Simply put, unique selling propositions (UPS) refers to how a brand differentiates itself from its competitors in its marketing. It is how a product is presented to consumers in an effort to get them to purchase it instead of a similar product from another company. There is no shortage of competition between the brands mentioned in this question. With the high demand for smartphones, these companies go to great lengths to highlight their unique selling propositions.
Arguably, Apple has been the most successful in highlighting its unique selling propositions. Apple products are presented as being more technologically sophisticated and user-friendly than its competitors. Additionally, there is an element of exclusivity with Apple. Only owners of Apple products can have access to its unique operating system, customer support, and other proprietary features.
Samsung relies on its image of well-engineered products at affordable prices.
Nokia's UPS centers on the durability of its products, which are simple to operate and offered at some of the lower prices on the market.
Sony Ericsson's UPS is focused on the high-quality of its products as well as a certain appeal to people who value innovative technology, such as high-quality cameras.
Blackberry's UPS focuses on two main elements. First, they can claim to be in the business of smartphones the longest. They are well-established and have refined their products over the longest period of time. Second, the design of Blackberry phones is different in that they feature actual buttons for typing, appealing to consumers who prefer a more tactilely responsive product.
Micromax has struggled more in the process of setting itself apart from its competitors. Despite this, its slogan, "Nothing Like Anything," indicates that the company wants to present itself as a unique alternative to other brands. It also has a large foothold in South Asia where it is based, giving it a greater appeal to consumers in that region.
The unique selling proposition (USP) is what makes one product or service appear better (or worse) than another similar product or service. In a way, the USP provides the identity for what’s being sold. It’s a way to market something as special, singular, or “unique.”
In the crowded marketplace of electronics, brands have to try hard to carve out their own territory. Considering the number of tablets, computers, and phones available, it’s probably not so easy for a company to figure out how their electronic device stands apart.
Apple is one company listed in the question that seems to have found a profitable USP. In August 2020, Apple became the first company to be worth more than two trillion dollars. Apple’s USP appears to be centered on exclusivity. Buying an Apple product is like entering a select world. Apple offers features that can only be used with their products. More so, they purposely limit quantity in order to create a feverish demand.
Blackberry had a cultish, feverish following, mainly because of its physical keyboard. While other phones offered onscreen keyboards, Blackberry kept its physical keyboard. Unfortunately, this...
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USP was not profitable enough to keep Blackberry producing their phones.
As for Sony Ericsson, their USP seemed centered on high-quality music, video, and photography. Considering that Sony Ericsson was bought out in 2012, their unique proposition may not have been so unique or enticing.
As for Micromax, Nokia, and Samsung, their USPs appear dependent on a mix of innovation, speed, and power. Alas, the identical buzzwords might strike some as more common than unique.
Further Reading
The "Unique Selling Property" (USP) is an advertising concept. Its basic function is to point out to consumers something unique and/or different about a particular company, service, product, or brand. The goal is to stand out from competitors by being different and having that difference viewed as something beneficial to consumers. I teach a media course, and I do a unit on advertising techniques. The USP is what I commonly refer to as the "we're different and unique" claim. For example, something like "There's no other mascara like it" uses the different and unique concept. I'd like to make it clear that simply being unique doesn't mean better. The USP is an advertising technique that allows consumers to feel that they are getting something better than the competition because the product is somehow different.
Mobile companies thrive on this technique. They have to figure out a way to make their product stand out because when you think about it, they do the same thing. I'll try and give a brief explanation of the USP of the devices/companies listed above.
Let's start with Blackberry. The original question is getting a bit old, and Blackberry has had a bit of a struggle since 2012; however, the company still exists. The main USP of Blackberry is how well it is integrated with the corporate and business world. Additionally, Blackberry touts some of the best security available.
Next is Micromax. According to their website, their USP is the fact that they are growing quickly and appeal to a younger consumer. Here is a quote from the website.
Micromax is a brand which is close to the heart of the youth, and celebrates the vibrancies of life and empowerment.
The Sony info has changed a bit since the previous posts. The Sony devices still absolutely have solid cameras and sound quality; however, so do most mobile phones. The big USP of the Sony products is that many of them are waterproof and dust-resistant.
The USP from the previous posts about Apple trying to be innovative and cutting-edge are still applicable. Apple phones often do lead the industry in innovative features. For example, Apple recently introduced wireless earbuds for their latest phone.
Nokia's USP is their simplicity, reliability, and overall quality. As for Samsung, they have a wide range of products and price points, which is a USP in and of itself. What Samsung really does push as their USP is that they can deliver an exceptionally high quality product for less money than the competition.