Zogulitsa Zogulitsa Zapadera (USP) (kapena malo ogulitsira malonda kapena chilankhulo) ndicho chinthu chimene chimasiyanitsa mankhwala kapena ntchito kwa ochita mpikisano, monga mtengo wotsika kwambiri, wapamwamba kwambiri, woyamba, kapena wosiyana. USP ingaganizidwe ngati "zomwe muli nazo zomwe ochita mpikisano sakuchita." Kugwiritsira ntchito USP ndi chida chachikulu chogulitsa kuthandiza malo ndi kugulitsa mankhwala anu. Akatswiri ena amalonda amapita patsogolo ndipo amakhulupirira kuti ngati simungathe kudziwa zomwe zimapangitsa bizinesi yanu kukhala yapadera m'dziko lopikisana, simungathetsere malonda anu malonda.
Kaya ndizofunikira kuti mugwiritse ntchito USP kapena ayi, simungatsutse kuti USP wamphamvu imapereka maziko abwino osiyanitsa mankhwala anu ndikukupatseni mwendo pa mpikisano
Nazi zitsanzo za USP zotchuka komanso kufotokoza chifukwa chake amagwira ntchito bwino.
01 Avis
USP iyi imapanga ntchito yodabwitsa yotembenuza chikhomo kukhala phindu. Kwa nthawi yaitali, Avis anali kampani yachiwiri yotengerapo galimoto, pambuyo pa Hertz. Ndipotu, Avis anali kuyesetsa kuti asagonje. Monga gawo la chiwonetsero cha zithunzi zonse, Avis adayitanitsa demole wotchuka Doyle Dane Bernbach kuti adze nawo ntchito yotsatsa malonda. Mpikisanowu unali wopambana kwambiri, chigawo cha Avis chinachokera pa 11 peresenti kufika 35 peresenti m'zaka zinayi zokha.
02 FedEx Corporation
FedEx sagwiritsanso ntchito chilankhulo ichi, koma pamene icho chinali chogwira ntchito, chinali chitsanzo chabwino cha mawu omveka. Mwa mawu ochepa kwambiri, FedEx adatha kufotokozera uthenga womwe umatsimikizira kuti udzapereka phukusi pa nthawi. FedEx inalowetsa m'malo mwake ndi mawu akuti "Dziko Panthawi," zomwe ziribe kanthu ndipo zilibe USP.
03 M & Ms
Ichi ndi chitsanzo cha momwe ngakhale USP kupambana-kumenyera kungakhale yovuta komanso yovuta. Ndani angaganize kupanga malo ogulitsa chifukwa chakuti mankhwala samasungunuka ngati mukugwiritsira ntchito? M & Ms adachita, ndipo izi zinawathandiza kwambiri.
04 DeBeers
Pali chifukwa chake chilankhulochi chakhala chikuchitika kuyambira 1948 ndipo chikugwiritsabe ntchito lero. Chilankhulochi chimasonyeza kuti daimondi, yomwe ili yosasunthika, idzakhalapo kwamuyaya ndipo kotero ikuyimira chikondi chosatha ndi chosatha. Chifukwa chake, diamondi inasankhidwa kukhala chosasinthika pa mphete zowonjezera.
N'zosadabwitsa kuti magazini yotchedwa Advertising Age inatchula mawu otchulidwa kuti mawu otchulidwa bwino kwambiri a malonda a m'zaka za m'ma 1900. N'zodabwitsa kuti daimondi sizinso zachilendo. Komabe, magulu omwe amayendetsa migodi ya diamondi ya padziko lapansi akhala osamala kuti amalola kokha magulu ang'onoang'ono a miyala yatsopano, kuti apangitse kusowa kwadzidzidzi.
05 Domino's Pizza
Ngakhale pang'ono ndi mawu amodzi, izi ndi zabwino kwambiri za USP chifukwa zimakhala zomveka bwino komanso zowona. Mawuwo ndi omveka bwino kuti mthengayo amadziwa kuti akhoza kugwira kampani kulonjezano lake. N'zomvetsa chisoni kuti Domino sakuonjezeranso ntchitoyi chifukwa chachititsa ngozi zambiri za galimoto zomwe zimayambitsa makina oyendetsera katundu akuyesera kumenya mphindi yawo ya makumi atatu. Chotsatirachi ndi chitsanzo chabwino kwambiri cha chifukwa chake ndizolakwika kugonjetsa ndi kuponderezedwa .