurance Predictions
Webinar Polls for 2018 Digital Insurance Predictions
The Digital Insurer
 
Michael Porter's 5 Forces in Online retail Store/Retailer Flipkart
Michael Porter's 5 Forces in Online retail Store/Retailer FlipkartMichael Porter's 5 Forces in Online retail Store/Retailer Flipkart
Michael Porter's 5 Forces in Online retail Store/Retailer Flipkart
Preeti Acharya
 
Marketing basics
Marketing basicsMarketing basics
Marketing basics
anantharaman
 
Innovation, Investment & Growth
Innovation, Investment & GrowthInnovation, Investment & Growth
Innovation, Investment & Growth
Sanjeev Baitmangalkar
 
FINAL Individual Reasearch Paper
FINAL Individual Reasearch PaperFINAL Individual Reasearch Paper
FINAL Individual Reasearch Paper
Richard Jennings
 
financial managementIndia’s cultural and linguistic divers.docx
financial managementIndia’s cultural and linguistic divers.docxfinancial managementIndia’s cultural and linguistic divers.docx
financial managementIndia’s cultural and linguistic divers.docx
AKHIL969626
 
9.competition and monopolies
9.competition and monopolies9.competition and monopolies
9.competition and monopolies
jtoma84
 
Brand promotion
Brand promotionBrand promotion
Brand promotion
Thangadurai Punithan
 
James Sugrue's (AFK) presentation at Mumbrella360 Asia
James Sugrue's (AFK) presentation at Mumbrella360 AsiaJames Sugrue's (AFK) presentation at Mumbrella360 Asia
James Sugrue's (AFK) presentation at Mumbrella360 Asia
Stephanie Borys
 
Brand Fragmentation - Consolidation+commoditisation - MIKE'S FINAL
Brand Fragmentation - Consolidation+commoditisation - MIKE'S FINALBrand Fragmentation - Consolidation+commoditisation - MIKE'S FINAL
Brand Fragmentation - Consolidation+commoditisation - MIKE'S FINAL
Drthomasbrand Limited
 
Win win strategies in indian market
Win win strategies in indian marketWin win strategies in indian market
Win win strategies in indian market
Lav Verma
 

Similar to 22 immutable laws of marketing a perspective (18)

22 laws of marketing presentation
22 laws of marketing presentation22 laws of marketing presentation
22 laws of marketing presentation
 
G-squared Marketing 22 Laws of Marketing
G-squared Marketing  22 Laws of MarketingG-squared Marketing  22 Laws of Marketing
G-squared Marketing 22 Laws of Marketing
 
Immutable Laws Of Branding
Immutable Laws Of BrandingImmutable Laws Of Branding
Immutable Laws Of Branding
 
Introduction to Marketing
Introduction to MarketingIntroduction to Marketing
Introduction to Marketing
 
Timing of Entry
Timing of EntryTiming of Entry
Timing of Entry
 
Laws of Branding
Laws of BrandingLaws of Branding
Laws of Branding
 
22 imm laws of branding
22 imm laws of branding22 imm laws of branding
22 imm laws of branding
 
Webinar Polls for 2018 Digital Insurance Predictions
Webinar Polls for 2018 Digital Insurance PredictionsWebinar Polls for 2018 Digital Insurance Predictions
Webinar Polls for 2018 Digital Insurance Predictions
 
Michael Porter's 5 Forces in Online retail Store/Retailer Flipkart
Michael Porter's 5 Forces in Online retail Store/Retailer FlipkartMichael Porter's 5 Forces in Online retail Store/Retailer Flipkart
Michael Porter's 5 Forces in Online retail Store/Retailer Flipkart
 
Marketing basics
Marketing basicsMarketing basics
Marketing basics
 
Innovation, Investment & Growth
Innovation, Investment & GrowthInnovation, Investment & Growth
Innovation, Investment & Growth
 
FINAL Individual Reasearch Paper
FINAL Individual Reasearch PaperFINAL Individual Reasearch Paper
FINAL Individual Reasearch Paper
 
financial managementIndia’s cultural and linguistic divers.docx
financial managementIndia’s cultural and linguistic divers.docxfinancial managementIndia’s cultural and linguistic divers.docx
financial managementIndia’s cultural and linguistic divers.docx
 
9.competition and monopolies
9.competition and monopolies9.competition and monopolies
9.competition and monopolies
 
Brand promotion
Brand promotionBrand promotion
Brand promotion
 
James Sugrue's (AFK) presentation at Mumbrella360 Asia
James Sugrue's (AFK) presentation at Mumbrella360 AsiaJames Sugrue's (AFK) presentation at Mumbrella360 Asia
James Sugrue's (AFK) presentation at Mumbrella360 Asia
 
Brand Fragmentation - Consolidation+commoditisation - MIKE'S FINAL
Brand Fragmentation - Consolidation+commoditisation - MIKE'S FINALBrand Fragmentation - Consolidation+commoditisation - MIKE'S FINAL
Brand Fragmentation - Consolidation+commoditisation - MIKE'S FINAL
 
Win win strategies in indian market
Win win strategies in indian marketWin win strategies in indian market
Win win strategies in indian market
 

Recently uploaded

2025 Adventur ehomes Product Guide released Jun 1 2024
2025 Adventur ehomes Product Guide released Jun 1 20242025 Adventur ehomes Product Guide released Jun 1 2024
2025 Adventur ehomes Product Guide released Jun 1 2024
JimWilliams206540
 
Get Off the Bandwagon - Separating Digital Marketing Myths from Truth - Scott...
Get Off the Bandwagon - Separating Digital Marketing Myths from Truth - Scott...Get Off the Bandwagon - Separating Digital Marketing Myths from Truth - Scott...
Get Off the Bandwagon - Separating Digital Marketing Myths from Truth - Scott...
DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
 
How to Make Your Trade Show Booth Stand Out
How to Make Your Trade Show Booth Stand OutHow to Make Your Trade Show Booth Stand Out
How to Make Your Trade Show Booth Stand Out
Blue Atlas Marketing
 
How to Start Affiliate Marketing with ChatGPT- A Step-by-Step Guide (1).pdf
How to Start Affiliate Marketing with ChatGPT- A Step-by-Step Guide (1).pdfHow to Start Affiliate Marketing with ChatGPT- A Step-by-Step Guide (1).pdf
How to Start Affiliate Marketing with ChatGPT- A Step-by-Step Guide (1).pdf
SimpleMoneyMaker
 
Meta Revolutionizes Product Promotion with Automated Video Catalog Ads.pptx
Meta Revolutionizes Product Promotion with Automated Video Catalog Ads.pptxMeta Revolutionizes Product Promotion with Automated Video Catalog Ads.pptx
Meta Revolutionizes Product Promotion with Automated Video Catalog Ads.pptx
providenceadworks416
 
Snapshot of Consumer Behaviors of May 2024-EOLiSurvey (EN).pdf
Snapshot of Consumer Behaviors of May 2024-EOLiSurvey (EN).pdfSnapshot of Consumer Behaviors of May 2024-EOLiSurvey (EN).pdf
Snapshot of Consumer Behaviors of May 2024-EOLiSurvey (EN).pdf
Eastern Online-iSURVEY
 
Advanced Storytelling Concepts for Marketers
Advanced Storytelling Concepts for MarketersAdvanced Storytelling Concepts for Marketers
Advanced Storytelling Concepts for Marketers
Ed Shimp
 
DCC Technology Intro Slides June 2024.pptx
DCC Technology Intro Slides June 2024.pptxDCC Technology Intro Slides June 2024.pptx
DCC Technology Intro Slides June 2024.pptx
vishc81
 
Top Strategies for Building High-Quality Backlinks in 2024 PPT.pdf
Top Strategies for Building High-Quality Backlinks in 2024 PPT.pdfTop Strategies for Building High-Quality Backlinks in 2024 PPT.pdf
Top Strategies for Building High-Quality Backlinks in 2024 PPT.pdf
1Solutions Pvt. Ltd.
 
How to Kickstart Content Marketing With A Small Team - Dennis Shiao
How to Kickstart Content Marketing With A Small Team - Dennis ShiaoHow to Kickstart Content Marketing With A Small Team - Dennis Shiao
How to Kickstart Content Marketing With A Small Team - Dennis Shiao
DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
 
PickUp_conversational AI_Capex, Inc._20240611
PickUp_conversational AI_Capex, Inc._20240611PickUp_conversational AI_Capex, Inc._20240611
PickUp_conversational AI_Capex, Inc._20240611
Shuntaro Kogame
 
Crafting Seamless B2B Customer Journeys - Strategies for Exceptional Experien...
Crafting Seamless B2B Customer Journeys - Strategies for Exceptional Experien...Crafting Seamless B2B Customer Journeys - Strategies for Exceptional Experien...
Crafting Seamless B2B Customer Journeys - Strategies for Exceptional Experien...
DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
 
Marketing in the Age of AI - Shifting CX from Monologue to Dialogue - Susan W...
Marketing in the Age of AI - Shifting CX from Monologue to Dialogue - Susan W...Marketing in the Age of AI - Shifting CX from Monologue to Dialogue - Susan W...
Marketing in the Age of AI - Shifting CX from Monologue to Dialogue - Susan W...
DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
 
Embark on style journeys Indian clothing store denver guide.pptx
Embark on style journeys Indian clothing store denver guide.pptxEmbark on style journeys Indian clothing store denver guide.pptx
Embark on style journeys Indian clothing store denver guide.pptx
Omnama Fashions
 
Evaluating the Effectiveness of Women-Focused Marketing
Evaluating the Effectiveness of Women-Focused MarketingEvaluating the Effectiveness of Women-Focused Marketing
Evaluating the Effectiveness of Women-Focused Marketing
HighViz PR
 
INTRODUCTION TO SEARCH ENGINE OPTIMIZATION (SEO).pptx
INTRODUCTION TO SEARCH ENGINE OPTIMIZATION (SEO).pptxINTRODUCTION TO SEARCH ENGINE OPTIMIZATION (SEO).pptx
INTRODUCTION TO SEARCH ENGINE OPTIMIZATION (SEO).pptx
Giorgio Chiesa
 
Lyrics Video Document for artist Kevin Aguirre
Lyrics Video Document for artist Kevin AguirreLyrics Video Document for artist Kevin Aguirre
Lyrics Video Document for artist Kevin Aguirre
rawlensproductionsco
 
原版制作(Sunderland毕业证书)桑德兰大学毕业证录取通知书一模一样
原版制作(Sunderland毕业证书)桑德兰大学毕业证录取通知书一模一样原版制作(Sunderland毕业证书)桑德兰大学毕业证录取通知书一模一样
原版制作(Sunderland毕业证书)桑德兰大学毕业证录取通知书一模一样
5ys5mvlp
 
How to Generate Add to Calendar Link using Cal.et
How to Generate Add to Calendar Link using Cal.etHow to Generate Add to Calendar Link using Cal.et
How to Generate Add to Calendar Link using Cal.et
Y
 

Recently uploaded (20)

2025 Adventur ehomes Product Guide released Jun 1 2024
2025 Adventur ehomes Product Guide released Jun 1 20242025 Adventur ehomes Product Guide released Jun 1 2024
2025 Adventur ehomes Product Guide released Jun 1 2024
 
Get Off the Bandwagon - Separating Digital Marketing Myths from Truth - Scott...
Get Off the Bandwagon - Separating Digital Marketing Myths from Truth - Scott...Get Off the Bandwagon - Separating Digital Marketing Myths from Truth - Scott...
Get Off the Bandwagon - Separating Digital Marketing Myths from Truth - Scott...
 
Unleash the Power of Storytelling - Win Hearts, Change Minds, Get Results - R...
Unleash the Power of Storytelling - Win Hearts, Change Minds, Get Results - R...Unleash the Power of Storytelling - Win Hearts, Change Minds, Get Results - R...
Unleash the Power of Storytelling - Win Hearts, Change Minds, Get Results - R...
 
How to Make Your Trade Show Booth Stand Out
How to Make Your Trade Show Booth Stand OutHow to Make Your Trade Show Booth Stand Out
How to Make Your Trade Show Booth Stand Out
 
How to Start Affiliate Marketing with ChatGPT- A Step-by-Step Guide (1).pdf
How to Start Affiliate Marketing with ChatGPT- A Step-by-Step Guide (1).pdfHow to Start Affiliate Marketing with ChatGPT- A Step-by-Step Guide (1).pdf
How to Start Affiliate Marketing with ChatGPT- A Step-by-Step Guide (1).pdf
 
Meta Revolutionizes Product Promotion with Automated Video Catalog Ads.pptx
Meta Revolutionizes Product Promotion with Automated Video Catalog Ads.pptxMeta Revolutionizes Product Promotion with Automated Video Catalog Ads.pptx
Meta Revolutionizes Product Promotion with Automated Video Catalog Ads.pptx
 
Snapshot of Consumer Behaviors of May 2024-EOLiSurvey (EN).pdf
Snapshot of Consumer Behaviors of May 2024-EOLiSurvey (EN).pdfSnapshot of Consumer Behaviors of May 2024-EOLiSurvey (EN).pdf
Snapshot of Consumer Behaviors of May 2024-EOLiSurvey (EN).pdf
 
Advanced Storytelling Concepts for Marketers
Advanced Storytelling Concepts for MarketersAdvanced Storytelling Concepts for Marketers
Advanced Storytelling Concepts for Marketers
 
DCC Technology Intro Slides June 2024.pptx
DCC Technology Intro Slides June 2024.pptxDCC Technology Intro Slides June 2024.pptx
DCC Technology Intro Slides June 2024.pptx
 
Top Strategies for Building High-Quality Backlinks in 2024 PPT.pdf
Top Strategies for Building High-Quality Backlinks in 2024 PPT.pdfTop Strategies for Building High-Quality Backlinks in 2024 PPT.pdf
Top Strategies for Building High-Quality Backlinks in 2024 PPT.pdf
 
How to Kickstart Content Marketing With A Small Team - Dennis Shiao
How to Kickstart Content Marketing With A Small Team - Dennis ShiaoHow to Kickstart Content Marketing With A Small Team - Dennis Shiao
How to Kickstart Content Marketing With A Small Team - Dennis Shiao
 
PickUp_conversational AI_Capex, Inc._20240611
PickUp_conversational AI_Capex, Inc._20240611PickUp_conversational AI_Capex, Inc._20240611
PickUp_conversational AI_Capex, Inc._20240611
 
Crafting Seamless B2B Customer Journeys - Strategies for Exceptional Experien...
Crafting Seamless B2B Customer Journeys - Strategies for Exceptional Experien...Crafting Seamless B2B Customer Journeys - Strategies for Exceptional Experien...
Crafting Seamless B2B Customer Journeys - Strategies for Exceptional Experien...
 
Marketing in the Age of AI - Shifting CX from Monologue to Dialogue - Susan W...
Marketing in the Age of AI - Shifting CX from Monologue to Dialogue - Susan W...Marketing in the Age of AI - Shifting CX from Monologue to Dialogue - Susan W...
Marketing in the Age of AI - Shifting CX from Monologue to Dialogue - Susan W...
 
Embark on style journeys Indian clothing store denver guide.pptx
Embark on style journeys Indian clothing store denver guide.pptxEmbark on style journeys Indian clothing store denver guide.pptx
Embark on style journeys Indian clothing store denver guide.pptx
 
Evaluating the Effectiveness of Women-Focused Marketing
Evaluating the Effectiveness of Women-Focused MarketingEvaluating the Effectiveness of Women-Focused Marketing
Evaluating the Effectiveness of Women-Focused Marketing
 
INTRODUCTION TO SEARCH ENGINE OPTIMIZATION (SEO).pptx
INTRODUCTION TO SEARCH ENGINE OPTIMIZATION (SEO).pptxINTRODUCTION TO SEARCH ENGINE OPTIMIZATION (SEO).pptx
INTRODUCTION TO SEARCH ENGINE OPTIMIZATION (SEO).pptx
 
Lyrics Video Document for artist Kevin Aguirre
Lyrics Video Document for artist Kevin AguirreLyrics Video Document for artist Kevin Aguirre
Lyrics Video Document for artist Kevin Aguirre
 
原版制作(Sunderland毕业证书)桑德兰大学毕业证录取通知书一模一样
原版制作(Sunderland毕业证书)桑德兰大学毕业证录取通知书一模一样原版制作(Sunderland毕业证书)桑德兰大学毕业证录取通知书一模一样
原版制作(Sunderland毕业证书)桑德兰大学毕业证录取通知书一模一样
 
How to Generate Add to Calendar Link using Cal.et
How to Generate Add to Calendar Link using Cal.etHow to Generate Add to Calendar Link using Cal.et
How to Generate Add to Calendar Link using Cal.et
 

22 immutable laws of marketing a perspective

  • 1. Parameshwar Hegde Alliance School of Business 24th EPGDM batch
  • 2. 1) The Law of Leadership It is better to be first than be better My opinion Example  Disagree  For a sustainable business, it is always better to be “better” in the business, rather than first in the business MCI Mail was the first (1983) commercial electronic mail service provider, officially it closed its operations in 2003. Now Apple Iphone and Gmail are leading in the market because of their service.
  • 3. 2) The Law of the Category If you can’t be the first in a category, set up a new category that you can be first in Example My Opinion  Kingfisher Airlines aimed at premium service to Indian fliers. But after a decade, it collapsed, because Indian consumers are aimed travelling from one destination to another not the value added service.  Disagree  The law may not hold well in today’s business world unless one has expertise and the product has market demand
  • 4. 3) The Law of the Mind It’s better to be first in the mind than to be first in the marketplace Example My Opinion  In many parts of India, ‘Godrej’ means an almirah / cupboard. Even though ‘Godrej’ is a brand, mind determines it as a product.  I agree.  The brand should get printed in the consumers’ mind. Then the market will decide the product’s place in the market.
  • 5. 4) The Law of Perception Marketing is not a battle of products; it’s a battle of perceptions  When VRL travel says “The name you can trust”, I am sure lakhs of customers believe it. I can trust that this bus is safe to women, has safe driving habits, and can arrange an alternate vehicle in the shortest possible time in case emergency.  I strongly agree.  Perception about a product in the consumers’ mind makes a lot of difference when it comes to choices of similar product. Example My Opinion
  • 6. 5) The Law of Focus The most powerful concept in marketing is owning a word in the prospect’s mind  Whenever I listen ‘Tata’ word, whatever the product it is, I start believing that the product has high standard and the product is manufactured with high degree of social responsibility and environmental care.  I agree  The name of a product should be associated with a kind of perception in the customer’s mind. Example My Opinion
  • 7. 6) The Law of Exclusivity Two companies cannot own the same word in the prospect’s mind  When Hutch was introduced to India, it had the ‘Pug’ dog in it. Whenever one sees a ‘Pug’ outside, immediately he/she relates it to Hutch. Now, Vodafone continue the tradition with new kind of images / videos in their ads.  Partially agree  One can snatch the word from other provided the second one has a better product and consumers are inclined to it more than the first product  Nowadays, it is all about pictures / videos. These things own the consumers’ mind Example My Opinion
  • 8. 7) The Law of the Ladder The strategy to use depends on which rung you occupy on the ladder  For me, few years ago, ‘Meru cab’ was in first rung of the ladder. Slowly this was occupied by ‘Ola cab’. Now whenever I have to travel locally, the first name comes to mind is ‘Ola’  Agree with slight modification  Comparison should happen among same category and used by same segment of consumers Example My Opinion
  • 9. 8) The Law of Duality In the long run, every market becomes a two horse race  Telecom industry in India has many players like Airtel, Vodafone, Idea, Aircel, Reliance, BSNL, Tata Docomo, MTS  In Retail industry we can see Future group, Reliance, Birla (More), Spencers, Bharti, others  Partially disagree  It is important to set a timeframe. In the initial stages of market growth there will be many players. Subsequently, only few will remain. It is difficult to say whether 2/3/4 will remain in the race. Example My Opinion
  • 10. 9) The Law of the Opposite If you’re shooting for second place, your strategy is determined by the leader  Low Cost Carriers (filght business) in India have very well understood that it is the cost that matters most after the safety parameter. So focus on safety and low cost. They are not competing with AirIndia or Jet Airways based on any other parameter but on the price.  Three major airlines in India operate as LCCs (Spicejet, Indigo and GoAir)  Disagree  It is not necessary to be opposite to beat the other product. One should exemplify the features of the product in a way that is well understood by the consumers and it should meet the consumers’ requirementExample My Opinion
  • 11. 10) The Law of Division Over time, a category will divide and become two or more categories  Television is one category of entertainment product. But, there are many types of televisions such as Plasma, LED, LCD, Curved, Ultra HD. Each product caters to different tastes of different segment of consumers.  Partially agree  There will be a segmentation of the original product category based on the consumer preferences and geography. Example My Opinion
  • 12. 11) The Law of Perspective Marketing effects take place over an extended period of time  Presently, few tier-3 real estate companies are trying to gain a huge profit by lowering the prices of the assets by conducting exhibitions / giving discounts. Later, it fails to give proper services to the customer. Such businesses are not going to last for long.  Agree  When price is the sole criteria apart from market share, then we use sales tactics which results in short term gain. But if it is not backed up by the proper service mechanism / after sale services, the “sale” will have a huge negative impact in the long run for the business operations. Example My Opinion
  • 13. 12) The Law of Line Extension There’s an irresistible pressure to extend the equity of the brand  Sony is competent in music players. But, it failed in mobile phone business  Tata is one brand, has more than hundreds of products in its brand name. over the years, it has developed the competency in all these products  Partially agree  This depends on the Law of focus also. If there is a core competency, one can venture into new product line with the same brand name.  If the core competency is present in the new product, there is a chance of losing the brand credibility itself which harm the original product as well Example My Opinion
  • 14. 13) The Law of Sacrifice You have to give up something in order to get something  Some reputed builders (Mantri, Prestige) focus entirely on one customer segment (Upmarket). They won’t build houses for lower middle class families.  I agree  It is advisable to focus on one category / one geography / one customer segment at one time. If we try and too many at one time under one brand, there is a chance of collision and all may fail. Example My Opinion
  • 15. 14) The Law of Attributes For every attribute there is an opposite, effective attribute  There are many laptop brands in the market, each is explaining about its feature but not trying to imitate the competitor or trying to oppose them  Disagree  It is not necessary to be opposite. It is essential to be fair enough to explain about the feature of the product. Example My Opinion
  • 16. 15) The Law of Candor When you admit a negative, the prospect will give you a positive  Many companies call back their products to correct the defects. Especially, automobile companies follow this a lot. If there is a genuine problem and rectification has happened, the consumer will tend to keep the brand on top of his/her mind.  Agree  Consumer is the king. At the same time consumer is a human being. He/she appreciates openness. It is not only important to accept the failure but also to be important to attend the failure and make sure that the consumer is satisfied. Example My Opinion
  • 17. 16) The Law of Singularity In each situation, only one move will produce substantial results  One single move of globalization by Government of India has opened the market for foreign players and consumers started experiencing global brands and quality at an affordable price.  Agree  ‘Pareto Effect’. 80% results are caused by 20% actions. Example My Opinion
  • 18. 17) The Law of Unpredictability Unless you write your competitor’s plans, you can’t predict the future  When a discount sale is announced by a garment manufacturer, other (equal brand image in the market) has to follow the race. Otherwise its future will be in dark.  Agree  The market has many producers and many consumers. They are all dependent. None of them are independent. Any action of competitor can have a huge impact on the other. Future not only depends on the competitor’s plan but also on several other parameters such as regulations, climate, taste and preference. Example My Opinion
  • 19. 18) The Law of Success Success often leads to arrogance, and arrogance to failure  Kodak has reached its peak during 20th century. But, it could underestimated the digital camera potential and now its almost extinct.  Agree  It’s a thin line that differentiates self respect and ego. “Success-Ego-Failure” is a kind of cyclic reaction. Example My Opinion
  • 20. 19) The Law of Failure Failure is to be expected and accepted  2008 financial crisis was expected much earlier. But it was accepted only when nothing can be done and personal gains were maximized. In the process millions of people lost hard earned savings and assets.  Agree  Failures are bound to happen. It should be accepted and corrective actions need to be taken.  If one tries to procrastinate the failure to save from public, later the failure will attack like a monster and haunt in the future. Example My Opinion
  • 21. 20) The Law of Hype The situation is often the opposite of the way it appears in the press  ‘Mouthshut.com’ is a forum in the media which can give all kinds of reviews regarding a product. So hype in a television media can be masked by such internet forums.  Disagree  Today, the same press gives the failures as well. So whatever the gimmick played by the manufacturer, it can’t stand for a shorter period as well in the market. Consumers do a lot of research before buying a product. Example My Opinion
  • 22. 21) The Law of Acceleration Successful programs are not built on fads, they are built on trends  Monsanto produced biotechnological agri products based on long term trends  Few of e-marketing companies are in the business to make money with short term focus. They will try to establish the brand image and sell the companies to somebody else.  Partially true  If one knows when to cash out from the business.  One cannot tell whether one phenomenon is a fad or a trend. Example My Opinion
  • 23. 22) The Law of Resources Without adequate funding an idea won’t get off the ground  ‘Whatsapp’ is an idea, that had hardly any investment in it compared to the earning it made when it was sold to facebook for $19 billion.  Disagree  Today, idea itself is sufficient to establish an organization. Majority of the service sectors (65% of India’s GDP) have the high idea and low capital Example My Opinion