DECA Crash Course Your Guide to the DECA Basics

Can you DECA? DECA Xavier Guidelines Crash Course:

The 4 P’s Promotional Mix Product Life Cycle Always be Closing Exercise

Outline of Lesson

Why Are You in DECA?

Bring a folder/binder to every meeting Paper/ Pencil Take Notes When Asked “Have Fun but get your work done!”™

DECA Xavier Guidelines

What Do You Know About this Product?

Product – what product would interest the target market, how to package it, what brand name to use, and what image to project.

Place – how and where a product should be distributed to attract the target market.

Price – how much is the target market willing or able to pay for the product.

Promotion – how the potential customers of the target market will be told about the product (commercials, etc.), what message will be presented, where and when it will be delivered.

The Four P’s

Advertising Presentation and promotion of ideas, goods,

or services by an identified sponsor. Examples: Print ads, radio, television, billboard, direct mail, brochures and catalogs, signs, in-store displays, posters,mobile apps, motion pictures, Web pages, banner ads, and emails.

Promotional Mix

Coke Spends 2.9 Billion Annually on Advertising

Personal selling A process of helping and persuading one or

more prospects to purchase a good or service or to act on any idea through the use of an oral presentation. Examples: Sales presentations, sales meetings, sales training and incentive programs for intermediary salespeople, samples, and telemarketing. Can be face-to-face selling or via telephone.

When new products are being marketed, personal selling can be used to build awareness. For example, coke might offer samples at popular events for their new flavour.

Sales Promotion Media and non-media marketing communication

are employed for a pre-determined, limited time to increase consumer demand, stimulate market demand or improve product availability.

Examples: Coupons, sweepstakes, contests, product samples, rebates, tie-ins, self-liquidating premiums, trade shows, trade-ins, and exhibitions.

Sales promotion is a way for businesses to interact with their target market. Businesses want this interaction to lead to more interest and subsequently higher sales for their product.

Public relations Paid intimate stimulation of supply for a

product, service, or business unit by planting significant news about it or a favorable presentation of it in the media. Examples: Newspaper and magazine articles/reports, TVs and radio presentations, charitable contributions, speeches, issue advertising, and seminars.

PR is used to build a favourable brand image.

Direct Marketing a form of advertising that allows businesses

and nonprofits to communicate straight to the customer, with advertising techniques such as mobile messaging, email, interactive consumer websites, online display ads, fliers, catalog distribution, promotional letters, and outdoor advertising.

Direct marketing is often meant to capture your attention and implant an enticing picture of the brand advertised.

1. Development: Product is prepared to be introduced to the

market No product sales have been made yet Considered the “incubation period”

Product Life Cycle

Period when product is first introduced to the market

People are still unaware of the product Overall sales remain low Advertising costs are very high and create

brand awareness Usually product prices remain high

Introduction

Sales begin to rapidly increase More retailers want to carry the product Product quality improves (ex. packaging) Advertising increases to grow preferential

branding

Growth

Most profitable stage of the cycle Sales increase, but at a slower pace than

before Product differentiation is explored and

introduced New resellers and distribution channels Advertising focuses on brand loyalty

Maturity

Change in customer preferences, technology or

market can lead to product decline Number of products produced declines Lower prices on product Less resellers carry the product No real advertising; may reinforce brand

image

Decline

Separate into teams of 3-5 You will be given a product You will have five minutes to come up with a creative

pitch incorporating aspects of today’s lesson The audience will play the role of company

executives looking to choose a new marketing campaign

Remember to focus on target market, avenues of advertising and how to capitalize on the exposure of the product due to its stage in the product life cycle.

Always be Closing