Unique Selling Proposition of Selected Facial Wash Brands Enticing Consumer's Buying Decision / Cruz, Ana Jasmina V.; Cruz, Jhunzen L.; Matahom, Mica Dyan S.; Pangan, Rizza Mae S. and Sebastian, Christian S. 6

Business Research: (BSBA major in Marketing Management)- Pamantasan ng Lungsod ng Maynila, 2015. 56

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ABSTRACT The unique selling proposition (USP) or unique selling point is a marketing concept first proposed as a theory to explain a pattern in successful advertising campaigns of the early 1940s. The USP states that such campaigns made unique selling propositions to customers that convinced them to switch brands. The researchers choose Barangay 109 Tondo, manila, with a total population of 4007 and 992 females aging from 16 - 45 years because of the different demographics and social economic class of the people residing in the area. The target respondents are 325 females because most of the markets and consumer of facial wash are females. This research aims to identify the Unique Selling Proposition (USP) of selected facial wash brands and its impact in enticing consumer's buying decision in a selected barangay at Tondo, Manila. With the unique selling proposition (USP) style, an advertiser makes a superiority claim based on a unique product attribute that represents a meaningful, distinctive consumer benefit. The main feature of USP advertising is identifying an important difference that makes a brand unique and then developing an advertising claim that competitors either cannot make or have chosen not to make. The translation of the unique feature into a relevant consumer benefit provides the USP approach is best suited for a company with a brand that possesses a relatively lasting competitive advantage, such as a maker of a technically complex item or a provider of a sophisticated service. The more we can disentangle ourselves from the features, the better we can target our benefits to the needs of each particular customer. The better we can differentiate our offering by some form of uniqueness, the more effective will be our marketing. In many respects the USP style is the optimum creative technique, because it gives the consumer a clearly differentiated reason for selecting the advertiser's brand over competitive offerings. If a brand has a truly meaningful advantage over competitive offerings, then advertising should exploit that advantage . The only reason USP advertising is not used more often is that brands in many product categories are pretty much at parity with one another. They have no unique physical advantages and therefore are forced to use strategies favouring the more symbolic, psychological end of the strategy continuum. This study is a descriptive research. A descriptive type of research is mainly concerned with describing the nature of condition and the degree in detail of the present situation. The research method will help the researchers gather, interpret, and formulate the data necessary for the accomplishment of the study. The researchers gathered two types of data: the primary and the secondary data. The primary data will be gained from the respondents using survey questionnaires and the face-to-face interview. The study will mainly focus on the influence of the Unique Selling Proposition of the selected facial wash brands on the consumer's buying decision. The researchers intend to make the results of the study as reliable and accurate as possible and will be able to set some of the constraints in the study.

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