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Value Proposition and Uniques Selling Proposition

The value proposition is a statement that explains why a customer should buy a product or service. It should address the customer's needs and desires and highlight the tangible benefits. An effective value proposition is direct, quantifiable, and differentiates the product from competitors. The unique selling proposition refers to what makes the product or service unique and compelling for customers compared to other options. It should be specific, simple, and focus on the single strongest unique attribute to attract customers. Both the value proposition and unique selling proposition are typically communicated through signage, websites, social media, print ads, television, radio, and mobile advertisements.

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Marie Kaye-Anne De Leon
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1K views2 pages

Value Proposition and Uniques Selling Proposition

The value proposition is a statement that explains why a customer should buy a product or service. It should address the customer's needs and desires and highlight the tangible benefits. An effective value proposition is direct, quantifiable, and differentiates the product from competitors. The unique selling proposition refers to what makes the product or service unique and compelling for customers compared to other options. It should be specific, simple, and focus on the single strongest unique attribute to attract customers. Both the value proposition and unique selling proposition are typically communicated through signage, websites, social media, print ads, television, radio, and mobile advertisements.

Uploaded by

Marie Kaye-Anne De Leon
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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2.1 What is Value Proposition (VP)?

• It is simply states as why a customer should buy a certain product or services. Customer is very
specific when it comes to their needs and their desire benefits so the value proposition should
cater to those particular needs.

• The major driver in customer purchase or service availment.

• Has to be direct in addressing the problem of the customers, should have quantifiable benefits
and should differentiate itself from the competitors.

The following are some tips for the entrepreneur on how to create an effective value proposition to the
target customers:

1. Prepare a situation analysis that details the problem(s) of the customers.

2. Make your value proposition straight to the point, simple and specific, in short, there should be
no complications. Your value proposition has to target your major objective.

3. Highlight the value of your product or service so that customers will easily get what benefits
you can provide.

4. Adapt to the language of your market. Ensure that your target market understands clearly, what
you are trying to say and avoid putting unnecessary and inexplicable phrases.

5. Add credibility-enhancing elements such as actual testimonials from customers, partners and
other stakeholders, putting specific assurance elements and social acceptability metric found in
social media or press materials. Several quality management certifications, such as the ISO seal,
add more credibility to the product or service that you are trying to sell.

6. Differentiate your value proposition with your competitors. Examples of value proposition
differentiators are the originally of the product or service, its functionalities, or if the product
or service can be tailor-fitted to the customer’s preferences, among others.

2.1 What is unique selling proposition (USP)?


• Refers on how you will sell the product or service to your customer.

• It addresses the customers’ wants and desires

The following are some tips for the entrepreneur on how to create an effective unique selling proposition
to the target customers:

1. Identify and rank the uniqueness of the product or services attribute.

This is the most difficult part because you need to choose one or two at the most. That attribute
will be the key to success, as this will compel customers to purchase from you and not from your
competitors. The unique selling proposition, while it presents the best features of your product
or service, should also avoid competition. Put yourself in the customers’ shoes and ask yourself,”
Why should I choose you over the others? Or, “Why should I deal with you at all?” Identifying the
unique selling point is a tough job and requires marketing research. The best way to identify it is
to identify the marketing mix (7Ps) and distinguish which among those displays the product’s
unique features.

2. Be very specific.

Put details that emphasize the differentiator against the competitors. This differentiator should
be very compelling and should make the customers think that they are usually getting more value
from you than the others. By being specific, make sure that the USP does not rely on heavy,
extravagant promotion. The customers do not want to feel that they are being fooled.

3. KISS (Keep it short and simple).

One challenge that marketers always face is that the customers’ attention span is limited and very
easy to switch. Therefore, think of a very catchy unique selling proposition in the simplest and
shortest way possible. You can compare it with a headline of a newspaper or a Website. That is
the first item that the customer will see.

Common communication Channels in how both Value Proposition and Unique Selling
Proposition be clearly communicated

• Signage

• Websites

• Social Media

• Print Ads

• Television

• Radio Commercials

• Mobile Advertisement

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