Product or Service for Marketing Plan

/in /by

MKT 301
Marketing Plan: Product Description Guidelines and Rubric
As the owner or marketing director for your business, you will decide what features your product or
service should have in order to be competitive. Then, determine what value each of those features
provides to your customers. This value is the benefit associated with the feature.
This section of the Marketing Plan has TWO parts, both of which are required.
Part One – Product Description
Describe the product or service in detail. This is NOT a sales pitch. Do not use this section to promote or
advertise the product; this is a factual and objective description of the product. The style of this
assignment is similar to an instruction manual; in other words, “just the facts.” For the Product
Description, include the following:
 Name of the product or service
 What it does
 How it works
 What it looks like
 Key design elements
 What makes it special or unique
Note: For services, adapt the above list to fit an intangible product. The concentration will be on what
services you provide for your customers.
The benchmark for determining if the Product Description is done correctly is to have another individual
read it, and then describe the product verbally. They should be able to accurately describe your product.
The Product Description portion of this assignment must be 2-3 pages in length in APA format.

Topic- Mobile Pet Grooming Service

Part Two – Features and Benefits
For this part of the Product Description, identify the Features and Benefits of the product or service. This
will be done in a table, listing no less than five features of the product or service, with at least TWO
customer benefits for EACH of the features.
View the Marketing Plan: Product Description Example to view a sample of this assignment and to get an
understanding of what your Features and Benefits table should look like.
Include the Features and Benefits table in the same document as the Product Description. For this part of
the assignment, correct spelling, grammar, and punctuation are required.
Submit the Marketing Plan: Product Description to the Assignment box no later than Sunday 11:59 PM
EST/EDT of Module 2. (This Assignment box maybe linked to Turnitin.)

Criteria A B C D F
Punctuality On time. 10% for each day. 10% for each day. 10% for each day. 10% for each day.
Grammar
One-point deduction
for each error in
APA, grammar,
spelling, or
punctuation.
One-point deduction
for each error in
APA, grammar,
spelling, or
punctuation.
One-point
deduction for each
error in APA,
grammar, spelling,
or punctuation.
One-point
deduction for each
error in APA,
grammar, spelling,
or punctuation.
One-point
deduction for each
error in APA,
grammar, spelling,
or punctuation.
Length
Full points for
meeting the length
requirement.
10-point deduction
for 75%.
30-point deduction
for 50%.
40-point deduction
for 25%.
50-point deduction
for less than 25%.
Content
Full points for fully
meeting the content
requirements.
10-point deduction
for 75%.
20-point deduction
for 50%.
30-point deduction
for 25%.
40 points and up
for missing content
beyond 25% of
what is required.