learning materials

1. Unique Selling Proposition

2. Unique Selling Proposition or Unique Selling Point
• is a marketing concept first proposed as a theory to explain a pattern
in succesful adveritising campaign of the early 1940's.
• is a marketing concept where you differentiate your company or
products from similar prodcts or you competitors.
• The USP states that such campaigns made unique propositions to
customers that convinced them to switch brands.
• tend to be short statements of differentiation or positioning

3. EXAMPLE of USP

4. DOMINO'S PIZZA
“You get fresh, hot pizza
delivered to your door in 30
minutes or less--or it's free”

5. FEDEX
•“When your package absolutely,
positively has to get there
overnight”

6. M & M's
“The milk Chocolate melts in
your mouth, not in your hand.”

7. Elements of USP
• Outward focus
• Targets a specific group or niche
• Easily understood and reatained
• Offers an obvious benefits
• Avoids jargons (slang)
• Integrates easily with your marketing materials

8. Customer Value Proposition
• consists of the sum total of benefits which vendor promises that a
customer's asssociated payment (or other value- transfer)
• what the customer gets for what the customer pays.

9. Weak Value Proposition
• its the most technologically advanced and robust system on the
market
• We improve communication morale
• We offer training classes in a wide variety of areas
• My product was rated the best- in - class by leading authorities.

10. Strong Value Propositions deliver tangible results
like:
• increased revenues
• faster time market
• decreased cost
• improved operational efficiency
• increased market share
• decreased employee turover
• improved customer retention levels