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22 Immutable Laws - Part 3 in the series


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This is part 3 in the series based on the Indian context

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22 Immutable Laws - Part 3 in the series

  1. 1. Part 3 of the 4 part series
  2. 2. THE LAW OF LEADERSHIP It’s better to be first than it is to be better THE LAW OF THE CATEGORY If you can’t be first in a category, set up a new category you can be first in THE LAW OF THE MIND It’s better to be first in the mind than it is to be first in the marketplace THE LAW OF FOCUS The most powerful concept in marketing is owning a word in the prospect’s mind THE LAW OF EXCLUSIVITY Two companies cannot own the same word in the prospect’s mind. THE LAW OF THE LADDER The strategy to use depends on which rung you occupy on the ladder. THE LAW OF PERCEPTION Marketing is not a battle of products, it’s a battle of perception Recap
  3. 3. THE LAW OF DUALITY In the long run, every market becomes a two-horse race. THE LAW OF THE OPPOSITE If you’re shooting for second place, your strategy is determined by the leader. THE LAW OF DIVISION Over time, a category will divide and become two or more categories. THE LAW OF PERSPECTIVE Marketing effects take place over an extended period of time. THE LAW OF LINE EXTENSION There’s and irresistible pressure to extend the equity of a brand.
  4. 4. THE LAW OF SACRIFICE You have to give up something in order to get something.
  5. 5. SACRIFICE… Product/service Target market Constant change
  6. 6. THE LAW OF ATTRIBUTES For every attribute, there is an opposite, effective attribute.
  7. 7. All round family protection Protection for kids Vegetarian toothpaste Mouthwash Strong teeth Tooth ache  Some attributes are more important to customers than others  You must try and own the most important attribute
  8. 8. THE LAW OF CANDOR When you admit a negative, the prospect will give you a positive.
  9. 9. Positive thinking has been highly overrated When a company starts a message by admitting a problem, people tend to, almost instinctively, open their minds. The law of candor must be used carefully and with great skill.  You have to shift quickly to the positive.  The purpose of candor isn’t to apologize. The purpose of candor is to set up a benefit that will convince your prospect
  10. 10. THE LAW OF SINGULARITY In each situation, only one move will produce substantial results.
  11. 11. Polyester Petrochemicals Natural gas Crude oil Retail Reliance Life Sciences Steel trading company General-purpose utility vehicles – Willy’s jeep Multi-purpose utility vehicles Light commercial vehicles Tractors History teaches that the only thing that works in marketing is the single, bold stroke It’s hard to find that single move if you’re hanging around headquarters and not involved in the process
  12. 12. THE LAW OF UNPREDICTABILITY Unless you write your competitors’ plans, you can’t predict the future.
  13. 13. Implicit in most marketing plans is an assumption about the future. Yet marketing plans based on what will happen in the future are usually wrong. Nobody will use photo copy machines, its too expensive! GUI is a fad, it wouldn’t get popular Officevision will help us conquer the office space
  14. 14. END OF PART 3