PRESENTED BY:Gauri Bhargava

It’s much easier to get into the mind first than to try to convincesomeone you have a better product than the one that did get there first.

Usually the first brand tends to maintain it’s leadership because theName often becomes generic.

THE LAW OF LEADERSHIP

IT’S BETTER TO BE FIRST THAN IT IS TO BE BETTER

If you didn’t get into the prospects mind first don’t give up hope; Find a new category you can be first in.

Everyone is interested in what’s new.Few people are interested in what’s better.

FORGET THE BRANDTHINK CATEGORIES

THE LAW OF CATEGORYIf you can’t be the first in a category,

Set up a new category you can be first in

THE LAW OF THE MINDIt’s better to be first in the mind than to be first in the marketplace

The law of mind modifies the law of leadership.

Once the mind is made up, its rarely if ever changes.

Once people perceive a product one way, that’s it!

IMSAI8080

MITS ALTAIR

8800APPLE

THE LAW OF PERCEPTIONMarketing is not a battle of products, it’s a battle of perceptions.

All that exists in the world of marketing are perceptions in the mind ofCustomers or prospects.

Most marketing people think that the battle between Honda Toyota andNissan is based on quality styling and price.NOT TRUE

It’s based on what people THINK about them!

THE LAW OF FOCUSThe most powerful concept in marketing is owning the word in the

prospects mind.

The most effective way to influence the market is to own the word.The simple words are the BEST.

The essence of marketing is narrowing the focus. You become strongerWhen you reduce the scope of your operations.

THE LAW OF EXCLUSIVITYTwo companies cannot own the same word in the

prospect’s’ mind.

When a competitor owns a word or a position, it is futile to attempt to own the same word.

THE LAW OF LADDERThe strategy to use depends on which rung you

occupy on the ladder.

All products are not created equal. There is a hierarchy in the mindthat prospects use in making decisions.

For each category there is a product ladder.

LOW INTEREST

FURNITURE LUGGAGE

HIGH INTEREST

AUTOMOBILES COLA

THE LAW OF DUALITYIn the long run, every market becomes a two-horse race

When you take the long view of marketing, you find that the battleUsually winds up as a struggle between two major players.

“Only businesses that are no.1 and no.2 in their market could win in the

increasingly competitive global arena. Rest are fixed, closed or sold.”

-Jach Welch, Ceo Geenral Electric

Batteries - Duracell and EvereadyBurgers - McDonalds and Burger KingSneakers - Reebok and Nike

THE LAW OF THE OPPOSITEIf you’re shooting for second place, your strategy is determined by the

leader

If you want to establish a firm foothold on the second rung of the Ladder, study the firm above you.

You must study the essence of the leader and then present the Prospect with the opposite.DON’T TRY TO BE BETTER: TRY TO BE DIFFERENT!

THE LAW OF DIVISIONOver time a category will divide and become two or more categories

COMPUTERSMINI-

COMPUTERSLAPTOPS

IMPORTED BEERPREMIUM

BEER LITE BEER

A category starts of as a single entity but over time breaks up intoother segments.

Companies make a mistake when they try to take a well known brandname in one category and use the same in another

THE LAW OF PERSPECTIVEMarketing effects takes place over an extended period of time

Many marketing moves exhibit the same phenomenon.The long term effects are often the exact opposite of short term effects

A company opting for sale is good for a short term period. Not long term

THE LAW OF LINE EXTENSIONThere’s an irresistible pressure to extend the equity of the brand

One day a company is focused in a single product that is highly profitable.The next day same company is spread thin over many products and islosing money.

LESS IS MORE!

When you try to be all the things to all the people, you fail.

THE LAW OF SACRIFICEYou have to give up something in order to get something.

PRODUCT LINEIf you want to be successful reduce your product line. Notexpand it. Eg. Departmental stores vs Toys R Us.

TARGET MARKET

You don’t have to appeal to every body. You just need a strong positioning. Eg. Coke vs Pepsi

CONSTANT CHANGE

If you try to follow twist and turns of the market you arebound to wind up off the road. Eg People Express vs White castle.

THE LAW OF ATTRIBUTESFor every attribute, there is an effective, opposite attribute

Marketing is a battle of ideas. So if you are to succeed you must havean attribute of your own to focus your efforts around.

Dramatize the value of your idea and increase your share.

THE LAW OF CANDORWhen you admit a negative, the prospect will give you a positive

Every negative statement you make about yourself is instantly acceptedas a truth.Positive statements on the other hand are looked at as dubious.

When a company starts a message by admitting a problem people tend to open their minds.

THE LAW OF SINGULARITYIn each situation only one move will produce substantial results

If the company is not a leader, they often try to end up to do the sameAs the leader. Whether you try hard or easy, the differences are marginal.

“What works in marketing is the same as what works in the military:THE UNEXPECTED”

THE LAW OF UNPREDICTABLITYUnless you write your competitor’s plans, you can’t predict the future

There’s a difference between predicting the future and taking a chanceon the future.

No one can predict the future with any degree of certainty. Nor shouldMarketing plans try to

THE UNEXPECTED

ALWAYS HAPPENS

-PETER’S LAW

THE LAW OF SUCCESSSuccess often leads to arrogance, and arrogance to failure

Ego is the enemy of successful marketing. Objectivity is what’s needed.

When a brand is successful, the company assumes that Name is the ultimate reason. Actually it’s the opposite.Ego is only helpful when it acts as an effective driving force in buildingUp a business.

THE LAW OF FAILUREFailure is to be expected and accepted

Admitting a mistake and not doing anything about it is a bad strategy.A better strategy is to recognize the failure early and cut your losses.

It’s a lot easier to live with “we were all wrong” than the devastating“I was wrong”

THA LAW OF HYPEThe situation is often the opposite of the way it appears in the

press

When things are going well, company doesn’t need a hype.When you need the hype it usually means you are in trouble.

Companies or products that received more hype such as new coke,USA today, next computer are nowhere to be found today.

LAW OF ACCELERATIONSuccessful programs are not built on fads , they’re built on trends

Fad is like a wave. Trend is the tide.

Fad goes up and down but trends might be invisible as a tide but the most powerful in he long run.

If the fads go up, try to dampen them

LAW OF RESOURCESWithout adequate funding an idea won’t get off the ground

You need money to get into the prospects mind and then you needMoney to stay there.

Even the bet idea won’t go far without enough investment and capital.

MONEY makes the marketing world go round