1. The document discusses different strategies for brands to differentiate themselves and deliver value through positioning, such as creating new dimensions on the customer's mental map, extending existing dimensions to occupy unique positions, and bringing attributes from other categories.
2. It provides examples like DHL positioning its "Jumbo Box" service to extend the convenience and price axes, and United Distillers associating its Black & White Scotch with fun rather than tradition.
3. Marketers are advised to understand the customer's perspective, identify gaps on their mental map, and position brands in those gaps to provide distinctive value.
A unique selling proposition (USP) is something that makes a brand or product unique and differentiates it from competitors by offering a specific customer benefit. To find a USP, a company must understand who their target customers and competitors are. They can then identify what their brand is best at or has that others lack through marketing research, brainstorming techniques, and analyzing customer needs in order to convey the key reason someone should purchase their product.
How to Develop Your Unique Selling PropositionChris Towland
This document discusses developing a unique selling proposition (USP) for a business. A USP is a 1-2 sentence statement that tells customers why they should buy a product over competitors' options. It should specify the major customer benefit, such as value, selection, quality, speed of service, or a guarantee. Developing an effective USP involves researching competitors to identify unmet customer needs and positioning a company's offering to fill that void. With a clearly defined USP targeted at the right audience, profits can increase by over 200%.
The document provides an overview of the coffee industry and market research conducted for a business pitch for Starbucks. Key findings from consumer surveys and interviews showed that people value the coffee shop experience as much as the coffee, and sometimes feel Starbucks lacks attention to their needs as caffeine lovers. The research also revealed a wide variety of Starbucks customers and reasons for visiting.
The document discusses unique selling propositions (USPs) and taglines. It defines a USP as what differentiates a product or service from competitors. Developing an effective USP involves identifying customer pains or gaps and offering a specific solution. Taglines are brief summaries of the USP that catch attention. The document provides examples of successful USPs and taglines from various industries and tips for developing compelling USPs and taglines.
1. The document discusses different strategies for brands to differentiate themselves and deliver value through positioning, such as creating new dimensions on the customer's mental map, extending existing dimensions to occupy unique positions, and bringing attributes from other categories.
2. It provides examples like DHL positioning its "Jumbo Box" service to extend the convenience and price axes, and United Distillers associating its Black & White Scotch with fun rather than tradition.
3. Marketers are advised to understand the customer's perspective, identify gaps on their mental map, and position brands in those gaps to provide distinctive value.
A unique selling proposition (USP) is something that makes a brand or product unique and differentiates it from competitors by offering a specific customer benefit. To find a USP, a company must understand who their target customers and competitors are. They can then identify what their brand is best at or has that others lack through marketing research, brainstorming techniques, and analyzing customer needs in order to convey the key reason someone should purchase their product.
How to Develop Your Unique Selling PropositionChris Towland
This document discusses developing a unique selling proposition (USP) for a business. A USP is a 1-2 sentence statement that tells customers why they should buy a product over competitors' options. It should specify the major customer benefit, such as value, selection, quality, speed of service, or a guarantee. Developing an effective USP involves researching competitors to identify unmet customer needs and positioning a company's offering to fill that void. With a clearly defined USP targeted at the right audience, profits can increase by over 200%.
The document provides an overview of the coffee industry and market research conducted for a business pitch for Starbucks. Key findings from consumer surveys and interviews showed that people value the coffee shop experience as much as the coffee, and sometimes feel Starbucks lacks attention to their needs as caffeine lovers. The research also revealed a wide variety of Starbucks customers and reasons for visiting.
The document discusses unique selling propositions (USPs) and taglines. It defines a USP as what differentiates a product or service from competitors. Developing an effective USP involves identifying customer pains or gaps and offering a specific solution. Taglines are brief summaries of the USP that catch attention. The document provides examples of successful USPs and taglines from various industries and tips for developing compelling USPs and taglines.