THE SECRET

BUSINESS IS OF
TO
KNOW
THAT SOMETHING
NOBODY ELSES
KNOW
By Guadalupe Escamilla
 INTRODUCTION
not easy

World of People seek to

globalization get something Unless you're
off the ground Carlos Slim...
UNIQUE SELLING PROPOSITIONS
A product is:
You open a new Developed by US Unique
What makes it
business (your advertising executive Hard to copy
different from
Cafeteria vs Rosser Reevers in the Better than
others?
Starbucks) 1940s other products
COMPANIES
BEST TO DO THEIR
DISTINGUISH
THEMSELVES

THIS UNIQUENESS
BRINGS BENEFITS:
Customer loyalty
Flexibility in pricing
THE CHALLENGE OF DIFFERENCE

Differentiation is
expensive, time-
can be ripped off
consuming and
difficult to achieve. First introduced to the cell-
phone market by Apple's iphone
 to create among customers a
deep connection to the brand.

EMOTIONAL SELLING
PROPOSITION (ESP)

JUST DO IT VS ?
POWER OF MARKETING, BRANDING,
PROMOTION AND SPONSORSHIP
STANDING OUT
We dont always need a lot of
marketing.

300 stores on several continents.

David Beckham plugged their

product for FREE.

Offers clothing with a fashionably

tailored fit and attention to detail to
a vast target market.
GAMESINGLE
PLANSMARKET
FOCUS ON A BUT IS BETTER
HAVE AMARKET TO
WIDE TARGET
SEGMENT
 MAINTAINING UNIQUENESS
Staying unique while
The differentiation Can occur in the
the brand grows
isn't limited to the process of
is difficult. products obtaining product
1. Walk to the IKEA'S
warehouse.
2. Buy the product
and take it home.
3. Assemble it

=WIN- WIN
DIFFERENT BUT THE SAME
The same can be a source of
differentiation at the same time.

Because of the "Emotional Selling

Proposition (ESP), we've developed
a familiarity with brands.

Humans prefer the familiar -> "The

mere-exposure effect"
MCDONALDSJR VS CARLS
SUSTAINING DIFFERENTATION
When uniqueness is established,
it's important to protect it.

Defend, tooth and nail, what

we've accomplished, even if it's
through legal methods or going
to court.

Avoid other companies ripping

off your product.
 TO SUMP UP

NO MATTER IF IT'S THROUGH FUNCTIONALITY,

IMAGE, SERVICE, PROCESS OR SPEED. BRAND
 YOU FOR YOUR ATT
NAK ENT

INO
TH