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An Idea A Day by David Thompson

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MARKET RESEARCH

FIND THE USP

Jim Blythe

THE USP OR unique selling proposition is what makes your product stand out from everyone else’s. However, what you think the USP is may not be the same as what your customers think it is—a restaurateur might, for example, think that the quality of the food is the USP whereas it may be that the waiters and waitresses are exceptionally attractive people.

Finding the USP may involve carrying out some basic market research, but it will certainly pay off when you come to design your promotional campaign.

The idea

K Shoes is a small shoe manufacturer based in Kendal, in the English Lake District. The company ...

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