My core target are all architecture students who study architecture in the United Kingdom to use this magazine as a resource material for their work/studies
‘Our potential market is a niche and the people in that market can be generally found in big organizations like universities’.
‘The general (non-paying) public will also have access to the site, but only to the stories of the older issue’.
‘Subscribers will also have access to a social-networking platform’.
Unique Selling Proposition -USP
USP is a marketing concept. Some good examples of products with a clear USP are
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Head&Shoulders: “you get rid of dandruff”
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Olay: “you get younger looking skin”
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Red Bull: “you get stimulation of body and mind”
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Coca cola: “Live on the coke side of life”
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Ronseal: “You get exactly what it says on the tin”
Some Unique Propositions that were pioneers when they were introduced:
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Domino’s Pizza: “You get fresh, hot pizza delivered to your door in 30 minutes or less–or its free”
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FedEx: ” When your package absolutely, positively has to get there overnight”
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M&M’s: “The milk chocolate melts in your mouth, not in your hand”
CRITISM OF USP THEORY
The perception of something being a USP is quite stiff. In the examples above, Head & Shoulders is not the only product on the market that will get rid of dandruff, neither is Dominos the only pizza delivery chain with a similar thirty-minute guarantee. In both instances, the products can be said and identified to be as market leaders in their categories . Although they have the original USP, the public eye has stop to view it as unique. In other words, what was originally a USP has become mrely a perception of superior quality, something quite different. In the example of Ronseal, “(doing) exactly what it says on the tin” could be argued not to be a USP but rather a clever advertising slogan implying reliability or honesty.
USP’S
WALLPAPER* “Design Interiors Fashion Art Lifestyle”
ARCHITECTURAL DIGEST “The international magazine of design”
