This project is a traditional marketing plan. There are no DECA events that directly correlate with this project. However, this project can be the basses for several written events:
BOR Business Operations Research – the student’s product must be the current years DECA topic. Not all elements of the Marketing Plan will be used.
CMP Creative Marketing Project – the student’s product must be an individual company, a group of companies (such as a shopping mall), an organization, a club or the business community. Not all elements of the Marketing Plan will be used.
ENW Entrepreneurship Written Event – the students can develop any product they want. Additional elements will need to be added to the Marketing Plan to meet DECA guidelines.
IBP International Business Plan – the students can develop any product they want. Additional elements will need to be added to the Marketing Plan to meet DECA guidelines.
ENP Entrepreneurship Participating (independent/franchising) - the students can develop any product they want. Additional elements will need to be added to the Marketing Plan to meet DECA guidelines.
ADC Advertising Campaign – the students must develop the Marketing Plan using a REAL product. Not all elements of the Marketing Plan will be used. Additional elements will need to be added to the Marketing Plan to meet DECA guidelines.
The report is broken down into smaller modules that can be assigned as individual sections. All of the individual modules need to be compiled into a single Marketing Plan report or PowerPoint presentation.
Module 1 – Product/Company Introduction (50 Points)
1. What is your product?
2. What does your product do?
3. Compare and contrast how each Marketing Utility impacts your product.
4. What is your product’s name (name of the actual item)? Why did you pick this name?
5. What is your company’s name (name of the company that markets the item)? Why did you pick this name?
Module 2 – Target Market/Customer Profile (100 points)
Module 2A – Target Market (50 points)
Instructions: Using the four methods of segmentation (Demographic, Behavioral, Psychographics, and Geographic) segment your product into categories by defining the preferred customer for your product. When you are finished you will have your target market.
2. Income :
6. Life stage:
Behavioral/Rate of Use:
7. Benefits derived:
9. ¬Life Styles Values:
Module 2B – Customer Profile (50 points)
Write a paragraph long Customer Profile. Write at least one sentence for each of the 4 Market Segmentations concerning your Target Market.
Module 3 – Market Research (150 points) Module 3A – Questionnaire (50 points)
Create ten questions about your product. Your questionnaire must contain a mix of the following:
• Multiple choice questions
• Fill in the blank questions
• Graduated scale questions
Module 3B – Conduct Market Research (50 points)
Ask at least 50 respondents.
• Must not be a Convenience Sample!!
Module 3C – Summarize and Evaluate your responses (50 points)
Summarize your results in a table or graph then explain and make recommendations about each question.
Module 4 – Competition (50 points)
Find at least one direct and one indirect competitor for your product. Compare and contrast each competitors Strengths and Weaknesses against your product.
Module 5 – Design, Prototype, Logo, and Packaging (175 points)
Module 5A – Design (25 points)
Write two paragraphs, one paragraph each for a potential product modification and extension.
Module 5B – Prototype (50 points)
Create a prototype of your product.
Module 5C – Logo (50 points)
Create a professional logo for your product.
Module 5D – Packaging (50 points)
Create a box (goods) or flyer (services) explaining your product