DLP 7 - Unique Selling Proposition

Instructional Planning
(With inclusion of the provisions of D.O. No. 8, s. 2015 and D.O. 42, s.2016)
Detailed Lesson Plan (DLP)
DLP No.: 7 Learning Area: Grade Level: 12 Quarter: 1st Q. Duration: 1 hr.
August 2, 2018 Entrepreneurship
Learning Describe the unique selling proposition Code: CS_EP11/12ENTREP-0d-7
Competencies: and value proposition that differentiate
one’s product/ service from existing
products/ services.
Key Concepts/  Unique Selling Proposition is a description of the qualities that are unique to a
Understanding particular product or service and that differentiate it in a way which make customers
to be purchase it.
developed  Value proposition refers to a business or marketing statement that a company uses
to summarize why a consumer should buy a product or use a service. This statement
convinces a potential consumer that one particular product or service will add
more value or better solve a problem than other similar offerings will.
1. Domain
Describe the unique selling proposition and value proposition that differentiate
Knowledge
one’s product/ service from existing products/ services.
Skills Create an advertisement that demonstrates USP and VP
Attitude Demonstrate cheerfulness in group activities
Values Practice group cooperation
2. Content Key concepts of market
3. Learning
Resources
4. Procedures
Review
What is marketing?
What are the 7Ps of Marketing Mix?
The teacher will then show keywords and students will identify the marketing mix.
Introductory 1. Advertising - Promotion
2. Employees - People
Activity
3. Wholesale - Place
4. Skimming - Price
5. Standardization - Process
6. Logo/ Signage – Physical Evidence
7. Technology - Product
Activity Film Showing about Unique Selling Proposition
Group 1 - What is unique selling proposition?
Group 2 - Why is it important?
Analysis
Group 3 - What are the steps in making the USP?
Group 4 - Summarize
A unique selling proposition (USP) is a description of the qualities that are unique to a
particular product or service and that differentiate it in a way which will make customers
purchase it rather than its rivals.
Having a USP will dramatically improve the positioning and marketability of your company
and products by accomplishing 3 things for you:
Abstraction
 Unique - It clearly sets you apart from your competition, positioning you the more
logical choice.
 Selling - It persuades another to exchange money for a product or service.
 Proposition - It is a proposal or offer suggested for acceptance.
Here are several questions to ask about your business to determine a USP:
 What is unique about your business or brand vs. direct competitors? You'll
probably find a whole list of things that set you apart; the next questions will help
you decide which of these to focus on.
 Which of these factors are most important to the buyers and end users of your
business or brand?
 Which of these factors are not easily imitated by competitors?
 Which of these factors can be easily communicated and understood by buyers or
end users?
 Can you construct a memorable message of these unique, meaningful qualities
about your business or brand?
 Finally, how will you communicate this message to buyers and end users?
Marketing tools to communicate USPs include media advertising, promotion
programs (e.g., direct mail), packaging, and sales personnel.
To create the kind of powerful USP that will cause consumers to notice your product,
prefer your product, and pay a premium for it, three criteria are needed:
1. You must make a proposition to the consumer that says, “Buy this product and you
will get this specific benefit.”
2. The proposition must be one the competition either cannot, or does not, offer.
3. The proposition must be so strong that it can move your target audience to action.
Examples:
Slogan: "Have it your way" - Burger King
What they are really saying: We care about you, what you want matters to us. We
are willing to do things different just for you, our customers are special to us.
Slogan: "Keeps going and going and going" - Energizer Batteries

What they are really saying: Our batteries are superior to our competition, no one
else has batteries that last as long as ours.
Slogan: "Can you hear me now?" - Verizon

What they are really saying: Unlike our competitors, our cellular coverage is very
reliable. You will not experience dropped calls or spotty coverage if you use our
services.
Given that you are going to sell monggo/ pandesal (cookery students and bulb/
Application
battery (EIM students), what will be your USP? Create an advertisement.
Teacher will flash statements which the students will determine as either true or
false.
Say Wow = True
Raise both hands = False
Assessment 1. Positioning is where your product shines.
2. USP describes the qualities that differentiate one’s product among others.
3. USP does not increased profit.
4. The first step of USP is to establish strength.
5. Knowing the target market must be considered in creating the USP.
Assessment Test
Method
Assignment Make a written output about your product (follow the steps in creating a USP) that
3 minutes illustrates that application of USP.
Concluding Film Showing on Coca Cola USP
Activity
Prepared by:
Name: Purity V. Mata School: Cantumog National High School
Position/ Designation: Teacher III Division: Cebu Province
Contact Number: 09177014551 Email address: [email protected]

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Instructional Planning

Slogan: "Keeps going and going and going" - Energizer Batteries

Slogan: "Can you hear me now?" - Verizon

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