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8/4/2019 The 22 Immutable Laws of Marketing-By GROUP-3
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Arjun MehtaAdil Husain
Arun Pratap
Nalin DSouza
Pavan
ByGROUP 3
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Definition
Immutable Unchanging or unable to change.
Law - A rule which cannot or should not bebroken.
Law of Marketing- Marketing is a Science and theLaws of Marketing seem to control the Business
function of Marketing of companies across theworld.
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The Law of Leadership
The Law of Leadership affirms the importance of beingnumber one in a category.
People usually know who the number one player is, butoften cannot even name the number two.
Example:
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The Law of Category
If you cant be first in a category, set up a new
category you can be first in.
There is no competition in the new category market .
So, when you first in a new category, promote thecategory.
Example:
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The Law of the Mind
Its better to be first in the mind than to be first in the
marketplace.
If you are not first in the marketplace but first in theprospects minds(through a good marketing
campaign), you are sure to have a majority share in
the market .
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The Law of Perception
The Law of Perception says that in the battle betweenproducts, perception is more important than reality.
"Marketing is not a battle of products, it's a battle ofperceptions."
Example:
Is Caf Coffee day better or Costa Coffee??
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The Law of Focus You should burn your way into the prospects mind by
narrowing the focus to a single word or concept; the
simple words are the best.
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The Law of Exclusivity
Two companies cannot own the same word in theprospects mind.
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The Law of theLadder
The strategy to use depends on which rung youoccupy on the ladder.
All products are not created equal; There is a
hierarchy in customers mind which they use in makingdecision
Example:
lemon lime soda 7up gained much attention than
sprite or limca
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The Law of Duality
In the long run, every market becomes a two horse
race. Example:
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The Law of the Opposite
If youre shooting for second place, your strategy isdetermined by the leader.
Discover the essence of the leader and present theprospect customer with an idea ; dont try to be better,try to be different. Present yourself in an alternativeway to the first brand.
Example:Coke is an old soft drink, so Pepsi went successfully
for the choice of a new generation.
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The Law of Division
Over time, a category will divide and become two ormore categories.
The marketing arena can be seen as an ever
expanding sea of categories
Example:
When Honda decided to go up-market, it introducedAcura into the luxury-car market instead using the
Honda name.
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The Law ofPerspective
Marketing effects take place over an extended periodof time.
Dont expect results to be instantaneous.
A successful campaign will leave a impact oncustomer mind for years.
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The Law of Line Extension There is an irresistible pressure to extend the equity
of the brand.
Line extension involves taking the brand name of asuccessful. product and putting it on a new product
you plan to introduce in the market.
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The Law of Sacrifice You have to give up something in order to get
something.
3 things to sacrifice :
- Product line
- Target market
- Constant change
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The Law of Attributes When you have to focus on attributes, for every one
of them, there is an opposite and effective attribute.
If a work of art is attributed by someone, then it is saidthat , that particular person has created it.
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The Law of Candour When you admit a negative, the prospect will give you
a positive.
It is about speaking honestly and openly about yourproduct.
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Only one move will produce substantialresults.
That means, choose the move where youexpect the least chance of surprises.
The success of marketing campaignsis defined by the best idea on the list, not
the length of that list.
The Law of Singularity
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The Law ofUnpredictability
Unless you write your competitors' plans, you can'tpredict the future.
Marketing plan for future are often failure due to
volatility in the environment.
Example:
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The Law of Success
Success often leads to arrogance, and arrogance tofailure.
When a brand is successful, the company assumes
the name is the primary reason for the brandssuccess and they loose touch with the frontline.
Example:
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The Law of Failure
Expect it & Accept it.
Recognize failure early and cut your losses. Better to drop things and move on rather than
reorganize and try again
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The Law of Hype
The situation is often the opposite of the wayit appears in the press.
When things are going well, a company
doesnt need the media hype. When you needthe hype, it usually means youre in trouble.
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The Law of Acceleration
Successful programs are not built on fads,
theyre built on trends. Fads : quick
Trends : slow
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The Law of Resources
Without adequate funding and idea wont get
off the ground Ideas without money are worthless.
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