This is a preparation presentation of "22 Immutable laws of marketing" by Dr. Sumit Saha

1. “The 22 Immutable Law Of Marketing”
Dr. Sumit Saha

2. 22 Laws of Marketing | Dr. Sumit Saha | Copyrights reserved
The Law of Leadership
The Law of Category
The Law of Mind
The law of Perception
The Law of Focus
The Law of Exclusivity
The Law of the Ladder
The Law of Duality
The Law of the Opposite
The Law of Division
The Law of Perspective
The Law of Line Extension
The Law of Sacrifice
The Law of Attributes
The Law of Candor
The Law of Singularity
The Law of Unpredictability
The Law of Success
The Law of Failure
The Law of Hype
The Law of Acceleration
The Law of Resources
• The 22 Immutable Law Of Marketing.
• The first brand to establish itself in the minds of consumers often becomes the
market leader.
• People always recognize the product that got there first as the leader in the
market and the better product
“It’s better to be first than it is to be better”
The 22 Immutable Law Of Marketing

3. 22 Laws of Marketing | Dr. Sumit Saha | Copyrights reserved
The Law of Category
The Law of Mind
The law of Perception
The Law of Focus
The Law of Exclusivity
The Law of the Ladder
The Law of Duality
The Law of the Opposite
The Law of Division
The Law of Perspective
The Law of Line Extension
The Law of Sacrifice
The Law of Attributes
The Law of Candor
The Law of Singularity
The Law of Unpredictability
The Law of Success
The Law of Failure
The Law of Hype
The Law of Acceleration
The Law of Resources
• If you didn’t get into the prospect’s mind first, don’t give up. Find a new
category you can be first in.
• You can become famous and successful by creating your own category.
“If you can’t be first in category, set up new category you can be first in”
The 22 Immutable Law Of Marketing

4. 22 Laws of Marketing | Dr. Sumit Saha | Copyrights reserved
The Law of Mind
The law of Perception
The Law of Focus
The Law of Exclusivity
The Law of the Ladder
The Law of Duality
The Law of the Opposite
The Law of Division
The Law of Perspective
The Law of Line Extension
The Law of Sacrifice
The Law of Attributes
The Law of Candor
The Law of Singularity
The Law of Unpredictability
The Law of Success
The Law of Failure
The Law of Hype
The Law of Acceleration
The Law of Resources
• The law of mind follows from the law of perception.
We can’t change mind of customer once a mind is made up.
• One way to achieve this is to have a simple brand name that resonates with
prospects.
“It’s better to be first in the mind then to be first in the market place”
The 22 Immutable Law Of Marketing

5. 22 Laws of Marketing | Dr. Sumit Saha | Copyrights reserved
The law of Perception
The Law of Focus
The Law of Exclusivity
The Law of the Ladder
The Law of Duality
The Law of the Opposite
The Law of Division
The Law of Perspective
The Law of Line Extension
The Law of Sacrifice
The Law of Attributes
The Law of Candor
The Law of Singularity
The Law of Unpredictability
The Law of Success
The Law of Failure
The Law of Hype
The Law of Acceleration
The Law of Resources
• Marketing is not a battle of products, it’s a battle of perception
• This is the law of focus. You "burn" your way into the mind by narrowing the
focus to a single word or concept. It's the ultimate marketing .
• The law of focus applies to whatever you're selling, or even whatever you're
unselling. Like drugs.
• The law of focus, a marketing law, could help solve one of society’s biggest
problems.
• The law of focus, a marketing law, could help solve one of society's biggest
problems.
“Marketing is not a battle of products, it’s a battle of perception”
The 22 Immutable Law Of Marketing

6. 22 Laws of Marketing | Dr. Sumit Saha | Copyrights reserved
The Law of Focus
The Law of Exclusivity
The Law of the Ladder
The Law of Duality
The Law of the Opposite
The Law of Division
The Law of Perspective
The Law of Line Extension
The Law of Sacrifice
The Law of Attributes
The Law of Candor
The Law of Singularity
The Law of Unpredictability
The Law of Success
The Law of Failure
The Law of Hype
The Law of Acceleration
The Law of Resources
• This is the law of focus. You "burn" your way into the mind by narrowing the focus to a
single word or concept. It's the ultimate marketing .
• This law applies to whatever you're selling, or even whatever you're unselling. Like drugs.
• The law of focus, a marketing law, could help solve one of society’s biggest problems.
• The law of focus, a marketing law, could help solve one of society's biggest problems.
“The most powerful concept in marketing is owning a word in the prospect’s mind.”
The 22 Immutable Law Of Marketing

7. 22 Laws of Marketing | Dr. Sumit Saha | Copyrights reserved
The Law of Exclusivity
The Law of the Ladder
The Law of Duality
The Law of the Opposite
The Law of Division
The Law of Perspective
The Law of Line Extension
The Law of Sacrifice
The Law of Attributes
The Law of Candor
The Law of Singularity
The Law of Unpredictability
The Law of Success
The Law of Failure
The Law of Hype
The Law of Acceleration
The Law of Resources
Brand
campaigns (or)
ads
Futile to attempt
same word
Cant change
People mind once
they set.
By making same
word campaign
helps competitors
How many
attempts tried?
NO RESULTS..
What People
want, that’s
what we need to
give them.
Violation of
exclusivity can be
the disaster for any
organization.
“Two companies cannot own the same word in the prospect’s mind.”
• If two companies own the same word in a prospect's mind, the second
company is at a disadvantage.
• The prospect will already have a strong association with the first company
when they hear that word.
The 22 Immutable Law Of Marketing

8. 22 Laws of Marketing | Dr. Sumit Saha | Copyrights reserved
The Law of the Ladder
The Law of Duality
The Law of the Opposite
The Law of Division
The Law of Perspective
The Law of Line Extension
The Law of Sacrifice
The Law of Attributes
The Law of Candor
The Law of Singularity
The Law of Unpredictability
The Law of Success
The Law of Failure
The Law of Hype
The Law of Acceleration
The Law of Resources
Being first is
primary
objective in
marketing
Trying
Harder!!!
were not the
only reason
for success
Prospect
mind use
ladders what
to accept and
reject
How many
rungs are
there on
ladder??
Tend to have
half market
share above
you and twice
than below.
“In the long run, every market becomes a two-horse race”
• The strategies differ depending on which rung of the ladder you are on.
• The ladder represents the hierarchy of brands in a category, with the most
popular brand at the top.
The 22 Immutable Law Of Marketing

9. 22 Laws of Marketing | Dr. Sumit Saha | Copyrights reserved
The Law of Duality
The Law of the Opposite
The Law of Division
The Law of Perspective
The Law of Line Extension
The Law of Sacrifice
The Law of Attributes
The Law of Candor
The Law of Singularity
The Law of Unpredictability
The Law of Success
The Law of Failure
The Law of Hype
The Law of Acceleration
The Law of Resources
Only Top two
companies
Early, there were
many rungs,
competition goes
by, only two can
compete.
Two brand can
survive – old
major &
Upstart.
Only
Businesses
that are NO.1
& 2 could win
in competition
arena
Customers often
pick due to offer
and attractive, but
when they
educated, they
prefer only top 2
brands.
“In the Long run, every market becomes a two horse race”
• Every market turns into a two-horse race. This is because consumers tend to
simplify things and choose between two options.
The 22 Immutable Law Of Marketing

10. 22 Laws of Marketing | Dr. Sumit Saha | Copyrights reserved
The Law of the Opposite
The Law of Division
The Law of Perspective
The Law of Line Extension
The Law of Sacrifice
The Law of Attributes
The Law of Candor
The Law of Singularity
The Law of Unpredictability
The Law of Success
The Law of Failure
The Law of Hype
The Law of Acceleration
The Law of Resources
• In the Long run, every market becomes a two horse race
• Don’t try to be better than a leader but try to be different.
• Present yourself as the alternative.
“ If you are shooting for second place, your strategy is determined by the leader “
The 22 Immutable Law Of Marketing

11. 22 Laws of Marketing | Dr. Sumit Saha | Copyrights reserved
The Law of Division
The Law of Perspective
The Law of Line Extension
The Law of Sacrifice
The Law of Attributes
The Law of Candor
The Law of Singularity
The Law of Unpredictability
The Law of Success
The Law of Failure
The Law of Hype
The Law of Acceleration
The Law of Resources
• Each segment is a separate, distinct entity.
• Each segment has its own reason for existence.
“Over time, a category will divide and become two or more categories”
The 22 Immutable Law Of Marketing

12. 22 Laws of Marketing | Dr. Sumit Saha | Copyrights reserved
The Law of Perspective
The Law of Line Extension
The Law of Sacrifice
The Law of Attributes
The Law of Candor
The Law of Singularity
The Law of Unpredictability
The Law of Success
The Law of Failure
The Law of Hype
The Law of Acceleration
The Law of Resources
• Marketing effect take place over an extend period of time.
• Short & long term.
• Patience.
“Marketing effect take place over an extend period of time”
The 22 Immutable Law Of Marketing

13. 22 Laws of Marketing | Dr. Sumit Saha | Copyrights reserved
The Law of Line Extension
The Law of Sacrifice
The Law of Attributes
The Law of Candor
The Law of Singularity
The Law of Unpredictability
The Law of Success
The Law of Failure
The Law of Hype
The Law of Acceleration
The Law of Resources
• Focus on the main product
• Line of confusion
“There’s an irresistible pressure to extend the equatiy of the brand”
The 22 Immutable Law Of Marketing

14. 22 Laws of Marketing | Dr. Sumit Saha | Copyrights reserved
The Law of Sacrifice
The Law of Attributes
The Law of Candor
The Law of Singularity
The Law of Unpredictability
The Law of Success
The Law of Failure
The Law of Hype
The Law of Acceleration
The Law of Resources
• Product line
• Target marketing
• Constant change
“You have to give up something in order to get something”
The 22 Immutable Law Of Marketing

15. 22 Laws of Marketing | Dr. Sumit Saha | Copyrights reserved
The Law of Attributes
The Law of Candor
The Law of Singularity
The Law of Unpredictability
The Law of Success
The Law of Failure
The Law of Hype
The Law of Acceleration
The Law of Resources
Emphasizes the importance of associating brands with specific qualities.
• Owing uniqueness
• Excelling in one area
• Consistency
• Avoid confusing customer
“For every attribute, there is an opposite, effective attribute”
The 22 Immutable Law Of Marketing

16. 22 Laws of Marketing | Dr. Sumit Saha | Copyrights reserved
The Law of Candor
The Law of Singularity
The Law of Unpredictability
The Law of Success
The Law of Failure
The Law of Hype
The Law of Acceleration
The Law of Resources
The Law of Candor Stresses honesty and openness with customers. It focusses on
uniqueness and differentiation.
• Being honest about strengths and weakness
• Admitting flaws
• Balance between transparency and negativity
“When you admit a negative, the prospect will give you a positive”
The 22 Immutable Law Of Marketing

17. 22 Laws of Marketing | Dr. Sumit Saha | Copyrights reserved
The Law of Singularity
The Law of Unpredictability
The Law of Success
The Law of Failure
The Law of Hype
The Law of Acceleration
The Law of Resources
The Law of Singularity in marketing is about being very unique and standing out.
• Distinct & Different
• Avoid imitation
• Uniqueness leads to memorability
“In each situation, only one move will produce substantial results”
The 22 Immutable Law Of Marketing

18. 22 Laws of Marketing | Dr. Sumit Saha | Copyrights reserved
The Law of Unpredictability
The Law of Success
The Law of Failure
The Law of Hype
The Law of Acceleration
The Law of Resources
• Short-term marketing thinking and short term financial thinking.
• Predicting the future and taking a chance.
“Unless you write your competitors’plans, you can’t predict the future”
The 22 Immutable Law Of Marketing

19. 22 Laws of Marketing | Dr. Sumit Saha | Copyrights reserved
The Law of Success
The Law of Failure
The Law of Hype
The Law of Acceleration
The Law of Resources
• Ego is the enemy of successful market.
• The more you identify with your brand or corporate name,
the more likely you are to fall into the “extension trap”.
“Success often leads to arrogance and arrogance to failure”
The 22 Immutable Law Of Marketing

20. 22 Laws of Marketing | Dr. Sumit Saha | Copyrights reserved
The Law of Failure
The Law of Hype
The Law of Acceleration
The Law of Resources
• Admitting a mistake and try to fix things rather than drop things.
• Admitting a mistake and not doing anything about it as bad for your career.
“ Failure is to be expected and accepted”
The 22 Immutable Law Of Marketing

21. 22 Laws of Marketing | Dr. Sumit Saha | Copyrights reserved
The Law of Hype
The Law of Acceleration
The Law of Resources
• law20 under the 22 “Immutable Laws of Marketing”
• “The situation is often the opposite of the way it appears in the press” when
things are going well you do not need hype , when u need hype, it usually
means you are in trouble.
Example : satyam company
“Without adequate funding, an idea won’t get off the ground”
The 22 Immutable Law Of Marketing

22. 22 Laws of Marketing | Dr. Sumit Saha | Copyrights reserved
The Law of Acceleration
The Law of Resources
• A fad is a wave in the ocean, a trend is a tide. A fad gives a lot of
hype while a trend gives very little.
• Example : INDIA Vs PAKISTAN
“Successful programs are not built on fads, they are built on trends”
The 22 Immutable Law Of Marketing

23. 22 Laws of Marketing | Dr. Sumit Saha | Copyrights reserved
The Law of Resources
• The unfortunate reality is that a mediocre idea backed by
a million dollars will get further than a great idea alone.
• Example : innovation & Branding
“Without adequate funding, an idea won’t go off the ground”.
The 22 Immutable Law Of Marketing