SEMIANR IN

MARKETING

ASSIGNMENT
NO: 1
THE LAW OF FOCUS

BILAL 63801

RAMSHA NAQVI 64225

WAJEEHA SIDDIQUI 62799

MUHAMMAD SAMEER 63720

THE LAW OF FOCUS
“The most powerful concept in marketing is owning a word in the prospect’s mind”

INTRODUCTION:
It’s not necessary to select a difficult word to make your brand attractive; it’s good for the
brand to takes simple words which can be easily reflect your products. Basically this is a law of
focus which refers to single word or concept.

EXAMPLE OF FEDERAL EXPRESS:

Federal express use the word overnight that means they will be doing Overnight deliveries
only they have cut their product line by the word overnight. The Law of Leadership indicates
that to be first is better. Sometimes the brand names become product name. Here are some
examples:

1. IBM is brand name of computer and everyone who wants to buy computer they want
IBM
2. Xerox is a copier machine, and everyone who wants to buy copier machine they just ask
for Xerox instead of saying Copier machine.
3. Hershey’s is a brand name of Chocolate bar and now no one says chocolate bar instead
they just ask for Hershey
4. Coke is a brand name and instead of saying soft drinks buyers says coke.
So these were the examples, that simple words can make a broader image on customer’s
minds and they ask product by their brand name.
5. Heinz owns the word Ketchup. “Slowest ketchup in the West” by the word slow they
have earned 50 percent market shares. Those who are not leaders must have narrow
focus. Pergo won against the leader in n spaghetti sauce. By 27percent shares with an
idea borrowed from Heinz.

EXPLANATION BY AN EXAMPLE:
Crest (Cavities):
Words play a very important role in making brand image in customer’s mind. But nothing is
last forever; sometimes the competitors have great strategy in diverting customers to their

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products, with narrow focus on their brand name. Sometimes brand change their name which is
not an easy task. For example: Fair & Lovely to Glow & Lovely.

Here is an example of Lotus Development Corporation; word spreadsheet was replaced

by new concept named Groupware. Lotus Corporation wants to have more line extension with
Ami Pro Word Processing Software and generate more profits by introducing new software
products, and to increase potential growth, so Lotus became the 1st software company who has
great groupware products. Lotus center of attention was corporate focus.

Lotus makes a strategic plan long term planning for the well-being of their Corporation,
to be on 1st position among software companies. The power was all focus on the word,
“groupware” not any of software companies can overcome them.

Some questions when choosing words that might become your brand’s word

 Does this word have a narrow focus?

 Is there already a leader in this space?

 What are the implications of this word?

 What comes to mind now when you hear this word?

TYPES OF FOCUS:
Selecting a word from different prospects:

 Benefit related

 Service related

 Audience related

 Preferred brand

As an example,

 What Pizza company comes to mind when you hear the word "fastest delivery"? 
(Domino’s)

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  What Mobile company comes to mind when you hear the word "selfie camera"?  (Oppo)

LEADERS FOCUSED ON B2B:

LITMUS:
 Litmus is a program that shows email designers how their emails appear in different
email client’s litmus tests were originally used to determine acidity or alkalinity the
litmus software shows exactly how an email ends with the user litmus is associated with
testing especially email and therefore email testing is their word.

IBM:
 IBM is the original computer company. Therefore, they are always at the forefront of the
market in the latest developments in computer hardware and software. The computer is
the space and the word of IBM.

GOOGLE:
 Search is the main area that this brand occupies, but Google has managed to create a
number of tools for the modern Internet user, which is another great area.

COMPETITION IN COMPETITIVE MARKET:

One of the keys to the Law of Focus is that your word must have some kind of
counterargument or competitor willing to take the opposite stance on your brand. That's why
quality as a concept doesn't work unless you sell very expensive high-end products. You have to
be on the front line to compete for quality, as this is the most competitive area.

Nobody wants to take the opposite position, that is, “there are no quality products”. For
the same reason, branding yourself an "honest" mechanic doesn't work well because no one will
admit that you are a dishonest mechanic. The law of focus does not work without the competitor
in space

HOW FAMOUS BMW HAS FOCUSED?

BMW groups focus on transformation. BMW groups want an efficient and dynamic look
to their products. The major focus of BMW group is on product innovation and development its
strength is one of the most valuable automotive brand in the world and competence in hybrid and
electric cars. Quality and reliability are also strong point behind BMW success today because
they believe in excellence and for years BMW was a driving machine then the company decided

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to is product line Mercedes with large 700 series but the problem is that how can a living rooms
on wheels be the ultimate driving machine.

FOCUS WILL LEAD TO DEVELOPMENT:

The law of focus is priceless for stigmatization or rebranding efforts. It helps us and our
team to refocus our efforts on what we would like our brand to be linked.

Thomson Reuters could be an example to seem at. I knew them originally as a

journalism outlet back in school. However I noticed whereas performing on a project a few years
ago, that they'd rebranded themselves as “The data Company,” that diagrammatic a shift within
the area they were in. currently rather than journalism or newspapers, Reuters is related to data.

Not all complete shifts square measure therefore triple-crown. Generally a complete
can shift towards to a brand new word or area, and that they won't be the primary or the most
effective. They may even lose the area they vacated in rebranding. That’s however this idea is
coupled to the law of exclusivity, which states that 2 brands can’t own a similar word.

CONCLUSION:
In the occasion that we middle across the protest, we can improve. We simply increase
the propensity for taking a gander on the terrible aspect of a circumstance. The court cases that
we forestall withinside the criticism support its demeanor. Furthermore, the greater we practice
the regulation of attention thusly, the tougher it will likely be to modify course. It may be
excessively ordinary such that we actually have questions on the stunning matters that manifest
to us.

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