Editing Unique selling proposition

{{Short description|Individual claim that differentiates a product or service}}
In [[marketing]], the '''unique selling proposition''' ('''USP'''), also called the '''unique selling point''' or the '''unique value proposition''' ('''UVP''') in the [[Business Model Canvas|business model canvas]], is the [[marketing strategy]] of informing [[customer]]s about how one's own [[brand]] or [[Product (business)|product]] is superior to its [[Competition|competitor]]s (in addition to its other [[Value proposition|values]]).<ref name="Hindle_Page_197">{{cite book |last1=Hindle |first1=Tim |title=Guide to Management Ideas and Gurus |date=2008 |publisher=Profile Books |location=London |isbn=9781846681080 |page=197 |url=https://books.google.com/books?id=-K_wp74bK3sC&pg=PA197 |access-date=28 January 2023}}</ref> 

This strategy was used in successful [[advertising campaign]]s of the early 1940s. The term was coined by [[Rosser Reeves]], a [[television advertising]] pioneer of [[Ted Bates (advertising firm)|Ted Bates & Company]]. [[Theodore Levitt]], a professor at [[Harvard Business School]], suggested that, "differentiation is one of the most important strategic and tactical activities in which companies must constantly engage."<ref>{{cite book|last=Levitt|first=Theodore|title=The marketing imagination|year=1986|publisher=Free Press|location=New York|isbn=0029191807|url=https://books.google.com/books?id=GE4PAQAAMAAJ|edition=New, expanded}}</ref> The term has been extended to cover one's "[[Personal branding|personal brand]]".<ref>{{cite journal|journal=Harvard Business Review|date=March 2011|url=http://hbr.org/2011/03/reinventing-your-personal-brand/ar/1|title=Reinventing Your Personal Brand|last1=Clark |first1=Dorie }}</ref>

==Definition==

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.<ref name=":0" /> The unique selling proposition must be a feature that highlights product benefits that are meaningful to consumers.<ref>Based on Laskey, H. A., Day, E. and Crask, M.R., "Typology of Main Message Strategies," ''Journal of Advertising,'' vol. 18, no. 1, 1989, pp 36–41.</ref> USP focuses on explicit claims of uniqueness involving an objectively verifiable product attribute or benefit-in-use.<ref>{{Citation|last1=Wang|first1=Liyong|title=Message Strategy Typologies: A Review, Integration, and Empirical Validation in China|date=2016|url=https://doi.org/10.1007/978-3-658-10558-7_16|work=Advances in Advertising Research (Vol. VI): The Digital, the Classic, the Subtle, and the Alternative|pages=201–213|editor-last=Verlegh|editor-first=Peeter|series=European Advertising Academy|place=Wiesbaden|publisher=Springer Fachmedien|language=en|doi=10.1007/978-3-658-10558-7_16|isbn=978-3-658-10558-7|access-date=2020-11-13|last2=Praet|first2=Carolus L. C.|editor2-last=Voorveld|editor2-first=Hilde|editor3-last=Eisend|editor3-first=Martin|url-access=subscription}}</ref> In summary:

#Each advertisement must make a proposition to the consumer—not just words, product [[puffery]], or show-window advertising. Each advertisement must say to each reader: "Buy this product, for ''this specific benefit''."
#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.
#The proposition must be strong enough to move the masses, i.e., attract new customers as well as maintain current customers.

== Importance ==
{{See also|Devising the creative strategy}}

The USP concept is one of the eight broad approaches to [[creative executive | creative execution]]s in [[advertising]].<ref name="Laskey">Laskey, H. A., Day, E. and Crask, M.R., "Typology of Main Message Strategies," ''Journal of Advertising,'' vol. 18, no. 1, 1989, pp 36–41.</ref><ref>Masterson, R, and Pickton, D,. ''Marketing: An Introduction'' Thousand Oaks, California, McGraw-Hill, 2010 pp 288-289</ref><ref>Copley, P. ''Marketing Communications Management: Analysis, Planning, Implementation,'' Sage, 2015</ref> The USP approach can be effective where high levels of [[technological innovation]] characterise a [[Product (business) | product]] category.<ref name="Laskey"/>  A clear USP helps consumers to understand differences - even non-existent differences<ref>
{{cite web
 |url= http://www.entrepreneur.com/encyclopedia/unique-selling-proposition-usp
 |title= Unique Selling Proposition (USP)
 |publisher= Entrepreneur Europe
 |access-date= 2020-03-29
 |quote= 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.
 }}
</ref> - 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 [[brand awareness |brand recall]].<ref>Reilly, M. and Parkinson, T.L., "Individual and Product Correlates of Evoked Set Size For Consumer Package Goods", in ''Advances in Consumer Research,''  Vol. 12, Elizabeth C. Hirschman and Moris B. Holbrook (eds), Provo, UT: Association for Consumer Research, pp 492-497, Online: http://acrwebsite.org/volumes/6440/volumes/v12/NA-12</ref>

In order to determine an appropriate USP for any given brand, [[marketers]] must undertake extensive research of the category as well as of consumers.{{cn|date=March 2020}} 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.{{cn|date=March 2020}} Sellers also need to try selling a brand to themselves; this is so they know they are passionate about a product and confident it can succeed.{{cn|date=March 2020}} The seller needs a key point to use when trying to sell their product or service,{{cn|date=March 2020}} and coming up with it prior to selling will benefit.{{cn|date=March 2020}} Having a [[point of difference]] to stand out is a major benefit in markets; customers will be drawn to a [[business]] if it offers something no one else has.{{cn|date=March 2020}} 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.{{cn|date=March 2020}}

In markets which contain many similar products, using a USP is one [[Advertising campaign|campaign]] method of differentiating the product from the competition. Products or services without differentiation risk the consumer seeing them as [[commodity | commodities]] and [[Fungibility|fungible]], 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.{{cn|date=March 2020}}

The [[desktop personal computer |desktop personal-computer]] market provides one example with many manufacturers and the potential for new manufacturers at any time. [[Apple Inc.| Apple]] used the slogan "Beauty outside, Beast inside"<ref>{{Cite web|url= http://www.mbaskool.com/business-concepts/marketing-and-strategy-terms/10672-slogan.html|title= Slogan Definition {{!}} Marketing Dictionary {{!}} MBA Skool-Study.Learn.Share.|last= Zigu|website= MBA Skool-Study.Learn.Share.|access-date= 2016-05-19}}</ref> for its [[Mac Pro]] 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.{{cn|date=March 2020}} Apple differentiates itself with a focus on aesthetics and cutting-edge technologies.

On the other hand, [[Walmart]] differentiates itself through its campaign “save money, live better"<ref>Waiz, S. (2013, March 22nd). ''40+ Best Advertising Slogans of Modern Brands''. Retrieved March 29th, 2016, from Advergize: http://www.advergize.com/advertising/40-best-advertising-slogans-modern-brands/ 
</ref> by having a focus on being the cheapest department store and 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.<ref name=":0">Entrepreneur. (No Date). ''Unique Selling Proposition (USP)''. Retrieved March 29th, 2016, from Entrepreneur: http://www.entrepreneur.com/encyclopedia/unique-selling-proposition-usp 
</ref>

[[Marketing strategies]] are very important for different companies to establish their identity and increase [[market share]].{{cn|date=March 2020}}

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.<ref>{{Cite web|date=2020-10-05|title=USP: more than a slogan|url=https://blog.presentationload.com/usp-unique-selling-proposition/|access-date=2021-05-23}}</ref>

==Examples==
The following are examples of unique selling propositions. What is commonly considered a [[slogan]] is enhanced with a differentiating benefit of the product or service.<ref>{{cite web|last1=Douglas|first1=Laura Clampitt|title=Marketing Features Vs. Benefits|url=https://www.entrepreneur.com/article/34942|website=Entrepreneur|date=December 2000 |access-date=23 March 2017}}</ref> Typically, the uniqueness is delivered by a unique process, ingredient, or system that produces the benefit described.{{fact|date=September 2023}}
*[[Anacin]] "Fast, incredibly fast relief." In 1952, Rosser Reeves created a TV commercial that capitalized on Anacin's "special ingredient", [[caffeine]], by suggesting limitations of other aspirin and repeating, three times, the differentiation proposition: ''fast''.<ref>{{cite book|last=Butler|title=Television Critical Methods and Applications.|year=2006|publisher=Taylor & Francis Ltd.|location=Hoboken|isbn=1410614743|page=420|url=https://books.google.com/books?id=7rWFRLVyvY0C&q=rosser+reeves+anacin+ad&pg=PA420|edition=3rd}}</ref> 
*[[M&M's]]: "Melts in your mouth, not in your hand."<ref>{{Cite news|url=https://www.washingtonpost.com/news/morning-mix/wp/2014/06/24/the-most-liked-advertising-slogan-mms-melts-in-your-mouth-not-in-your-hand/|title=The most-liked advertising slogan: M&M's 'Melts in your mouth, not in your hand'|newspaper=Washington Post|access-date=2016-05-11}}</ref> M&Ms use a patented hard sugar coating that keeps chocolate from melting in one's hands.
*[[Head & Shoulders]]: "Clinically proven to reduce dandruff."<ref>{{Cite web|title=History {{!}} Head and Shoulders News l P&G.com|url=http://news.headandshoulders.com/about/history|url-status=dead|archive-url=https://web.archive.org/web/20161115200034/http://news.headandshoulders.com/about/history|archive-date=2016-11-15|access-date=2021-05-23|website=news.headandshoulders.com}}</ref> [[Zinc pyrithione|Pyrithione Zinc]] 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 flakes falling from the hair.{{fact|date=September 2023}}
*[[Domino's Pizza]]: "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-<ref>{{Cite web|url=http://www.prnewswire.com/news-releases/dominos-pizza-builds-on-heritage-with-launch-of-you-got-30-minutes-58768412.html|title=Domino's Pizza Builds on Heritage with Launch of 'You Got 30 Minutes'|last=Pizza|first=Domino's|website=www.prnewswire.com|access-date=2016-05-11}}</ref> Domino's uses what it calls the "make line" and other systems to make pizzas quickly.{{fact|date=September 2023}}
*[[FedEx]]: "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.<ref name=":1">{{Cite web|url=http://about.van.fedex.com/our-story/history-timeline/timeline/|title=Timeline - About FedEx|website=About FedEx|language=en-US|access-date=2016-05-11}}</ref> This pioneering advantage was made possible by a new system outlined in the founder's 1965 [[Yale University|Yale]] paper.<ref name=":1" />
*[[Metropolitan Life]]: "Get Met. It Pays."<ref>{{Cite web|url=http://www.referenceforbusiness.com/history2/45/Metropolitan-Life-Insurance-Company.html|title=Metropolitan Life Insurance Company - Company Profile, Information, Business Description, History, Background Information on Metropolitan Life Insurance Company|website=www.referenceforbusiness.com|access-date=2016-05-11}}</ref> Met "Whole Life Policy" introduced in 1984 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.<ref>{{Cite book|url=https://books.google.com/books?id=RgYEAAAAMBAJ|title=Kiplinger's Personal Finance|date=1981-10-01|publisher=Kiplinger Washington Editors, Inc.|language=en}}</ref>
*[[Southwest Airlines]]: "We are THE low-fare airline."<ref>{{cite book|last=Goodwin|first=Bryan|title=Simply better : doing what matters most to change the odds for student success|year=2011|publisher=ASCD|location=Alexandria, Va.|isbn=978-1416612957|pages=11|url=https://books.google.com/books?id=WfrtYZ1HcG8C&q=kelleher+%22I+can+teach+you+the+secret+to+running%22&pg=PA11}}</ref><ref>{{Cite web|url=http://www.fastcompany.com/1404456/effective-internal-marketing-strategies-all-businesses|title=Effective Internal Marketing Strategies for All Businesses|date=2009-10-14|website=Fast Company|language=en-US|access-date=2016-05-11}}</ref><ref>{{Cite book|url=https://archive.org/details/madetostickwhyso00heat|url-access=registration|title=Made to Stick: Why Some Ideas Survive and Others Die|last1=Heath|first1=Chip|last2=Heath|first2=Dan|date=2007-01-02|publisher=Random House Publishing Group|isbn=9781588365965|language=en}}</ref>

==See also==

*[[Advertising management]]
*[[Advertising campaign]]
*[[Integrated marketing communications]]
*[[Killer app]]
*[[Marketing communications]]
*[[Promotion (marketing)]]
*[[Promotional mix]]
*[[Point of difference]]: POD
*[[Competitive advantage]]

==References==
{{Reflist}}

[[Category:Advertising techniques]]
[[Category:Marketing techniques]]
[[Category:Promotion and marketing communications]]
[[Category:Uniqueness]]