From "USP" to "Value Proposition"

Sometimes people continue to ask a question that was once fashionable: "what is the u.s.p" of the brand / product?"

But that's like wearing bell bottoms today!

Times have changed. Now there is product parity; there is technological parity and so there is no 'u' 's' 'p'. 'USP' is dead and gone - for good.

No single unique selling proposition can sell, for the simple reason that it is not unique anymore. But that is true as far the product goes. The product may be at par, but the brand may be unique. Confusing?

Consider this: while subway sells sandwiches, and could have chosen to sell simple sandwiches, they instead chose to sell health. Now one might argue that 'health' is therefore the u.s.p. But then it is not. Subway offers no one 'unique' thing or 'proposition'.

When you buy from Subway ("Eat Fresh!"), you buy (a) low calorie food, (b) fast food, (c) it is customised for you - so you participate in it's making, (d) it is very clean, (e) it has a different shape ( f ) and to signify that it has a new name i.e. 'sub', ( d ) and it is really expensive! (sometimes we consciously buy expensive stuff), ( e ) There is also a lot of 'greens'!

And of course you buy into some images, colours, tone and style...but on this later!

What subway has, is a "Value Proposition", which when written by a marketing manager, occupies a very large paragraph, unlike the the old fashioned proposition written in a single line. (even 'freshness of lime' is not a u.s.p. Remember, Cinthol Lime also has it.)

Now let's think of different elements of the McDonald's' Value Proposition - ( a ) Burgers and fries, ( b ) Really low priced, ( c ) Children love the 'place' (by the way, the food is secondary!), ( d ) Place for families, ( e ) Drive through (new concept and new name again!), ( f ) Like home (have you noticed how the floor is being cleaned while you are eating! just like home) - 'home away from home' was once their advertising theme, ( g ) Open kitchen, ( h ) Hygiene, ( i ) Steel kitchen (easy to maintain - also appears clean, ( j ) Happy meal, ( k ) Play pen, ( l ) Ronald McDonald seated outside, ( m ) Fast food, ( n ) Limited fare (consciously in order to keep costs down!).

It is funny how in these times of downturn, unbranded shops selling generic food products in the mall are shutting down. I have never seen a McDonald store shutting down in my life, even though their fastest selling product is Rs 20 burger. And no one calls it a dhaba!

Modern Brands have changed in their construct. Now they are multi layered, like an onion. Peel one layer and their is another one below. But yes, they have a core - but on that, later!