Monday, August 9, 2010

USP (Unique Selling Point) : Is it for Marketeers to find out?

I was to market a product and i asked for the USP from the producer : An intro to USP is given below

The Unique Selling Proposition (also Unique Selling Point or USP) is a marketing concept that was first proposed as a theory to explain a pattern among successful advertising campaigns of the early 1940s. It states that such campaigns made unique propositions to the customer and that this convinced them to switch brands. The term was invented by Rosser Reeves of Ted Bates & Company. Today the term is used in other fields or just casually to refer to any aspect of an object that differentiates it from similar objects.

They did not have a defined USP in their product. And said that the marketeers should find it...My question is whether the uSP should come from the product design or the marketer should find it out? But how do you find something if its not there?


  1. That is why people say the marketing is not saying the truth always.

  2. Fully agreeing to that Ravi...But you know how muc harder it is to market a product than actually making it (I learnt it by selling mobile