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The use of Unique Selling Proposition in Positioning Nigeria’s Major GSM Network Operators* Data Brands in Newspaper Advertisements

Authors: AJILORE Kolade

Publication Type: Journal article

Journal: Benin Mediacom Journal,

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Abstract

The intensity of the competition in the Nigerian telecommunication industry coupled with subscribers’ yearnings for quality and innovative services necessitates the strife among the Nigerian GSM network operators to continuously struggle for competitive advantage over one another. The data product service category is an area of growing popularity in the industry. This study examined the operators’ data brands’ newspaper advertisements with a view to identifying their unique selling propositions (USPs) and how this advertising strategy is used to position each brand in the market. Content analysis was used to analyse the operators’ data brands' newspaper advertisements published in five national newspapers in the first half of 2015. Findings showed that there was no significant difference in the GSM network operators’ USPs in their data brands’ newspaper advertisements. There was a close similarity in the data brands’ unique offering among the GSM operators as well as how the brands were positioned. However, the operators exhibited distinct positioning in brand differentiation. The study recommended that GSM network operators in Nigeria should embark on massive innovative strategies to improve on their data brand offerings to subscribers, especially in the area of market segmentation. Also, the strife to meet the yearnings of data subscribers for improved service quality should be stepped up among the operators.

Keywords: Unique Selling Proposition, Brand Positioning, Data Brand.

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AJILORE,K. . (1964). The use of Unique Selling Proposition in Positioning Nigeria’s Major GSM Network Operators* Data Brands in Newspaper Advertisements, 10 (), 170-170.

AJILORE,K. . "The use of Unique Selling Proposition in Positioning Nigeria’s Major GSM Network Operators* Data Brands in Newspaper Advertisements" 10, no (), (1964): 170-170.

AJILORE,K. and . (1964). The use of Unique Selling Proposition in Positioning Nigeria’s Major GSM Network Operators* Data Brands in Newspaper Advertisements, 10 (), pp170-170.

AJILOREK, . The use of Unique Selling Proposition in Positioning Nigeria’s Major GSM Network Operators* Data Brands in Newspaper Advertisements. 1964, 10 ():170-170.

AJILORE,Kolade , . "The use of Unique Selling Proposition in Positioning Nigeria’s Major GSM Network Operators* Data Brands in Newspaper Advertisements", 10 . (1964) : 170-170.

A.Kolade , "The use of Unique Selling Proposition in Positioning Nigeria’s Major GSM Network Operators* Data Brands in Newspaper Advertisements" vol.10, no., pp. 170-170, 1964.

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