OMM 615 Week 3 Assignment Expectational Frameworks
Consumer sallocate their time, money, and trust in the most efficient ways possibleand want to believe in the product or service purchased. With so many products and services on the market to choose from it can be quite a daunting task. How a consumer makes their buying decisions and picksa product or service over the other similar products or services can all come down to its unique selling proposition (USP). USP strategy gets to the concept of a value proposition; generates value for the product or service then communicates that value to the audience (Ogden & Ogden, 2014, Chap. 4.3). The basic question that a consumer needs answered is how a product or service can benefit them better than others. If an organization wants their product or service to stand out above others then an organization must identify what makes their product or service unique. For example, countless number of shoe brands on the market from boots to tennis shoes to casual and dress shoes line wall to wall throughout our retail stores. With so many choices out there, one brand that stands out because of their USP is Tom’s shoes.
Tom’s shoes separate themselves from other manufacturers because their unique selling proposition highlights their charitable nature. Their USP revolves simply around a model that for every pair of shoes sold; a pair of shoes goes to someone in need. Tom’s shoes counts on the fact that consumer(s) who purchase their product are indeed contributing to others that are less fortunate. Tom’sintentions of providing to a worthy cause is their selling point to consumer(s).