UNIQUE SELLING PROPOSITION, CRAFTING

COMMUNICATIONS APPROACH, THE GUERRILLA

MARKETING CONCEPT, SETTING UP DISTRIBUTION
 Definition: 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
 The key to effective selling is what advertising and
marketing professionals call a "unique selling
proposition" (USP).
 Unless you can pinpoint what makes your business
unique in a world of homogeneous competitors,
you cannot target your sales efforts successfully.
EXAMPLES:
 Charles Revson, founder of Revlon, always used to
say he sold hope, not makeup.
 Some airlines sell friendly service, while others sell
on-time service.
 Neiman Marcus sells luxury, while Wal-Mart sells
bargains.
EXAMPLES:
 “The milk chocolate melts in your mouth, not in your
hand”- M&Ms
 “ A diamond is forever”
-DeBeers
 “You get fresh, not pizza delivered to your door in 30
minutes or less or it’s free”.
-Domino’s Pizza
 A business can peg its USP on product
characteristics, price structure, placement strategy
(location and distribution) or promotional strategy.
 These are what marketers call the "four P's" of
marketing. They are manipulated to give a business
a market position that sets it apart from the
competition.
Here's how to uncover your USP and use it to power up your sales:
1. Put yourself in your customer's
shoes.
 Step back from your daily operations and carefully
scrutinize what your customers really want.
 Remember, price is never the only reason people
buy.
Here's how to uncover your USP and use it to power up your sales:
2. Know what motivates your customers’
behavior and buying decisions.
 Effective marketing requires you to be an amateur psychologist.
 You need to know what drives and motivates customers.
 You need to look at their motives for buying pizza-taste, peer
pressure, convenience and so on.
 Cosmetics and liquor companies are great examples of industries
that know the value of psychologically oriented promotion.
 People buy these products based on their desires (for pretty
women, luxury, glamour and so on, not on their needs.
Here's how to uncover your USP and use it to power up your sales:
3. Uncover the real reasons customers buy
your product instead of competitor’s
 As your business grows, you'll be able to ask your
best source of information: your customers.
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.

(Source: www.entrepreneur.com)
3M Security Glass
Promotion
Passers by were told if
they could have the
money if they could
brake the glass.
Although there was
only 500 of real
currency in the glass,
the majority was fake.
UNICEF Guerrilla
Marketing Campaign
UNICEF used a
customized vending
machine to advertise
the dirty water people
have to drink in poverty
stricken countries. This
campaign was a huge
success.
McDonalds
Guerrilla Examples
In Chicago to verify that
there have leaks in the
rivers, the plumbers of
the city inject
biodegradable paint into
rivers. McDonalds took
this opportunity to use
the phenomenon to
their advantage.
 When you want to introduce a new service or product
or launch an initiative within your company, you’ll
need to communicate this new information to your
target audiences.
 You need a communication plan. A communication
plan is your road map for getting your message
delivered to your audience.
 It’s an essential tool for ensuring your organization
sends a clear, specific message with measurable
results. Writing a communication plan can be time-
consuming.
1. Perform a situation analysis.
 Conduct an audit to evaluate where you currently
stand in terms of communications.
 You need to gather and analyze all relevant
information within your company.
2. Define your objectives.
 After you collect and evaluate all information, define
your overall communications objectives.
 Your objectives should be SMART:
1. Specific
2. Measurable.
3.Achievable.
4. Realistic.
5. Time-focused.
3. Define your key audiences.
 Members/non-members.
 Clients.
 Related associations.
 Educators.
 Local government officials.
 Media representatives.
4. Identify media channels.
 Plan to deliver your messages to your key
recipients through multiple media channels.
 Decide which media channels would be the most
effective to get your message delivered to your
target audiences.
5. Establish a timetable.
 Develop a solid timing strategy to execute the
steps of your communication plan.
6. Evaluate the results.
 It’s always important to measure your results to
understand whether you achieved your objectives. :
 Annual reports.
 Monthly reports.
 Progress reports.
 Reports from other departments.
DISTRIBUTION CHANNEL
- is a chain of businesses or intermediaries
through which a good or service passes until it
reaches the final buyer or the end consumer.
1. Wholesalers
2. Retailers
3. Distributors
4. Internet
TYPES OF DISTRIBUTION CHANNELS
1. Producer, wholesaler, retailer, end consumer
example: wine & adult beverage industry
2. Producer, retailer, end consumer
example: Dell computers- Best Buy
3. Producer, end consumer (Direct to consumer)
example: Amazon (sell Kindles)
1. Evaluate the end user
2. Identify potential marketing intermediaries
3. Research potential marketing intermediaries
4. Narrow in on the profitable distribution
channels
5. Manage your channels of distribution
 The channel should align with the firm’s overall
mission and strategic vision including its sales
goals.
 The method of distribution should add value to
the consumer.
 The method used should consider how quickly it
wants to reach the buyer.
Thank you!