Question

Topic: Strategy

Usp For Industrial Coating Company

Posted by paulus_ina on 10/31/2012 at 1:48 AM ET 500 Points
Pls give your suggestion or advice re the USP of this company ,we are in the field of industrial coating.

We produce paints for building, general contractor , housing . And this product is sold to retail and traditional market.

We don;t have a USP yet , but Iam thinking to use " The Exterior Paint Expert " and " Live your life with colour ".

Any one would give their valuable comments...pls ?

Thanks

Paulus
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RESPONSES

  • Posted by CarolBlaha on 10/31/2012 at 2:04 AM Member
    I am from this field and I can contribute. But who from crayola to PPG can't say "live your life with color"

    Think of what it means to the end user. But again, none of these are a USP.

    Color Endures (ties in w exterior paint)
    Live On, Color On

    Live the Colorful Life

    Breathe, Create, Color On (that s a big thing here inspirational like a hobby thing I do https://www.etsy.com/listing/88790741/esty-on-embroidery?ga_search_query=et....)

  • Posted by paulus_ina on 10/31/2012 at 2:29 AM Author
    Thanks. I need more USPs to choose from . I plan to do competitor survey , internal survey , customer survey before I do final write-up.

    Anyone can share more on this project...
  • Posted by Moriarty on 10/31/2012 at 2:59 AM Accepted
    Good morning.

    Firstly you are operating in one of the fiercest commodity markets. Your USP will have to be good, or you won't even start.

    "Needing more USPs to choose from" simply won't do. These aren't cheap taglines to cheer a bored marketer.



    ***You need one USP that will blow the opposition out of the water.***



    So: You are offering industrial coatings to "building, general contractor and housing" - now that in terms of paint is vague. With my ex we ran a small building firm, which used painters from time to time. These guys were professionals - this was England and expectations were relatively high. What they didn't know about paint wasn't worth knowing.

    *****Focus on the color and you might as well give up now. Each and every company offers a range of 30,000+ colors. Even so, you have successfully branded paints in niches - the "Dulux Heritage" range.*****

    Dulux exterior paints have one of the few USPs in the industry: "We guarantee this product for five years or you get new paint" - and they include putting the paint on if it is the paint that is at fault. This USP from their Australian website:

    https://www.dulux.com.au/products/dulux-exterior-products/the-dulux-weather...

    These guys are seriously confident about their products. You need to be if you are offering a USP in a market like this.

    So: I need more information about your industrial coating before I can make a stab at this. I studied Physics and Chemistry to university level, have used the stuff in the wild and run a business that sold it.

    I even came up with a novel approach to the problem of using matchpots in other people's houses. You don't know what a matchpot is? Well, do some research! It might be your breakthrough.

    One last thought. Your USP needs to be so powerful it makes you shudder to offer it. It should also be rock hard.

    If you want a USP, I am your girl. I expect a lot from you though and a little forum like this is no place for that.
  • Posted by Jay Hamilton-Roth on 10/31/2012 at 8:22 AM Member
    Carol's given you some wonderful advice - definitely address her questions in depth.

    Also - are you looking for a tagline for your business, or are you trying to create a USP (as a part of your larger marketing strategy)? One of the key points of the USP is what do you provide, that your customers need, that no one else can/will provide in your market? That's the "unique" part of USP - and without the differentiation, you're just "another" Industrial Coating Company.
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