Story- Know your USP
Long time back when HUL launched it’s tomato ketchup product called Kissan ketchup, they were pretty sure of it’s success in the market. This was because they knew their ketchup is best quality hence thick.
To their surprise market did not accept the product well and sales plummeted. They decided to find the root cause of the failure. Upon research they understood that their customers are finding it difficult to get the ketchup out of the bottle and have to wait or try hard to get it out of the bottle.
HUL team was aghast when they understood the reason behind this setback because the USP (Unique Selling/Serving Proposition) of Kissan ketchup was it was quality ketchup and hence thick. The reason behind it was not coming out of the bottle itself was their USP. After lots of brainstorming they understood that they need to communicate to their customers about quality and thickness of Kissan jam and the famous advertisement of “Aah aa aaja… Aah aa aaja” was born,
You can watch this ad using the link at the end of this message.
Learning from the story
You need to have and know your USP, but the most important thing is you need to be able to communicate your USP to your customers. Unless your customers know & experience your USP, it doesn’t exist for them.
Questions to ask ourselves
1. What is our USP?
2. Is there any way to draft our USP?
3. How to effectively communicate our USP to customers?
If you want to lean how to draft your USP step by step and how to use it to attract ideal clients and much more, consider this as my personal invite to our half day seminar
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