22immutable<br />LAWS of MARKETING<br />Asia<br />
The 22 Laws should be used as a &apos;diagnostic check&apos; of a company&apos;s market plan for a given product or servic...
THE LAWOF<br />LEADERSHIP<br />#1<br />It’s better to be first, than it is to be better<br />
Who is the market leader in ‘essence of chicken’?<br />THE LAWOF<br />LEADERSHIP<br />#1<br />Source: Reader&apos;s Digest...
THE LAWOF<br />LEADERSHIP<br />#1<br />
If you can’t be first in a category. Set up a new category to be first in.<br />THE LAWOF<br />CATEGORY<br />#2<br />
THE LAWOF<br />CATEGORY<br />#2<br />Traditional Categories<br />
THE LAWOF  <br />MIND<br />If better to be first In the mind, than to be first in the marketplace<br />#3<br />
Marketing is not a battle of products. It’s a battle of perception.<br />THE LAWOF<br />PERCEPTION<br />#4<br />
THE LAWOF<br />PERCEPTION<br />#4<br />
THE LAWOF<br />PERCEPTION<br />#4<br />
THE LAWOF  <br />FOCUS<br />#3<br />The most powerful concept in marketing is owning a WORD.<br />
 = Safety<br /> = Fast Food<br /> = ???<br />THE LAWOF  <br />FOCUS<br />#3<br />
THE LAWOF  <br /> It’s not just owning ‘words’<br />FOCUS<br />#3<br />
THE LAWOF<br />EXCLUSIVITY<br />#6<br />Two companies cannot own the same word in the prospects mind.<br />
THE LAWOF  <br />The strategy to use depends of which rung of the ladder your on.<br />LADDER<br />#7<br />
THE LAWOF  <br />LADDER<br />#7<br />
In the end, every market becomes a two horse race.<br />THE LAWOF<br />DUALITY <br />#8<br />
THE LAWOF<br />If you’re shooting for 2ndplace,<br />then your strategy is determined by the leader.<br />OPPOSITE   <br /...
Over time, a category will divide into two or more categories.<br />THE LAWOF<br />DIVISION<br />#10<br />
SUPER COMPUTER<br />MINI<br />DESKTOP<br />MAINFRAME<br />TABLETS<br />WORKSTATION<br />LAPTOP<br />NETBOOK<br />THE LAWOF...
Other Laws still apply<br />THE LAWOF<br />DIVISION<br />#10<br />
Marketing effects takes place over a long period of time.<br />THE LAWOF<br />PERSPECTIVE<br />#11<br />
There is pressure to extend the equity of the brand.<br />THE LAWOF<br />     LINE EXTENSION<br />#12<br />
THE LAWOF<br />     LINE EXTENSION<br />#12<br />
The Top Ten Best Selling Sodas of 2007<br />1. Coke Classic 17.2%2. Pepsi Cola 10.7%3. Diet Coke 10%4. Mountain Dew 6.6.%5...
You have to give up something in order to gain something.<br />THE LAWOF<br />SACRIFICE <br />#13<br />
THE LAWOF<br />ATTRIBUTES <br />#14<br />For every attribute, there is an opposite effective attribute.<br />
THE LAWOF<br />When you admit a negative, the prospect gives you a positive.<br />CANDOR <br />#15<br />
THE LAWOF<br />SINGULARITY <br />#16<br />In each situation, only one move will produce a significant results.<br />
THE LAWOF<br />SINGULARITY <br />#16<br />
THE LAWOF<br />SINGULARITY <br />#16<br />
THE LAWOF<br />UNPREDICABILITY <br />Unless you an write your competitors plans, <br />you can’t predict the future.<br />...
Success often leads to arrogance, and arrogance leads to failure.<br />THE LAWOF<br />SUCCESS <br />#18<br />
Failure is to be expected and accepted.<br />THE LAWOF<br />FAILURE <br />#19<br />
THE LAWOF<br />HYPE <br />#20<br />The situation is often the opposite than the way it appears.<br />
Successful programs are not built of fads, they’re built on trends.<br />THE LAWOF<br />ACCELERATION <br />#21<br />
THE LAWOF<br />RESOURCES <br />#22<br />Without adequate funding, an idea wont get off the ground.<br />
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22 Immutable Laws of Marketing (Asia)

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22 Immutable Laws of Marketing (Asia)

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  • Name the #1 business email server...Exchange...although many would say Outlook, but it is a client and not a server.Name the #2 business email server...Notes would be namedName the #3 business email server...most readers of my blog will say GroupWise but there are a lot of people who have never heard of GroupWise.
  • A secret to the Law of the Opposite is that you must study the company above you. And once you study it, you must find the weakness and then exploit that weakness.Another secret to the Law of the Opposite is to not attempt to be like the leader, instead attempt to be different.SouthWest Airlines is a perfect example. Everyone reading this blog has flown them at least once. Before 9/11, SouthWest’s strategy was determined by what the Airline Industry Leaders did.If they served meals and had first class seating, then SW didn’t serve any meals and didn’t have any first class seating...they were the opposite and they pushed that difference, making a perceived weakness into a strength.
  • This is why marketing effort is so difficult to track. A dollar on advertising spent today usually results in a sale next year.
  • The debilitating nature of Line Extensions is that in the short term they seem like a good idea. It boosts your strong brand by putting it in front of new customers.The darker side is that it dilutes the meaning of your brand and what your brand stands for. It confuses your customers in the long run about why customers should buy your product. It actually weakens your strong brand and confuses the new brand that it has been placed on.
  • 22 Immutable Laws of Marketing (Asia)

    1. 1. 22immutable<br />LAWS of MARKETING<br />Asia<br />
    2. 2. The 22 Laws should be used as a &apos;diagnostic check&apos; of a company&apos;s market plan for a given product or service; it is probably a useful exercise to cross-check your own plans against the &apos;laws‘, if only to ensure that all possible perspectives and issues have been considered. <br />The second use is a reminder of the importance of the perception of your service or product in the mind of your customer (and the consequent need to undertake qualitative research such as focus groups and depth interviews to better understand and define this perception).<br />
    3. 3. THE LAWOF<br />LEADERSHIP<br />#1<br />It’s better to be first, than it is to be better<br />
    4. 4. Who is the market leader in ‘essence of chicken’?<br />THE LAWOF<br />LEADERSHIP<br />#1<br />Source: Reader&apos;s Digest Gold Consumer Survey<br />
    5. 5. THE LAWOF<br />LEADERSHIP<br />#1<br />
    6. 6. If you can’t be first in a category. Set up a new category to be first in.<br />THE LAWOF<br />CATEGORY<br />#2<br />
    7. 7. THE LAWOF<br />CATEGORY<br />#2<br />Traditional Categories<br />
    8. 8. THE LAWOF <br />MIND<br />If better to be first In the mind, than to be first in the marketplace<br />#3<br />
    9. 9. Marketing is not a battle of products. It’s a battle of perception.<br />THE LAWOF<br />PERCEPTION<br />#4<br />
    10. 10. THE LAWOF<br />PERCEPTION<br />#4<br />
    11. 11. THE LAWOF<br />PERCEPTION<br />#4<br />
    12. 12. THE LAWOF <br />FOCUS<br />#3<br />The most powerful concept in marketing is owning a WORD.<br />
    13. 13. = Safety<br /> = Fast Food<br /> = ???<br />THE LAWOF <br />FOCUS<br />#3<br />
    14. 14. THE LAWOF <br /> It’s not just owning ‘words’<br />FOCUS<br />#3<br />
    15. 15. THE LAWOF<br />EXCLUSIVITY<br />#6<br />Two companies cannot own the same word in the prospects mind.<br />
    16. 16. THE LAWOF <br />The strategy to use depends of which rung of the ladder your on.<br />LADDER<br />#7<br />
    17. 17. THE LAWOF <br />LADDER<br />#7<br />
    18. 18. In the end, every market becomes a two horse race.<br />THE LAWOF<br />DUALITY <br />#8<br />
    19. 19. THE LAWOF<br />If you’re shooting for 2ndplace,<br />then your strategy is determined by the leader.<br />OPPOSITE <br />#9<br />
    20. 20. Over time, a category will divide into two or more categories.<br />THE LAWOF<br />DIVISION<br />#10<br />
    21. 21. SUPER COMPUTER<br />MINI<br />DESKTOP<br />MAINFRAME<br />TABLETS<br />WORKSTATION<br />LAPTOP<br />NETBOOK<br />THE LAWOF<br />DIVISION<br />#10<br />
    22. 22. Other Laws still apply<br />THE LAWOF<br />DIVISION<br />#10<br />
    23. 23. Marketing effects takes place over a long period of time.<br />THE LAWOF<br />PERSPECTIVE<br />#11<br />
    24. 24. There is pressure to extend the equity of the brand.<br />THE LAWOF<br /> LINE EXTENSION<br />#12<br />
    25. 25. THE LAWOF<br /> LINE EXTENSION<br />#12<br />
    26. 26. The Top Ten Best Selling Sodas of 2007<br />1. Coke Classic 17.2%2. Pepsi Cola 10.7%3. Diet Coke 10%4. Mountain Dew 6.6.%5. Diet Pepsi 6%6. Dr. Pepper 5.9%7. Sprite 5.6%8. Fanta 1.8%9. Diet Mountain Dew 1.6%10. Diet Dr. Pepper 1.6%<br />THE LAWOF<br /> LINE EXTENSION<br />#12<br />
    27. 27. You have to give up something in order to gain something.<br />THE LAWOF<br />SACRIFICE <br />#13<br />
    28. 28. THE LAWOF<br />ATTRIBUTES <br />#14<br />For every attribute, there is an opposite effective attribute.<br />
    29. 29. THE LAWOF<br />When you admit a negative, the prospect gives you a positive.<br />CANDOR <br />#15<br />
    30. 30. THE LAWOF<br />SINGULARITY <br />#16<br />In each situation, only one move will produce a significant results.<br />
    31. 31. THE LAWOF<br />SINGULARITY <br />#16<br />
    32. 32. THE LAWOF<br />SINGULARITY <br />#16<br />
    33. 33. THE LAWOF<br />UNPREDICABILITY <br />Unless you an write your competitors plans, <br />you can’t predict the future.<br />#17<br />
    34. 34. Success often leads to arrogance, and arrogance leads to failure.<br />THE LAWOF<br />SUCCESS <br />#18<br />
    35. 35. Failure is to be expected and accepted.<br />THE LAWOF<br />FAILURE <br />#19<br />
    36. 36. THE LAWOF<br />HYPE <br />#20<br />The situation is often the opposite than the way it appears.<br />
    37. 37. Successful programs are not built of fads, they’re built on trends.<br />THE LAWOF<br />ACCELERATION <br />#21<br />
    38. 38. THE LAWOF<br />RESOURCES <br />#22<br />Without adequate funding, an idea wont get off the ground.<br />

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