In theory of the Marketing, the promise is the material benefit that the salesman proposes with the purchaser of his product.

Example

• my detergent washes whiter
• my detergent preserves the colors
• my toothpaste makes the teeth white
• my toothpaste reinforces enamel of the teeth

The promise is then a fundamental part of the Positionnement and its choice influences largely the success of the launching of a product or its maintenance the market.

Selection criteria

A promise must correspond to waitings of the customers. She should not return in competition with a mark installed already well on the market: The Duracell piles based their advertizing step on the promise of longevity of their product. When another product launched out on the market with the same sales point, parodying the publicity of the Duracell piles, they are the sales of those and not those of the new product which increased.

It must be single (it is the theory of the single USP selling proposal of Rosser Reeves): a detergent cannot promise to wash whiter and to revive the colors , if not the consumer, anxious and being wary to see two benefit with the product, is likely to consider that the detergent is then effective to 50% in each evoked field. He will prefer to choose a better positioned detergent.

Promise and evolution

A promise well done ends up being identified with the product. This property is then with double edge: it fidélise customers but risk to destabilize it if the salesman modifies his strategy while being based on a different promise. However it is important to maintain with the last style the positioning of a product. It is thus a question of playing with much smoothness to make evolve/move the promise without changing the bottom it.

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