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Book Summary:

The 22 Immutable Laws of Marketing

By Al Ries and Jack Trout (1993)




The 22 Immutable Laws of Marketing...
Author: A. Kearns

Book Summary


Law                                 Take aways / Examples
1. Leadership. Better to be   ...
occupy on the ladder.              •   Market share and position - each rung on the ladder has twice the market
          ...
16. Singularity. In each            •   The only thing that works in marketing is a single, bold stroke
situation, only on...
The 22 Laws mapped to the 5 Cs

Company          11.   Perspective. Marketing effects take place over extended period of t...
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The 22 Immutable Laws Of Marketing

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Authors present the definitive rules of marketing.

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The 22 Immutable Laws Of Marketing

  1. 1. Book Summary: The 22 Immutable Laws of Marketing By Al Ries and Jack Trout (1993) The 22 Immutable Laws of Marketing 1
  2. 2. Author: A. Kearns Book Summary Law Take aways / Examples 1. Leadership. Better to be • First to fly the Atlantic solo was Lindbergh, no one remembers second first than to be better. • Firsts as generic - Xerox, Coke, Band-aid, Fiberglas, Formica, GoreTex, Jello, Krazy Glue, Q-tips, Saran Wrap, Velcro, Fedex, Tylenol 2. Category. If you can't be • First woman to fly the Atlantic solo was Earhart first in a category, set up a new • Michelob, premium domestic beer to compete with Heineken category you can be first in. • Amstel light, imported light beer to compete with Miller Lite • Forget brand, think categories 3. Mind. It’s better to be first • Xerox failure in the computer business in the mind than to be the first • You can’t change a mind once a mind is made up in the marketplace. • Blast your way into the mind, not worm 4. Perception. Marketing is • In US Honda perceived as a car company, in Japan as a Motorcycle company not a battle of products; it’s a • Marketing is process of dealing with perceptions battle of perceptions. 5. Focus. Most powerful • Leading brand can own a word in mind of prospect concept in marketing is owning a • Essence of marketing is narrowing the focus word in the prospect’s mind. • Crest…cavities, Fedex…overnight, Heinz…ketchup, BMW…driving 6. Exclusivity. Two companies • FedEx vs. DHL...worldwide, McDonalds vs. Burger King…fast can’t own the same word in prospects mind. 7. Ladder. Strategy you use • Customer can only remember a few rungs. Max of seven, and more practical depends on which rung you limit of two or three The 22 Immutable Laws of Marketing 2
  3. 3. occupy on the ladder. • Market share and position - each rung on the ladder has twice the market share of the rung below it. • Acura – Lexus- Infiniti – 4-2-1 8. Duality. In long run, every • Coke and Pepsi , Canon and Nikon , Nike and Reebok, GM and Ford, market becomes two-horse race. McDonalds and Burger King 9. Opposite. If you’re shooting • Coke (old) vs. Pepsi (new generation), Listerine (medicinal) vs. Scope (good- for second place, your strategy tasting) is determined by leader. 10. Division. Over time, a • Music from classical to popular to classical, contemporary jazz, country, category will divide and become crossover, dance, latin, jazz, pop, rap, r&b, roc two or more categories. 11. Perspective. Marketing • Shortcoming of couponing and discounts effects take place over extended • Potential danger for line extensions to water down core brands period of time. • Coca-Cola clothing as a short term success, long term failure 12. Line Extension. The • Line extensions look attractive but usually don’t work pressure to extend the equity of • Ivory soap then shampoo, Chanel then for men, Heinz ketchup then baby the brand. food 13. Sacrifice. You have to give • Three things to sacrifice: product line, target market, constant change up something in order to get • Kraft jelly 9% share vs. Smuckers 35% something. • Marlboro and men, Pepsi and teenagers • White Castle hasn’t changed 14. Attributes. For every • Marketing is a battle of ideas attribute, there is an opposite • Better to search for an opposite attribute that plays off leader effective attribute. • To succeed you must own an attribute that drives marketing focus • Crest…cavities, Aim…tastes good, Close Up…freshens breadth 15. Candor. When you admit a • Marketing is often a search for the obvious negative, the prospect will give • Marketing should fortify obvious perceptions you a positive. • Use law with caution…if not widely perceived as negative will create confusion not candor The 22 Immutable Laws of Marketing 3
  4. 4. 16. Singularity. In each • The only thing that works in marketing is a single, bold stroke situation, only one move will • Need to identify the chink in the competitor’s armor produce substantial results. • Hannibal came over the Alps, a thought impossible to scale 17. Unpredictability. Unless • No way to predict market 3 out, but be willing to take a chance you write your competitors’ • Good strategy is developing a differentiating angle then setting up a long plans you can’t predict the term direction the builds a program to maximize the angel. future. • Keep a handle on trends • Be flexible to attack itself with a new idea 18. Success. Success often • The more you identify with your brand, the more likely you are to fall into leads to arrogance, arrogance to line extension trap failure. • As a CEO, need to find a way to gather objective information on what is really happening i.e. secret shoppers 19. Failure. To be expected • Be willing to take chances, learn from mistakes and accepted. 20. Hype. The situation is • Press tends to hype new products often opposite of the way it • Capturing the imagination of a the public should not be mistaken for appears in the press. revolutionizing a market 21. Acceleration. Successful • A fad is a wave in the ocean, a trend is the tide programs are not built on fads • Best thing to do is dampen a fad and hope it stretches to a trend but trends. 22. Resources. Without • Marketing is a game fought in the mind of the prospect and you need money funding an idea won’t get off the to get into a mind ground. • Spend enough. • The most successful marketers front load their investment The 22 Immutable Laws of Marketing 4
  5. 5. The 22 Laws mapped to the 5 Cs Company 11. Perspective. Marketing effects take place over extended period of time 12. Line Extension. The pressure to extend the equity of the brand. 13. Sacrifice. You have to give up something in order to get something. 15. Candor. When you admit a negative, the prospect will give you a positive. 16. Singularity. In each situation, only one move will produce substantial results. 18. Success. Success often leads to arrogance, arrogance to failure. 22. Resources. Without funding an idea won’t get off the ground. Collaborators Competition 1. Leadership. Better to be first than to be better. 2. Category. If you can't be first in a category, set up a new category you can be first in. 6. Exclusivity. Two companies can’t own the same word in prospects mind. 7. Ladder. Strategy you use depends on which rung you occupy on the ladder. 8. Duality. In long run, every market becomes two-horse race. 9. Opposite. If you’re shooting for second place, your strategy is determined by leader. 14. Attributes. For every attribute, there is an opposite effective attribute. 16. Singularity. In each situation, only one move will produce substantial results. 17. Unpredictability. Unless you write your competitors’ plans you can’t predict the future. Customers 3. Mind. Its better to be first in the mind than to be the first in the marketplace. 4. Perception. Marketing is not a battle of products; it’s a battle of perceptions. 5. Focus. Most powerful concept in marketing is owning a word in the prospect’s mind. 10. Division. Over time, a category will divide and become two or more categories. 15. Candor. When you admit a negative, the prospect will give you a positive. Climate 17. Unpredictability. Unless you write your competitors’ plans you can’t predict the future. 19. Failure. To be expected and accepted. 20. Hype. The situation is often opposite of the way it appears in the press. 21. Acceleration. Successful programs are not built on fads but trends. The 22 Immutable Laws of Marketing 5

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