This is part 3 in the series based on the Indian context

1. Part 3 of the 4 part
series

2. THE LAW OF LEADERSHIP
It’s better to be first than it is to be better
THE LAW OF THE CATEGORY
If you can’t be first in a category, set up a new category you can be first in
THE LAW OF THE MIND
It’s better to be first in the mind than it is to be first in the marketplace
THE LAW OF FOCUS
The most powerful concept in marketing is owning a word in the prospect’s mind
THE LAW OF EXCLUSIVITY
Two companies cannot own the same word in the prospect’s mind.
THE LAW OF THE LADDER
The strategy to use depends on which rung you occupy on the ladder.
THE LAW OF PERCEPTION
Marketing is not a battle of products, it’s a battle of perception
Recap

3. THE LAW OF DUALITY
In the long run, every market becomes a two-horse race.
THE LAW OF THE OPPOSITE
If you’re shooting for second place, your strategy is determined by the leader.
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 extended period of
time.
THE LAW OF LINE EXTENSION
There’s and irresistible pressure to extend the equity of a
brand.

4. THE LAW OF SACRIFICE
You have to give up something in order to get
something.

5. SACRIFICE…
Product/service Target market Constant change

6. THE LAW OF ATTRIBUTES
For every attribute, there is an opposite, effective
attribute.

7. All round family protection
Protection for kids Vegetarian toothpaste Mouthwash
Strong teeth Tooth ache
 Some attributes are more important to customers than others
 You must try and own the most important attribute

8. THE LAW OF CANDOR
When you admit a negative, the prospect will
give you a positive.

9. Positive thinking has been highly overrated
When a company starts a message by admitting a
problem, people tend to, almost instinctively, open their minds.
The law of candor must be used carefully and with great skill.
 You have to shift quickly to the positive.
 The purpose of candor isn’t to apologize. The purpose of
candor is to set up a benefit that will convince your prospect

10. THE LAW OF SINGULARITY
In each situation, only one move will produce
substantial results.

11. Polyester
Petrochemicals
Natural gas
Crude oil
Retail
Reliance Life Sciences
Steel trading company
General-purpose utility vehicles – Willy’s jeep
Multi-purpose utility vehicles
Light commercial vehicles
Tractors
History teaches that the only thing that works in marketing is
the single, bold stroke
It’s hard to find that single move if you’re hanging around
headquarters and not involved in the process

12. THE LAW OF UNPREDICTABILITY
Unless you write your competitors’ plans, you
can’t predict the future.

13. 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.
Nobody will use photo copy
machines, its too expensive!
GUI is a fad, it wouldn’t get popular
Officevision will help us conquer the
office space

14. END OF PART 3