What Makes Your Product Stand Out?
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What Makes Your Product Stand Out?
Understanding Unique Selling Points Year 10 Commerce New Zealand Context
What is a Unique Selling Point (USP)?
A feature that makes your product different from competitors The special benefit only your product offers What customers remember about your brand The reason customers choose YOU over others
Think About It...
What makes your favourite New Zealand product special? Why do you choose it over other options? What would you tell a friend about it?
Types of Unique Selling Points
Quality as a USP: Whittaker's Chocolate
'Good honest chocolate' since 1896 Uses only cocoa butter, no palm oil Bean-to-bar process in Porirua factory Premium ingredients from ethical sources
Price vs Quality: The Warehouse vs Farmers
{"left":"The Warehouse: 'Where everyone gets a bargain'\nFarmers: 'Premium brands and quality service'\nLow prices attract budget-conscious shoppers","right":"Quality and service justify higher prices\nDifferent target markets\nBoth successful with clear positioning"}
Innovation USP: Fisher & Paykel Appliances
DishDrawer - world's first drawer dishwasher SmartDrive washing machine technology Designed specifically for New Zealand homes Exported globally from Auckland factory
USP Detective Challenge
Work in pairs to identify the USP Choose a famous NZ brand from the list Research their main selling point Present your findings to the class Brands: Air New Zealand, Kathmandu, Icebreaker, Kiwibank
Creating Your Own USP
Identify what makes you different Focus on customer benefits, not just features Keep it simple and memorable Make sure you can deliver on your promise Test it with your target market
Remember This...
Your USP is not what you do, it's what you do better than anyone else for your customers