[Marke that sells and is a market] The original book from 1994. We'll introduce all 22 rules that still exist today, as to whether mistakes are repeated.

Roughly speaking

1. An endless journey of marketing. Products that sell well are good, but unless you follow the principles of positioning, even techniques that work will not work.
2. Classic Marketing Book from 1994. A list of 22 rules spoken by positioning landlords.
3. Here are some excerpts of interesting principles. The Law of Ladders, the Law of Sacrifice, and the Law of Promoting Growth.

The never-ending journey of marketing. What sells is a good product.

Gonjicchi is an engineer who pursues marketing. You have It is also featured in other book reviews knowledge about marketing, so please take a look.

Marketing is a critical factor that determines the bestselling of a product, but even people who are knowledgeable can sometimes forget the principles of marketing and end up failing to develop a product. Some cases have steady success in data analysis, while others have created a product that is targeted to users by themselves and become a huge hit, making it extremely elusive.

Recently, design thinking and job theory are well-known, but if classic marketing principles fail, techniques that should have worked won't work either. This time we will introduce a book by Al-Rise/Jack-Trout, a leading consultant who has built the field of positioning in marketing. It is a marketing book from the past, and each word thrusts it. Players such as Acura and Toys R Us are featured as the latest examples, making it a nostalgic experience.

Classic 1994 marketing book. Introducing the 22 rules.

It's quite a lot for a rule, but let's list the 22 rules all at once. The rules are introduced in clear writing methods that are easy to inspect.

1. Law of consistency. It's like the second highest mountain. You can only remember the number one, so aim to make a company name a common noun or verb. Scotch tape, band-aid, and saran wrap are all company names, but have become common nouns.
2. Category rules. Create the most popular category. The genres of music have increased from 3 to 20, with each having a top spot. Light beer, laptops, etc.
3. Laws of the Mind. The user's impressions are sticking to it, so if you want to change your impression, you need an overwhelming blow. Xerox is famous for its printing presses, but originally it had the Palo Alto Research Institute, where PCs were born, so it boldly tried to enter the PC business, but it didn't match the image and made a major mistake.
4. The laws of perception. Each user has a worldview. Honda's American luxury car brands Acura and Campbell Soup have the perception that they are cool and delicious.
5. The Law of Concentration. Instill a single word in your prospects. When you think of cars, you think of Mercedes Mercedes, and when you think of home delivery pizza, you mean Domino's Pizza.
6. The Law of Monopoly. Let's monopolize the image. Since McDonald's has the image of fast food, Burger King should not compete at speed, but rather appeal to other values, such as the juicy nature of the meat.
7. The Law of the Ladder. Users have virtual rankings for each category. Be aware of your product characteristics and position. When it comes to car rentals, Hearts is number one and Avis is number two. If it's accounting software, it's either free or money forward.
8. Laws of polarization. Free competition will be a race for two horses in the long run. I don't think I'll survive in third place. The number of American car manufacturers has also been consolidated into two companies.
9. Laws of conflict. Players in second place should pursue the opposite of first place. When foreign whiskeys become popular, try to appeal to domestic whiskey. Burger King should also appeal to the opposite of McDonald's.
10. The Law of Dividing. Over time, categories gradually become subdivided. Honda launched Acura as a luxury car brand in the automotive category.
11. Laws of perspective. Marketing takes time for the effect to begin with, so don't give too many discount coupons and do things that will destroy you in the long term by pursuing short-term profits.
12. The Law of Expansion of Product Lines. You might want to use the brand name you've won to add it to other products, but it definitely should be a good idea as it will lead to a bargain sale. No one buys the mayonnaise that Heinz ketchup has.
13. The Law of Sacrifice. To concentrate, give your rivals the other categories. Federal Express specializes in next-day delivery, and international mail is provided by DHL. Department Store Interstate started its business as Toys R Us because toys were selling well when they went bankrupt.
14. Law of attributes. All attributes appear negative but have excellent aspects. The number of toothpastes that are disliked and delicious toothpastes has increased, but it is also possible to deliberately strengthen the condiments to give them a sterilizing sensation.
15. The Law of Honesty. When you honestly accept negative aspects, users will want to support you. Avis is in second place in the rental car rankings, but he made a big hit with the declaration that "Avis is number 2 but I'll do my best."
16. The Law of One Hit. It's impossible to do the right approach. Let's surprise attack. Normandy was in such a terrible location that the Germans could never land, but was defeated by landing. American GM was taken by Japanese cars and luxury cars by German cars.
17. The Law of Unpredictability. Even if you predict the future (such as 5 years or later), it's not accurate, so it's better to build an excellent short-term plan and try and error. Domino's Pizza specializes in home delivery rather than creating plans for future use.
18. Laws of success. Even if it is successful, it doesn't mean that it will sell just by the brand name.
19. The Law of Failure. Consider failure as learning and run the retry loop quickly. Walmart etc.
20. The Law of Publicity. When you need to appear in the media, it's usually when you're not feeling well.
21. Laws for promoting growth. Instead of making it a temporary trend, let's continue and become a trend that remains.
22. The Law of Finance. In the end, capital. If you don't have the money, you can either divorce or get married, or do something about it, even if it's a franchise.

In the next chapter, we will introduce three rules that tend to make mistakes. It is the ladder's law, the sacrifice law, and the law of promoting growth.

Introducing important rules that are often overlooked. The Law of Ladders, the Law of Sacrifice, and the Law of Promoting Growth.

Ladder Law

First, there is the ladder rule. This is a story that users will remember for each product category, and more specifically, there are rankings. The number of rankings varies depending on the product category. For example, there are a variety of shampoos and toothpaste options. On the other hand, options such as life insurance and automobiles are limited. Check where you are and whether you are not recognized in the first place. In marketing terminology, this is called pure recall or epoch set.

Law of sacrifice

A common mistake in large companies is to break the law of sacrifice. Large companies have incredibly capital, so they want to try out all kinds of services. However, in reality, there are a selection of services of strange quality, and the service ends without stimulating users.

Or, it's important if you're a challenger. They deliberately hand over the market to their rivals and build a market where they will never enter their rivals. Interstate, a department store that went bankrupt in the US, came up with a toy specialty store that was not a department store at the time of its revival. It's the current Toys R Us.

Laws for promoting growth

The last one is the law of promoting growth. Once you get the win, the service is recognized and used all at once, but the skilled marketing experts can't come up with a plan. In order to make content that is a success, they are reluctant to publish live events and continuation projects to some extent. Elvis Presley's manager, Coronel Parker, dares to not overdo the live event when the record sells. As a result, it became a hot topic every time the live event schedule was announced. Barbie dolls also declined all collaboration products to help them retain their characters. They drove the trends until they became established.

Aside (Gonjicchi memo)

I write notes for each chapter using iPad Pro and Apple Pencil. This time it's not an e-book, but it has around 550 pages, making it inconvenient to carry around. If you make a note of it on your tablet, you can do it on your smartphone when you review it later.