<P> The following are examples of Unique Selling Propositions . What is commonly considered a slogan is enhanced with a differentiating benefit of the product or service . Typically, the uniqueness is delivered by a unique process, ingredient, or system that produces the benefit described . </P> <Ul> <Li> Anacin "Fast, incredibly fast relief ." In 1952, Rosser Reeves created a TV commercial that capitalized on Anacin's "special ingredient," caffeine, by suggesting limitations of other aspirin and repeating, three times, the differentiation proposition: fast . </Li> <Li> M&M's: "Melts in your mouth, not in your hand ." 1954 M&Ms use a patented hard sugar coating that keep chocolate from melting in ones hands, thus a chocolate soldiers could carry., compared to other brands . </Li> <Li> Head & Shoulders: "clinically proven to reduce dandruff ." 1961 Pyrithione Zinc was found, after 10 years of research, to be an ingredient that was actually effective in eliminating dandruff where other products were not effective . Adding the name "Shoulders" to the product name also indicated how this product was different than other shampoos that only cleaned the head . </Li> <Li> Domino's Pizza: "You get fresh, hot pizza delivered to your door in 30 minutes or less--or it's free ." 1973 - 1993 "You Got 30 Minutes" 2007 - Domino's uses what it calls the "make line" and other systems to make pizzas quickly . </Li> <Li> FedEx: "When it absolutely, positively has to be there overnight ." 1978--1983 ". FedEx was the first company to specialize in overnight air freight and first to implement package tracking . This pioneering advantage was made possible by a new system outlined in the founder's 1965 Yale paper . </Li> <Li> Metropolitan Life: "Get Met . It Pays ." 1984 Met's newer "Whole Life Policy" was a sales success for the company . The policy offered one - third more coverage, for the same price, and grew in cash value for a bigger "pay out" over time . In advertisements, Met compared buying the policy to buying a home . </Li> <Li> Southwest Airlines: "We are THE low - fare airline ." </Li> </Ul> <Li> Anacin "Fast, incredibly fast relief ." In 1952, Rosser Reeves created a TV commercial that capitalized on Anacin's "special ingredient," caffeine, by suggesting limitations of other aspirin and repeating, three times, the differentiation proposition: fast . </Li> <Li> M&M's: "Melts in your mouth, not in your hand ." 1954 M&Ms use a patented hard sugar coating that keep chocolate from melting in ones hands, thus a chocolate soldiers could carry., compared to other brands . </Li>

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