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BEYOND THE UNIQUE SELLING POINTS


Understanding why transport union of Ibadan religiously subscribe to "micra" while Ilorin's transport union heavily gravitate towards "Mazda 323" can help in understanding how masses make their decisions in consumption, politics and values.

A good marketer will identify this preference and tailor supply to such need. While an exceptional marketer will de-mystify the mystery. Just like the anecdote of two men sent to sell a product of sandal in a town. When they got there, they discovered to their dismay that the people walked bare-footed. Upon return to their companies, the first said he needed to find another town as the town was dead to the product. The second said that the town was full of business opportunities that all he needed was time to convince them.

An exceptional marketer will do an analysis through interrogation and engagement at Ibadan to establish reasons for the religious attachment to Micra and do the same at Ilorin to get reasons for their heavy use of Mazda 323 open-and-close headlight. After establishing such facts, he or she is already armed with sell-able points for each type of car and can sell as they so please.

Akintola Sterlyn-Rasheed in response expatiated further ‎"To buttress your last assertion, a good marketer should be an individual who could sell sand at the beach, no matter what type of Vehicle you chose to use as a taxi, your ambience and certain strategies would make you stand out in a group of many. Your income and expenditure target would determine the type of vehicle to use, putting cost of procurement, cost of maintenance as well as running cost into consideration.Business is sweet only if you know how to play the game."‎

Ba'mi Kehinde Ayoola J P  then nomenclated it as USP "Unique Selling Points" that which Akintola has detailed. Blackberry has its USP (bbm) but yet the company falters. The quest is simple: you understand your market. Ours is a fast generation, and we become wary of monotonous value. The excitement lies in a constant change and upgrade.




Blackberry falters and Android OS soars. While USP is quite important, a marketer should be conscious of potential entrants in a market that's richly yielding. Android OS onboards those that could have become potential competitors: design an app and get returns. Bring your business and I give you my patent.

Like a gas dealer enters a village full of kerosene users, instead of focusing solely on retail-end. Why not onboard the kerosene suppliers? Give 'em your patent, a fair share of your profit and your detractors would be your facilitators. 

USP 

----toonday
Toonday's Perspectives ‎
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