UNIQUE SELLING PROPOSITION

Domino’s Pizza

USP: You get fresh, hot pizza delivered to your door in 30 minutes or less—or it’s free!

What is a unique selling proposition?“Real or perceived benefit of a good or service that DIFFERENTIATES it from the competing brands and gives its buyer a logical reason to prefer it over other brands. USP is often a critical component of a promotional theme around which an advertising campaign is built.”

In simpler terms…

The factor or consideration presented by a seller as the reason that one product or service is different from and better than that of the competition

Why do we need a USP?

To target marketing efforts—you must pinpoint what makes your business unique!

How to figure out your USP

Analyze other companies—focus on marketing messages

Messages will focus on BENEFITS Example: Red Bull Robbie Maddison ad

What is the USP? Who is the target market?

Example: Heineken Walk-In Fridge ad What is the USP? Who is the target market?

Questions to ask yourself

What customer needs are your competitors NOT addressing?

Why do customers buy your product? Needs? Desires?

What motivates the potential customers in your target market? Price? Design? Prestige?

Decide what to “peg” your marketing strategy on

USP is a peg on which to hang your marketing plan

Any of the 4P’s of marketing can serve as the peg… Price Product Place Promotion

On which “peg” do you think McDonald’s hangs its USP?

After the USP

Position your product so that the customers perceive the unique selling proposition!

What is the USP for Di Giorno? Di Giorno Pizza ad

Although it’s frozen pizza, it tastes good enough and fresh enough to compete with delivery.

“It’s not delivery, it’s Di Giorno’s “(tagline)

What is the positioning? It tastes like fresh pizza that’s been delivered to your door, but it’s more convenient because you just take it out of your freezer!