product description

Product description with feature and benefit analysis

This section of your marketing plan has THREE parts, both of which are required.

Part One - Product Description

Describe your product or service concisely, but specifically, in no more than three (3) double spaced pages and written in formal business style. The most important requirement for this assignment is that after reading it your instructor has a clear understanding of your product/service/non-profit, what it does for the consumer and how it works or functions.

This is NOT a sales pitch. Do not use this section to promote or advertise your product. Product descriptions which do so will be penalized in grading. Rather, this is a factual and objective description of your product. Some information you typically include:

·  The name of your product

·  What it does

·  How it works (functionality).

·  What it looks like

·  Key design elements

·  What makes it special or unique

Note: for services you should adapt the above list to fit an intangible product. Your concentration will be what services you provide for your customers .

Part Two - Features and Benefits

You will find an in-depth introduction to features and benefits in Module Three. You MUST read this before attempting this assignment.

Using a chart, similar to the one in the example below, list no less than FIVE features of your product with at least TWO customer benefits for EACH of the features.

Part Three: SMART Objectives

You can find a detailed description and instructional content on SMART objectives in Module 2.

You are required to create no less than four (4) SMART Objectives for your product or service.

1. Grow sales by our Website and current retailers by 20% in calendar 2018

2. Add 200 new members to our loyalty club by November of 2018

3. Hold our first annual dog rescue fundraiser in November 2018 with no less than

500 attendees

4. Launch Doggie Birthday promotional campaign in February 2018 (free snacks for

people and dogs)

5. Conduct awareness surveys in January 2018 And December 2018 to measure

marketing effectiveness

Example of product description:

1. Product Description with Feature and Benefit Analysis

NOTE: This example is for a dog training device called Invisible Leash. Your description and FAB chart may vary depending on your product or service. Note the formatting and double spacing. Problem

The active dog owner has a number of options when selecting a dog training or containment system that best fits their needs. Do they want a physical leash? Are they concerned about harming the dog? Is the product as mobile as they are? Dog owners want the comfort of knowing that wherever they are, they can still have control of their dog. They want to jog at the park and take their “best friend” on trips with them. To this end, we believe that although the many invisible fences available fulfill a niche on the market, research suggests that our product is better equipped for a mobile, active person.

Team Dog Collar recognizes that our product will not replace the traditional leash. Therefore, we will focus our promotion on people with active lifestyles, early adopters and “techies”. Since we are a providing a unique product in a broad market, direct competition is limited. “Invisible Leash” will, however, be up against higher end pet products that compete for the consumer’s pet related discretionary dollars.

The specifications of The Invisible Leash, such as weight, quality, and ease of use are of prime importance to our customers. Our customers are active people and want a small, sleek, quality device that will fit into their active lifestyle.

The Invisible Leash will be of top quality, in workmanship and choice of

materials. The product will not be limited due to the nature of the building materials.

Product quality control will be implemented from the initial design of the product to

production. The Invisible Leash will have a product warranty on all parts and labor.

Product Functionality and Design

The product consists of two components. The human element is a phone-sized unit that functions as the control and the pet attachment is an electronic collar similar to those employed by existing pet management products.