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22
Wha
t is m
eani
ng o
f
‘Imm
utab
le’??
?
About Authors
•Al Ries & Jack Trout
•Who was first person to go on moon???
•Who was second???
•Who was first prime minister of India???
•Who was second???
#1 Law of Leadership
‘It is better to be first than to be better.’
•Microsoft OR Apple Which one will you choose for graphic design???
#2 Law of Category
‘If you can‘t be first in this category, set up a new category you can be first in.’
Mac by Apple
•How many brands of toothpaste do you remember???
‘The strategy to use depends on which rung you occupy on the ladder.’
#3 Law of Ladder
• How many examples do you remember which go hand in hand of same category?
#04 Law of Duality
‘In the long run, every market becomes a two horse race.’
Further Examples:
Canon & Nikon
Nike & Rebok
McD & BurgerKing
#05 Law of the Mind & Perception
‘Marketing is not a battle of products, it's a battle of perceptions.’
#06 Law of Focus
‘The most powerful concept in marketing is owning a word in the prospect's mind.’
Domino’s for 30 minutes or FREE
#07 Law of Line Extension
‘There is an irresistible pressure to extend the equity of the brand.’
Nirma Washing Powder & Beauty Soaps
#08 Law of Exclusivity & Superiority
‘Two companies cannot own the same word in the prospect's mind.’
•Which are two banks you would like to open an account in???
#09 Law of Division
‘Over time, a category will divide and become two or more categories.’
•What type of emotions do we feel during our exams ,festivals????
#10 Law of Heart(Emotion)
‘Marketing strategies without emotion will not wok.’
#11 Law of Attributes
‘For every attribute, there is an opposite, effective attribute.’
Secondary brand should not copy the leader.
HeroHonda SplendorFor milege
Royal Enfield for Power
#12 Law of Candor
‘When you admit a negative, the prospect will give you a positive.’
e.g. SurfExccel
‘Surf ki kharidari me hi samajdari hai’
#13 Law of Sacrifice
‘You have to give up something to get something.’
Similar like ’Law of focus’
Federal Express in US
•Who won recent Delhi Election???
#14 Law of Success
‘Success often leads to arrogance, and arrogance to failure.’
•How many of you are expecting to fail in GTU sem 1 exams???
#15 Law of Failure
‘Failure is to be expected and accepted.’
Domino’s Cookie Pizza
#16 Law of Unpredictability
‘Unless you write your competitor's plans, you can't predict the future.’
•Which is the recent movie that we were expecting to be a blockbuster???
#17 Law of Hype
‘The situation is often the opposite of the way it appears in the press.’
#18 Law of Acceleration
‘Successful programs are not built on fads, they're built on trends.’
Denim Jeans
#19 Law of Perspective
‘Marketing effects take place over an extended period of time.’
#20 Law of the Opposite
‘If you are shooting for second place, your strategy is determined by the leader.’
•Where are the origins of perfumes & chocolates???
#21 Law of Origin
‘Where brands come from is often more important than how good they are.’
#22 Law of Resources
‘Without adequate funding and expertise, an idea won't get off the ground and a brand cannot be built.’
Conclusion
Bless us with your suggestions…
References• 22 Immutable Laws of Marketing by Al Ries and Jack Trout
• 22 Immutable Laws of Marketing & how ALP violates it by Alan White
Guided By:Dr. Ajay Shah
Prepared By:Piyush Bhadra(147700592007)Anmol Bhatia(147700592010)Darshana Chauhan(147700592074)Lakhman Dangar(147700592075)Zarna Dudhagara(147700592079)
