The 22

of marketing

Immutable laws

Violate Them at Your Own Risk! Al Ries & Jack Trout

@AxTantawy, The 22 immutable lows of marketing

Three thing before you start this

@AxTantawy, The 22 immutable lows of marketing

1. This book was written by the street marketer Jack Trout

2. That’s why This is the best marketing book I ever read

3. Imagine Get creative

@AxTantawy, The 22 immutable lows of marketing

1. This book was written by the street marketer Jack Trout

2. That’s why this is the best marketing book I ever know

3. Imagine Get creative

@AxTantawy, The 22 immutable lows of marketing

1. This book was written by the street marketer Jack Trout

2. That’s why this is the best marketing book I ever know

3. Violate Them at Your Own Risk!

@AxTantawy, The 22 immutable lows of marketing

Al Ries and Jack Trout, two of the world’s most successful marketing

strategists, call upon over 40 years of marketing expertise to identify the

definitive Laws that govern the world of marketing.

@AxTantawy, The 22 immutable lows of marketing

What is the Law?

The Law is a system of Laws, usually enforced through a set of institutions.

@AxTantawy, The 22 immutable lows of marketing

A Law of Marketing?

Marketing is a Science. In the way the Newton’s laws of motion govern & explain the branch of physics called Classical Mechanics, the Laws of

Marketing seem to control the Business function of Marketing of companies across the world.

Law #1: The Law of Leadership Law #2: The Law of the Category Law #3: The Law of the Mind Law #4: The Law of Perception Law #5: The Law of Focus Law #6: The Law of Exclusivity Law #7: The Law of the Ladder Law #8: The Law of Duality Law #9: The Law of the Opposite Law #10: The Law of Division Law #11: The Law of Perspective Law #12: The Law of Line Extension Law #13: The Law of Sacrifice Law #14: The Law of Attributes Law #15: The Law of Candor Law #16: The Law of Singularity Law #17: The Law of Unpredictability Law #18: The Law of Success Law #19: The Law of Failure Law #20: The Law of Hype Law #21: The Law of Acceleration Law #22: The Law of Resources

The 22 laws

The Law of Leadership

“It’s better to be first than it is to be better.”

• What’s the name of the first person to fly the Atlantic Ocean Solo?

• What’s the name of the second person to fly the Atlantic Ocean solo?

@AxTantawy, The 22 immutable lows of marketing

The Law of the Category

“If you can’t be first in a category, set up a new category you can be first in.”

What’s the name of the third person to fly the Atlantic Ocean solo?

@AxTantawy, The 22 immutable lows of marketing

The Law of the Mind

“It’s better to be first in the mind than to be first in the marketplace.”

Once a mind is made up, it rarely, if ever, changes. The single most wasteful thing you can do in marketing is try to change a mind.

@AxTantawy, The 22 immutable lows of marketing

The Law of Perception

“Marketing is not a battle of products it’s a battle of perceptions.”

There are no best products. All that exists in the world of marketing are perceptions in the mind of the customer or prospect. The perceptions are the reality. Everything else is an illusion.

@AxTantawy, The 22 immutable lows of marketing

The Law of Focus

“The most powerful concept in marketing is owning a word in the prospect’s mind.”

This is the law of focus. You burn your way into the mind by narrowing the focus to a single word or concept.

@AxTantawy, The 22 immutable lows of marketing

The Law of Exclusivity

“Two companies cannot own the same word in the prospect’s mind.”

When a competitor owns a word or position in the prospect’s mind, it is futile to attempt to own the same word.

@AxTantawy, The 22 immutable lows of marketing

The Law of the Ladder

“The strategy to use depends on which rung you occupy on the ladder.”

The relationship among the three top brands is almost a mathematically correct 4-2-.

@AxTantawy, The 22 immutable lows of marketing

The Law of Duality

“In the long run, every market becomes a two-horse race.”

• Film, Kodak and Fuji • Rent-a-cars, Hertz and Avis • Mouthwash, Listerine and Scope • Hamburgers, McDonald’s and Burger King • Toothpaste, Crest and Colgate

@AxTantawy, The 22 immutable lows of marketing

The Law of the Opposite

“If you’re shooting for second place, your strategy is determined by the leader.”

In strength there is weakness. Wherever the leader is strong, there is an opportunity for a would-be.

@AxTantawy, The 22 immutable lows of marketing

The Law of Division

“Over time, a category will divide and become two or more categories.”

Like amoebas dividing in a lab dish, the marketing area can be viewed as an ever-expanding sea of categories.

@AxTantawy, The 22 immutable lows of marketing

The Law of Perspective

“Marketing effects take place over an extended period of time.”

Does a sale increase a company’s business or decrease it?

@AxTantawy, The 22 immutable lows of marketing

The Law of Line Extension

“There’s an irresistible pressure to extend the equity of the brand.”

In 1978, 7-Up was the lemon-lime uncola, it had a 5.7 percent share of the soft-drink market. Then the company added 7-Up Gold, Cherry 7-Up, and assorted diet versions. Today 7-Up’s share is down to 2.5 percent.

@AxTantawy, The 22 immutable lows of marketing

The Law of Sacrifice

“You have to give up something in order to get something.”

The generalist is weak. Take Kraft, for example. Everybody thinks Kraft is a strong brand name. In jellies and jams, Kraft has 9 percent of the market. But Smucker’s has 35 percent.

@AxTantawy, The 22 immutable lows of marketing

The Law of Attributes

“For every attribute, there is an opposite, effective attribute.”

Since Crest owned cavities, other toothpastes avoided cavities an jumped on other attributes like taste, whitening, breath protection and more recently, baking soda.

@AxTantawy, The 22 immutable lows of marketing

The Law of Candor

“When you admit a negative the prospect will give you a positive.”

Listerine- “The taste you hate twice a day.”

@AxTantawy, The 22 immutable lows of marketing

The Law of Singularity

“In each situation, only one move will produce substantial results.”

Most often there is only one place where a competitor is vulnerable.

@AxTantawy, The 22 immutable lows of marketing

The Law of Unpredictability

“Unless you write your competitors’ plans, you can’t predict the future.”

Implicit in most marketing plans is an assumption about the future. Yet marketing plans based on what will happen in the future are usually wrong.

@AxTantawy, The 22 immutable lows of marketing

The Law of Success

“Success often leads to arrogance, and arrogance to failure.”

Ego is the enemy of successful marketing.

@AxTantawy, The 22 immutable lows of marketing

The Law of Failure

“Failure is to be expected and accepted.”

Too many companies try to fix things rather than drop things.

@AxTantawy, The 22 immutable lows of marketing

The Law of Hype

“The situation is often the opposite of the way it appears in the press.”

When IBM was successful, the company said very little. Now it throws a lot of press conferences.

@AxTantawy, The 22 immutable lows of marketing

The Law of Acceleration

“Successful programs are not built on fads, they’re built on trends.”

A fad is a wave in the ocean, and a trend is the tide. A fad gets a lot of hype, and a trend gets very little.

@AxTantawy, The 22 immutable lows of marketing

The Law of Resources

“Without adequate funding an idea won’t get off the ground.”

Even the best idea in the world won’t go very far without the money to get it off the ground.

@AxTantawy, The 22 immutable lows of marketing

@AxTantawy, The 22 immutable lows of marketing

Quick summary

@AxTantawy, The 22 immutable lows of marketing

First

category

better

Perception

Mind Only one

@AxTantawy, The 22 immutable lows of marketing

Leader

Control

Perspective Two horse

market

Time

Irresistible

Effective Period

@AxTantawy, The 22 immutable lows of marketing

Competition

you can't predict

the future

admit a negative

opposite

Success

On trend

adequate idea

arrogance

@AxTantawy, The 22 immutable lows of marketing

Credits

Mohamd Hossam El-Didy.

Mustafa Hamalawy.

Radwa Madkour.

Mohamed H.Mabrouk.