Sales & Marketing Management

Features and benefits

It is very common to confuse a product feature with a product benefit.

Here are some examples of features and benefits:

A feature is:

Û Any marked

peculiarity

Û Anything special or

prominent

Û A trait

Û A characteristic

A feature always implies a
benefit. However, people do
not buy features; they buy
benefits.

A benefit is whatever
promotes

Û Welfare

Û Advantage

Û Profit

Examples of features are:

Performance

Sizes

Price

Reputation

Exclusiveness

Service

Component

Material

Uses and

Applications

Design

Colours

Method of

Handling

Availability

Taste

Ruggedness

Installation

Method

Smell

Delivery

Packaging

Promotion

Laboratory

Tests

Terms

Workmanship

Scotch guard garment Makes it waterproof

Fibreglass hammer handle Lighter, absorbs shock, not

affected by water

Plastic tarpaulin Lighter, permanently

waterproof, won't mildew, or

rot

Product Feature Product Benefits