1.

The Law of Leadership

Its better to be the first than

it is to be better

an Italian mineral water company, was launched in India in the year

1965 and bought by Parle in 1969. Bisleri is now the market leader
in bottled water category in India, with 37% market share. The
name Bisleri has become synonymous to bottled water

launched in 1959 under the brand name 'Surf' inIndiaas afirst

detergent powder, now is a major home care brand

synonymous with instant noodles in India and had 90% market share

is the oldestand the most establisheddairy brandin the country. It

now has the market share of 14% in dairy foods

is Indias first fairness cream, launched in 1975, today it commends

the largest market share in beauty care

2. The Law of Category

If you cant be the first in a

category, set up a new
category you can be first in

Emami Brand was Indias first mens fairness cream and is the
leading brand in this category

was the first in India to introduce taxi aggregator app in 2010. It is

now one of the largest taxi service providers with a network of
more than 200,000 cars across 85 cities

introduced traditional Indian snacks in the packaged food category, it

lead the market with 18% market share in sweet and savoury
snacks category

a no gas deodorant in India, it now leads in the new deodorant

category as well as the overall deodorant category with 16%
market share

a mobile app for restaurants reviews and booking, created a new

category of mobile apps and is now spread across 22 countries

3. The Law of Minds

Its better to be first in the

mind than to be first in the
marketplace

comes to our mind whenever we think of mileage as we think that

Maruti is synonymous with mileage

is synonymous with luxury cars in India although it is not the first

company to launch luxury cars

is synonymous with e-commerce industry in India

Comes to our mind whenever we come across any cut/wound

comes to our mind whenever we think of any adhesive as compared

to other products although it was not the first product

4. The Law of Perception

Marketing is not a battle of products, its a battle of

perceptions

perceived as dandruff removing shampoo and is potent against

dandruff problems

processers are perceived to be fast processors as compared to AMD

processors for computing purposes

is perceived to be a Glucose biscuit that is it can be an alternate

source of energy

is generally perceived as being a cheap car or the 1 lakh car although

its present price is somewhere around 2.2 lakhs

is perceived to have a 2 minutes cooking time, whereas the actual

cooking time of Maggi is more than 2 minutes

5. The Law of Focus

The most powerful concept in marketing is owning a word in

the prospects mind

With the campaigns One time is a beautiful thing, Indigo has been
focussing on having timely services in the otherwise cluttered
airline industry

Set Wets TVC used the tagline very very sexy. It was able to gain
significant market share as a result of this

The tagline catered to the self-actualization level of Maslows

Hierarchy and has helped the brand to create its own image

Focussing on home delivery services, its campaigns had the tagline

khushiyonki home delivery. It also offered free pizzas if delivery
time exceeded 30 minutes. These efforts have helped Dominoes
become the market leader with 23% market share, ahead of Pizza
Hut

Focussing on the word energy, Glucose-D has been able to burn its
way into the consumers minds

6. The Law of
Exclusivity
Two companies cannot own
the same word in the
prospects mind

Pepsi (Youngistan) Focussing on the youngsters. Which helped

Pepsi to capture market of youngsters from opponent coca cola
(Pride).

Long lasting

Maggi (2 Minutes) This instant noodle brand from Nestle focussed on

the cooking time and was able to burn its way into the minds of
customers.

Hutch (Connectivity) simple idea and insight brought to the

fore its core proposition - that of a superior network.

Mercedes Benz has focussed on the word excellence, to distinguish

itself as a luxury brand, where Volvo (Safety) concentrated on
safety.

Dominoes (Home Delivery) Focussing on home delivery services,

its campaigns had the tagline khushiyon ki home delivery. It also
offered free pizzas if delivery time exceeded 30 minutes. These
efforts have helped Dominoes become the market leader with 23%
market share, ahead of Pizza Hut(Flavour of Now)

7. The Law of the Ladder

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

Alto is entry level leader. Renault Kwid was launched competing with Alto
in this segment.

Coca Cola comes in the 1st rung of ladder then comes 2nd
PepsiCo

IIM Ahmedabad is the 1st rung of management

institutes ladder in India. Their strategy is different
from other institutes which comes below in the
ladder

Airtel, Idea, Vodafone come among the top rung of the ladder. Each
others strategies effect the others business.

8.Law of Duality

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

Visa and MasterCard are the major players of financial services Provider. American express
was once a prominent player

These two account more than 90% of he market share in carbonated soft drink
market

In the present day market these two are the most important market players

09. The Law of the Opposite

If you're shooting for second place, your strategy is determined by

the leader.

Appeal the group of people who do not want to buy from the leader

Product accrues negative baggage with time. Encash the opportunity

A good No. 2 can't afford to be timid. When you give up focusing on No.
1, you make yourself vulnerable not only to the leader but to the rest of
the pack

Bajaj Discover 125 vs Splendor

In the year 2012, Bajaj came up with its campaign Chalta Nahin, Daudta Hai
targeting Heros Splendor

Savlon and Dettol

Antiseptic that does not hurt

while healing

Flipkart and Snapdeal

The Hindu vs TOI

Trolling TOI in their

newspaper

Pepsodent Germicheck vs Colgate

10) The Law of Division

Over a period of time, most categories will divide into

numerous segments, each acting like a category

Earlier only mobile handsets were available in the market but now
they can be categorised as Bar phones, Smart phones ,Phablets
and Tablets.eg Samsung has launched bar phones like Guru ,
smart phones like the Galaxy S6, phablets like Note 4 and tablets
Galaxy tab 3

Were split into regional , national , business newspapers and

magazines.eg Times Groupnewspapers were split into
Maharashtra times, TOI , ET and Zig wheels( Magazine)

They were categorized as Business formals and business casuals e.g.

Van Heusen was split into Van Heusen formals and Van Huesen
Sports

Soaps were divided into glycerine soaps, transparent soaps and

cleansing bars .e.g. HUL Dove, Lux, Lifebuoy and Pears

Over a period of time biscuits were divided into different categories like
cream biscuits, cookies, nutritional biscuits and snacks biscuits. E.g.
Britannia brands like Marie Gold, Good Day, Bourbon and 50 50

11.Law of perspective

Marketing effects take place over an extended period of time

They play on deep discounts and provide continuous discounts in order to keep the
sales flowing and encourage the customers coming to e-commerce websites. The
trend has been so that the customers now shop from E-commerce websites mostly
because they are available at a discounted price.

In order to increase its sales during weekdays, Big Bazaar started giving
discounts on Wednesdays. But the result was that the footfall during Wednesdays
soared while the footfall which was high during weekends, went down.

12. The Law of Line Extensions

There is often an irresistible temptation to extend the equity of a

successful brand into unrelated fields

Originally a cigarette company has extended its line to hotels, agro business,
FMCG products, stationary products and IT business

Originally Tata was into textiles and steel making and over the years it extended its
business to automobiles, airlines, salt, and power

Muthoot group Initially into finance but now it caters to insurance,

health care, hospitality

Known for its aerated drinks the brand has over the years extended its line to packaged
drinking water, chips and other FMCG products

13. The Law of

Sacrifice

You have to actually give up all the choices and focus on one thing in
order to achieve anything significant

The Strategy of targeting the youth segment in order to compete with

Coca Cola and other companies to capture the market share indicates
the law of sacrifice strategy adopted by PepsiCo.

The Apple Inc. has always concentrated on manufacturing quality

products for the upper middle and higher class segment. It does not
manufacture products for the lower class or the bottom of the pyramid
segment.

Harley Davidson has specialized in manufacturing Cruiser bikes

and sacrificing on the product line.

Rolls Royce caters to only High Net-worth Individuals (HNIs) for their cars and
has foregone the lower class and the middle class population.

Vini cosmetics came up with idea of a deodorant with no gas

and competed on attribute to last longer than other similar
products.

14. Law of attributes

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

Sony Vaio offered laptops with different colours and talked little about
the specifications, which was the attribute on which different players
were competing in the market.

Lenovo came up with a 300 degree rotating screen laptop model when
the major players were talking on grounds of specifications.

Discovery communications instead of competing in the information

channel sector directly with national geographic channel came up with
Animal Planet channel which concentrated on life science only.

Vini cosmetics came up with idea of a deodorant with no gas

and competed on attribute to last longer than other similar
products.

Hector Beverages came up with ethnic drinks by the

name of Paperboat and competed on grounds of
different taste than other similar offerings.

15. The Law of Candor

When you admit a negative, the prospect (potential customer) will give you a
positive response for it

Volkswagen-The 1970 VW will stay ugly longer

Volkswagen- Volkswagen did it when they acknowledged that the "bug" is

ugly.

Listerine the taste you hate twice a day.

Avis -Since changing the mind of a prospect is difficult once it has been made up, then
marketing strategy should consist of ideas and concepts that already exist in their
mind.Avis was remarkable in doing this when they advertised being No. 2.

Bourneville- Cadbury came up with the campaign Not so Sweet to attract the
different youth segment with their attitude and gained a large attention for this pure dark
chocolate which has a strong taste.

16 The Law of Singularity

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

Maruti Swift- Maruti came up with a single stroke when we talk about power and
designs best combination in Indian market. Sales hiked in a very short span of time.

SBI- The State Bank of India customized its all softwares, implement the new core system,
and provide ongoing operational support for its centralized information technology.

Chevrolet -With the success of Japanese and German flanking attacks, General Motors
was under pressure to commit resources in an attempt to shore up the bottom and the top
of its lines.

Coca-Cola (get it, classic)- They have been battling back and forth with Pepsi for
years. Coke was the first in the prospects mind and owns the wordclassicwhich relates to
the older generation.

17. The Law of

Sacrifice
Unless you can write your competitors plans you cant predict the future

During the 1996 World Cup Coca Cola failed to anticipate competitor
Pepsis reaction to its official sponsorship for the World Cup. Pepsi
in reply launched one of the most successful campaigns witnessed
in India the Nothing official about it Campaign

Even though Orkut was much more popular before Facebook entered
Indian market. It was not able to compete with the competition
and Facebook took over the social media segment

The ever popular blackberry messenger which was only available on

Blackberry Smartphones did not react in time to the competition
by WhatsApp Messenger which was available freely on android
thus leading to the decline of sales of Blackberry Smartphones

Even though Nokia was the market leader in terms of market share in
India in the mobile phones segment. Nokia failed to compete with
the popularity of android operating system (OS) and stuck to its
Symbian OS and Windows phones, leading to loss of market share
and decline in sales

Zynga was well positioned when it was able to market games like
Zynga Poker and Farmville to Facebooks users but since the
popularity of Smartphones where games such as Candy Crush
have become popular, it has failed come up with another popular
game and is survive for survival

Law# 18 The Law of Success

Success often leads to arrogance, and arrogance to failure

The Law of Success often leads to arrogance, and arrogance to failure. The
companies think their strategies are the best and no one else is better than
them. This may be true, but expressing it arrogantly is a dangerous attitude
that can lead to financial hardship. In the fitness industry relationships are
important to success. Customers need to trust you and once they do they will
always be your customers.

Hindustan Ambassador - Ambassador was the first car to be made in India

and was once a status symbol, but began losing its dominance in the mid-1980s
when Maruti Suzuki introduced its low-priced 800 hatchback and further when
global automakers began setting up shop in India in the mid-1990s, offering
models with contemporary designs and technology. It failed to re-invent itself.

IBM In 1985 IBM assumed they owned the PC market. They concentrated too
much on hardware while ignoring development on software and internet

Nokia From 60% market share in 2006 it lost in mobile market, being slow to adapt to
trends in smartphones, dual sim phones, and touchscreens. Finally it got taken over by
competitors and was sold to Microsoft.

Kodak It was clear market leader but lost when during the dawn of digital age.

Blackberry Once market leader in terms of Safety and privacy in mobile communication, it
remain stagnant on this two factorials while ignoring need for wi-fi, restrictive memory
capacity and capacitive touchscreen. It adapted it later but was too late for it

19. The Law of Failure

Failure is to be expected and accepted.

Coca cola bought Thumsup, and tried to decrease the brand presence so that
COKE sales wold increase. This strategy failed, but Coke did not make changes
for a long time. Now, Thumsup is also being marketed and sold.

Flipkart big billion day sale faced a lot of technical and distribution problems. Flipkart
admitted the mistake and made changes and improvements in the same

Among the worst performing MPVs in India, the Evalia has always struggledto get going
in the segment. Tomake things better, Nissan had even given the Evalia a couple of
facelifts, but all efforts went in vain as the MPV didnt strike the right cord with Indian car
buyers.

Maruti has decided to pull the plug on the Estilo due to poor sales. Since its launch in
2007, the Maruti Estilo was a replacement for the Zen but it could never garner the
strong sales of its predecessor.

Sales of Tavera cars of Toyota were effected due to emission problems which could not
be corrected.

20 The Law of Hype

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

The Diet Coke was advertised in worldwide as better than Coke classic. But,Diet Coke
was a failure.

Tata Nano, did not reach the hype created around it.

Many movies like Ra-1, Bang Bang did not reach the hype that was created around them.

Akash Tablet introduced as cheaper price was much hyped but was a failure

Apple iWatch was seen as the next big thing, but its sales were way below expectations

21. The Law of Acceleration

Successful programs are not built on fads, they're built on trends.

Though jeans entered into market decades ago, it is still trending.

Selfie stick - FAD

Loafers

Cheetos cards

Social Networking Whatsapp, Facebook (Trend)

22. The Law of Resources

Without adequate funding an Idea won't get off the
ground