Marketing is a dynamic domain, that is, it involves change, an important phenomenon that should not be overlooked. We have come across a term “Unique Selling Proposition” (USP) that companies consider a constant factor. Every organization is an open management system, which means that change is inevitable and is associated with environmental factors. Businesses should focus not only on the USP of their products, but also the “Unique Customer Insight” (UCP) of end users.
The marketing pillar is based on the identification of needs and the IPs are prepared based on the identified needs. If needs are incorrectly identified, even IPs that are unique to the product would not serve the purpose. USP identifies a product / service of its competitors, while UCP is the perception or image that a client develops from all kinds of promotional inputs of the company about its product or service. It is often seen that some brands do very well compared to other brands that have the same resources. The reason brands don’t do well is probably communication that doesn’t reflect customer perception. Therefore, it is not the USP but the UCP that plays an important role.
Remember that a customer always buys a product or service with high expectations that they have derived from the company’s promotional inputs or other sources, including word of mouth. Therefore, a customer would be satisfied when performance equals expectations, while they would be dissatisfied when performance does not match expectations. Now this expectation is what has been derived from perception. Perception is not good or bad, right or wrong, it is simply someone’s way of judging an experience based on their value system of what they think should happen. Since people are unique, each of their perceptions is unique. Each situation will create expectations of what the next experience is likely to be like.
Businesses spend a considerable amount on advertising and in this world of competitive advantage, advertising has to be repetitive in nature. Brand hammering results in brand recall, which is an expensive affair. Therefore, companies must understand the unique perception of the customer to facilitate advertising and sales promotion (ASP) efforts towards better negotiation. The cost incurred in advertising is enormous, that is, if we refer to the 5M of advertising, money is a budget constraint for an ideal advertising campaign. Therefore, the PCU must be analyzed correctly to obtain better results from the company and match the performance and expectations.