Marketing Plan Checklist
January 1, 2012
Determine origin and objectives.
Determine any objectives, guidelines or constraints imposed by management.
State the size of the market in terms of units and dollars.
Identify the type(s) of product(s).
Analyse the the Marketing Environment including demographic, economic, social & cultural and political & legal trends.
Identify organisations in the trade (if any) important for your project.
Understand your consumer, his or her needs, attitudes, perceptions, purchase behaviour etc.
Identify and analyse key customers.
Summarise the key factors in the SWOT analysis: strenght, weaknesses, opportunieties & threats.
Describe the consumer’s buying motive.
Describe the group of people who are seeking this end in ways that differentiate them from all other people.
Estimate the number of people in your market segment.
Determine financial objectives such as gross profit, net profit and return on investment.
Determine marketing objectives including unit sales, share of market, distribution levels & levels of customer satisfaction.
Determine customer objectives such as acquisition of new customers or retention of existing customers.
State your marketing strategy.
Define your cometition.
Determine how to achieve your sales target.
Determine how you intend to position your product relative to competitive products.
Determine your promotional strategy.
State your message that you wish to communicate to your consumer.
State any other marketing strategies that might be relevant.
List the main features and characteristics of the product.
Specify the maximum production cost per unit.
Determine your Brand name criteria.
State graphic criteria for the pack design and cost per unit.
State the type of retail outlets in which your consumer can buy the product.
Predict the retail price.
Determine your selling price.
Specify the media that will be used to reach your consumer.
State the weight of advertising.
Estimate production and media costs.
State your sales strategy and tactics.
State your PR objectives and strategy.
Specify the objectives for creating or refreshing an internet site.
Measurement and Review
Determine who will be involved in measuring output vs outcome.
Explain what outcomes are expected at which point of the plan’s implementation
Consult on and communicate the plan.
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