228:'s "Save money, live better" (Waiz, 2013). Wal-Mart is concerned with being the cheapest department store and with reminding customers that it's not how much one spends on a product that matters. This USP rests on strong, direct and concise messaging that gives consumers a clear picture of exactly what value they will receive for choosing a given brand or product. Something so simple that can attract customers like that and show the unique selling proposition of the business is what people look for.
183:
must undertake extensive research of the category as well as of consumers. It is important to be able to locate a space in the market, ensure that the feature is something that is unique, and also something that is valued by potential customers. Sellers also need to try selling a brand to themselves;
121:
A unique selling proposition (USP) refers to the unique benefit exhibited by a company, service, product or brand that enables it to stand out from competitors. The unique selling proposition must be a feature that highlights product benefits that are meaningful to consumers. USP focuses on explicit
282:
was found, after 10 years of research, to be an ingredient that was actually effective in eliminating dandruff where other products were not effective. Adding the name "Shoulders" to the product name also indicated that the product eliminated the tell-tale white marks on clothing caused by dandruff
223:
campaign to differentiate its product as "beautiful" compared with any other desktop computer. Buyers of this product were willing to pay a premium price, compared with technically similar desktop computers. Apple differentiates itself with a focus on aesthetics and cutting-edge technologies.
305:: "Get Met. It Pays." 1984 Met's newer "Whole Life Policy" was a sales success for the company. The policy offered one-third more coverage, for the same price, and grew in cash value for a bigger "pay out" over time. In advertisements, Met compared buying the policy to buying a home.
295:: "When it absolutely, positively has to be there overnight." 1978–1983. FedEx was the first company to specialize in overnight air freight and first to implement package tracking. This pioneering advantage was made possible by a new system outlined in the founder's 1965
171:
category. A clear USP helps consumers to understand differences - even non-existent differences - between brand offerings in a category, and may also help consumers to form a positive attitude towards a brand and may ultimately contribute to increased levels of
184:
this is so they know they are passionate about a product and confident it can succeed. The seller needs a key point to use when trying to sell their product or service, and coming up with it prior to selling will benefit. Having a
192:
if it offers something no one else has. Whether differences are subtle or blatant, they can be the driving force that ensures the end-consumer makes the desired decision in choosing one product over the competition.
289:: "You get fresh, hot pizza delivered to your door in 30 minutes or less—or it's free." 1973-1993 "You Got 30 Minutes" 2007- Domino's uses what it calls the "make line" and other systems to make pizzas quickly.
272:: "Melts in your mouth, not in your hand." 1954 M&Ms use a patented hard sugar coating that keeps chocolate from melting in one's hands, thus a chocolate soldiers could carry, compared to other brands.
208:, thus lowering price potential. Thus having a unique selling point is essential to have a successful business that can handle current competition, as well as possible future comers in similar markets.
251:
is enhanced with a differentiating benefit of the product or service. Typically, the uniqueness is delivered by a unique process, ingredient, or system that produces the benefit described.
109:, suggested that, "Differentiation is one of the most important strategic and tactical activities in which companies must constantly engage." The term has been extended to cover one's "
137:
The proposition must be one the competition cannot or does not offer. It must be unique—either in the brand or a claim, the rest of that particular advertising area does not make.
733:
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Successful business ownership is not about having a unique product or service; it's about making your product stand out--even in a market filled with similar items.
839:"Metropolitan Life Insurance Company - Company Profile, Information, Business Description, History, Background Information on Metropolitan Life Insurance Company"
787:
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A good USP should target a specific audience. Furthermore, a USP should not only be unique, but also keep its promises in order to prove trustworthy.
515:
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method of differentiating the product from the competition. Products or services without differentiation risk the consumer seeing them as
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258:"Fast, incredibly fast relief." In 1952, Rosser Reeves created a TV commercial that capitalized on Anacin's "special ingredient",
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Consumer Research, pp 492-497, Online:
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Reilly, M. and
Parkinson, T.L., "Individual and Product Correlates of Evoked Set Size For Consumer Package Goods", in
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The proposition must be strong enough to move the masses, i.e., attract new customers as well as potential customers.
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market provides one example with many manufacturers and the potential for new manufacturers at any time.
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claims of uniqueness involving an objectively verifiable product attribute or benefit-in-use.
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The following are examples of Unique
Selling Propositions. What is commonly considered a
480:
Based on Laskey, H. A., Day, E. and Crask, M.R., "Typology of Main
Message Strategies,"
606:
496:"Message Strategy Typologies: A Review, Integration, and Empirical Validation in China"
734:"The most-liked advertising slogan: M&M's 'Melts in your mouth, not in your hand'"
959:
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are very important for different companies to establish their identity and increase
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Simply better : doing what matters most to change the odds for student success
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Each advertisement must make a proposition to the consumer—not just words, product
502:, European Advertising Academy, Wiesbaden: Springer Fachmedien, pp. 201–213,
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417:
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http://www.advergize.com/advertising/40-best-advertising-slogans-modern-brands/
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Laskey, H. A., Day, E. and Crask, M.R., "Typology of Main
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to stand out is a major benefit in markets; customers will be drawn to a
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620:"Slogan Definition | Marketing Dictionary | MBA Skool-Study.Learn.Share"
566:
Marketing
Communications Management: Analysis, Planning, Implementation,
788:"Domino's Pizza Builds on Heritage with Launch of 'You Got 30 Minutes'"
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http://www.entrepreneur.com/encyclopedia/unique-selling-proposition-usp
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In markets which contain many similar products, using a USP is one
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712:(3rd ed.). Hoboken: Taylor & Francis Ltd. p. 420.
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In order to determine an appropriate USP for any given brand,
906:"Effective Internal Marketing Strategies for All Businesses"
163:. The USP approach can be effective where high levels of
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Individual claim that differentiates a product or service
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The USP concept is one of the eight broad approaches to
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Thousand Oaks, California, McGraw-Hill, 2010 pp 288-289
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used the slogan "Beauty outside, Beast inside" for its
934:
Made to Stick: Why Some Ideas
Survive and Others Die
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http://acrwebsite.org/volumes/6440/volumes/v12/NA-12
931:
758:"History | Head and Shoulders News l P&G.com"
468:. Retrieved March 29th, 2016, from Entrepreneur:
867:. Kiplinger Washington Editors, Inc. 1981-10-01.
422:(New, expanded ed.). New York: Free Press.
278:: "Clinically proven to reduce dandruff." 1961
646:. Retrieved March 29th, 2016, from Advergize:
644:40+ Best Advertising Slogans of Modern Brands
8:
709:Television Critical Methods and Applications
89:of the early 1940s. The term was coined by
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976:Promotion and marketing communications
930:Heath, Chip; Heath, Dan (2007-01-02).
388:. London: Profile Books. p. 197.
884:. Alexandria, Va.: ASCD. p. 11.
809:
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460:
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385:Guide to Management Ideas and Gurus
332:Integrated marketing communications
579:"Unique Selling Proposition (USP)"
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938:. Random House Publishing Group.
682:"Marketing Features Vs. Benefits"
445:"Reinventing Your Personal Brand"
466:Unique Selling Proposition (USP)
311:: "We are THE low-fare airline."
551:Masterson, R, and Pickton, D,.
542:vol. 18, no. 1, 1989, pp 36–41.
484:vol. 18, no. 1, 1989, pp 36–41.
603:Advances in Consumer Research,
151:Devising the creative strategy
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642:Waiz, S. (2013, March 22nd).
283:flakes falling from the hair.
864:Kiplinger's Personal Finance
843:www.referenceforbusiness.com
508:10.1007/978-3-658-10558-7_16
624:MBA Skool-Study.Learn.Share
443:Clark, Dorie (March 2011).
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553:Marketing: An Introduction
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85:It was used in successful
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762:news.headandshoulders.com
660:"USP: more than a slogan"
464:Entrepreneur. (No Date).
419:The marketing imagination
416:Levitt, Theodore (1986).
213:desktop personal-computer
815:"Timeline - About FedEx"
342:Marketing communications
165:technological innovation
48:unique value proposition
878:Goodwin, Bryan (2011).
540:Journal of Advertising,
482:Journal of Advertising,
449:Harvard Business Review
107:Harvard Business School
99:Ted Bates & Company
966:Advertising techniques
322:Advertising management
91:television advertising
581:. Entrepreneur Europe
363:Competitive advantage
347:Promotion (marketing)
132:this specific benefit
87:advertising campaigns
56:business model canvas
971:Marketing techniques
382:Hindle, Tim (2008).
327:Advertising campaign
276:Head & Shoulders
230:Marketing strategies
66:about how one's own
44:unique selling point
357:Point of difference
186:point of difference
157:creative executions
74:is superior to its
42:), also called the
792:www.prnewswire.com
309:Southwest Airlines
60:marketing strategy
786:Pizza, Domino's.
517:978-3-658-10558-7
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564:Copley, P.
202:commodities
161:advertising
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981:Uniqueness
960:Categories
916:2016-05-11
848:2016-05-11
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772:2021-05-23
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369:References
337:Killer app
149:See also:
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