UNIQUE SELLING PROPOSITION (USP)

What will you get by ordering the development of UTP in KOLORO?

A unique selling proposition (USP) is the best way to communicate information about a product to a potential customer. In today’s crazy competition, it works much more effectively than an ordinary advertising text. It is the UTP that allows you to turn an ordinary product into a “unique” one.

Thanks to the CBP, the product is positioned as a special and unique. He is able to solve the problem and satisfy the customer’s need.

It is very difficult to create a unique selling proposition, unless you are introducing an innovative product or service to the market that is not presented by anyone else. The main niches in any segment are occupied by competitors who have been applying various advertising strategies for years. However, it is possible. A product that has a UTP wins in comparison to a product without it.

To order a unique selling proposition, you should contact the experienced specialists of KOLORO, who will find and emphasize the distinctive uniqueness that will help to highlight your brand, attract the target audience and increase the company’s profits.

YOU GET

A few slogan options

A platform for creating a promotion strategy

Guaranteeing the effectiveness of the TSS

The only TSS on the market

Relevance to the company’s purpose and mission

Targeted impact on the target consumer

A few slogan options

A platform for creating a promotion strategy

Guaranteeing the effectiveness of the TSS

The only TSS on the market

Relevance to the company’s purpose and mission

Targeted impact on the target consumer

TSS development: what influences the cost?

1. Scope of activity and features of the company’s work.
2. The total number of products or services for which you need to develop a TSS.
3. Number of options developed.

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TSS development: stages

1. Product Analysis. Our experts will conduct analytical work that will help describe your product, its packaging, analyze all its pros and cons.
2. Market Analysis. KOLORO experts will conduct a comprehensive market research, studying its structure, state and highlighting current trends. Example: Analysis of the Ukrainian candy market
3. Target Audience Analysis. KOLORO marketers will create a portrait of the consumer, analyze all the qualities of the product that are important for the target audience to understand where to place the emphasis when creating a UTP service. Example: Vodka consumer research in Ukraine
4. Competitor Analysis. KOLORO will analyze all competitors’ offers on the market, study them for the presence of UTP, study the advertising work of competitors to determine which qualities of the product are already described in advertising, and which remained untouched by competitors. Example: Analysis of tea brand platforms in the Ukrainian market
5. Internal audit of the company and the brand. We will conduct a company health check, scrutinize the positives and negatives of the brand, and create a brand profile.
6. Generating a list of key benefits. Once we have all the necessary data, we will compile a list of the top benefits of your product or service.
7. Creating a TSS. Based on the processed information, our specialists will develop a unique selling proposition for your brand, which will be a synthesis of significant for consumers qualities of the product, unaffected by competitors aspects, distinctive feature of your product or service. Example: Creating a unique selling proposition for the brand “FRAU PAMPE”

Requirements for a unique selling proposition

A unique selling proposition (USP) is an advertising and marketing strategy that must meet three requirements.

1. The text should contain a specific offer for the consumer (buy a specific product, get a specific benefit).
2. The offer must be unique; competitors either cannot make the same offer or simply have not yet made it. Uniqueness can be directly related to the product, or consist in an unusual advertising statement.
3. The offer must be strong enough to entice a huge number of new consumers, to induce them to purchase the product or service.

It is impossible to create a unique selling proposition using only empty enticing words. You need to come up with a communication message that will help the consumer:

• to reevaluate your conventional wisdom;
• to take a fresh look at a particular product category;
• to make the product stand out from the rest.

Create a TSS: principles

UTP is not just a list of unique characteristics of a product or service. Its main task is to form a message that clearly communicates your offer to the consumer. At the same time, it is necessary to convey information in such a way as to distinguish yourself from your competitors, and also to arouse the consumer’s desire to make a purchase.

Creating a UTP: the main ways

1. Differentiation from competitors. In 1997, Apple made “Think Different” its advertising slogan, actively emphasizing its difference from competitors who used PCs.
2. A unique benefit to the client. Only at the supermarket chain “substitute name” you can buy the product “substitute name” at a promotional price “substitute price”.
3. The importance of the problem that the product or service solves. A tired middle-aged woman comes home from work, looks at the mountain of dishes and sighs. What could she do without a new dishwasher?
4. Personalized treatment of the customer. Bread Gift vodka is made for “men who spin the Earth”.
5. Quantitative metrics (such as 5 years of experience, delivery in 10 minutes, etc.). Lvivske 1715 already in its very name actively exploits the status of the oldest Ukrainian beer.

It is also necessary to take into account that it is difficult to create a UTP without a positioning concept, as these two elements are closely interconnected with each other. Therefore, if your product does not yet have a developed positioning concept, KOLORO marketers and designers will be happy to help you solve this problem.

Why should you order the development of UTP in KOLORO?

1. It will be easier to sell a product with a TSS.
2. You won’t need to fear the low prices of your competitors as the product will have another advantage.
3. Even with similar offerings, your product will be unique.
4. It will be much easier to motivate the consumer to make a repeat purchase.
5. You will get a platform to create a successful sales promotion strategy.

Developing a unique selling proposition is an important step on the road to success. Therefore, it is better to entrust it to professionals – the KOLORO branding agency.

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