What are the "Unique Selling Propositions" of Samsung, Nokia, Apple, Sony Ericsson, Micromax, and Blackberry? What is USP? How do the USPs of these companies compare?

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sciftw eNotes educator| Certified Educator

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. 

cherrybhatnagar | Student

Samsung : Provide best in class product at affordable price.

Nokia : Provide Durable and Sustainable products

Apple : Innovative Products. Think out of box.

Sony Ericsson : Best sound and camera quality.

Micromax : Follows "me too" strategy. Offers reasonable products with some acerage quality.

Blackberry : Always stay connected. BBM, Push Mails/Msgs

thank you

vinishparikh | Student

USP refers to a particluar feature or group of features which make the product different from its competitors leading to higher sales due to its USP.

Nokia - Past legacy and relaiblity over the years

Apple - Innovative but costly

Sony Ericsson - For music lovers 

Blackberry - For business people 

Micromax - Provides features at lower cost than other companies



ayushkhanna | Student

Samsung : Provide best in class product at affordable price.

Nokia : Provide Durable and Sustainable products

Apple : Innovative Products. Think out of box.

Sony Ericsson : Best sound and camera quality.

Micromax : Follows "me too" strategy. Offers reasonable products with some acerage quality.

Blackberry : Always stay connected. BBM, Push Mails/Msgs