“It is better to be the first to be the best”

The key issue in marketing is to create a category that could be the first. It’s the law of leadership: it is preferable to be the first to be the best. It is much easier to enter the mind of the first to try to convince someone who has a better product that came before it.

One reason that the first mark is to maintain its leadership is that often becomes generic.

The authors in this Act have made a series of questions, all aimed at the same context, what has been the first? And whether it is better to be the first to be the best, what has happened to those who did not have early success from the authors?

While many products have been first in the minds of consumers so that their names become generic to classify this type of product, not because I have been the first should be your choice, but by the quality who have offered.

2. THE LAW OF CATEGORY

“If you can not be the first in a category, create a new one where you can be the first”

When a product is new to a category, trying to satisfy a consumer need for its acceptance rate is probably high. Although it is of great advantage to be the first in a category must take into account other considerations.

Convinced the customer to purchase a product in a new category I think is the determining factor, not emphasizing that he is first but showing that this is the need to satisfy the market.

Example:

The company manufacturers SONY appliances (radio, television, CD player etc..) Known in our country many years ago by the prestige of the appliances previously known to be the number 1 by far. Coming into our market a new brand GOLDSTAR who offers a line of appliances (radio, television), but introduces the “AUTO VOL” immediately revolutionized the market acceptance of products becoming. Why? The amount of security to know the advantage a team can withstand the voltage variation, the client sees the need to buy a computer with auto volume, not the need to purchase a product GOLDSTAR.

3. THE LAW OF THE MIND

“It is better to be first in mind that at the point of first sale.”

A product that is present in the minds of consumers must be preferred to a product which does not have any information but have come to the store first. If the key point would be reached first at the store there would be no promotion, customers are seeking alternatives to meet their needs known before and which have been perceived by the mind.

4. THE LAW OF PERCEPTION

“Marketing is not a battle of products, it’sa battle of perceptions”

There are better products. The only thing that exists in the world of marketing are perceptions in the minds of current and potential customers. Perception is reality. Everything else is an illusion.

Under this law the perception of a product as being faithful to the mind what the customer or consumer will be created which prevail in the choice of a product no matter which product to be.

5. LAW OF CONCENTRATION

The most powerful concept in marketing is an appropriate word in the minds of prospects

When a company reaches an appropriate word in the minds of consumers, (those) product (s) of this will be (n) identified (s) for that word. Not only to identify the product can also identify the company itself.

Examples:

In our country when we hear the word “best beer taste the real” we have been talking about President of the mark when it says “the store always full” identified with the siren.

Others:

Duarte in the not so far … …. Silk California

The price breaks … … … … … Hiper Olé

Where your money goes further. Gran Via

The super store … … … … …. Plaza Lama

6. THE LAW OF EXCLUSIVITY

“Two companies can not own the same word in the minds of customers.

When a company takes over a word in the minds of customers, it is useless to insert the appropriate word. If another company tried to use the same word which would be doing is helping it to flow end to the competitor who has the same exclusivity and therefore can not get into the mind of any potential customer.

7. THE LAW OF THE LADDER

Which strategy you will use depends on the scale holding the ladder

In the minds of customers that uses a hierarchy to make decisions. Customers are inclined to the order of preference they have in mind, that if a bone is seen as marking the number 1 will have a degree of preference to a number 2.

The company must take the step in the staircase that occupies the mind of the customer and from there to design the strategy to use to try to influence the client.

8. LAW duality

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

In the long struggle of marketing are two brands that are vying to be the first place, this usually occurs between the mark of confidence and the aspirant.

Although the struggle is concentrated between two participants, one that is in third place can benefit from planning a short-term strategy.

9. THE LAW OF THE OPPOSITE

If you choose the second strategy is determined by the leader.

When a company is in second place strategies should be focused on the strength of its competitor in this case the leader. Once after discovering the strength, the second competitor in the consumer must submit to the opposite, bone is not different but better.

If a product is emphasized their strength will not be difficult to know their weakness, but this weakness to which the campaign must be targeted to have some degree of truth.

Examples:

A factory that only produces pet pets thread gives an alternative to using your competitor might be the opposite as pets spiral.

If the strength of a perfume factory perfume oil would make a campaign aimed at its competitor perfume alcohol a good strategy.

10. LAW DIVISION

Over time, a category is divided into two or more categories

Some companies use the law division for several categories of goods.

Example:

Manufacturers of paints (folk) have a line of paints with lower prices than the other category, this presents its line economic, acrylic, oil, etc., although in this case there will be line-oriented purchasing power of consumers, who will be that make the election by which it sees fit.

11. THE LAW OF THE

The effects of marketing are long term

This law tells us that depending on the marketing strategies being used in a product, there may be adverse effects on the future of the product.

Example:

In the case of coffee Mom Iné the time of launching the presentation was a pack of non-transparent color as the traditional coffee Santo Domingo, when consumers buy coffee felt more security in the traditional coffee because I could see its contents. I think short-term packaging Iné Mama was attractive and attracted some of the consumers, but in the long term, this package was not trusted, this leads to Mama Iné assume that this negative difference is inclined to have a similar presentation to Santo Domingo Coffee .

12. LAW EXTENSION LINE

There is an irresistible pressure to extend the brand value

Normally a company tries to expand the brand builds on the success of another product. They try to be everything to everyone who over time will cause problems.

Example:

Daewoo excellent manufacturers of machines for sale with extremely high rates, incurred in the production of cars with the intention to exploit the mark as with washing machines and as a result which was obtained a product of a bad acceptance if any.

13. THE LAW OF SACRIFICE

You have to give up something to get something

In a company there are three things to sacrifice: product line, target market, and constant change.

Product line: This means that it must reduce the range of a larger product, bone rather than introducing new product concentration in the product that you have would be the best option.

Target market: The target market is those who are targeted marketing programs, so you know who directed the campaign would be something beneficial.

Constant change: In this case if a company has had success with the strategy used in a product would not be feasible to change.

14. LAW OF ATTRIBUTES

For each attribute, there is another equally effective against

This law states that we must find a different attribute of the competition. Once this attribute is empowered to promote their importance and thus increase their participation.

Example:

GOLDSTAR TV manufacturer when he made his release was based on the attribute AUTOVOL, promoting the importance of the guard voltage and automatically increase their participation.

15. THE LAW OF SINCERA

When you admit a negative, the listing will recognize a positive

By assuming a negative aspect of a product must create a profit that convinces the client of a positive aspect of the product.

16. THE LAW OF THE SINGULAR

In each situation, only one move will produce substantial results

When presented a problem in a single alternative will solve the problem and not a set or several alternatives. I think here comes the game of decision-making, ie a medicine for each disease.

17. LAW of the unpredictable

Unless you write the plans of their competitors can not predict the future.

Here is that a company can not predict the reaction of your competition. Must think not only planning to get a result in the short term, but a guiding direction of marketing in the long term.

One way to cope with the unpredictable is to be flexible enough in the organization. In other words go with the chord changes over time requires the category.

18. THE LAW OF SUCCESS

Success often leads to arrogance and arrogance to failure

When a company is successful it can become arrogant and then fail

Example:

When CODETEL (telecommunications company) was the only phone company in our country, it was obvious that the person interested in acquiring one of communication services (residential line, cellular, pagers. Etc.) Should be directed to this, where you required to fill customer requirements (collateral, credit card etc..) in order to sell the service, but nevertheless that the client should wait for some time that its application be approved. Years later inserted into the market TRICOM, who leaves out certain conditions and using the flexibility of a market takes hold and forgotten by the arrogance of subordinate CODETEL, who has not failed, but after the arrival of TRICOM has had to endure the consequences of the law also affects the success of the law of supply and demand.

19. THE FAILURE OF LAW

Failure is part of our life and we must accept

Some companies do not admit the failure of a given product and the other trying to fix it, so that eventually leads to failure. It is convenient to recognize a failure in time to reduce potential losses.

20. THE LAW OF NOTE SENSATIONAL

In many cases the situation is the opposite of what appears in the press

Through sensationalism which is to present to the client that you are in a situation that does not really exist. It is not the same to capture the public imagination to revolutionize a market.

Example:

Currently Microsoft (computer software company) is doing the presentation of new product “Windows XP”, it really is a feeling watching the show who have assembled, but this does not mean that this product will revolutionize the market for consumer acceptance or computer users, although Microsoft has a good perception in the minds of your target market.

21. THE LAW OF ACCELERATION

Successful programs are not built on whims but on trends

A fad is a short term phenomenon that can be profitable, but not hard enough to produce a stable company. The quirks in the short term and increase dramatically in the same period decreased, however the trends tend to increase with the long term and becomes stable for the company and do not tend to decrease.

22. LAW RESOURCES

Without adequate funding, not an idea off the ground

Besides having a good idea you need the resources to invest in this idea. The aim is to penetrate the minds of consumers through advertising, which is expensive tools.