EOC: Week 10: What are the benefits vs. the features?

EOC: Week 10: What are the benefits vs. the features?

Feature and benefit are not the same! Most small business starts up without knowing how important those are. Some may not be able to tell the difference. They often start off by doing what they good at or/and like to do. Or worst, they assume, they think the customers will buy their products and services because they were told to do so.

What is a feature? “Features are usually easy to detect and describe, product benefits can be trickier because they are often intangible. The most compelling product benefits are those that provide emotional or financial rewards.” (http://www.smallbusinessnotes.com/marketing-your-business/product.html) The Sweet Nightmares features are: ten different taste of chocolates in a small-fun size gift box, using only the fine chocolates, fast shipping.

However, a benefit is different. “A benefit answers the question "What's in it for me?," meaning the feature provides the customer with something of value to them.” (Laura Clampitt Douglas, Marketing Features Vs. Benefits, http://www.entrepreneur.com/article/34942) Sweet Nightmares doesn’t just offer a box of chocolates. It offers happiness and surprises. Ten chocolates in box and you will never know which flavor each one is until you taste it.  We place special orders on the chocolates manufacturers to ensure using the only fine chocolates for you to enjoy. And of course, fast shipping is the only way to go! We make sure when you will receive your order as soon as possible.

EOC Week 9: Three great mission statements

EOC Week 9: Three great mission statements

1. Todd Cecil -- My Mission Statement is to provide the consumer with a tasteful way to gain the energy and health they once had as a child, and lead the energy supplement industry with a youthful approach of the product.

“A statement of the organization’s purpose—what it wants to accomplish in the larger environment.” (Armstrong & Kotler, Marketing pg, 5)

From his blog, he stats he will be doing that “by [his] kid-like approach to the Rocket Boosters.” It is like saying he will be using a youthful approach. As for a larger environment, he wants everyone to have what he or she once had as a child, the pure happiness. And he clearly states that from his mission statement.

2. Fernandez-Maldonado, Jose F. -- Choco-Nachos Mission Statement: "We give families the opportunity to taste a delicious blend of natural flavors that everyone and anyone from all ages can enjoy. "

In his mission statement, he is bringing in the “families.” Since a mission statement is more toward the public and public is made up of different families. He makes a good and smart choice. And by using words like natural, delicious, and anyone from all ages can enjoy make it even friendlier to approach.

            3. Javier Garcia -- My Mission Statement for Mighty Beer is to: Deliver a rich and exotic way of drinking!

Rick and exotic way of drinking?! That already gets my attention right a way. It is a simple and strong mission statement. “[Mission statements] have largely devolved into fat-headed jargon. Almost no one can figure out what they mean." (Armstrong/Kotler, Marketing: An Introduction, page 40.) He says rich and exotic but he doesn’t say it is a beer or how he is going to combine those two. He creates a smart and interesting mission statement.