In this section of the report, you will decide what features your product should have in order to be competitive. Then, determine what value each of those features provides to your customers. This value is the benefit associated with the feature. This section of the Marketing Plan has TWO parts, both of which are required.

Part One – Product Description

Describe the product in detail. This is NOT a sales pitch. Do not use this section to promote or advertise the product; this is a factual and objective description of the product. The style of this assignment is similar to an instruction manual; in other words, “just the facts.” For the Product Description, include the following:

Name of the product

Discussion of why your team picked this product

What it looks like (clearly describe and include a drawing/mock-up)

Key design elements (critical features)

What makes it special or unique (provides a competitive advantage)

The benchmark for determining if the Product Description is done correctly is to have another individual read it, and then describe the product verbally. They should be able to accurately describe your product. You must provide a drawing or mock-up of the product in this section.

The Product Description portion of this assignment should be 2-3 pages in length, following the manuscript guidelines for this project.

Part Two – Features and Benefits

For this part of the Product Description, identify the Features and Benefits of the product. This will be done in a table, listing no less than five (5) features of the product, with at least TWO customer benefits for EACH of the features.

Name of Product:

Include the Features and Benefits table in the same document as the Product Description. For this part of the assignment, correct spelling, grammar, and punctuation are required. This portion of this component should be 1-2 pages in length. Please follow the manuscript guidelines when writing this component.

Submit your assignment in the assignment folder named: Marketing Plan: Product Description by Sunday 11:59 EST/EDT.

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