The Effect of Unique Selling Propositions on a Company's Success. The Examples of 'Starbucks' and 'Amazon'

Seminar paper from the year 2020 in the subject Business economics - Market research, , language: English, abstract: In this assignment, the effect of a unique selling proposition on a company's success will be discussed and examined. In order to do that, after this introduction into the USP, a closer look will be taken into the concept of USP and some theoretical examples of what a USP could be. The concept of the so-called unique selling proposition was invented in the early 1940s by the television advertising pioneer Rosser Reeves. He created successful advertising campaigns and slogans like for example for the M&M's candies: 'Melts in your mouth, not in your hand.'' He believed that an advertisement or commercial should show off the value or unique selling proposition of a product and that it has to be honest in order to be sold successful & he was right. But why is it important to have a USP?