What makes marketing tick: USP
The business and customer are a unique relationship. The relationship stands on a concept called a proposition. What is unique about the relationship is that the company to customer proposition is found everywhere in consumer markets.
The business to customer relationship works on a principle of simplicity. A company that keeps customers is maintaining a proposition because it is proven to preserve the customer relationship and transactions.
Taking one step back for a moment. Forget about whatever the service or business sector is—now focus on the broader consumer market and what creates a link between the business and customers. So here is an important question: how do companies find customers within such a complex and humongous market? The answer is a Unique Selling Proposition.
Unique Selling Propositions (USP) creates the link to various customer groups. Therefore, the Product’s USP can be translated into marketing objectives. By doing so, clear goals can be delivered upon the correct market segment for the product. As a result, clear marketing objectives for a product can now penetrate the consumer market more effectively. This principle is valid in all parts of the consumer market.
The lower end of the consumer market. USP and marketing strategy for products that can be sold at higher volume and lower price.
The higher end of market USP and marketing strategy is formed around selling higher quality products, lower volume, and higher price.
The same applies to the mid-market products with USP and marketing strategies principles.
Wherever customers are in the consumer journey, the customer will turn to a business’s product offering how the proposition is communicated in the marketing strategy. A product UPS, for example, the needs of the customer’s budget, will support the purchasing decision.
Listed below are essential factors that are attributed to the proposition.
· Product or service quality.
· Pricing points
· Customer service and support.
· Specialities in services
There are serval factors determining what a proposition is to customers, between the high and low ends of the market. As a result, propositions differ in line with customer expectations of the product or service.
Whatever the selling proposition is. It has been evident in the marketing so the customer can identify what it is and decide if they want the product. The UPS is what sells to customers. Marketing offers the proposition.
Theoretically, the target market is quickly identifiable. But other competition, market forces and internal operations will influence the efficient selling proposition straight into the market.
Every product has one because a proposition that naturally influences customers and needs to reinforce the reason behind purchases decision in marketing.
The intangible cycle between customers and businesses through USP sets the impulse to marketing and makes it tick.
Robert Fogarty 