Student Handout

Unique Selling Proposition: An Outdoor marketing activity

Contributed by: Prof. Sharad Kamra, Faculty Member, ICFAI University, Jaipur Introduction: This activity is designed to look at some valuable facets of marketing in everyday life which is the cornerstone of success for any marketing effort. The activity requires students to interview entrepreneurs/managers/shopkeepers to understand the basic aspects of Marketing. It aims to get students thinking about how marketers plan to differentiate their market offering with others while building its unique Selling Proposition (USP). It helps them break barriers about communicating with strangers and encourages them to ask questions, which is the best way to learn. It involves activity outside the class room and will result in experiential learning. Students need to perform this activity in a group. Learning Objectives: To provide a platform for students to understand How to differentiate Market offering To make students understand how marketers identify customer needs and wants and position the product according to their needs and perception To develop a positive attitude about approaching and talking to strangers When to Use: This activity is to be carried out once the students have been exposed to Product differentiation and the concept of Unique Selling Proposition in the class room environment. Instructions to students: 1. Interview 5 shopkeepers/ business owners around your neighborhood or city; For example, they could be running a Restaurant /Fast Food or a sweet shop, Departmental or Multi Brand Store, Furnishing shop, Garment Shop, Jewellery or Handicraft Shop, Any other 2. Ask them the following questions: a. How and when they started this business? b. How do they differentiate their market offering with others (What is their USP) or why do their customers buy from them (and not somebody else)? c. How do they evaluate what a customer needs or wants? d. What marketing efforts do they practice to win more customers? 3. Give a group presentation on: a. The different types of businesses you came across b. Their experience where did you go, were there any surprises, what were the stories you heard from these shopkeepers c. Key learnings from the Activity d. The challenges that the shopkeepers faced in developing the Unique Selling Propostion (USP) Time: Students can visit different areas of the city in the evening/afternoon/ weekends and present in the last class of rd the semester/ 33 class/ separately allotted class. Team size: Each team can consist of 5-6 students. Presentation: The presentations can be given through Power point/unaided/Oral/ Audiovisual recorded. Each team will be given 7 minutes for presentation + 3 minutes for Q&A. Evaluation: the Activity carries 10 marks. The presentations will be evaluated on the basis of a. b. c. d. Team Spirit Fulfilment of activity Objective Presentation & Communication Skill Conceptual Clarity