Business – 3.3 The marketing mix – Product | e-Consult
3.3 The marketing mix – Product (1 questions)
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A Unique Selling Point (USP) is a specific, clear benefit that sets a product apart from all competitors and is easily communicated to the target market. While product differentiation can involve multiple attributes (price, quality, service, etc.), a USP focuses on one distinctive claim that resonates strongly with consumers.
Key differences:
- Scope: Differentiation may involve several features; a USP is a single, standout claim.
- Communication: A USP is designed to be a concise marketing message; differentiation can be broader and less explicit.
- Customer perception: The USP aims to create an immediate, memorable impression, whereas differentiation builds value over time.
Case study – Domino’s Pizza:
Domino’s built its USP around the promise “30‑minute delivery or it’s free.” This single claim highlighted speed, reliability, and convenience, differentiating Domino’s from other pizza chains that focused mainly on taste or price. The USP was heavily promoted in advertising, leading to increased market share and brand recognition worldwide.