The Effect of Unique Selling Propositions on a Company's Success. The Examples of "Starbucks" and "Amazon"
Author | : Elisabeth Schulz |
Publisher | : GRIN Verlag |
Total Pages | : 24 |
Release | : 2021-10-19 |
ISBN-10 | : 9783346518101 |
ISBN-13 | : 3346518108 |
Rating | : 4/5 (01 Downloads) |
Download or read book The Effect of Unique Selling Propositions on a Company's Success. The Examples of "Starbucks" and "Amazon" written by Elisabeth Schulz and published by GRIN Verlag. This book was released on 2021-10-19 with total page 24 pages. Available in PDF, EPUB and Kindle. Book excerpt: Seminar paper from the year 2020 in the subject Business economics - Market research, , language: English, abstract: In this assignment, the effect of a unique selling proposition on a company’s success will be discussed and examined. In order to do that, after this introduction into the USP, a closer look will be taken into the concept of USP and some theoretical examples of what a USP could be. The concept of the so-called unique selling proposition was invented in the early 1940s by the television advertising pioneer Rosser Reeves. He created successful advertising campaigns and slogans like for example for the M&M’s candies: "Melts in your mouth, not in your hand.’" He believed that an advertisement or commercial should show off the value or unique selling proposition of a product and that it has to be honest in order to be sold successful & he was right. But why is it important to have a USP?