The document discusses creating a unique selling proposition (USP). A USP is a short, memorable message that communicates the maximum benefit to the customer. It answers who the target market is, what they want, why they want it, and how the product/service can better meet those needs than competitors. An effective USP clearly states benefits, distinguishes the offering, sets criteria for buyers, educates them, and is brief. It should not be a mission statement, meaningless slogan, or focus on size/longevity. Examples of effective USPs are also provided.

1. A Presentation on
Unique Selling Proposition
By
Nabendu Paul
M120006MS

2. How to create a message of maximum value in
the shortest time possible
Is called
Creating a unique selling proposition

3. USP
-People do not buy “things”, they buy a result or
solution or benefit
-People do not buy product or services,
Companies or people. They buy beliefs and
perceptions backed up by evidence.

4. USP
It begins by answering a few questions:
-Who is your target market or buyer?
-What do they want or need?
-Why do they want it?
-How and why can you give it to them better
than anyone else?

5. Definition
Marketing Guru Al Robinson says that it is a “Deeply
seeded Identity Check” to see how well you
understand your customer, your business and the
position of your business within the market in
which you are competing.
It is an attempt to understand your business so well
that, given the opportunity, you can tell any listener
exactly who you are and what you do in such a way
that they can’t help but want to know more about
you and your business.

6. Key Elements of USP
-Geography
-Pricing
-Selection
-Quality
-Service
-Delivery Time
-Expertise
-Size
-Longevity

7. Key Elements of an effective USP
-Clearly stated benefit
-Distinguishing from Competitors
-Quantities/Qualities
-Sets Criteria for buyers
-Educates/Distinguishes
-Brief

8. Four Step USP
-We Do……..
-You Get…….
-Why………….
-”OR…………..

9. What USP is not
-Mission Statement
-Meaningless Slogan
-We are the biggest/best etc…
-We care the most……
-We have been in the business the longest….

10. Examples of USP
-We deliver fresh hot pizza to your door in thirty
minutes or less, or the pizza is free!!!!
-When it absolutely, positively has to be there
overnight.
-“Always!”, “Low Prices” and “We Sell For Less”
-We're number two. We try harder.
- Propel your Dreams

11. Thanks