Expert session by Mr. Devesh Kayal, founder of Dekay Tea

An expert session was held at Poddar business school, Jaipur by Mr. Devesh Kayal, an alumnus of the Poddar Group of Institutions. He is the founded "Dekay Tea Company" which manufactures and sells herbal tea globally. He took a session on the topic “Role of Ethics and Morale in Marketing” in which he explained, while beginning the startup don’t enter a price war as one cannot sustain yourself for a long time in a market with a price war and get into a quality war for entering in market although it takes time of 1-2 years it ensures sustainability and competitors cannot throw you out from the market by giving more cheaper product than you, he added, that ethical marketing is to create value for customers. First one has to check whether the product is fruitful for customers or not. Then has to decide which type of advertising has to be done, there are two modes of advertising; digital and offline. If you can attract customers through an offline exhibition on the first attempt and in digital advertising one have to do 3-4 attempts. Then s/he go for offline when you have limited resources. 

There are two ways of selling your product; force/push selling and demand selling and his company goes for demand selling. In the first option, they have to decrease price and move with distribution channels which causes an increase in price for end customers and an increase in time between manufacturing and consumption. In the second option, s/he is direct to customers in which customers learn about quality and demand from their level. Write short, mid and long-term goals and paste them on the wall so that every morning you wake up you saw first them and became more dedicated towards your goal.