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Posts Tagged ‘Laws of Marketing’

The work of Al Ries and Jack Trout “The 22 Immutable Laws of Marketing” condenses the 22 fundamental principles that govern the marketing discipline that promotes the exchange of value for other products: • Goods are exchanged for money. • electoral promises are exchanged for votes. • Etc. Marketing is a social science, where for immutable laws is necessary observation, experience, testing and obtaining results of immediate practical utility.

In these 22 Laws discusses what works and what does not work in marketing, because it is not always sufficient for success and apply the necessary energy to do more.

The application of these laws violate three aspects: a) The company’s corporate ego, that is, their own convictions (beliefs, ideas). Many companies carry out what they think is right, and not let others interfere with their actions. b) The conventional wisdom. They have always done things the same way, and so will being done. c) The Company awards this year. The Law of Perception goes against the ingrained concept that success happens to be the best. Hence the widespread epidemic of movements aimed at total quality, often unbeknownst to what customers really want, and believing that success will rest with the company that has the best product.

AlReis and Jack Trout ensnan us through real life examples of ways in which corporations have violated or have applied the laws of marketing and the results thereof. The laws of marketing are not difficult to understand laws, are actually very logical and somehow derived directly try to think like a consumer. And the essence of each of these laws is to understand the most basic principle of marketing: Marketing (marketing) is not a battle of products but of perceptions. From this earlier we could get many conclusions. And to the extent that we understand this and apply it to our products and advertising campaigns are going to get better results. In other words we are not convinced consumers that buy our product to be the best, but have a perception and positioning in mind, somehow, owning a word in your mind.

A brief explanation of each of the laws of marketing are as follows:
The law of leadership : “It is better to be first to be the best.” Many campaigns focus directly on trying to convince customers that yours is the best product, but forget that at the time arises, a product and takes a special place in the minds of consumers and this place is difficult to displace.

Law category : “If you can not be the first in a category where it can then generate a be.” Through this law we can use that new products tend to be categorized over time and to own a category with which people identify us.
Law of the mind : “It is better to be first in the consumer’s mind that the first point of sale.” This will try to explain that not because we invade the market with our product, is already positioned in the mind, which is why advertising is important for our product, just to get into the mind of the consumer.

Law of Perception : Marketing is not a battle of products, is a battle of perceptions. ” This is because the founding concept of marketing. To the extent that we focus our efforts on changing perceptions of potential customers to a specific product, then we have the success we expect. An expert is one who can identify, understand and manipulate the perceptions of customers. However, it is difficult to change people’s perceptions, it is therefore important to seize any way to a perception in the minds of customers. And so once again we already have in our client a definite perception can attack on it. Finally we must also consider that most of the time the customer perceptions are formed with a perception of second-hand, ie, those taken as absolute truths that many people know. To this is known as the principle of “everybody knows.” Read the rest of this entry »

17. Act as essential. Unless you write the plans of their competitors, you can not predict the future.

For more analysis, evaluations and so on, we’ll never know how competitors will act, so even is important not to use the same strategies. The surprise factor can be catastrophic. Out there trying to copy their work and they change radically, then made a poor showing as trademarks. Competition can act as you like and that we’ll never know for sure.

18. Law of Success. The success usually precedes the arrogance, and arrogance to failure.

Many marks of success because they become arrogant, this leads to failure, which is called “he fumes rose.” Not to be (or think we are) successful and we are complete. The brand, company and world need to be changed and adapted, so you must always follow the race.

19. Law of failure. The failure must be expected and accepted.

All brand or company at risk of failure, either a simple action such as company or brand in general. That’s life, so are the products and so we must be prepared and accept our failures.

20. Law hype. Often the situation is different as published in the press. Read the rest of this entry »

11. Law perspective. The effects of marketing are visible in the long term.

The law says it all, the marketing helps to see long-term effects, you can not do a marketing and now we want to see another day, but in the long term effects tend to be based on objectives . PATIENCE

12. Law of line extension. There is an irresistible pressure to extend the value of the brand.

The idea is not to leverage several products under the same or put the same name. It happens that people have a good product, good brand and want to extend the line to new products.

Coca eg in the form although small mark on all its lines, has a name such as Fanta, Dasani, etc, etc, etc. It is not Coca Orange, Coca Water, etc, etc, etc.

Do you understand? Not extend the line. Besides running the risk that if your brand ends with a problematic product, ALL brand image is harmed. If Fanta dies, poor Fanta, Coca-Cola Coca-Cola … but not greatly impaired the image. OK?

13. Law of sacrifice. Must necessarily give one thing to get another. Read the rest of this entry »

6. Law of exclusivity. Two companies can not own the same word in the minds of customers.

No brand can have the same concept as another brand, if this happens one of 2 made a mistake. The first had no clear concept and is not responsible for protecting or leave in the mind of the consumer, the second copy that concept and ran the risk of being wrong stop running that risk as being comparable only with the other.

7. Law of the ladder. The strategy to be used depends directly on the rung on the ladder deal.

The brand strategies are and are based on the step as they are inside the mind of the consumer. An example comes to my mind the case of an AVIS car company who were in second place in sales, then created the following slogan:

“AVIS, because we’re second, we try harder”

A clear message that shows how from second place a company can create an excellent communication strategy in a simple and ingenious.

8. Law of duality. In the long run, every market becomes a race of two participants. Read the rest of this entry »

1. Act of leadership. It is better to be first to be the best.

To understand this law is always used the following example:

Who was the first man on the moon? And the second? And the third?

Sure most people recognize that Armstrong was the first, but now comes the second part of the exercise.

Who was better astronaut?

No matter, because the first was Armstrong and that remains etched in the minds of people. So a brand but not necessarily be the best you can get it going first is well positioned … I do not mean it is consumed. I almost do not drink Coca-Cola but it is the first brand of cola soft drink that comes to mind.

2. Law category. If you can not be the first in a category, create a new order in which it can be.

7UP was ranked 11 in sales numbers, desperate to reach higher had the idea of ceasing to be a more gas and created the next category. “The first drink 7UP crystal no tail.” With this simple example, jumped from 11 to 3 sales, creating a new category, that of crystalline non cola beverages. Read the rest of this entry »