What is USP ?

• A unique selling proposition (USP, also seen as

unique selling point) is a factor that
differentiates a product from its competitors,
such as the lowest cost, the highest quality or
the first-ever product of its kind.
• A USP could be thought of as “what you have
that competitors don't.”
 Benefits of having USP
1. Clear Differentiation
A unique selling proposition makes your differences clear to prospects and
compels them to give your brand strong consideration.
2. Improved Revenue
When you offer a unique selling proposition and prospects clearly see it, your
revenue typically improves or exceeds expectations. People buy the product
or service that best matches their needs, and that offers the best
combination of benefits and price.
3. Loyal Customers
When you promote a USP and deliver an appealing value proposition, buyers
are likely to return for a future need.
4. Simpler Selling
Sales representatives benefit when companies develop and offer a
compelling unique selling proposition. It is easier for a salesperson to
genuinely convey value when he recognizes it himself.
 Examples of USP
• FedEx Corporation
When it absolutely, positively has to be there
overnight.
• Domino's Pizza
You get fresh, hot pizza delivered to your door
in 30 minutes or less or it's free.
• DeBeers
Diamonds for forever.
 Hamam Medimix : - USP: 18
Herbal Ingredient
Hamam brings alive
the wisdom behind
time-less skincare
U rituals in convenient
S and contemporary
P formats
 Cadbury
Amul Parent
chocolates Company Kraft Foods
Parent
Company Amul Category Food Products & Confectionery
Category Chocolates Sector Food & Beverages
Sector Food & Beverages Kuch meetha ho jaye; A whole
Tagline/ world of chocolately fun; Your
Slogan Taste of India Tagline/ happiness loves Cadbury; Milky
Slogan Creamy Yummy
USP Quality and affordability
Cadbury is one of the biggest
and most trusted chocolate
USP brand worldwide

Snickers
Parent Kitkat
Company Mars
Parent
Category Chocolate Company Nestle
Sector Food & Beverages
Category Chocolate
Tagline/ Get some nuts; Hunger bajaye
Slogan chaar to snickers khol yaar Sector Food & Beverages
USP Chocolates with real nuts Tagline/ Have a break have a
Slogan Kitkat ;Good Food Good Life
USP Chocolate covered wafer
 Oppo
Parent
Company BBK Electronics
Category Smartphones
Sector Mobile Handsets
Tagline/ Slogan Selfie Expert (F1s)
Oppo offers affordable but quality
USP smartphones with innovative features

Micromax Mobiles
Samsung Galaxy Series
Parent Parent
Company Samsung Company Micromax Mobiles
Category Smartphones
Category Smartphones
Sector Mobile Handsets
Sector Mobile Handsets
Tagline/ Tagline/ Nothing like anything; Nuts
Slogan Guts Glory
Slogan Unleash Your fingers
Cutting edge technology and Micromax offers
USP features smartphones at affordable
USP prices
1. Foods
• Confectionary
• Staples/ Cereals , breakfast cereal
• Bakery products - Biscuits, bread, cakes
• Snack food
• Chocolates
• Branded flour, rice, sugar
2. Beverages -Packaged beverages such as
• fruit juice
• bottled water.
• Tea,
• Coffee,
• Juices,
• Bottled water,
• Health beverages,
• Soft drinks

3. Personal Care: It can be divided into the following categories

• Oral Care - Toothpaste , mouth wash
• Skin Care - Creams, Lotions, Gellies ,
• Hair Care - Hair Oil, Shampoos
• Cosmetics
4. Frozen Food-Frozen items such as ice cream that require a temperature-controlled supply
chain.
5. Pet care
6. Toys
7. Office Supplies-Consumable office supplies such as pens and paper./Stationery
8. Cleaning Products
Household Care: It can be divided into the following categories
Fabric wash - Laundry soaps and Synthetic detergents
Household cleaners - Dish/utensil cleaners, floor cleaners, Toilet cleaners,
Air fresheners, Insecticides and Mosquito repellants, Metal polish and Furniture polish
9. Paper Products - (tissues, diapers, sanitary)
10.Shoe care
11. Cigarettes
12. Clothing
13. Consumer Electronics - Although consumer electronics are typically durable, fast selling
ideas such as memory cards or headphones may be considered FMCG.
Brand Baggit USP: Baggit products are made in India from eco-friendly, vegan materials
approved by PETA and is excellent in terms of functionality. The brand offers handy,
trendy and chic accessories like bags and wallets in various colours and styles at
reasonable prices.

Flipkart : Flipkart has a wide variety of products across many segments.

Myntra : High fashion appeal at affordable rates.

Shopclues : Ample choice to customers in its products varieties at wholesale rates.

Firstcry : Variety of baby products at reasonable rates.

BabyOye : Great collection of good quality products.

 Assignment
You have to choose four products belonging to different product categories. Search out USP
of each competitor for the product. Write a conclusion about the USP of all four
competitors taken by you for each product category.
Format of presentation

Slide 1 – Introduction

Slide 2- Introduction of first product + overview of competitors

Slide 3- Introduction of all four brands of first product taken – Parent company,

Product, sector , USP, Tagline , any other peculiar feature if known

Slide 4 – Comparative table of USP of all four brands for the product
Name of Name of Name of Name of
Brand 1 Brand 2 Brand 3 Brand 4
USP

Slide 5 – Repeat slide 2,3,4 for rest of three products taken.