THE BASIS OF USP

A Unique Selling Point abbreviated to USP is a specific characteristic or convention that makes a product, service or message stand out from every other institutions production. This makes the company have a distinct benefit for their audience and increases the rating and amount of its consumers. A USP gives the companies prospects a clear reason to do business with you, and allow other competitors to understand the quality of your product or service. Creating a unique selling point for a product is about making the product appeal to a specific demographic and psychographic audience - each advertisement must suggest to the customer "buy me! buy me!" ideally the suggestion will be unique and something other competitors do not have. It must be appealing and strong enough to engage new customers.  A USP basically singles you out from the opposition and will often be a proposal that appeal to the consumers of the product, the USP is often reinforced by a slogan alongside it. 

                             Examples of USP and why they benefit the company:

In both of these advertisements, the clear USP would be their slogan shown on both forms of advert "Get The London Look." this slogan acts as their USP as its adverting what Rimmel gives you by using their bold red lipstick - which is the London Look. This is different from their competitors such as Mac, Max factor or L'Oreal as they are appealing to their audience specifically through their products. Whereas the above mentioned do not do this to stand out, they use generic slogans to work well with their overall company despite following the conventional idea of makeup brands. Their USP would be bright colours and smooth textures and they support this by using their slogan to reinforce their USP. 

                     

Within this short advert produced by Rimmel London- they are using celebrity endorsement and as the face of Rimmel London they religiously use celebrities to wear their makeup and this can act as another USP for their makeup brand due to other makeup brands lacking in this. In this advert, like aforementioned with the poster adverts they use bold lipstick within this advert too, relaying the before message I mentioned. These techniques of repetition definetly make the makeup brand more memorable and help it stand out from the others. Also this advert helps to sell the sloagan of this particular advertisement "Get the London Look." taking this slogan and making it literal by referring to the London look as a bright red lip stick.

The M&M advertisement has one of most-known slogans "Melts in your mouth, not in your hand." this acts as their Unique Selling Proposition as this distinctively separates them from every other chocolate company as it creates a memorable image of the company and acts as something to relay back to, to mention the product. As well as their slogan, the USP could also be described at their chocolate being covered in a hard candy shell, differentiating them from their competitors. Competitors of the company such as Smarties or Hershey's increase the competition between M&M's and the competitors as they increase their prices and this will make M&M lose value, thus causing them to lose customers. However their USP keeps them above the game and helps them stand out. 

From early 1986 - M&M have been using their slogan "The milk chocolate melts in your mouth not in your hand." they use this as their USP, clearly because of the strength their slogan has and the way it has the control to continue to promote their product. Over 40 years the slogan has continued to embrace the audience of M&M and make them want to purchase the product. 

Overall, USP can help a company increase in ratings, memorability and value. However it depends on the company that has the USP whether or not other companies will begin to develop similar USP's.