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Marketing Plan Basics: Products & Services


The product and services section of your marketing plan should give a clear understanding of what you sell, how you compete with what's already available, or how you fill a niche that no one else is meeting.

How do you describe your product or service?

A product or service description might be defined as the copy or content used to describe a value proposition to potential customers.


It explains the features, characteristics, and benefits of the product or service in a way that informs customers and provides encouragement for them to make a purchase.


What is the difference between product and service marketing?


Product marketing refers to the process in which the marketing activities are aligned to promote and sell a specific product for a particular segment. Service marketing implies the marketing of economic activities, offered by the business to its clients for adequate consideration.


How do you describe a product?


Start by writing down a description of the product you're marketing. Rather than focus on the features of the product such as size, style, color use the description to describe how the product benefits your customers. How does it relate or fit in the market? What does your market need, use and how does your product stand out above what they already need and use.

What makes your product or service different and more appealing to customers than other options in your category. Product differentiation is what gives you a competitive advantage in your market. Product differentiators can include better quality and service as well as unique features and benefits.


How do you describe a service?


Service is defined as someone or something that is intended to provide help to those providing assistance to others. An example of a service is tax preparation, web design and graphic design, legal services, consulting, etc.


Thinking inclusively about the tangible (Products) and intangible (Services) aspects of your business is useful because it creates a more complete view of the customer's needs and experience. You may offer one or both as important keys to your business and as an integral part of your marketing plan.





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