The laws of marketing as defined by Byron Sharp.

1. KEYNOTE
Michael Krynauw
MARKETING EXECUTIVE
MYRIAD CAPITAL INC
Laws of
Marketing
JOHANNESBURG ~ OCTOBER 19 - 20, 2023
DIGIMARCONSOUTHAFRICA.CO.ZA | #DigiMarConSouthAfrica

2. HELLO DigiMarCom!
Laws of Marketing
Mike Krynauw
2023

4. Byron Sharp Les Binet Mark Ritson
Marketing Leaders
Sophisticated Mass
Marketing
Segmentation
Targeting
Brand needs short term sales
activation and long term brand
building to drive long term profits

7. 1. Double Jeopardy Law
2. Law of Buyer Moderation
3. Natural Monopoly Law
4. Duplication of purchase law
5. Parento – 60/40
6. 95-5 Rule – B2B
7. Law of prototypicality
8. NBD - Dirichlet
Laws of Marketing
Credit=Ehrenberg - Bass – How Brands Grow 1

9. Double Jeopardy Law
Credit – LinkedIn B2B Institute, Ehrenberg - Bass

10. Double Jeopardy Law
Credit – LinkedIn B2B Institute, Ehrenberg - Bass

11. Double Jeopardy Law
Credit – Linkedin B2B institute, source Pickford , C & Goodhardt, G 2000

12. Duplicate Purchase Law
Credit – LinkedIn B2B Institute, Ehrenberg - Bass

13. Loyal or Light buyers ( Occasional) ?

14. Credit=Ehrenberg - Bass – How brands grow 2
Category Entry Points

15. Marketing Legends

16. Bad news travels fast…
Credit – Ehrenberg - Bass – How brands grow 2

17. Its cheaper to keep customers…

18. The Funnel

19. Brand Archetypes

20. Brand Performance
OLD WORLD
VIEW
Growth through targeting
brand loyalists
Price promotions win new
customers
Targeting Marketing Differentiation
NEW WORLD
VIEW
Growth through
penetration
Price promotion reach
existing loyal customers
Sophisticated Mass
Marketing
Distinctiveness

21. Distinctive assets
Credit – LinkedIn B2B Institute, Ehrenberg - Bass

22. Ripple Fiber

23. Guess the brand…

24. The brand that’s remembered is the brand that’s
bought.

25. Marketing is about creating future demand.

26. Thank you