Unit 5: Product Propositions
Lesson 1
Unique Selling Proposition
Entrepreneurship
Senior High School Applied - Academic
Why do businesses need
to describe their product
uniquely?
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●Recognize and understand the
market.
Learning ●Describe the unique selling
Objectives proposition that differentiates
At the end of the
one’s product or service from
lesson, you should existing products or services.
be able to do the
following:
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Did you see a business
wherein they describe
their product differently,
such as using attractive
words?
Can you give an example
of these businesses?
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What may be
the reasons
why businesses
highlight these
special features
of their
product?
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Unique Selling Proposition
a marketing strategy
that focuses on special
features of a product or
services which enable
them to stand out from
the competition and
attract customers
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Example: Unique Selling Proposition
Business/Product USP
Starbucks Coffee Premium Coffee
Domino’s Pizza You get fresh, hot pizza delivered
to your door in 30 minutes or
less or it’s free.
M&Ms The milk chocolate melts in your
mouth, not in your hand.
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Sources of Opportunities
Business/Product USP
Papa Johns Pizza Better ingredient, Better Pizza
FedEx Express Guaranteed Overnight Delivery
Facebook Helps you to easily connect and share
with people that you know
AirBnB Finds cheap places to stay
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Remember
A unique selling proposition is a
statement created by
entrepreneurs to highlight distinct
characteristics of products or
services from competitors.
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Why do entrepreneurs need to use
a unique selling proposition?
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Purpose of the Unique Selling Proposition
1. Sympathize with customer needs
2. Motivate the customer
3. Uncover the real reason why the
customer buys the product
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Tip
The unique selling proposition
describes only the features of the
product or service that is different
from others.
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Why do entrepreneurs need to use
a unique selling proposition?
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Advantages of the Unique Selling Proposition
Clear Differentiation
Improved Revenue
Loyal Customers
Simpler Selling
Sales Strategy
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What are the steps in writing a
unique selling proposition?
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Steps in Writing Unique Selling Proposition
Step 1. Review the planning process.
Step 2. Identify the target audience’s problem.
Step 3. Focus on the solution.
Step 4. Combine it into a concise statement.
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Example: Steps in Writing Unique Selling Proposition
Situationer:
An entrepreneur who has a restaurant
offering fried chicken will create a unique
selling proposition in order to increase the
sales of the business.
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Example: Steps in Writing Unique Selling Proposition
Step 1. The mission of the business is
to offer fried chicken to
Review the
customers at a cheaper price
planning
but with high quality. The goal
process. of the business is to expand
into multiple branches.
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Example: Steps in Writing Unique Selling Proposition
Step 2. There is no other store
offering fried chicken in the
Identify the
place where the business is
target
located.
audience’s
problem.
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Example: Steps in Writing Unique Selling Proposition
Step 3. The business will offer a
product that will meet the
Focus on
customer’s needs and
the solution.
satisfaction.
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Example: Steps in Writing Unique Selling Proposition
Step 4. The entrepreneur will come up with
a unique and concise statement.
Combine it into
a concise
USP: Affordable homestyle fried
statement. chicken made with 10 herbs and
spices right next to your door.
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Activity
An entrepreneur who owns a store of fruit
shake would like to ask your help in creating a
unique selling proposition for his business.
Write your steps and the constructed USP
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Questions
Part A. Explain the meaning of the following concepts as
discussed in the lesson.
1. Unique selling proposition
2. Improved revenue
3. Loyal customers
4. Sales strategy
5. Clear differentiation
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Questions
Part B.
1. Why is it important for entrepreneurs to have a
unique selling proposition?
2. What will be the main advantage of a business which
uses a unique selling proposition versus a business
that doesn’t?
3. What will happen if an entrepreneur decided not to
use a unique selling proposition? Will it achieve
success?
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Wrap Up
Unique selling proposition (USP) is a marketing
strategy that focuses on special features of a
product or services which enable it to stand out
from the competition and attract customers.
Clear differentiation, improved revenue, loyal
customers, simpler selling, and sales strategy
are the advantages of using a unique selling
proposition to the business.
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Wrap Up
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Bibliography
Entrepreneur Asia Pacific. “Unique selling proposition”. Accessed March 20,2020.
https://www.entrepreneur.com/encyclopedia/unique-selling-proposition-usp.
Kokemuller, Neil. “Why is it important for a firm to gain competitive advantage in a
marketplace?” Bizfluent. Accessed March 20, 2020. https://bizfluent.com/info-8651871-
important-gain-competitive-advantage-marketplace.html.
Kotler, Philip & Gordon McDougall. Marketing Essentials. Prentice-Hall Canada Inc., 1985.
Miranda, Gregorio. Basic Marketing Revised Edition. L & G Business House, 1997.
Singtel myBusiness. “The advantages of a unique selling proposition on marketing”.
Accessed March 20, 2020. https://mybusiness.singtel.com/techblog/advantages-unique-selling-
proposition-
marketing?fbclid=IwAR1RcLZ7dKatXGsKC1zg0c6gnk7aHHKBdnXWNPrFM1fE5KoXsYyGwaFgyAY.
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