If you want your target overseas audience to know about your

product or service and to perceive it in the way you want and

pay the price you’re asking – it has to be marketed effectively
and efficiently.

A sound marketing plan is the blueprint for a company's

marketing activities, summarising the strategies and tactics
that will be used to achieve specified objectives in a given time
period.

Work your way through the steps in this checklist and you will
have your core document for directing and coordinating your
marketing effort.

Marketing Plan
checklist

contents
flowchart .............................................................................. 2
how to use this checklist.................................................... 3
1. information inputs........................................................... 3
2. customer motivation and market segmentation .......... 5
3. financial marketing and customer objectives .............. 6
4. marketing strategy .......................................................... 6
5. elements of the marketing mix ...................................... 7
6. audit activities ............................................................... 10
marketing mix expenditure............................................... 10

This document is one of a series of free information tools for exporters providing a wide
Marketing range of standard services and sophisticated solutions that assist businesses through
Plan every stage of the export process.
Checklist For information or advice, visit www.marketnewzealand.com, ring NZTE on 0800 555 888
or contact your Client Manager.
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flowchart
This flowchart shows the main sections of a marketing plan and the path to follow in developing
and reviewing a plan. Each section is described in more detail on the following pages.

2.
Customer
Marketing
motivation
and market Plan
segmentation
Flow
Chart
c
1998-2001Steve Bridges

3.
Financial,
marketing
and
1. customer
Information objectives
input

Quality
research

4. 5.
Marketing Elements of the
strategy marketing mix
t
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Pr
od

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Pr

Clients
Pr
om

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ot

Pl
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6.
Marketing
Plan
Audit activities $
Checklist
Expenditure

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how to use this checklist
Work your way through following steps and the flowchart to develop a sound plan for directing
and coordinating your marketing effort.

Include the product name and the period covered by the marketing plan in the title.

1. information inputs
You will be making decisions in sections 2, 3, 4 and 5 based upon the information you gather,
analyse and summarise in this section. Hence the quality of your plan and the decisions you
make based it on, will be very much determined by the quality of the research and the
information that goes into it.

1.1 Origin and Objectives of this Project

! This is an introduction to the marketing plan and describes its reason for being. For example,
it may be time to update the marketing plan for an existing product; or the company may
have developed the technology for a new product; or a new product idea may have been
revealed by research.

! Any objectives, guidelines or constraints imposed by management should also be identified

here.

1.2 Market Size

! If the market being analysed is an existing one, state the size in terms of units and dollars. If
helpful, show historical sales. Predict future trends for whatever period is most helpful.

! One way to define your 'market' is to identify the type(s) of product(s) that the consumer
described in section 2 is currently using to satisfy the buying motive. These are your
competitors and their collective sales represent the total size of the market.

! Provide breakdowns for the total market size in ways that are illuminating (for example, by
month or season, region or customer size).

! For all of the above, use tables for reader convenience and to conserve space.

Marketing  1998-2001 Steve Bridges

Plan New Zealand Trade and Enterprise would like to acknowledge Steve Bridges for allowing us to
Checklist reproduce his Marketing Plan Flow Chart Checklist.
Steve Bridges: Ph (09) 480 2132 Fax (09) 480 2143 Email: [email protected]
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1.3 Analysis of the Marketing Environment
You should be alert to any trends in the environment at large (i.e. beyond your control) that could
affect either the magnitude of the business potential or the strategy you might adopt.

Trends that could be usefully monitored include:

! Demographic trends, i.e. trends revealed in census statistics (e.g. birth rate down,
increased size of older age groups, etc)

! Economic trends; and/or

! Social and cultural trends (e.g. health and fitness boom, increase in working women, etc).

! Indicate how political and legal forces could impinge on your business (if relevant).

! Summarise vitally important information concerning your major competitor(s) (e.g. share of
market, main elements of marketing strategy, advertising budget and message).

! Indicate how developments in technology could affect this business (if relevant).

1.4 The Trade

Identify those organisations in the trade (if any) which are potentially important for this project
and report the findings of your research into their needs or wants, problems, desired profit
margins, attitudes to competitors, and so on.

1.5 The Consumer

! In the final analysis, your success or failure will depend on the extent to which you
understand your consumer, e.g. his or her needs, attitudes, perceptions, purchase/ usage
behaviour, level of satisfaction, likes and dislikes, etc.

! This understanding can be achieved by marketing research conducted by independent

research companies and/or yourself (D.I.Y. research).

! Summarise here the key information concerning any qualitative and/or quantitative research
conducted by, or for, you. Include: date(s) of research, who did it, type of research project,
and key findings. (Present the information about each research project separately.)

1.6 Customer Database

! If you maintain a customer database, summarise here the key aspects in terms of
demographics, psychographics and purchase history.

! Identify and analyse key customers, especially high value customers.

Marketing
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1.7 Company Analysis
This is the place to summarise the key factors in the SWOT analysis unless they have been
covered elsewhere.

! Strengths

! Weaknesses

! Opportunities

! Threats

1.8 Other Research

Summarise here other relevant information you have gathered or research you have done (e.g.
secondary research).

1.9 Other Points

! No matter how much research has been done, a marketer will usually have to make some
assumptions.

! State key or critical assumptions so that they are not forgotten and/or can be challenged by
readers.

! Priorities regarding future research activities (to fill current information, or knowledge, gaps)
should be listed here, together with cost estimates.

2. customer motivation and market segmentation

2.1 Consumer Motivation

Describe the consumer's buying motive. It may be a benefit, fulfilment of a need or want, solution
to a problem, elimination of an irritation or frustration, etc. It usually has both rational and
emotional components.

2.2 Market Segment

Describe the group of people who are seeking this end in ways that differentiate them from all
other people. This may be done in terms of lifestyle, activities, interests, attitudes, opinions,
demographic characteristics, value (e.g. purchasing history),
etc.

2.3 Market Size

Estimate the number of people in your market segment.

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3. financial, marketing and customer objectives
MIX
! Financial objectives (which must be consistent with corporate objectives) may include dollar
sales, gross profit, net profit, return on investment, etc.

! Marketing objectives may include unit sales, share of market, trial level, rate of repeat
purchases, awareness or recall levels, distribution levels, levels of customer satisfaction, etc.

! Customer objectives may include acquisition of new customers, retention of existing

customers, stimulation of existing customers or re-activation of lapsed customers.

4. marketing strategy

4.1 Overall Marketing Strategy

State your overall marketing strategy, e.g. competing mainly on service, product differentiation,
innovation, price, etc.

4.2 Definition Of Competition

Identify those products which are your main competitors. To escape 'marketing myopia', identify
products which satisfy the same buying motive identified in section 2.

4.3 Market Demand

State whether you intend to achieve your sales target mainly by expanding the total market
(primary demand) and/or by gaining a share of the existing market (secondary demand).

4.4 Competitive Positioning:

State how you intend to position your product relative to competitive products.

4.5 Promotional Strategy

Indicate whether you will use a pull strategy, a push strategy, or a combination of the two.

! A pull strategy entails heavy advertising and promotion to the end consumer.

! A push strategy involves the offer of special incentives to middlemen.

4.6 Communication Theme

State the theme or message that you wish to communicate to your consumer via your
advertising, packaging, promotion, point-of-sale material, public relations, direct mail,
telemarketing, unaddressed mail, multimedia CD-ROM, Internet website, etc.

Marketing
Plan 4.7 Customer Database
Checklist
Describe how you will keep data up-to-date, add new information, integrate with other information
July 2003 systems, etc.

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4.8 Legal
State the legal protection (if any) that you will seek to prevent/minimise competition.

4.9 Other
State any other marketing strategies that are relevant to your particular business or situation. For
example, will you focus on trial or repeat purchases? Will you focus on selected regions of the
country? Will you use technology to establish a competitive advantage? and so on.

5. elements of the marketing mix

The main elements of the marketing mix are :

! Product

! Place

! Price

! Promotion

product

5.1 Product
! List briefly the main features and characteristics that the product must have to satisfy the
buying motive identified in section 2.

! Specify the maximum permissible production cost per unit.

5.2 Brand Name

State your Brand name criteria (e.g. convey a benefit, be easy to pronounce or remember, etc);
then state the name you believe best fits these criteria.

5.3 Generic Product Name

State your Generic Product name criteria; then state the name you believe best fits these criteria.

5.4 Packaging
! List the key structural and graphic criteria which the pack design must adhere to.

! State any constraints that must be accepted (e.g. cost of the pack, transportation costs,
retailer realities, etc).

! Specify the maximum permissible production cost per unit.

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5.5 Packaging Outer and/or Inner
! State how many units will be contained in an inner and, if applicable, how many inners to an
outer.

! List the graphic and structural criteria which the design of the outer and/or inner must adhere
to.

! State any constraints that must be accepted, particularly maximum permissible costs.

place

5.6 Distribution
! State the type of retail outlets - and the area within those outlets - in which your consumer
would expect to buy the product.

! Identify the type of middlemen (e.g. wholesalers and/or distributors) you require to gain
distribution in those retail outlets. Also, specify the normal mark-up taken at each level
required.

! State the criteria which these middlemen must fulfil for appointment as your wholesalers
and/or distributors.

! Identify specific companies which you will appoint because they meet your criteria.

price

5.7 Pricing
! Predict the retail price (GST inclusive) you believe the consumer will pay and provide your
rationale.

! Determine your selling price by subtracting middlemen mark-ups. Use mark-ups that are
consistent with your promotional strategy. (section 4).

5.8 Credit
! State whether or not you will grant better credit terms than is standard industry practice
(push strategy).

! If so, specify what you will offer and estimate the extra cost.

promotion

5.9 Consumer Advertising

! Specify the media that will be used to reach your consumer (e.g. television, radio,
newspapers, direct mail, telemarketing, internet, etc) and your rationale.
Marketing ! State the weight of advertising required (e.g. TARPS, Reach and Frequency, etc).
Plan
Checklist ! Estimate production costs for the period.

! Estimate media costs for the period.

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5.10 Consumer Promotion
! For each promotion, briefly state the objective(s), type of promotion, timing, rationale and
estimated cost.

! Estimate total cost for all promotions for the period.

5.11 Point-Of-Sale Material

! List types of P.O.S. material to be produced and state the design criteria in order to guide
creative development.

! Estimate total costs for all P.O.S. material produced in this period.

5.12 Trade Advertising

! State the objectives and rationale for advertising in trade journals.

! State the strategy (message to be communicated, which journals to be used, timing, size of
ads, etc).

! Estimate total costs (production and media) for the period.

5.13 Trade Promotion

! For each promotion, briefly state the objective(s), type of promotion, timing, rationale and
estimated cost.

! Estimate total cost of all promotions for the period.

5.14 Selling
! State your sales strategy and tactics.

! Estimate total selling costs in this period (salaries, expenses, costs of meetings, etc).

5.15 Public Relations

! State your PR objectives and strategy.

! Specify actions and activities that will be undertaken.

! Estimate total costs for the period.

5.16 Direct Marketing

! State the target groups (customers and prospects) you will contact and the strategies (e.g.
upselling, cross-selling, loyalty programmes) and tactics (offers, testing) for each one.

! Describe the customer contact plans and fulfilment strategies for the management of
responses for each group.
Marketing
! Estimate the likely response rates, the cost-per-response, cost-per sale analysis, and total
Plan
cost.
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5.17 Internet
! Specify the objectives for creating or refreshing an Internet site.

! Describe the strategy to maximise the web investment, including plans for generating site
traffic and the processes for the management of this traffic.

6. audit activities
State the research activities that will be undertaken to determine whether or not you reached the
objective(s) specified in section 3.

marketing mix expenditure

For each element of the marketing mix, enter the planned expenditure into this table and
calculate the total.

Element of the Marketing Mix for product from dd/mm/yy to dd/mm/yy Expenditure
Price, e.g. cost of special credit terms $
Promotion $
Consumer Advertising: Production Costs $
Consumer Advertising: Media Costs $
Consumer Promotion $
Point-of-Sale Material $
Trade Advertising $
Trade Promotion $
Selling $
Public Relations $
Direct Marketing $
Internet $
Total Marketing Mix Expenditure $

Disclaimer:
While New Zealand Trade and Enterprise has verified the information in
this document, we make no representation as to the completeness,
correctness, currency, accuracy or fitness for any purpose of the
Marketing information. New Zealand Trade and Enterprise will not be responsible
for any damage or loss suffered by any person arising from the
Plan
information contained in this document, whether that damage or loss
Checklist
arises from negligence or otherwise.

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