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The 22 Immutable Laws of Marketing By Al Ries and Jack Trout

This is a summary of ideas from the 22 Immutable Laws of Marketing and this is basic concept of marketing that how you could enter in the market with new products. 22 simple but basic laws that they feel govern success and failure in the consumer marketplace

1) The Law of Leadership: It is better to be first than be better Example: MOBILINK JAZZ Analysis Largest telecom network in Pakistan 2) The Law of the Category: If you cant be the first in a category, set up a new category that you can be first in Example: Capri and dettol Analysis: 3) The Law of the Mind: Its better to be first in the mind than to be first in the marketplace. Example: Aquafina Analysis: 4) The Law of Perception: marketing is not a battle of products, its a battle of perceptions. Example: Suzuki, Lums Analysis:

5) The Law of Focus: The most powerful concept in marketing is owning a word in the prospects mind. Example: Close up

Analysis: Freshness

6) The Law of Exclusivity: Two companies cannot own the same word in the prospects mind Example: BATA VS SERVICE Analysis:

7) The Law of Exclusivity: The strategy to use depends on which rung you occupy on the ladder Example: Jazz, telenor, Ufone Analysis:

8) The Law of Duality: In the long run, every market becomes a two horse race Example:



Both has same reputation 9) The Law of the Opposite: If youre shooting for second place, your strategy is determined by the leader Example:



The Law of Division: Over time, a category will divide and become

two or more categories


The Law of Perspective : Marketing effects take place over an The Law of Line Extension: Theres an irresistible pressure to

extended period of time 12)

extend the equity of the brand 13) The Law of Sacrifice : You have to give up something in order to

get something 14) The Law of Attributes :For every attribute there is an opposite,

effective attribute 15) The Law of Candor : When you admit a negative, the prospect will

give you a positive 16) The Law of Singularity :In each situation, only one move will produce substantial results 17) The Law of Unpredictability : Unless you write your competitors plans, you cant predict the future 18) The Law of Success : Success often leads to arrogance, and

arrogance to failure 19) 20) The Law of Failure : Failure is to be expected and accepted The Law of Hype : The situation is often the opposite of the way it

appears in the press 21) The Law of Acceleration : Successful programs are not built on

fads, they are built on trends


The Law of Resources : Without adequate funding an idea wont get

off the ground

Conclusion The 22 Immutable Laws of Marketing," some laws are contradictory to others while others were equivalent. Still others are not MECE (mutually exclusive, collectively exhaustive) with the collection, etc. But generally most are simply no longer applicable in the new digital world in which branding, storytelling, and all forms of push advertising need to be balanced with a focus on "pull" techniques, which better serve the new habits and expectations of modern consumers.

1. If a company follow these 22 immutable laws of marketing so it is very helpful. 2. If any buddy starting a new business so he need a lot of marketing for his product to groom in the market. 3. We need to be following these 22 laws if we want our product or services are best in all over the market. 4. If any organization following these laws they will as soon as groom in the competitive market.