Abhijeet Sawant, Indian Idol and the 22 Immutable Laws of Marketing

by admin on May 7, 2010

As soon as IPL-3 is over SONY TV started the 5th series of one of their biggest shows Indian Idol and yesterday I saw that Abhijeet Sawant anchoring the initial selections. Immediately I asked myself who was the second Indian Idol or for that matter who were the winners of 3rd and 4th Indian Idol Series. All I remember about the 4th Indian Idol was that a girl was the winner but nothing more.

I popped the same question to my sister who is a soap-opera freak and she also didn’t remember more than me about the 2nd, 3rd and 4th Indian Idol winners.

Today, I am writing about a marketing law “It is better to be first than it is to be better” that I learned from the book “The 22 Immutable Laws of Marketing” that fits perfectly to Abhijeet Sawant and Indian Idol.

“The 22 Immutable Laws of Marketing” was written by Marketing Gurus Al Ries and Jack Trout in which they have talked about the 22 laws of marketing that they have derived after many years of experience in the corporate world.

The first law from this book “It is better to be first than it is to be better” says that you would rule a category is you are the inventor of that category. No matter the follower/s in your category are better than you. If you are first, you will acquire a space in your prospects mind and the prospect will label you and your brand name with the category. It would be difficult for people to replace you from their mind space in spite of having better people/brands.Some of the examples of category inventors and their followers:

Inventor Follower Fact
Coke Pepsi Coke leads Pepsi
Playboy Penthouse Playboy leads Penthouse
Duracell EverReady Duracell leads EverReady
Bisleri Kinley, Aquafina etc Bisleri leads all

I remember that I was just taken away by this book and there was hardly anything about this book with which I didn’t agree and have come across several examples in my everyday life from time to time that have proven these laws.I highly recommend reading this book and believe that it will definitely add on to your knowledge.

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{ 1 comment… read it below or add one }

tejinder December 31, 2010 at 1:09 pm

it is better to be first than better….hmm
first let’s look at a few idioms
1.”early bird catches the worm”
…spare a thought for the worm that went a early stroll !!
2. Time & Tide wait for none VS good things come to those who wait
so big lines are good to say and and good to hear but they have a catch and invariably opposite is as true…

My stand on it is : if by better u mean u redefine the category and add value thna it is better to be better than first ( how many betters were there in this sentence!)

examples:

Altavista : Google
ICL : IPL
etc…

on abhijeet sawant…i don’t know which year toshi sabri participated/won which musical show, but i guess he’s a bigger draw than ASawant, he has sung movie songs like: ‘maahi’ from raaz (imran hashmi/kangna)

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