MANAPPURAM JEWELLERS LTD

UNIQUE SELLING
PROPOSTION/POINT
Jewelry Brand USPs and why they are important
• Every brand that conducts retail business
needs its own USPs and thus, so do jewelry
brands. It is crucial to have specific USPs if you
have a jewelry brand because otherwise, you
would not be able to survive in the
competitive marketing environment of the
present. A USP or a Unique Sales Proposition
can be termed as one of the basic
foundational building blocks of a brand that
carries its message.
 What is a USP or Unique Selling Proposition?
• As you might have understood from the name, a USP or Unique Sales Proposition
is something that brands offer in their businesses that makes them different from
their competitors. USPs are also called Unique selling points and this is a way for a
business to tell their customers what is unique about their brand and why they
should invest in the brand. In a way, through USPs, you will be answering
questions that your customers might have. These questions are generally-

• Are your products and services are of higher quality?

• DO you offer affordable Making Charges?
• How is your customer support so different from your competitors?
• Do you offer additional services that no other competitor in your niche does?

Hence, the main questions that you would be addressing through USPs are
what makes your products valuable, worth in buying and how they are better
than everyone else’s in the market. 
 Why do Jewelry Brands need USPs?

• As it happens in any other industry, there would be many jewelry brands that your customers might prefer over yours.
Thus, you would need something to convince them that your brand offers what none of the other brand can. For
example, if you manufacture gold jewelry in wholesale and you are sure that your competitors, you could use an USP
which goes like this- wholesale gold jewelry manufacturers, or wholesale gold jewelry suppliers . That would
attract more customers to your brand since wholesale jewelry would not be sold by other jewelry brands around you. A
good USP has many benefits. These are-

• Clear differentiation: We live in a world where the competition never stops and brand need to adapt to it and do their
best. Hence, a clear differentiation from your jewelry brand from the rest needs to be established so that you can grow
your customer base. As we mentioned earlier, if you specialise in wholesale jewelry, you could use USPs like “the
best wholesale jewelry suppliers in India”.

• Improved sales: It is no surprise that your sales would increase if you provide USPs about specific points in your
business targeting your prospective audience. If your USPs match people’s needs and demands, they would invest in
your brand and hence your brand would attract improved revenue.

• Retaining loyal customers: It is important for you to keep promoting a strong USP and adjust it if and when necessary.
That is becasue with time, people’s demands might change and you have to keep up with them. Doing this would help
you retain loyal customers for your brand.

• Streamlined selling: You have a create a strong and positive product identity through your USPs, which are quite
significant for your business. Since USPs highlight the strong and unique points of your brands, you would be able to
target a specific audience and communicate with them according to their needs. Having a streamlined strategy such as
this, is vital for your brand to succeed.

• It is thus important for you to communicate your USPs to your audience in a clear and compelling way so that they
understand what your brand can offre them and how it suits their needs.
If you have a Jewelry brand, how do your find your USPs?

• If you have just established your own jewelry brand, you will need
to follow the five steps given below to understand what makes
your business unique and then use the research to create USPs.
• Firstly, know what audience you are targeting and what jewelry
they might be looking for. Ask yourself if your jewelry meets any
specific needs for them. If yes, then use those points to create
your USP.
• Explain to your audience how your products are the holy grails for
the problems they have and how your brand can solve those.
• Make a list of the most distinctive benefits of buying your products
and propagate it to your audience in a compelling way
• Highlight the vision your brand is trying to create and a promise
that your brand fulfills
 Examples of some of the best USPs
• Manappuram Jewellers Ltd is one of the best jewelry
brands in India. We have a few crucial USPs that you can
take inspiration from. For example, since we manufacture
gold jewelry and you can buy them in bulk, we use USPs
such as “wholesale gold jewelry manufacturers”,
“wholesale gold jewelry suppliers” and “wholesale gold
jewelry distributors”. Since we also specifically specialize
in 917 gold as well, we use USPs like “wholesale 917 gold
jewelry suppliers” and “wholesale 917 gold jewelry
distributors”. Besides gold jewelry, you would find silver
ornaments in our website, we also use USPs like “silver
ornaments manufacturers in India”. Hence, you need to
use USPs that fit in with your brand and highlight the
specifics that are unique to your brand.
 Why is a unique selling point important?

• A USP is a competitive advantage because it

differentiates you from the rest. It assists your
prospective customers in distinguishing
between the various providers of your product
or service by making your business the
obvious choice with whom to invest their
money, time and trust.
 What makes a product unique?

• A unique selling proposition (USP) is a well-

thought-out statement that helps a company
distinguish itself from other businesses in its
category. In most instances, companies will
focus on a single feature or benefit that solves
a problem, satisfies a need, or takes away
their customers' pain as their USP.
What is it that Makes Your Product Unique: Defining your USP

• Asking yourself a few key questions will help

set the stage for you to figure out your USP. 
• Who is your target customer?
• What is the benefit?
• Get Rid of Objections with a Guarantee!
How to define your unique selling proposition

• Focus on your customers. Customer

experience is at the heart of a good unique
selling proposition. ...
• Root it in your business values. Your company
was created for a reason. ...
• Highlight your strengths. ...
• Position yourself in contrast to competitors.
How to write your own unique selling proposition

• Make a list of all the potential differentiators of

your brand and what you sell. And get specific. ...
• Research the competition. ...
• Compare your most unique angles against your
audience's needs. ...
• Compile the data. ...
• Think about viable ways to apply it across your
business.
 What makes a product unique?

• A unique selling proposition (USP) is a well-

thought-out statement that helps a company
distinguish itself from other businesses in its
category. In most instances, companies will
focus on a single feature or benefit that solves
a problem, satisfies a need, or takes away
their customers' pain as their USP.
 Slogans & USP

• Tanishq OverviewTagline/ Slogan

Pure Jewellery ,Pure Joy; Pure India , Pure
Tanishq 
• Tanishq USP :- One of the largest jewelry
brands in India

• Malabar Gold And Diamonds Brand Slogans

• Many celebrations one India
• Celebrate the beauty of life
 Slogans & USP
• The tagline/slogan of 'Joyalukkas Jewellery' is
“Joy of choice” and “World's favorite jeweller”. 
• USP - One of the Biggest Jewellery market in
India and Middle East

• Bhima Jewellers - “Pure as Love “

• DeBeers - A diamond is forever
• Kalyan Jewellers - Vishwasam or Trust
 Slogans & USP
• PC Jewellers
• Tagline/ Slogan
• Jeweller for generation
• USP - Trust and customer loyalty goes hand in
hand
 BRAND SLOGANS AT GLANCE
• DESIGNS OF DESIRE , 917 - MANAPPURAM JEWELLERS LTD
• Pure Jewellery Pure Joy – Tanishq
• A diamond is for Everyone - Kalyan Jewellers
• Celebrate the beauty of life – Malabar Gold & Diamonds
• Joy of choice; World's favorite jeweller - Joyalukkas
• To celebrate every Special Occasion - Reliance Jewels
• Choose Your Tinkle – Bluestone
• Twice As Beautiful – Caratlane
• A diamond is forever. – De Beers Group
• Be The New You – Senco Gold
• The original since 1864 – TBZ Diamonds
• Jeweller for generation – PC Jewellers
• A jewel of jewels – - PC Chandra Jewellers
• As unique as your style – - Josco Jewellers
• Elegance Redefined – Mehrasons Jewellers
• Global Presence In Gold & Diamond Jewellery – Rajesh Exports
• Jewellers Since 1925 – Bhima Jewellers
• Precious Alchemy – Cartier JewellersThe Diamond Destination – Orra
• Across India & Middle east - Khazana Jewellery
• GRT Jewellers - Since 1964
 TEST
1) Slogan of Manappuram Jewellery

a) Desire of Designs
b) Designs of Designs
c) Designs of Desire
d) Desire Designs

Ans . C
 TEST
2) Every brand that conducts retail business
needs others USPs and thus, so do jewelry
brands.
True or False

Ans. False
 TEST
3) It is crucial to have specific USPs if you have a
jewelry brand because otherwise, you would
not be able to survive in the competitive
marketing environment of the present.
True or False

Ans. True
 TEST
4) Manappuram Jewellers Ltd USP are

a) 917 b) 100% BIS Hall Mark c) Lowest

Making Charge d) GST Invoice e) 100%
Transparent
i) a,c,d ii) ebace iii) e,d,a,b,c iv) a

Ans. iii
 TEST
5) if you manufacture gold jewelry in wholesale
and you are sure that your competitors, you
could use an USP which goes like this-
wholesale gold jewelry manufacturers, or
wholesale gold jewelry suppliers is it true
Or false

Ans. True
 TEST
6) __________ is a well-thought-out statement that
helps a company distinguish itself from other
businesses in its category.
a) Unique Selling Proposition
b) Unit Selling Portion
c) Unique Sawing Proposition
d) Unite Sale Policy

Ans. A)
 TEST
7) A USP or a Unique Sales Proposition can be
termed as one of the basic foundational
building blocks of a brand that carries its
message.
True or False

Ans. True
 TEST
8) Defining USP involves

• Asking yourself a few key questions will help set

the stage for you to figure out your USP. 
• Who is your target customer?
• What is the benefit?
• Get Rid of Objections with a Guarantee!
True or False
Ans . True
 TEST
9). A good USP has many benefits. These are-
• Clear differentiation:
• Improved sales
• Retaining loyal customers
• Streamlined selling is it correct or wrong

• Ans. Correct
 TEST
10) A USP is a competitive advantage because it
does not differentiates you from the rest.

True or False

Ans. False