m2_productdescription_featurebenefitanalysis
Module 2
Module 2: Module 2 – Product Description and Feature Benefit
MarketingPlan Project Requirements
Component: Product Description and Feature Benefit Analysis
For this component of the project you will be describing the product you are marketing,
including the features and benefits.
General requirements:
1. This is a MS Word document, 12 point Times Roman, 1” margins
2. Submit it to the Drop Box labeled Product and Features
3. It must be APA compliant
4. Name your document as follows: first name_last name_product
5. Spelling, grammar and punctuation will count as described in the syllabus
Component requirements:
There are two parts to this component.
Part One – Product Description: Please review the example below carefully. Note that this is
NOT a sales pitch or promotion material. It is a factual and objective description of your product
or service. If you write a sales pitch or include promotional language you will be required to
rewrite the assignment.
This should be approximately 300 to 400 words and consist of the following:
The name of your product
What it does
How it works
What it looks like
Key design elements
What makes it special or unique
What it offers the consumer
Note: for services you should adapt the above list to fit an intangible product. Your concentration
will be what you provide for your customers.
Part Two – Features and Benefits
Using a chart, similar to the one in the example, list no less than FIVE features of your product
and at least ONE customer benefit for EACH of the features.
You must use Word to create your chart.
Example for “Invisible Leash”
NOTE TO STUDENTS: This example is for a dog training device called Invisible Leash. Your
description and FAB chart may vary depending on your product or service
Product Description with Feature and Benefit Analysis
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 feel 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 pager-sized unit that
functions as the control and the pet attachment is an electronic collar similar to those employed
by existing pet management products.
Invisible Leash is, of, course, a product both newly designed and new to the consumer.
Consequently there are limited current issues of any significance with regard to product
performance, customer satisfaction, market presence, or warranty concerns.
Team Dog Collar has completed the design of Invisible Leash and successfully secured
patents for both the design of the overall product and for the EPROM that contains the firmware
used in the core functionality. Additionally, the product name has been Trademarked and the tag
line “The Only Thing Visible About Invisible Leash… Are The Results” has been copyrighted.
The core competency of the company and its staff is sales, marketing, and product
innovation. Consequently most other functions have been contracted to third party providers.
Manufacturing has been outsourced to a Mexican firm, Matamoras Electronic Manufacturing,
who has significant experience in small item consumer electronics. The firm has a good
reputation for quality and there is substantial American investment and oversight. MEM is also
equipped to package the product on sight.
The control unit offers settings that allow the owner to set
the “roaming distance” and the desired reinforcement,
either a sound or, for more stubborn breeds, a mild electric
shock. The control unit can also be set for an audible tone
or vibration. When the pet strays more than the proscribed
distance the unit signals the collar, executing the
reinforcement and alerting the owner.
Feature and Benefit Analysis
Control Unit
Beeps Notifies owner
Trains animal
Non threatening
Vibrates Can be used where sound is not allowed
Trains animal
Alerts the owner when in noisy
environments
Adjustable Range User Flexibility
Can be used in different places
Colors User choice
Coordinates with collars
Lightweight User comfort
Belt clip
Convenience
Lanyard Can be worn with sports clothes
Convenience
Collar Unit
Hypo-allergenic Does not irritate animal’s skin
Attaches to existing collar Saves expense
Owner can still use favorite collar
Temperature tolerant Can be used in winter
Dirt/mud proof Can be in rugged conditions
Can be used in bad weather
Compatible with hunting and sports dogs
Lightweight Can be used on small dogs and cats
Waterproof Dogs can swim & hunt
Not hurt by rain storms
Can be used in snow
Variable Shock Adjusts to different size dogs
Adjusts for hard to train breeds
Alternative Beep Allows for owners with multiple dogs
