What is a USP?

Ms. Rajni decided to go out and buy a washing machine. As she enters the General Electricals Store, she sees various brands selling washing machines. Which one should she buy? What sets aside the product of one brand from the other? This is where the USP comes into the picture. The USP which stands for Unique selling point/proposition of a product is the feature or function of the product which makes it unique. It is the unique property propositioned by the brand to set its product apart from that of its competitors selling products in the same category.

What makes for a good USP?

Be it Dominos' “30 mins delivery” or Maggi's positioning as a “2 min easy to cook and healthy meal”, successful companies have a clearly defined USP. Some characteristics of a good Unique Selling Point are as follows:

• Unique and sets the product apart from the competition
• Aligns with the needs and wants of the target group selected
• Clearly defined selling point
• Product delivers on the USP promised