This is no word game but the very meaning of the two words feature and benefit is different. Sometimes Product Entrepreneurs fail to differentiate between these two aspects of their own product or innovation which creates scope for ambiguity and lack of charisma during product launches and promotions. Speaking in general, benefit is the result of a feature. For instance, the basic features of a cell phone include texting, calling, internet and camera. The benefits of having these features include social networking on internet or connecting a PC to internet using Bluetooth on cell phone.

1. iPOTT 10-Feb-12
Getting you there…
A Successful Feature behind a Benefit
Go Goal This is no word game but the very meaning of the two words
feature and benefit is different. Sometimes Product
Entrepreneurs fail to differentiate between these two aspects
Set, Get, Go… of their own product or innovation which creates scope for
ambiguity and lack of charisma during product launches and
To visit this blog Click here. promotions.
iPOTT being an end to end Speaking in general, benefit is the result of a feature. For
provider of innovative and cost instance, the basic features of a cell phone include texting,
effective services in the areas of calling, internet and camera. The benefits of having these
knowledge management, sales features include social networking on internet or connecting a
enablement and consulting offers PC to internet using Bluetooth on cell phone.
a unique and unbiased platform
for software product companies Let me apply this to an innovation. Let us say it is a lab-on-chip
worldwide to reach their target which supports detection of 20 different diseases. It is a
markets feature. The advantage of using the lab-on-chip is it reduces
need for laboratory equipment required to conduct tedious
tests on blood samples and it is not prone to human-errors.
www.ipott.com That is a benefit. What are the types of diseases detected?
info@ipott.com That is a feature again, but the lesser amount of time taken by
the device to perform the test is a benefit.
Fundamental idea of marketing a product is to highlight its
features and benefits. Many products have identical features,
so what makes a product stand out of crowd at the end of day.
It is appeal to product, its relevance, pricing and positioning in
market. Appearance matters in crowd.
Sometimes, feature by itself maybe a benefit for certain users.
This is influenced by the availability of similar products in the
same market. Too many products offering similar services will
eliminate space for benefits as people do not perceive them as
benefits any longer but as features. Market is constantly
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2. iPOTT
Getting you there…
growing with people gaining more and more awareness. This
has resulted in increasing needs and more demands. This
creates scope for more product innovations to fulfill that extra
Go Goal need in users that the current product could not address.
Set, Get, Go… The overall concept however is that in Marketing strategy a
product is the core and highlighting its uniqueness is critical to
To visit this blog Click here. stand out in crowd. Features add to the uniqueness of the
product. It enhances the way a product associates itself with
We have blogs targeting a range of the user’s psyche. Sometimes, brand name and emotional
audience starting from potential value attached to the product itself act as motivators to buy
product innovators to CEOs product and therefore it is adding to the benefit cult.
Audience interested in knowing
about Marketing Strategy, Indian
IT trends and Best Practices to be
adopted while kick-starting
company can utilize the
information provided in these
blogs
Technology Trends
CEO Speak
www.ipott.com
info@ipott.com
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