Unique selling proposition
As a unique feature ( engl. unique selling proposition or unique selling point, USP) is in marketing and the psychology of selling the outstanding feature, indicated with a quote stands out clearly from the competition. Synonym is veritable customer advantage. The unique selling point should be " defensible ", his target group oriented and efficient, and can be achieved in terms of price, time and quality. The term is part of the basic vocabulary of marketing. A unique feature, that is a unique value proposition is to be associated with the product.
In politics, the word is sometimes used. So you could see the demand for a nuclear phase-out for a long time described as " unique selling point " of the Greens.
Feature
The unique feature of a product or a brand product, with an advantage over the competition is connected may be due to the design, in particular technical characteristics or the service. The unique selling point is typically the basis of an advertising campaign for a product. Providing a unique selling proposition is the central challenge for product policy in marketing because the customer can not establish identification with the performance without such a feature, but is only aiming to acquire the offer on the best price.
If the USP can be patented, it is protected for the duration of the patent against competitors.
For providers who are seeking a price leadership (as discounters), the unique selling point can of course be to be the cheapest provider. Also, such customer benefits must be clearly communicated.
In the sales talks and in the event of a complaint the unique feature of central importance to the development of a value proposition to the customer. Companies that give to their vendors or no flat utility values for their customers, have to operate at higher pressure (more clients per day, stronger inductive reasoning, high discounts and rebates ) in order to remain competitive.
Often poor performance be passed on to the seller and there is in the market then the impression that the sales mainly "persuaded ". As a " quid pro quo " for the seller, the commission is then raised, which the provider loses twice ( profit margin and image ) and the customer is upset.
Formation
The English term unique selling proposition, USP short, was introduced in 1940 by Rosser Reeves in marketing theory and practice as a unique " promise to sell " in the context of promoting a product ( or service ). This unique feature should be such that it lifts the benefit of the product to be marketed by their competitors' products. This alleged or actual - benefit relates generally to a specific property, do not have or do not complain for the other products. The thus intended target group to thereby form preferences for the advertised product and buy it ultimately.
During his work for the advertising agency Ted Bates & Co., New York, he tried again and again, this unique selling out target groups at the advertised products from it and implement it. It was the dominant idea, the reason why a consumer should buy the advertised product, of working out and represent. In the U.S. presidential election campaign in 1952 Rosser Reeves has implemented the unique selling point in the campaigning. The Republican Party had hired him to apply Dwight D. Eisenhower. What followed was a radical change in election campaigns because he the candidate - successfully - marketed as soap.
1961 gave Reeves the theory to the practice of experienced from him unique selling after. Conclusively, he demanded that should be clearly conveyed in advertising, why the consumer should buy just the advertised product ( and no other ). It is essential that the product also has to keep what the advertising promises. Otherwise the success does not will be permanent.
Strategic importance
In the introductory and growth phase of the product life cycle concept about USPs works excellent, provided that the product meets with this unique position in an unsaturated market. The advertising of the product is very effective due to the unique selling point, as can restrict the advertising message to a few simple points.
In the maturity and saturation phase of the product life cycle, the product policy fixation on the chosen unique feature is however a problem. In this phase, the company's product is established, but competing firms make similar products on the market. This also decreases the value of the selected unique selling point, since it is not clearly perceived by the customer as such. Therefore, the marketing strategy must now be adapted to the conditions of a mature market. In this, the differences between competing products are small, which limits the elaboration of unique features. As such, but now serve the price. There are two sub-strategies: Either one is cheaper than the competition for the same power, or offers more performance for the same money (see also: Outpacing strategy). One of them is distinctive strategy is that you get from material unique features and instead tried to build an emotional brand that henceforth serves as a unique selling point and the client binds.
Development
The basic idea of the unique selling proposition has survived to this day; the concept is always adapted. Two U.S. marketing experts built, for example, the unique selling proposition to their concept of positioning.
Geography
In the geography of tourism is understood to profile the specific features and qualities of a place or a region in the context of global standardization trends among USP, the strategy of niche policy. Examples of USPs are National Parks; they signal intact remarkable landscapes.
Examples
Here are some examples:
- All-wheel drive in passenger cars
- Pepsodent toothpaste with Irium
- Coca -Cola 's secret recipe
- Citroen -s double helical gearing
- Citroen DS ' hydropneumatic suspension
- Toyota 's hybrid drive
- DAF cars with continuous speed change " VARIOmatic "
- NSU rotary engine
- Beer brewed according to the German purity law