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The 22 Immutable Laws of Marketing

L
Lakshya Sharma

The document summarizes 22 immutable laws of marketing according to authors Al Ries and Jack Trout. The laws discuss concepts like the importance of being first, focusing marketing efforts, adapting to changes in consumer perception over time, and how success and failure are both expected parts of marketing. Resources are also needed to turn marketing ideas into successful programs. Violating these laws comes with risks for marketers.

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I MARKETING Session 1 August 4, 2013 H1 Classroom, IIM Kashipur
22IMMUTABLE LAWS OF MARKETING BY AL RIES & JACKTROUT VIOLATE THEM ATYOUR OWN RISK !
22IMMUTABLE LAWS OF MARKETING BY AL RIES & JACKTROUT VIOLATE THEM ATYOUR OWN RISK ! Positioning Military Model of Market Place
1THE LAW OF LEADERSHIP IT IS BETTER TO BE FIRST THEN IT IS TO BE BETTER !
2THE LAW OFTHE CATEGORY IFYOU CANT BE FIRST IN A CATEGORY, SET UP A NEW CATEGORYYOU CAN BE FIRST IN !
3THE LAW OFTHE MIND ITS BETTER TO BE FIRST IN THE MIND THAN IT IS TO BE FIRST INTHE MARKETPLACE !
4THE LAW OF PERCEPTION MARKETING IS NOT A BATTLE OF PRODUCTS, ITS A BATTLE OF PERCEPTION !
5THE LAW OF FOCUS THE MOST POWERFUL CONCEPT IN MARKETING IS OWNING A WORD IN THE PROSPECTS MIND !
6THE LAW OF EXCLUSIVITY TWO COMPANIES CANNOT OWN THE SAME WORD IN THE PROSPECTS MIND !
7THE LAW OFTHE LADDER THE STRATEGY TO USE DEPENDS ON WHICH RUNGYOU OCCUPY ON THE LADDER ! HUMAN MIND 7 ASSOCIATION !
8THE LAW OF DUALITY IN THE LONG RUN, EVERY MARKET BECOMES A TWO-HORSE RACE ! P&G GE JACK WELCH
9THE LAW OFTHE OPPOSITE IFYOU ARE SHOOTING FOR SECOND PLACE, YOUR STRATEGY IS DETERMINED BY LEADER ! COKE, PEPSI AND ROYAL CROWN !
10THE LAW OF DIVISION OVER TIME THE CATEGORY WILL DIVIDE AND BECOME TWO OR MORE CATEGORIES ! BILLBOARD !
11THE LAW OF PERSPECTIVE MARKETING EFFECTS TAKE PLACE OVER AN EXTENDED PERIOD OF TIME ! MILLER BEER ! ALCOHOL STIMULANT/DEPRESSANT
12THE LAW OF LINE EXTENSION THERES AN IRRESISTIBLE PRESSURE TO EXTEND THE EQUITY OF A BRAND ! A-1 STEAK AND POULTRY SAUCE !
13THE LAW OF SACRIFICE YOU HAVETO GIVE UP SOMETHING IN ORDER TO GET SOMETHING ! PEOPLE EXPRESSVS SOUTHWESTERN AIRLINES ! MARLBORO DURACELLVS EVEREADY
14THE LAW OF ATTRIBUTES FOR EVERY ATTRIBUTE THERE IS AN OPPOSITE, EFFECTIVE ATTRIBUTE ! PEPSI-COLA:YOUTH !
15THE LAW OF CANDOR WHENYOU ADMIT A NEGATIVE, THE PROSPECT WILL GIVEYOU A POSITIVE ! 1970VW WILL STAY UGLY LONGER !
16THE LAW OF SINGULARITY IN EACH SITUATION, ONLY ONE MOVE WILL PRODUCE SUBSTANTIAL RESULTS ! TWO STRONG MOVES AGAINST GM !
17THE LAW OF UNPREDICTABILITY UNLESSYOU WRITEYOUR COMPETITORS PLAN, YOU CANT PREDICT THE FUTURE ! GM WAS SLOW TO REACT TO SMALL CAR TREND AND SOWAS IBM TO MAINFRAMES ! CONAGRA TOM MONAGHANS DOMINOS PIZZA
18THE LAW OF SUCCESS SUCCESS OFTEN LEADS TO ARROGANCE, AND ARROGANCE TO FAILURE ! DECS FONDER KENNETH OLSEN STORY PC, OS, RISC !
19THE LAW OF FAILURE FAILURE IS TO BE EXPECTED, AND ACCEPTED ! JAPANS TOYOTA !
20THE LAW OF HYPE THE SITUATION IS OFTEN THE OPPOSITE OF THE WAY IT APPEARS IN THE PRESS ! BLU-RAY DISC FORMAT !
21THE LAW OF ACCELERATION SUCCESSFUL PROGRAMS ARE NOT BUILT ON FADS, THEY ARE BUILT ON TRENDS ! NINJA TURTLE BARBIE DOLL !
22THE LAW OF RESOURCES WITHOUT ADEQUATE FUNDING AN IDEA WONT GET OFF THE GROUND ! MIKE MARKKULAS $91,000 FOR APPLE !
QUERIES?
LAKSHYA SHARMA, SECRETARY, ONYOURMARK, IIM KASHIPUR marketingclub@iimkashipur.ac.in www.facebook.com/onyourmarkclub

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The 22 Immutable Laws of Marketing

  • 1. I MARKETING Session 1 August 4, 2013 H1 Classroom, IIM Kashipur
  • 2. 22IMMUTABLE LAWS OF MARKETING BY AL RIES & JACKTROUT VIOLATE THEM ATYOUR OWN RISK !
  • 3. 22IMMUTABLE LAWS OF MARKETING BY AL RIES & JACKTROUT VIOLATE THEM ATYOUR OWN RISK ! Positioning Military Model of Market Place
  • 4. 1THE LAW OF LEADERSHIP IT IS BETTER TO BE FIRST THEN IT IS TO BE BETTER !
  • 5. 2THE LAW OFTHE CATEGORY IFYOU CANT BE FIRST IN A CATEGORY, SET UP A NEW CATEGORYYOU CAN BE FIRST IN !
  • 6. 3THE LAW OFTHE MIND ITS BETTER TO BE FIRST IN THE MIND THAN IT IS TO BE FIRST INTHE MARKETPLACE !
  • 7. 4THE LAW OF PERCEPTION MARKETING IS NOT A BATTLE OF PRODUCTS, ITS A BATTLE OF PERCEPTION !
  • 8. 5THE LAW OF FOCUS THE MOST POWERFUL CONCEPT IN MARKETING IS OWNING A WORD IN THE PROSPECTS MIND !
  • 9. 6THE LAW OF EXCLUSIVITY TWO COMPANIES CANNOT OWN THE SAME WORD IN THE PROSPECTS MIND !
  • 10. 7THE LAW OFTHE LADDER THE STRATEGY TO USE DEPENDS ON WHICH RUNGYOU OCCUPY ON THE LADDER ! HUMAN MIND 7 ASSOCIATION !
  • 11. 8THE LAW OF DUALITY IN THE LONG RUN, EVERY MARKET BECOMES A TWO-HORSE RACE ! P&G GE JACK WELCH
  • 12. 9THE LAW OFTHE OPPOSITE IFYOU ARE SHOOTING FOR SECOND PLACE, YOUR STRATEGY IS DETERMINED BY LEADER ! COKE, PEPSI AND ROYAL CROWN !
  • 13. 10THE LAW OF DIVISION OVER TIME THE CATEGORY WILL DIVIDE AND BECOME TWO OR MORE CATEGORIES ! BILLBOARD !
  • 14. 11THE LAW OF PERSPECTIVE MARKETING EFFECTS TAKE PLACE OVER AN EXTENDED PERIOD OF TIME ! MILLER BEER ! ALCOHOL STIMULANT/DEPRESSANT
  • 15. 12THE LAW OF LINE EXTENSION THERES AN IRRESISTIBLE PRESSURE TO EXTEND THE EQUITY OF A BRAND ! A-1 STEAK AND POULTRY SAUCE !
  • 16. 13THE LAW OF SACRIFICE YOU HAVETO GIVE UP SOMETHING IN ORDER TO GET SOMETHING ! PEOPLE EXPRESSVS SOUTHWESTERN AIRLINES ! MARLBORO DURACELLVS EVEREADY
  • 17. 14THE LAW OF ATTRIBUTES FOR EVERY ATTRIBUTE THERE IS AN OPPOSITE, EFFECTIVE ATTRIBUTE ! PEPSI-COLA:YOUTH !
  • 18. 15THE LAW OF CANDOR WHENYOU ADMIT A NEGATIVE, THE PROSPECT WILL GIVEYOU A POSITIVE ! 1970VW WILL STAY UGLY LONGER !
  • 19. 16THE LAW OF SINGULARITY IN EACH SITUATION, ONLY ONE MOVE WILL PRODUCE SUBSTANTIAL RESULTS ! TWO STRONG MOVES AGAINST GM !
  • 20. 17THE LAW OF UNPREDICTABILITY UNLESSYOU WRITEYOUR COMPETITORS PLAN, YOU CANT PREDICT THE FUTURE ! GM WAS SLOW TO REACT TO SMALL CAR TREND AND SOWAS IBM TO MAINFRAMES ! CONAGRA TOM MONAGHANS DOMINOS PIZZA
  • 21. 18THE LAW OF SUCCESS SUCCESS OFTEN LEADS TO ARROGANCE, AND ARROGANCE TO FAILURE ! DECS FONDER KENNETH OLSEN STORY PC, OS, RISC !
  • 22. 19THE LAW OF FAILURE FAILURE IS TO BE EXPECTED, AND ACCEPTED ! JAPANS TOYOTA !
  • 23. 20THE LAW OF HYPE THE SITUATION IS OFTEN THE OPPOSITE OF THE WAY IT APPEARS IN THE PRESS ! BLU-RAY DISC FORMAT !
  • 24. 21THE LAW OF ACCELERATION SUCCESSFUL PROGRAMS ARE NOT BUILT ON FADS, THEY ARE BUILT ON TRENDS ! NINJA TURTLE BARBIE DOLL !
  • 25. 22THE LAW OF RESOURCES WITHOUT ADEQUATE FUNDING AN IDEA WONT GET OFF THE GROUND ! MIKE MARKKULAS $91,000 FOR APPLE !