Isiphakamiso Sokuthengisa Okuyingqayizivele (USP) (noma iphuzu lokuthengisa eliyingqayizivele noma isiqubulo) yisici esenza umehluko umkhiqizo noma isevisi yakho kusuka kumncintiswano wayo, njengezindleko eziphansi kakhulu, ikhwalithi ephakeme kakhulu, okokuqala noma okunye okungafani. I-USP ingacatshangwa ngokuthi "lokho onakho okuncintisana nabo." Ukusebenzisa i-USP kuyithuluzi elikhulu lokumaketha ukusiza isikhundla nokuthengisa umkhiqizo wakho. Abanye ochwepheshe bezokukhangisa baya phambili nakakhulu futhi bakholelwe ukuthi ngaphandle kokuthi ungakwazi ukubona ukuthi yini eyenza ibhizinisi lakho liyingqayizivele ezweni lokuncintisana okulinganayo, awukwazi ukuqondisa imizamo yakho yokuthengisa ngempumelelo.
Kungakhathaliseki ukuthi kuyimfuneko yokuthi usebenzisa i-USP noma cha, akukho ukuphika ukuthi i-USP enamandla inikeza isisekelo esihle sokuhlukanisa umkhiqizo wakho futhi ikunike umlenze phezulu komncintiswano
Nazi ezinye zezibonelo zama-USP adumile kanye nencazelo yokuthi kungani isebenza kahle kangaka.
01 Avis
Le-USP yenza umsebenzi omuhle wokuguqula umphumela ube yinzuzo. Kwaphela isikhathi eside, i-Avis yayiyinkampani yesibili yokuqasha imoto, ngemuva kweHertz. Eqinisweni, u-Avis wayezikhandla nje ukuba aqhubeke. Njengengxenye yentuthuko yesithombe esiphezulu, i-Avis iqashe isikhangiso esidumile sesidingo uDoyle Dane Bernbach ukuba size nomkhankaso omusha wesikhangiso. Lo mkhankaso waphumelela kakhulu, isabelo semakethe sika-Avis sasivela kumaphesenti angu-11 kuya kuma-35 amaphesenti eminyakeni emine nje.
02 FedEx Corporation
I-FedEx ayisasebenzisi lesi siqubulo, kodwa ngenkathi isasebenza, yayiyisibonelo esiphelele se-slogan eqinile. Ngamazwi ambalwa kakhulu, i-FedEx yakwazi ukudlulisela umlayezo wokuthi uqinisekisa ukuthi uzoletha iphakheji lakho ngesikhathi. I-FedEx isishintshile ngegama elithi "Izwe Ngesikhathi," okungaqondakali futhi akuqukethe i-USP.
03 M & Ms
Lesi yisibonelo sokuthi ngisho noma i-USP ehlukumezekayo ingaba yinto ehehayo futhi ephoqelela. Ubani ongacabanga ngokwenza iphuzu lokuthengisa ukuthi umkhiqizo awuncibiliki uma uwubamba? UM & Ms wenza, futhi kwasebenza kahle kubo.
04 DeBeers
Kunesizathu salesi siqubulo esivela kusukela ngo-1948 futhi sisasebenza nanamuhla. Isiqubulo sikhombisa ukuthi idayimane, elingenakuqedwa, lizohlala kuze kube phakade, ngakho-ke lifanekisela uthando olungapheli nolunaphakade. Ngenxa yalokho, idayimane yaba yisinqumo esingenakugwemeka sokubheka izindandatho.
Akumangazi ukuthi umagazini we-Advertising Age ubizwa ngokuthi lesi siqubulo isisindo esihle sokukhangisa sekhulu lama-20. Kuyadabukisa ukuthi amadayimane akuzona zonke lezo ezingavamile. Kodwa-ke, amaqembu alawula iningi lemigodi yamadayimani yomhlaba aye aqaphele ukuvumela kuphela amabhezu amancane amatshe amasha okumele acatshangelwe, okwenza kube khona ukuntuleka kokufakelwa.
05 i-Domino's Pizza
Ngesikhathi esifushane futhi ngamazwi, lokhu kuyi-USP enhle kakhulu ngoba ibalahle nakancane. Amagama acacile ukuthi ikhasimende liyazi ukuthi angabamba inkampani esithembisweni sayo. Ngokudabukisayo, u-Domino akabe esinikeza le nkontileka ngoba kubangele izingozi zemoto ezibangelwa ukushayela abashayeli abazama ukushaya umkhawulo wabo wamaminithi amathathu. Lesi siqubulo siyisibonelo esihle kakhulu sokuthi kungani kungumqondo omubi ukwedlulela ngokweqile nokungahambi kahle .