Manuel S.

Enverga University Foundation, Lucena City College of Engineering

An Autonomous University

22 Immutable Laws of
Marketing
TECH323

ASYNCHRONOUS LECTURE
College of Engineering
 Manuel S. Enverga University Foundation, Lucena City College of Engineering
An Autonomous University

LEARNING OUTCOMES
At the end of this lesson, the students are
expected to:
• Enumerate the 22 immutable laws of
marketing;
• Explain and discuss each immutable laws

22 Immutable Laws of Marketing

Technopreneurship
 Manuel S. Enverga University Foundation, Lucena City College of Engineering
An Autonomous University

Definitions
• Immutable – (adjective) Unchanging or
unable to change.

• Law – (noun) A rule which cannot or

should not be broken.

22 Immutable Laws of Marketing

Technopreneurship
 Manuel S. Enverga University Foundation, Lucena City College of Engineering
An Autonomous University

1. The Law of Leadership

First to enter the market and getting first into
the prospect mind.

22 Immutable Laws of Marketing

Technopreneurship
 Manuel S. Enverga University Foundation, Lucena City College of Engineering
An Autonomous University

2. The Law of Category

If you can’t be first in a category, set up a new category
you can be first in.

22 Immutable Laws of Marketing

Technopreneurship
 Manuel S. Enverga University Foundation, Lucena City College of Engineering
An Autonomous University

3. The Law of the Mind

It’s better to be first in the mind than to be first in
the marketplace.

22 Immutable Laws of Marketing

Technopreneurship
 Manuel S. Enverga University Foundation, Lucena City College of Engineering
An Autonomous University

4. The Law of Perception

Marketing is not a battle of products; it is a battle
of perceptions.

22 Immutable Laws of Marketing

Technopreneurship
 Manuel S. Enverga University Foundation, Lucena City College of Engineering
An Autonomous University

5. The Law of Focus

• The most powerful concept in marketing is
owning a word in the prospect’s mind.
• Or when the brand become synonymous with
the category

22 Immutable Laws of Marketing

Technopreneurship
 Manuel S. Enverga University Foundation, Lucena City College of Engineering
An Autonomous University

6. The Law of Exclusivity

Two companies cannot own the same word in
the prospect’s mind.

Vs.

Vs.
22 Immutable Laws of Marketing
Technopreneurship
 Manuel S. Enverga University Foundation, Lucena City College of Engineering
An Autonomous University

7. The Law of the Ladder

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

1
Car Rental in the Philippines
1. National Car Rental
2 2. Enterprise Rent-A-Car
3. Hertz
4. Alamo
3 5. Avis

22 Immutable Laws of Marketing

Technopreneurship
 Manuel S. Enverga University Foundation, Lucena City College of Engineering
An Autonomous University

8. The Law of Duality

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

Vs.

Vs. Vs.

22 Immutable Laws of Marketing

Technopreneurship
 Manuel S. Enverga University Foundation, Lucena City College of Engineering
An Autonomous University

9. The Law of the Opposite

If you’re shooting for second place, your
strategy is determined by the leader.

22 Immutable Laws of Marketing

Technopreneurship
 Manuel S. Enverga University Foundation, Lucena City College of Engineering
An Autonomous University

10. The Law of Division

Over time, a category will divide and become two
or more categories.

22 Immutable Laws of Marketing

Technopreneurship
 Manuel S. Enverga University Foundation, Lucena City College of Engineering
An Autonomous University

11. The Law of Perspective

short Term Gains / Long Term Losses

22 Immutable Laws of Marketing

Technopreneurship
 Manuel S. Enverga University Foundation, Lucena City College of Engineering
An Autonomous University

12. The Law of Line Extension

There is an irresistible pressure to extend the
equity of the brand.

22 Immutable Laws of Marketing

Technopreneurship
 Manuel S. Enverga University Foundation, Lucena City College of Engineering
An Autonomous University

13. The Law of Sacrifice

You have to give up something in order to get
something.

22 Immutable Laws of Marketing

Technopreneurship
 Manuel S. Enverga University Foundation, Lucena City College of Engineering
An Autonomous University

14. The Law of Attributes

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

22 Immutable Laws of Marketing

Technopreneurship
 Manuel S. Enverga University Foundation, Lucena City College of Engineering
An Autonomous University

15. The Law of Candour

• When you admit a negative, the prospect will give you a
positive.
• When Honesty paid off

22 Immutable Laws of Marketing

Technopreneurship
 Manuel S. Enverga University Foundation, Lucena City College of Engineering
An Autonomous University

16. The Law of Singularity

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

22 Immutable Laws of Marketing

Technopreneurship
 Manuel S. Enverga University Foundation, Lucena City College of Engineering
An Autonomous University

17. The Law of Unpredictability

One cannot predict the future unless your write
your competitors’ plan.

22 Immutable Laws of Marketing

Technopreneurship
 Manuel S. Enverga University Foundation, Lucena City College of Engineering
An Autonomous University

18. The Law of Success

Success often leads to arrogance, and arrogance
to failure.

22 Immutable Laws of Marketing

Technopreneurship
 Manuel S. Enverga University Foundation, Lucena City College of Engineering
An Autonomous University

19. The Law of Failure

• Failure is to be expected and accepted.
• Admitting a mistake and not doing anything about it is
bad for your career. A better strategy is to recognize
failure early and cut your losses.

22 Immutable Laws of Marketing

Technopreneurship
 Manuel S. Enverga University Foundation, Lucena City College of Engineering
An Autonomous University

20. The Law of Hype

The law states that the situation is often the opposite
of the way it appears in the press because when
things are going well you do not need hype.

Google Glass
22 Immutable Laws of Marketing
Technopreneurship
 Manuel S. Enverga University Foundation, Lucena City College of Engineering
An Autonomous University

21. The Law of Acceleration

Successful programs are not built on fads; they’re
built on trends.

Vs.

22 Immutable Laws of Marketing

Technopreneurship
 Manuel S. Enverga University Foundation, Lucena City College of Engineering
An Autonomous University

22. The Law of Resources

Without adequate funding an idea won’t get off
the ground.

Spends more than $3 Million in

Marketing (Yearly increased 4-7%)
“Just Do It”
Invest and spends Million of Pesos in
Marketing “Kwentong Ad”
22 Immutable Laws of Marketing
Technopreneurship
Manuel S. Enverga University Foundation, Lucena City College of Engineering
An Autonomous University

End of Lecture
 Manuel S. Enverga University Foundation, Lucena City College of Engineering
An Autonomous University

Activity no. 4
1. Work with your respective
group, among this 22
immutable laws of
marketing. Identify atleast 5
laws that you can apply to
your innovation idea. Explain
and discuss each laws.