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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.