This book is the latest in a long line from the team of Al Ries and Jack Trout, whose other titles include Marketing Warfare, Positioning - The Battle for your Mind, and Bottom-Up Marketing . In this most recent book they argue that the market position of a product or service in the perception of the customer is everything, and offer up twenty-two "immutable" laws of marketing that to them demonstrate this fundamental point. more about me see http://www.slideshare.net/AbdulrhmanTantawy/atantawy-visual-resume

1. The 22
Immutable laws
of marketing
Violate Them at Your Own Risk!
Al Ries & Jack Trout

2. Three thing before you start this
@AxTantawy, The 22 immutable lows of marketing

3. 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

4. 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

5. 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

6. 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

7. 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

8. 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.
@AxTantawy, The 22 immutable lows of marketing

9. 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
The 22 laws 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

10. 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

11. 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

12. 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

13. 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

14. 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

15. 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

16. 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

17. 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

18. 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

19. 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

20. 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

21. 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

22. 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

23. 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

24. 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

25. 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

26. 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

27. 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

28. 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

29. 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

30. 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

31. 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

32. Quick summary
@AxTantawy, The 22 immutable lows of marketing

33. First Perception
better
category
Mind Only
one
@AxTantawy, The 22 immutable lows of marketing

34. Leader Time
Control
Irresistible
Two horse
market Perspective
Effective
Period
@AxTantawy, The 22 immutable lows of marketing

35. Competition
Success
you can't
predict
the
future
admit a
opposite
negative On trend
adequate
arrogance
idea
@AxTantawy, The 22 immutable lows of marketing

36. Credits
Mohamd Hossam El-Didy.
Mustafa Hamalawy.
Radwa Madkour.
Mohamed H.Mabrouk.
@AxTantawy, The 22 immutable lows of marketing