E-Marketing - What is Unique selling proposition from Anonymous: MarketingProfs Question 10763

Topic: E-Marketing

What Is Unique Selling Proposition

Posted by Anonymous on 11/1/2005 at 10:47 PM ET 50 Points

What is Unique Selling Proposition and Unique Value Proposition

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Posted on 11/2/2005 at 5:42 AM Member

Unique Selling Proposition is a theme developed to inject a personality into a brand. It could be the main benefit from the brand. It is a plan to create perception in the mind of consumer. A shampoo may have USP of cleaning the hair, or clearing the dandruff.
Posted on 11/2/2005 at 10:54 AM Accepted

KMKAN -

Another major aspect of a USP (unique selling proposition) is that it is something distinct that gives you a competitive advantage. You may sell a soft drink which has the benefit of great taste, but if you competitors offer this as well, it's not so unique.
Posted on 11/5/2005 at 4:09 AM Member

None of those are really USPs. Your USP must be unique or it isn't a USP. Cleaning hair and clearing dandruff are common features of shampoo so don't qualify. If it was a shampoo that made straight hair curly - now that would be a USP. A soft drink with a great taste doesn't qualify either. A soft drink that contained all your daily vitamins or minerals -- now that would be a USP.

Peter Hobday