The document discusses product features, advantages, and benefits. It explains that product features are the characteristics of a product, or what it does. Advantages describe what those features do. Benefits are the gains a customer will derive from having their needs satisfied. The document provides examples of features, advantages, and benefits for a 2K clear coat product.

1. Prod uct Features,
Ad vantages
& Benefits
2 4 .0 4 .2 0 0 2 Ea s t e r n Eu r o p e a n 1

2. What are Prod uct Features, Ad vantages &
Benefits ?
Prod uct Features
C h a r a c t e r is t ic s o f t h e
prod uct
- w h a t it d o e s !
2 4 .0 4 .2 0 0 2 Ea s t e r n Eu r o p e a n 2

3. What are Prod uct Features, Ad vantages &
Benefits ?
Prod uct Features
C h a r a c t e r is t ic s o f t h e
prod uct
- w h a t it d o e s !
Ad vantages
Wh a t t h o s e f e a t u r e s d o !
2 4 .0 4 .2 0 0 2 Ea s t e r n Eu r o p e a n 3

4. What are Prod uct Features, Ad vantages &
Benefits ?
Prod uct Features
C h a r a c t e r is t ic s o f t h e
prod uct
- w h a t it d o e s !
Ad vantages
Wh a t t h o s e f e a t u r e s d o !
Benefits
G a in s t h a t a c u s t o m e r w il l d e r iv e
f r o m h a v in g h is n e e d s s a t is f ie d .
2 4 .0 4 .2 0 0 2 Ea s t e r n Eu r o p e a n 4

5. C ustom ers buy Benefits
Sal m en shoul n‘t sell a tin of paint,
es d
they should sell the …
2 4 .0 4 .2 0 0 2 Ea s t e r n Eu r o p e a n 5

6. C ustom ers buy Benefits
Sal m en shoul n‘t sell a tin of paint,
es d
they should sell the …
Co v e r a g e
D PC -O EM
Co m p e t e n c e
Ec o n o m y
T e c h n ic a l S u p p o r t
C O B - S o l id s
C o l o r Ac c u r a c y
2 4 .0 4 .2 0 0 2 Ea s t e r n Eu r o p e a n 6

7. Prod uct Features
2 4 .0 4 .2 0 0 2 Ea s t e r n Eu r o p e a n 7

8. Prod uct Features
2 4 .0 4 .2 0 0 2 Ea s t e r n Eu r o p e a n 8

9. For O vera ll Respr ay
Prod uct Features M ix 2 : 1 /3 :1 wi th
S T AN D O X STA N DO X
2 K H ard e n e rs M S X / H S
S tan d o c ryl
2 K -M S -X tra-K larlac k Ad d 5 -1 0% STAN DO X
2 K Th in n e r
2 K M S X tra C le ar
1 6 - 1 8 s/D IN 4m m /2 0 °C
1 .3 - 1 .4 m m
2 C o ats = 5 0-60 µ m
5 -1 0 m i n in te r flash o ff
an d fi n al flash o ff
Air d ry o ve rn ig h t/2 0 °C
o r 2 0-2 5 m i n /60 °C
p ane l te m p e ratu re
62
H ig h q u ality h igh p e rform an ce
S T AN D O X
2K cle ar
S tan d o c ryl
2 K -M S -X tra-K larlac k M u lti-ap p lication p rop ertie s for
2 K M S X tra C le ar all typ e s o f re fin ish in g
Ve ry p ro d u ctive for volu m e
cu stom e rs
Ve ry ve rsatile ap p licati on
= su itab le fo r all co u ntrie s
Extrem e ly go od th ro u g h -d ryin g
Ve ry go od p oli sh ab i lity
O p tim al p e rform an ce with
Stan d o cryl 2 K M S X H ard e ne rs
2 0 m in s @ 60 °C d ryin g tim e .
59
2 4 .0 4 .2 0 0 2 Ea s t e r n Eu r o p e a n 9

10. For O vera ll Respr ay
Prod uct Features S T AN D O X
S tan d o c ryl
M ix 2 : 1 /3 :1 wi th
STA N DO X
2 K H ard e n e rs M S X / H S
Ad d 5 -1 0% STAN DO X
2 K -M S -X tra-K larlac k
2 K Th in n e r
2 K M S X tra C le ar
1 6 - 1 8 s/D IN 4m m /2 0°C
1 .3 - 1 .4 m m
2 C o ats = 5 0-60 µ m
5 -1 0 m i n in te r flash o ff
an d fi n al flash o ff
Air d ry o ve rn ig h t/2 0°C
o r 2 0-2 5 m i n /60°C
p ane l te m p e ratu re
H ig h qu ality h igh p e rfo rm an ce 62
S T AN D O X 2K cle ar
S tan d o c ryl
2 K -M S -X tra-K larlac k M u lti-ap p lication p rop ertie s for
2 K M S X tra C le ar all typ e s o f re fin ish in g
Ve ry p ro d u ctive for volu m e
cu stom e rs
Ve ry ve rsatile ap p licati o n
= su itab le fo r all co u ntrie s
Extre m e ly go od th ro u g h -d ryin g
Ve ry go od p o li sh ab i lity
O p tim al p e rfo rm an ce with
Stan d o cryl 2 K M S X H ard e ne rs
2 0 m in s @ 60 °C d ryin g tim e .
59
T h e f e a t u r e s (a n d s o m e g e n e r a l
a d v a n t a g e s )a r e p r o v id e d b y S t a! n d o x VO C valu e > 42 0 g/Ltr.
b y l a u n c h in g a p r o d u c t .
H o w a b o u t a d v a n t a g e s in c o m p a r is o n t o
c o m p e t it io n a n d t o e x is t in g S t a n d o x
p r o d u c t s in your c o u n t r y ?
2 4 .0 4 .2 0 0 2 H aos twr naE u r op uat t h e b e n e f it s f o r your e x is t in g
E e bo e n 1 0

11. Ad vantages
2 4 .0 4 .2 0 0 2 Ea s t e r n Eu r o p e a n 1 1

12. Ad vantages
2 4 .0 4 .2 0 0 2 Ea s t e r n Eu r o p e a n 1 2

13. Ad vantages
2 4 .0 4 .2 0 0 2 Ea s t e r n Eu r o p e a n 1 3

14. Ad vantages
2 4 .0 4 .2 0 0 2 Ea s t e r n Eu r o p e a n 1 4

15. Ad vantages
2 4 .0 4 .2 0 0 2 Ea s t e r n Eu r o p e a n 1 5

16. Ad vantages
2 4 .0 4 .2 0 0 2 Ea s t e r n Eu r o p e a n 1 6

17. Ad vantages
Ad v a n t a g e s m a y d if f e r f r o m c o u n t r y t o
c o u n t r y , f r o m r e g io n t o r e g io n
(d is t r ib u t io n s it u a t io n , p r o d u c t
p o s it io n in g , c o m p e t it o r s , t a r g e t
c u s t o m e r s , c u s t o m e r r e q u ir e m e n t s , s h o p
c o n d it io n s , c l im a t e ,...)
2 4 .0 4 .2 0 0 2 =E a St or m Ee r inp eda n id u a l t e s t s (e v e n t u a l l y p l u s
s e n u o iv 1 7

18. Prod uct Features & Ad vantages
PM & Technical & Sales ...
2 4 .0 4 .2 0 0 2 Ea s t e r n Eu r o p e a n 1 8

19. Prod uct Features & Ad vantages
Benefits
PM & Technical & Sales ...
2 4 .0 4 .2 0 0 2 Ea s t e r n Eu r o p e a n 1 9

20. Prod uct Features & Ad vantages
Benefits
PM & Technical & Sales ...
...together create :
•P r o d u c t P o s it io n in g
•P r o d u c t S a l e s G u id e l in e f o r in t e r n a l u s e w it
-Pr o d u c t Fe a t u r e s
- Ad v a n t a g e s (v s c o m p e t it io n
a n d p r e v io u s S t a n d o x p r o d u c t s )
- B e n e f it s
•P r o d u c t L e a f l e t s
2 4 .0 4 .2 0 0 2 Ea s t e r n Eu r o p e a n 20

21. Prod uct Features,
Ad vantages
& Benefits
Ex a m p l e :2 K Cl e a r
co ats
2 4 .0 4 .2 0 0 2 Ea s t e r n Eu r o p e a n 21

22. STAND O X 2K M S Express C lear
Features Benefits
+ U n iv e r s a l M S C l e a r = V e r s a t il e u s e
co at
2 4 .0 4 .2 0 0 2 Ea s t e r n Eu r o p e a n 22

23. STAND O X 2K M S Express C lear
Features Benefits
+ U n iv e r s a l M S C l e a r = V e r s a t il e u s e
co at
+ D u r a b l e h ig h = H ig h q u a l it y f in is h
q u a l it y (a p p r o v e d b y O E M s )
f in is h
2 4 .0 4 .2 0 0 2 Ea s t e r n Eu r o p e a n 23

24. STAND O X 2K M S Express C lear
Features Benefits
+ U n iv e r s a l M S C l e a r = V e r s a t il e u s e
co at
+ D u r a b l e h ig h = H ig h q u a l it y f in is h
q u a l it y (a p p r o v e d b y O E M s )
f in is h
+ W id e a p p l ic a t io n = U s e r f r ie n d l y
w in d o w
2 4 .0 4 .2 0 0 2 Ea s t e r n Eu r o p e a n 24

25. STAND O X 2K M S Express C lear
Features Benefits
+ U n iv e r s a l M S C l e a r = V e r s a t il e u s e
co at
+ D u r a b l e h ig h = H ig h q u a l it y f in is h
q u a l it y (a p p r o v e d b y O E M s )
f in is h
+ W id e a p p l ic a t io n = U s e r f r ie n d l y
w in d o w
+ H ig h g l o s s = Cu s t o m e r
s a t is f a c t io n
2 4 .0 4 .2 0 0 2 Ea s t e r n Eu r o p e a n 25

26. STAND O X 2K M S Express C lear
Features Benefits
+ U n iv e r s a l M S C l e a r = V e r s a t il e u s e
co at
+ D u r a b l e h ig h = H ig h q u a l it y f in is h
q u a l it y (a p p r o v e d b y O E M s )
f in is h
+ W id e a p p l ic a t io n = U s e r f r ie n d l y
w in d o w
+ H ig h g l o s s = Cu s t o m e r
s a t is f a c t io n
+ Ex c e l l e n t f l o w = U s e r f r ie n d l y
2 4 .0 4 .2 0 0 2 Ea s t e r n Eu r o p e a n 26

27. STAND O X 2K Easy C lear
Features Benefits
+ Ea s y t o u s e = L e s s l a b o u r t im e
(T r a in in g ,
a p p l ic a t io n )
2 4 .0 4 .2 0 0 2 Ea s t e r n Eu r o p e a n 27

28. STAND O X 2K Easy C lear
Features Benefits
+ Ea s y t o u s e = L e s s l a b o u r t im e
(T r a in in g ,
+ W id e a p p l ic a t io n = a p p l ic a t io n ) y
U s e r f r ie n d l
w in d o w
2 4 .0 4 .2 0 0 2 Ea s t e r n Eu r o p e a n 28

29. STAND O X 2K Easy C lear
Features Benefits
+ Ea s y t o u s e = L e s s l a b o u r t im e
(T r a in in g ,
+ W id e a p p l ic a t io n = a p p l ic a t io n ) y
U s e r f r ie n d l
w in d o w
+ U s e w it h a l l = Le s s p r o d u c t s
S T AN D O X H a r d e n e r s need ed
MS
a n d T h in n e r s 2 K
2 4 .0 4 .2 0 0 2 Ea s t e r n Eu r o p e a n 29

30. STAND O X 2K Easy C lear
Features Benefits
+ Ea s y t o u s e = L e s s l a b o u r t im e
(T r a in in g ,
+ W id e a p p l ic a t io n = a p p l ic a t io n ) y
U s e r f r ie n d l
w in d o w
+ U s e w it h a l l = Le s s p r o d u c t s
S T AN D O X H a r d e n e r s need ed
MS
a n d T h in n e r s 2 K
+ S u it a b l e f o r a ir - = U s e r f r ie n d l y
d r y in g
2 4 .0 4 .2 0 0 2 Ea s t e r n Eu r o p e a n 30

31. STAND O X 2K Easy C lear
Features Benefits
+ Ea s y t o u s e = L e s s l a b o u r t im e
(T r a in in g ,
+ W id e a p p l ic a t io n = a p p l ic a t io n ) y
U s e r f r ie n d l
w in d o w
+ U s e w it h a l l = Le s s p r o d u c t s
S T AN D O X H a r d e n e r s need ed
MS
a n d T h in n e r s 2 K
+ S u it a b l e f o r a ir - = U s e r f r ie n d l y
d r y in g
+ E a s y t o p o l is h = L e s s l a b o u r t im e
2 4 .0 4 .2 0 0 2 Ea s t e r n Eu r o p e a n 31

32. STAND O X 2K Easy C lear
Features Benefits
+ Ea s y t o u s e = L e s s l a b o u r t im e
(T r a in in g ,
+ W id e a p p l ic a t io n = a p p l ic a t io n ) y
U s e r f r ie n d l
w in d o w
+ U s e w it h a l l = Le s s p r o d u c t s
S T AN D O X H a r d e n e r s need ed
MS
a n d T h in n e r s 2 K
+ S u it a b l e f o r a ir - = U s e r f r ie n d l y
d r y in g
+ E a s y t o p o l is h = L e s s l a b o u r t im e
+ G o o d p r ic e - q u a l it y = In c r e a s e
balan c e p r o f it a b il it y
(in r e s p e c t t o
2 4 .0 4 .2 0 0 2 Ea s t e r n Eu r o p e a n targeted 32

33. 2K C l coat positioning (Exam pl 1 )
ear e
Price
high
MS Ex p r e s s Cl e a r
m ed ium
Ea s y Cl e a r
ow
l
Q I Q II Q III Q ual
ity
Econom y M ain s tre am P re m iu m
2 4 .0 4 .2 0 0 2 Ea s t e r n Eu r o p e a n 33

34. STAND O X 2K M S Xtra C lear
Features Benefits
+ 3 C l e a r c o a t s in 1 = V e r s a t il e u s e - L e s s
t in prod ucts need ed
2 4 .0 4 .2 0 0 2 Ea s t e r n Eu r o p e a n 34

35. STAND O X 2K M S Xtra C lear
Features Benefits
+ 3 C l e a r c o a t s in 1 = V e r s a t il e u s e - L e s s
t in prod ucts need ed
+ U s e w it h a l l = Le s s p r o d u c t s
S T AN D O X H a r d e n e r s need ed
2 4 .0 4 .2 0 0 2 Ea s t e r n Eu r o p e a n 35

36. STAND O X 2K M S Xtra C lear
Features Benefits
+ 3 C l e a r c o a t s in 1 = V e r s a t il e u s e - L e s s
t in prod ucts need ed
+ U s e w it h a l l = Le s s p r o d u c t s
S T AN D O X H a r d e n e r s need ed
+ V a r ia n t w it h o n e = L e s s b o o t h t im e
v is it
a p p l ic a t io n
2 4 .0 4 .2 0 0 2 Ea s t e r n Eu r o p e a n 36

37. STAND O X 2K M S Xtra C lear
Features Benefits
+ 3 C l e a r c o a t s in 1 = V e r s a t il e u s e - L e s s
t in prod ucts need ed
+ U s e w it h a l l = Le s s p r o d u c t s
S T AN D O X H a r d e n e r s need ed
+ V a r ia n t w it h o n e = L e s s b o o t h t im e
v is it
+ a p p l ic a t io n t r e m e l y
Fa s t a n d e x = H ig h p r o d u c t iv it y
good
t h r o u g h -d r y in g
2 4 .0 4 .2 0 0 2 Ea s t e r n Eu r o p e a n 37

38. STAND O X 2K M S Xtra C lear
Features Benefits
+ 3 C l e a r c o a t s in 1 = V e r s a t il e u s e - L e s s
t in prod ucts need ed
+ U s e w it h a l l = Le s s p r o d u c t s
S T AN D O X H a r d e n e r s need ed
+ V a r ia n t w it h o n e = L e s s b o o t h t im e
v is it
+ a p p l ic a t io n t r e m e l y
Fa s t a n d e x = H ig h p r o d u c t iv it y
good
+ t higrho g l o s-d r y in g
H ugh s = Cu s t o m e r
s a t is f a c t io n
2 4 .0 4 .2 0 0 2 Ea s t e r n Eu r o p e a n 38

39. STAND O X 2K M S Xtra C lear
Features Benefits
+ 3 C l e a r c o a t s in 1 = V e r s a t il e u s e - L e s s
t in prod ucts need ed
+ U s e w it h a l l = Le s s p r o d u c t s
S T AN D O X H a r d e n e r s need ed
+ V a r ia n t w it h o n e = L e s s b o o t h t im e
v is it
+ a p p l ic a t io n t r e m e l y
Fa s t a n d e x = H ig h p r o d u c t iv it y
good
+ t higrho g l o s-d r y in g
H ugh s = Cu s t o m e r
s a t is f a c t io n
+ V e r y p r o d u c t iv e = In c r e a s e
for p r o f it a b il it y
vo lume cus to mers (in r e s p e c t t o
2 4 .0 4 .2 0 0 2 Ea s t e r n Eu r o p e a n targeted 39

40. 2K C l coat positioning (Exam pl 2)
ear e
Price
high
MS Xt r a Cl e a r
MS Ex p r e s s Cl e a r
m ed ium
Ea s y Cl e a r
ow
l
Q I Q II Q III Q ual
ity
Econom y M ain s tre am P re m iu m
2 4 .0 4 .2 0 0 2 Ea s t e r n Eu r o p e a n 40

41. STAND O X 2K HS C l
ear
Features Benefits
+ D u r a b l e h ig h = H ig h q u a l it y f in is h
q u a l it y
f in is h (a p p r o v a l s )
2 4 .0 4 .2 0 0 2 Ea s t e r n Eu r o p e a n 41

42. STAND O X 2K HS C l
ear
Features Benefits
+ D u r a b l e h ig h = H ig h q u a l it y f in is h
q u a l it y
f in is h (a p p r o v a l s )
+ H ig h g l o s s = Cu s t o m e r
s a t is f a c t io n
2 4 .0 4 .2 0 0 2 Ea s t e r n Eu r o p e a n 42

43. STAND O X 2K HS C l
ear
Features Benefits
+ D u r a b l e h ig h = H ig h q u a l it y f in is h
q u a l it y
f in is h (a p p r o v a l s )
+ H ig h g l o s s = Cu s t o m e r
s a t is f a c t io n
+ O n e v is it = L e s s b o o t h t im e
a p p l ic a t io n
2 4 .0 4 .2 0 0 2 Ea s t e r n Eu r o p e a n 43

44. STAND O X 2K HS C l
ear
Features Benefits
+ D u r a b l e h ig h = H ig h q u a l it y f in is h
q u a l it y
f in is h (a p p r o v a l s )
+ H ig h g l o s s = Cu s t o m e r
s a t is f a c t io n
+ O n e v is it = L e s s b o o t h t im e
a p p l ic a t io n
+ V O C 3 7 2 g /l t r . = V O C - c o m p l ia n t
2 4 .0 4 .2 0 0 2 Ea s t e r n Eu r o p e a n 44

45. STAND O X 2K HS C l
ear
Features Benefits
+ D u r a b l e h ig h = H ig h q u a l it y f in is h
q u a l it y
f in is h (a p p r o v a l s )
+ H ig h g l o s s = Cu s t o m e r
s a t is f a c t io n
+ O n e v is it = L e s s b o o t h t im e
a p p l ic a t io n
+ V O C 3 7 2 g /l t r . = V O C - c o m p l ia n t
+ H ig h S o l id p r o d u c t = In c r e a s e d
p r o f it a b il it y
(in r e s p e c t t o
targeted
2 4 .0 4 .2 0 0 2 Ea s t e r n Eu r o p e a n 45

46. 2K C l coat positioning (Exam pl 3)
ear e
Price
HS Cl e ar
high
MS Xt r a Cl e a r
MS Ex p r e s s Cl e a r
m ed ium
Ea s y Cl e a r
ow
l
Q I Q II Q III Q ual
ity
Econom y M ain s tre am P re m iu m
2 4 .0 4 .2 0 0 2 Ea s t e r n Eu r o p e a n 46

47. Prod uct Features,
Ad vantages
& Benefits
2 4 .0 4 .2 0 0 2 Ea s t e r n Eu r o p e a n 47

48. 2 4 .0 4 .2 0 0 2 Ea s t e r n Eu r o p e a n 48