Understanding Benefits and Features
Consumers buy product solutions – that is, the benefits of the product or service – for their need/problem.
Consumers are generally more interested in meeting their needs and solving their problems, rather than the details of the product features.
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For example, what do you think consumers would care about more; whether there is an “Intel inside” (the product feature), or how fast their new laptop load and play videos for them (a benefit).
Benefits are directly linked to product features. A product feature has been designed (in most cases) to provide some element of value (that is, benefit) to the end-consumer. Therefore, as marketers, our goal is to communicate clearly what the potential consumer will gain from purchasing our firm’s products.
In promotional communications, it is important to communicate benefits – not features!
What you need to know about benefits and features
- The overall product design and the product’s individual features create benefits for consumers
- Consumers don’t necessarily care about the actual product features – they just want the benefits (a solution for their needs)
- Additional product features should be added provided they add a benefit for consumers that they see value in OR
- Additional product features should be added if they help to differentiate the product more effectively
- Packaging and other forms of communication should work to highlight the benefits for the consumer
- The key benefits communicated will form the central part of the product’s positioning in the marketplace
Examples of the difference between a benefit and a feature
To better understand the distinction between benefits and features, let’s directly compare them in the following examples.
Product = Ready-made fruit salad
| Product Feature | Associated Product Benefit |
| Includes an array of different fruits | Choice of delightful tastes and textures |
| Cut into small pieces | Easy-to eat, bite-size pieces |
| Fresh, not canned | All natural and healthy |
| Served in a plastic container with a fork | Easy to eat anywhere |
| They are served chilled | Always cool and refreshing |
Product = An inflatable trampoline that floats (a Swimming Pool Toy)
| Product Feature | Associated Product Benefit |
| Enables jumping, diving, and games | Fun for the whole family |
| Weight capacity of 100kg | Safe for adult use |
| Electric inflation pump included | Easy, quick and automatic inflation |
| Repair kit included | Will last a long time |
| Available in black, red, or yellow | Choice of attractive colors |
Product = A Pet Walking Service
| Product Feature | Associated Product Benefit |
| Available in most areas | Close and convenient |
| We will pick and return your pet – and there’s no need for you to be home at the time | Full service at any time, super convenient |
| Walks range from 30 to 90 minute duration | Tailored to suit your dog’s fitness level |
| Maximum six dogs per walk | Meeting your dog’s social needs |
| All our dog walkers are animal lovers | Responsible staff that will care for your dog |
