IV.

KNOWING THE
PRODUCT
IV. KNOWING

Codilan, Jamie Jen

Dacquel, Edryl Ryan
Decio, Conyvie
Del Rosario, Rick Abram
Dela Cruz, Carl Joshep
Dela Pea, Sarah
Dimaano, Erik Merjin

SOURCES OF
INFORMATION TO LEARN
ABOUT YOUR PRODUCTS
OR SERVICES
Your experiences using the product
Product Literatures
Manuals, Brochures, Catalogs,
Billboard Advertisements
Online Forums
Feedback
Sales Training Sessions/Programs
Trade and Industry Publications
Internet/ Website of your Product
Other salesman

WHAT YOU SHOULD

KNOW ABOUT YOUR
What your products/services
do.
PRODUCT
What they can't do (or aren't).
What your competitor's product/service can and cannot do.
Trends in the marketplace that can/will impact your sales
and/or customer perceptions.
How to use the product
Price
Features
Variants
Benefits
Advantages and Disadvantages
Strength and Weaknesses
Competitors
Labels (Manufacturing Date, Expiration Date, etc.)
Style, colors, models available
Contents of the Product
Servicing, Warranty and Repair Information

TURNING PRODUCT
FEATURES INTO
BENEFITS

Product features

Possible benefits for your customer

It will meet your needs and save you time
Its purpose
and money
It is easy to use so you won't be frustrated
How it works
by complicated features
It supports local industry and helps the
How it is developed or manufactured
environment
How it is checked for quality
You can be confident it will work
You don't have to worry about delivery; we
How it is delivered
organize that for you
You can be assured that if it needs
How it is maintained and serviced
maintenance, we will take care of it for
you
You can be confident that if it has any
How long it is likely to last (including any
problems we will fix it or replace it while
warranties)
under warranty
Its price
You can comfortably afford it
You can base your decision on the good
How it compares to similar products the
reputation our business has earned for
business offers
selling other well-regarded products
You are receiving quality and value for
How it compares to competitors' products
money
Its strengths and limitations (the capability
You are buying a product that is wellof the product to deliver benefits to
matched to your particular needs

BENEFITS OF
KNOWING THE
PROUCT YOU SELL

Strengthens
communication skills
Boosts enthusiasm
Grows confidence
Assists in Answering
Objections
INCREASE THE SALES

PRODUCT:
COCA-COLA

PRODUCT
DESCRIPTION
Coca-Cola is the most popular and biggestselling soft drink in history, as well as one of
the most recognizable brands in the world.
Created in 1886 in Atlanta, Georgia, by Dr.
John S. Pemberton,Coca-Cola was first
offered as a fountain beverage at Jacob's
Pharmacy by mixingCoca-Colasyrup with
carbonated water.
Coca-Colawas patented in 1887, registered
as a trademark in 1893 and by 1895 it was
being sold in every state and territory in the
United States.
In 1899, TheCoca-ColaCompany began
franchised bottling operations in the United
States and in 1906 bottling operations
forCoca-Colabegan to expand

PRODUCT LABEL

PRODUCT
VARIANTS:

PRICE: (SRP)
Coke MISMO
P10.00srp
Coke KASALO
P15.00srp
Coke 1.5ml
P47.00srp
Coke in CAN
P64.50srp

COMPETITORS OF COCA-COLA
(IN THE PHILIPPINES)
Direct: Pepsi, Pop Cola, RC
Cola, Sarsi
Indirect: Juices (C2,
Nestea), Energy Drinks
(Cobra, Samurai), Milk Tea
and Water)

COMPETITORS OF
COCA-COLA COMPANY:
PepsiCo,
Dr. Pepper Snapple
Inc.,
Monster Beverage
Corp.,
Suntory Beverage &
Food Ltd.