M arl{eting

wan t to
r business or the pro ducts/se rvices you
Before you can beg in mar keti ng you /s_er vice.
r, you mus t first esta blis h ~hat ther e is in fact a dem and for you r pro~luct
offe ut_y that
ne~d. to devel~p a stro ng corp orat e 1~en
Onc e you have established ~Js , you ora te 1den t1ty
, tt s bee n said that you r corp
reflects the business you are m . In fact
reflects the soul of you r business.
ch you
e are man y elem ents in ma rket ing whi
It is imp orta nt to rem emb er that ther then fail to exe cute a
elop a stro ng bra nd and
sho uld take not e of- you can not dev elop a mar ke~ ng
ely.. Likewise, when you dev
policy reg ard ing bra nd usage effectiv mar keti ng
to inco rpo rate all elem ents of the
strategy for you r business, rem emb er ude s
you r business. The mar keti ng mix incl
mix which can app ly and be use d in dire ct
, sales pro mot ions, public relations,
all mar keti ng tools suc h as adv erti sing ing, pac kag ing, corp orat e/
tion and mer cha ndis
marketing, face-to-face selling, distribu
mar keti ng.
bra nd image, pric e and social med ia

2.1 Market research questionnaire

t/service,
s or you are intr odu cing a new pro duc
If you are just star ting out in busines mar ket for
then the Market research questionnaire
will help you to dete rmi ne the target
of mar ket
mar ket for the new pro duc t. The aim
you r business as a whole or the targ et e and if
re is a mar ket for you r pro duct/servic
rese arch is basically to find out if the arch rem emb er that
en con duc ting mar ket rese
so, what the size of the mar ket is. Wh ly, the larg er the
as the questions asked. General
the size of the sam ple is as imp orta nt
lt will be.
sample is, the mo re reliable the resu
~

~
~~

.
~~:
1. Introduction t·
- - -
-

existing or prospective customers over

the
You will be conducting your research with or get you r emp loye es or a
orm this function
telephone or face to face. Whether you perf ted so that the same
the whole process scrip
call centre to do it for you, it is better to have intro duc tion whic h
ucts the interview. Write an
format is followed regardless of who cond ng from . The
survey) and where they are calli
includes the person's name (if a telephonic rs if
ng market research and must ask custome
questioner should say that they are conducti
they would be prepared to participate.
esses
es1es, telephone numbers and e-mail addr
If possible, obtain the customers' names. addr ctly to the cust omer
as you can use this information to build a
database and then market dire
database.
 "'Ill

ff!lhiiUiPltiiMfi@J--_~
-

Name:
E-mail:
Address:
Gender:
Age:
No. of children:
Marital status: , ' · th h I ·
th. Th' could be individuals or Jorn ouse o d income b t .
Income bracket (perm?" ). d •~de whether it will be joint or individual income. u avoid
double-barrelled questions - ea
D
OuptoR10000 □ R10 001 to R1sooo R15 001 to R20 000 D R20 001 to R30
00Oetc
3. Questiannllre
. h Id be a qualifying question. For example, if you are planning t
1 Your first questions ou d th b b h o
· start a baby f um1·ture shop and the respondent
. oes
. . no have a a y,. e or
h she may not
be able to add vaIue an d give you an objective opinion w en answering t e rest of Your
questions.
2.

3.

4.

5.

6.

7.

8.

9.

10.

You must ask questions you need specific answers to and construct the questionnaire
with your customer profile in mind. Remember to keep questions to·a minimum and
m!"d~· .. :7 ask only what you need to know. Select your questions from the samples

port and routes used.)

O Wha t are you r 1; pn. , t. ·,

a Wha t car du you drn c:

ine ss pro duc ts
Typical cus tom er pro file - bus ine ss- to- bus
O Wh at indu stry sect or are you in ?
year s?
a Has this sector exp erie nced grow th in the last two
this secto r?
a Which maj or organisations are curr entl y acti ve in
D Wh ere are thei r busi ness prem ises loca ted?
a Do clusters exist?
you r curr ent sup plie rs?
a Are you satisfied with the service you rece ive from
to imp rove thei r serv ice?
□ Wh at wou ld you like you r supp liers to do
you dissatisfied with the serv ice you
a Are you exp erie ncin g service prob lem s or arehow wou ld you like them to reso lve
receive from you r curr ent supp liers ? If so,
thes e prob lem s?
tabl e and 5 bein g exce llen t), how do you
O On a scale of I to 5 (with I bein g una ccep
ice deli very ?
rank you r curr ent supp lier( s) rega rdin g serv
3 Good 4 Very goo d 5 Excellent
1 Una ccep table 2 Fair

tabl e and 5 bein g exce llen t), how d o you

0 On a scale of I to 5 (with I bein g una ccep
ome r com plai nt reso lutio ns?
rank you r curr ent supp lier( s) rega rdin g cust

Fair 3 Good 4 Very goo d 5 Excellent

1 Unacceptable 2

Customer communication
?
□ How do we curr entl y com mun icat e with you

□ Telesales .

□ Sale reps call ing on you

□ Bro chu res/ adv ertis ing leaflets

□ New spap er/m agaz ine adv ertis ing

□ Rad io adv ertis ing

□ Television adv ertis ing

D Is this met hod of com mun icat ion effectiv

e? D Yes 0N o

□ Is the freq uen cy of communiqa, 0 Yes 0N o

□ How wou ld you pref er thj

-- - - - -- til l~"ffi liWfi·l ..
,~11,J ..
jt ~l
t..liiil11•1i11·11'[11¥...
i- ,t..t1.·-.i-- -~
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1
Product characteristics
ase the product?
How often do you/would you purch
0
the product?
□ How often do you/would you use
duct? 0 Yes O No
□ Have you tried a competitor's pro
□ If yes, with what results? .
how could we improve on the product/service we are prov1.d1n ?
□ In your opinion,
g
The purchase decision
typical purchase?
O What is the average value of a
g your purchase decision?
O Is price a key factor in makin
ision?
e of the other key factors that influence your purchase dec
o What are som
of repeat purchases?
O What is the typical frequency
ision?
O Who makes the purchase dec
decision?
O Who influences the purchase
ke repeat pu rchases?
0 What factors prompt you to ma
it feasible?
kages increase sales and if so, is
O Would availability of finance pac

The supply channel

duct from?
0 Where do you purchase the pro
? If not, why?
0 Is the channel easily accessible
le to you?
else would you like to see the product stocked or made availab
0 Where
ility of the product?
0 Is there always sufficient availab

After-sales service
the product?
0 Have you ever had to return
return.)
y? Q>lease provide a reason for the
Please provid e
ems when returning the product?

t do
~ business so ignore those tha
2.2 Corporate identity
2.2.1 Templat e for a corporate identity communicat ion
strategy
Use this form whe n you need a d esign studi o or agency to develop a brand and
logo for the business. It is a brief t~ th e ~gency th_at stipula tes your r_equiremen ts o r
expectations of them. Record pe r unen t in for ma uo n abou t your busmess as well as soft
issues as these a re what o ften g ive a b rand its personality.
From: (You - the business owner or marketing director)

To: (The design studio you intend to brief)

1. Objective
Clearly state the objective of this exercise to ensure that the design studio understands your
requirements, for example: uro brief a design studio on the development of a brand and
corporate identity for my business as well as determine suitable advertising and marketing
mechanisms to attract customers by communicating the name, purpose and personality of
the business. H

2. Introduction to the company

Include information on the names of the business's owners, the length of time the business
has been operating, the size and location of the premises as well as the number of current
employees.

3. The concept
a Provide a description of the products/services you provide as well as the extent of the
range you offer.
a What are your product/service characteristics and what makes your products/services
different or superior to others on the market?
a How is your product sourced7 Is it purchased from a supplier, manufactured, produced
in-house or imported7
a How do you currently communicate with your customers and suppliers?
a How are your products and people currently presented to your customers?
4. The market
Introduce the broad market providing an Indication of the market size. Also indicate
whether your products/services have a limited life cycle and at which stage of the life cycle
you feel your business currently Is. The concept of the product life cyde is used as a tool to
estimate the market potential for your product. It also helps to determine the time period a
product or service will have in the market by tracking it through the introduction, growth,
maturity and decline phases of its life cycle.

5. The target market Gender

(End-user or customer)
Identify the target market by addressl,nJI !l\,.~
issues detailed alongside.
- ibZHhrKli
· ti.P+H ihflnfiliti!·Utlfii®lfn;;:--.~
----
Age group
D Toddlers
O Tweens
O Teenagers
O Young adults
0 Middle-aged
D Retirees
D Business
Location
□ Where does your target market live and/or
shop?
a Are they in an urban or rural area?
Unique requirements
□ Is your target market price sensitive?
□ Do they prefer natural or organic products?
a Are they adventure/adrenalin junkies?
□ Does convenience rank high for them?

6. The internal market D Directors and shareholders

Do the brand and its characteristics also D Employees, distributors and agents
need to be effectively communicated
internally? The internal market could D Suppliers
include the following: D Financiers
7. Distribution D Personal selling {cold canvassing,
How do you distribute your product/ telemarketing)
service? D Direct selling {network marketing)
0 Wholesaling
0 Retailing
0 Agents
D Distributors
0 Internet

tl llSt1beGinpetitQis <eitherby name or by category) and comment on the share of the

i.-1hey-~
ptJon of tbflr ucts/,servlces and how these overlap or are
of (IS.

or~tfiefrj;fodOmfservlces?
RM4! to.market? Have you tflopted a different approach and
- - - - -- - -- --- --- --- -- - - -- - - - -- - -- - - -
9. Brand ing - --,
□ Brand name : Indica te to the de~1gn studio how flexibl
e you a re regard ing the brand name.
They may be able to come up with a name which better comm
unicat es your business and offerin g
-especially if you are targeting different population groups.
□ Brand value : What is the brand value, i.e. the messa
ge you want to send to your poten tial
custom ers?
□ Brand objectives: What must be achieved throu gh the develo pme nt and implem
of brand ing, for exam ple upma rket, expensive, selective, qualit entat ion
y, service orient ation,
profes sional ism?
a Brand promi se: What comm itmen ts are you giving t o your
custom ers?
10. Usag e of the brand name /logo
Check the items that apply now and in the future as this w
ill help a designer to focus on your
curre nt needs as well as provid e an indica tion of future requir
ement s.
Now In the future
0 Business statio nery D Business statio nery
D Signa ge and banne rs D Signa ge and banne rs
D Store/ busine ss fronta ge D Store/ busine ss fronta ge
D Decor, fixtur es and fitting s (inter ior) D Decor, fixtur es and fitting s (interior)
0 Corpo rate clothi ng 0 Corpo rate clothi ng
D Vehicle signa ge D Vehicle signag e
0 Adver tising and promo tional mater ials D Advertising and promotional materials
D Brand ed packa ging D Brand ed packa ging
D Merch andisi ng aids D Merch andisi ng aids
D Promo tional gifts D Promotional gifts
D Webs ite D Webs ite
D Social media , i.e. Facebook, Twitte r etc. D Social media, i.e. Facebook, Twitter etc.
11. Positi oning the brand
Draw up a list of the key words or phrase s that best describe
your business, your brand and the
range of products/services you provide. Ust these adjectives in
order of importance or even plot
them on the major benef it chain in order of impor tance. Reme
mber that the word or phrase
you put at numb er 1 is the key descri ptor of your business
and embo dies the messa ge you
want to comm unica te to the targe t marke t. This layou t will
help the designer to come up with
pay-o ff lines or strapl ines for your overall brand ing and advert
ising messages.
Here is an exam ple of a major benef it chain for a sweet ener
produ ct:
_ _ I High quality
Health
Altern ative ~ G u i l t-fre e
to sugar
[ Taste
Good ness
-- C Availability
 d rtislng for example brandd buil ding brand
12 Advertising objectives . from Initial a ve ' f
new pro u
ct? ,
• . . to stim ulate trial o a
t do you want to achieve
□ Wh a 'f roduct advertising ic
•• •11 be measured, I.e. increase in foot traff ,
awareness or spec ic P f the advertisin
i g w,
□ Indicate how the success o
dvertislng (or both) will be necessary to
increase in product sales.
- •1ne _or below-th e-11ne abrand. Above-the-1·me advert',sing ·
uses mass
□ Identify if above-th~ abo ut the
azines radio, outdoor PR and the Internet to
create awareness and excinew tement '
·· spapers, mag
. d rt'151·ng could include a stro ng component to
media such as telev1s1on, hne ve d and to establish cred1 1 1ty of t he brand name.
'b'I'
d Ab o~e- the- a e bran
promote bran s. ices
highlight specific attri·bute s of
th nt·,onal methods to promote products/serv ·
conv e
· ses less ication, most commonly direct mail and e-
Below-the-line advertis~ng u eans of commun
lt typically focuses on _direct m d l'st _ of names to maximise response rates._ _ _ _ ___
__________
L~m~a~il~an~d~o:ft~en~us'.:es~h~,g~h~ly~t=:ar::._g~et_e_i_s
.
13. Tonality of advertising ple, if the advert is
. ined with the target market in mind. For exam
feel of the adv ert mus t be age-appropriate.
This must be i-~~erm then the script, look and the productsh/services
target~~ at c I tren, h . the key characteristics of the brand and . I fl
Advertising mus emp tias1se mun icate d to the targ et mar ket. This a so re ects t e character
•st com .
and must be cons1 en Y serio us.
of the brand, and whe ther it is hum orou s or

14. Media usage

you will use. This will depend on the_best
Think carefully about the advertising medium
get co~straints must also be considered.
possible way to reach your target market but bud
two media than adopt a shotgun approach.
Remember that it is better to dominate one or
15. Budget considerations
development of a corporate identity as well
Provide the agency with a budget regarding the
ing or advertising material.
as the production of corporate stationery, cloth

ntity manual
2.2.2 Checklist for compiling a corporate ide ing a corpora te
l resources on develop
Ha,ing worked hard and spent valuable .financia
d is employees or advertising agencies
identity for your business, the last thing you nee
in effect watering down you r brand.
using rour logo or trademark incorrectly and
We have a solution for you - use the Chic
Jdistfor compiling a corporate identity manual to
es and policy for brand and tradema rk/logo
document brand details and provide guidelin
brand awareness in the mind of your
IISaF- C.OOsisreocy is key when it oomes to aeating
r corporate identity to eve ry aspect of
~ and you ahould therefore apply you municated to your target ma rke t.
the bllllllell to ensure that a central theme is
com

Checked
1. Desatbe what your .business represents
to the
D Provldebaclcgn,und lnformatfonding
brand and desaibe what you are
trying to adJleve with )'OUr bran .
. .
0 List the bqn d benefits (beneffis amomers derive from dealing with your
nilfffl_,_
mm na....and ..- -~11 11 your product),
- ••._.,
tion values)
Describe the brand values (these are your organisa
13 '
D~ fM ral wan t to be
....~ why cust ome rs wou ld buy from you or
Grganlsatfon.
,._,u,YoUr
Task Checked
2. Describe the corpora te identity basics
o Brand name or logo
o Corpora te colours
o Slogan, strapline or pay-off line
o Devices or brand icons
o Jingle (for radio/television advertising)
o Include samples (where possible) of the above in their true format.
3. Set standards and rules for corpora te logo usage
o Backgro und colour
a Minimu m/maxim um size of logo (on all approve d corporat e identity material)
o Typefaces and fonts
o Upper case and lower case usage
o Corpora te colour specifications (include swatch samples of all colours and
provide exact details such as pantone colours)
□ Usage of the brand device/icon and whether or not it can stand
alone
4. Corpora te statione ry
Primary statione ry
Determi ne primary corpora te statione ry requirem ents and specifications
regardin g paper quality, preferre d printer etc.
o Business cards
o Letterhe ads
o Continu ation sheets
o Comple ment slips
a Notepad s
a Folders
Secondary statione ry
o Quotati on books
o Invoices
o Custom er satisfact ion notes
Include samples of all corpora te statione ry in true colour showing exact layout
of forms, position of logo, inclusion/exclusion of devices and straplines as well as
black and white versions.

5. Identify signage require ments and specifications

o Exterior premise s signage
a Interior premise s signage
□ Banners
a Marque es
o Parking signage
o Receptio n signage

-- -- -- -- -- -- -- -~--
.....,---------------- - -~
Ii i11HHNNl%-i::i·hhri·I l ·11 ffi#iii·ifiLH~J-
Task Checked

6. Decide on range of marketing and advertising material

o Leaflets/brochures
□ In-store posters
□ Templates for newspaper or magazine adverts
□ Street pole adverts
□ Corporate gifts such as pens, keyrings, fridge magnets, desk pads etc
D Generic greeting cards
Provide specifications for the type of product to be used or the details of a
preferred supplier. Templates for all marketing and advertising material must be
included in their true format with instructions to printers/suppliers regarding the
format and colours required. The items you select as corporate gifts or customer
giveaways should reflect your business.

7. List fixtures and fittings standard items

□ Desks and chairs
o Counters
o Equipment
o Furniture
Provide scale drawings and specify finishes to be used.

8. Physical layout
Inclusion of layout drawings (to scale) showing the store design, layout of the
operation and the standard fittings/furnishings that wil I be used.

9. Identify the custodian of the brand

This is the person responsible for updating the corporate identity manual as well
as for liaising with publications where adverts are going to be placed, printers
and suppliers of corporate gifts to ensure that correct artwork and colour
specifications are provided.

2.2.3 Template for compiling a business profile

Having a professional business or corporate profile with which to market your
business is vital in today's marketplace. There is no better way of showcasing who you
~ and what type of business you are in. Compiling a business profile shows you how to_
document and record pertinent information about your business. Once complete, tlus
document C.U then be used to market your products/services to prospective customers
ordieots.
Most companies these days have an Internet presence so if you decide to write a
busines., profile and show this on your web site, then the information required
is exaaly the ame as if you were designing a printed document. Once you have
mmpl~ the .form you can band the document to your web site designer for all the
~ • included on the web site.
1. Introductio n to the company
The information to be include d here is a broad introduction to t he business and a description
of the type of business you are conduct ing. Also include the company philosophy, vision,
ambition and mission statement here .
2. The team
Include details of all major directors, manageme nt and staff that play a key role in the
manageme nt and operation of the business and provide details regarding their specific
expertise and the role they play in the business. You may also include curriculum vitae for
the main role players.
3. Products and services
A description of the range of products and services can be included under this heading.
Include information regarding the availability of the products/services, where they can be
purchases/s ourced or where your service is offered (especially if, for example, you are based
in Gauteng but provide the service nationwide or into Africa etc.).
You could also include information about how your products/se rvices differ from your
competitor s (competitiv e advantage) . In other words, why should your customers buy your
product or use your services?
4. Industry/se ctor overview
Which industry or sector does your business operate in and are there any specific legislative
or regulatory requiremen ts for operating in the specific sector?

5. BEE status
Provide a company structure showing shareholdin g and which positions are filled by BEE
individuals . It is also important, especially in small organisatio ns, to show you are committed
to a BEE programme by listing your suppliers and service providers and their BEE status.

6. Resources
Include the company details of all strategic partners whose services you use in conducting
your business. You could include information about the delivery company you use (in the
case of a wholesale distribution operation) or the marketing and advertising agent you
use to help you in the promotion of certain brands you may be distributing . If you are in a
service business such as accounting and you use the services of an independen t auditor to
audit and verify your work, then you would list the auditor as a strategic partner. List the
company name, a contact person, postal address, e-mail address and contact telephone
number.

7. Client list
This is, in effect, your testimonial . If you have an impressive client list that you are currently
dealing with or have worked with In the past. include this Information. You could also add a
brief description of the nature of the work which was undertaken for these clients.

8. Social responsibi lity/corpor ate Investmen t

If you are involved with or have a social responsibility programme , then provide details of
your involvemen t. In a web-based profile you could even Include photograph s depicting the
events or programme s your company has been Involved In.

--- --- --- --- --- --,- -

 l address, e-mail add ress
ame contact person, posta
9. General mpa~y ~ '
'd details, including the co .
following
Pr~~e~phone number of the d'
an ou ntants an d/o r au ,tors
□ The company acc
firm
o The company attorney/law
0 Your bankers. .
.
10. Internet-based bu siness profi le
wh1C h ma y be of use or interest to your
r specific information ·
. O Id st a nof ice on your site regardin
hy items you cou po
I elude newswort ·t ou are an accountant, s information is topical an
d currentg
~ sure that thi
mp e, Y budget · Always en
1 1
clients. For exarnm . . . .
the new gove ententax ople keep v1S 1tmg your site.
- change it often to sure pe

hip/assignment of intellectual property/

2.2.4 owners
copyright iders t~ fulfil l ~ervice prov
siness ow ners mak~ use of externa ns
In ma ny instance s, bu
e co u!d mc lud e a m ar ketmg_age~cy th_a~ desig
. _Thes d
specific functions for ~em , or a ,vriter who drafts the busmess s pohc1es an
a business's corpor ate 1d ent1ty to en su re that
ca se, yo u ma y wa nt to take some precautions
procedures. Whatever the vic e pr ov iders actually belongs to
you.
ed by these ser
the work de\'elop ovid er
us ed to rea ch an ag re ement with a service pr
The following letter can be en t of intellectual property an
d copyright on
rsh ip or as sig nm that this
regarding the owne s de ve lop ed on your behalf Please note
ide r ha ore
whate,·er the senice prov
ins tan ce s it ma y be ne cessary to en te r into a m
me
is a ,·ery basic Jetter, and in so
detailed agreement. el
the ser vic e pr ov id er's proposal or a service lev
ed to aware of the
This Jetter couJd be append th e ou tse t th at the service pr ov id er is
su re fro m pany
agreement-just make
r to sig n it. Pr int th e let ter on your official com
fitct that you require him
or he
Jctterhead .

ual property/copyrig ht
Ownf1Wa1191111at of lnteOect

le)>

ceprovideD
create
u ~ design, amend and/or
ific project th e

of
un ng this project on behalf
.
 On completion of the project, you hereby confirm that you will transfer and assign to <Insert
your company name> all ownership of the copyright/intellectual property/designs (remove
whichever is not applicable) in the copyrighted work/intellectual property/designs (remove
whichever is not applicable) .

Yours faithfully,

Director/owner/manager

I confirm the aforegoing and hereby agree to transfer and assign to <Insert your company
name> all ownership of copyright/intellectual property/designs in the copyrighted work/
intellectual property work/designs, as the case may be.

For and on behalf of the service provider, and duly authorised to do so

2.3 The marketing plan

The Marketing plan has been designed to help you develop a marketing strategy
that will work for your business and the product/service range you offer. Remember
that you cannot be all things to everyone and it is therefore important to set clear
marketing objectives before deciding which are the best possible marketing tools for
your business. The marketing plan is a summary of your planned marketing activities
for the year and includes your activity calendar and budget allocation.

1. Marketing plan for the 12 months ending: _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ __

2. Market research
Use the information gained from your market research and then group the responses
according to product/service groups so that you have specific information for each market
segment. Adapt the Marketing plan to reflect the nature of your business depending
on whether you are selling to private customers or are in the business-to-business sector
providing a service.

3. Product/ser vice
Group 1
a Who are the potential buyers/clients? _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ __
a Why will they buy/use the product/service? _ _ _ _ _ _ _ _ _ _ _ _ _ _ __
a How much of it will they buy7/How frequently will they use the service? _ _ _ __
a How much will they pay7 _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ __
c Where can we find them? _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ __
c How can we reach them? _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ __
c Who else may want to buy/use it7 _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ __
 ~,•I--- ---- -- ~ I
-- -- -- -- ----11a•~li=·•l l:IZi
•mhCffllai~lt~
· ·ili2i
•l!l

o Is this product/service seasonal?

Group2
□ Who are the potential buyers/clients? .
----
h oduct/serv1ce? - - - - - - - - -. - -
□ Why will they buy/use t e pr
-
freq uently will they use the service? - - -
0 How mu ch of it will they buy?/How
---------------
0
How much will they p a y ? - - - - -
----------------
0 Where can we find t h e m ? - - - -
□ How can we reach them ? _ _ __
·p _ _ _ _ _ _ _ _ _ _ _ _ _ _
□ Who else may wan t to buy/use I •
_ _ _ _ _ _ _ _ _ _ _ _ _ __
□ Is this product/service seasonal? _ _ _ _ _

Group 3
/client s?------------------
□ Who are the potential b u y e r s
--
e. - - - - - - - - - - - - - -
. ?
□ Why will they buy/use the product/servic . ., --
□ How much of it will they buy?/How freq
uently will they use t h e service . - - - -

□ How much will they pay?

_ _ _ _ _ _ _ _ _ _ _ __ _ _
□ Where can we find them? _ _ _ _ _ _ _
_ _ _ _ _ _ _ _ _ _ _ _ _ __
0
How can we reach them? _ _ _ _ _ _ _
- - - - - - - - - - -- - - - -
□ Who else may wan t to buy/use i t ? - - -
_ _ _ _ _ _ _ _ _ _ _ __ _ _
□ Is this product/service seasonal? _ _ _ _ _

4.Generalquestions
h may imp act on our
be expected to take place whic __ _ __ _ _ __ _
a What economic changes can _ __________
marketing efforts? _ _ _

a What general trends can we

marketing effor ts? _ _ _
into cons ider ation in our
identify that we should take _ _ _ _ _ __ _ _
_________
-=
5. Objectives
Our mart etlng objectives are:
to our existing clients
□ to CINltinue to sell our a1rr ent rang e of products/services
ts
□ to .sell our a,rre nt rang e of products/services to new clien
□
sales
to ~ e extra feet throu9b our stores and increase
□ to grow our bran d by positioning It as the lead er In our
field
prog ram mes
□ g and prom otio nal
tobuldmattetshare aggressively thro ugh advertisin retu rns
.which have 1he capacity to offe r real and measurable
□ to enhance the Impact of our advertising campaigns by
price hm our suppUers_
nego tiati ng the best possible

lo develop new products/services for our Ulst lng

customer base.
• • ~ o f activities and resources
~.. Ost ofmarketln,g ld:JvJtitJ ~form
wJII Jmp ltme nt 10 ag,l ev, your goal s and deci de
tHe backbone of your mar keti ng drive.
..ofthe Programme WIii
D Personal selling 0 Network marketing
D Sales promotions 0 Advertising
D Public relations
7. Complian ce with the Consume r Protection Act (CPA), No. 68 of 2008
Your marketing plan as well as all the techniques, activities and resources you employ must
comply with the requireme nts of the CPA. Consider aspects of advertising to ensure they
address the Act's right to disclosure of information, non-discrimination and customer right
to privacy. Ensure that any personal selling or direct marketing initiatives do not infringe
on customer rights such as contacting customers after 19h00 at night or before 07h00 in the
morning. Ensure that customer permission is obtained before marketing to them and that
they have an "opt out" option should they no longer want you to communicate with them.

8. Implemen tation and tracking progress

Campaign ~
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9. Marketing budget
Determin e what you are going to spend on marketing for the whole year based on the
marketing activities you decide to implement. The best way to do this is to decide that you
are going to spend a certain percentage of your turnover each month on marketing . Take
the following into account when determini ng your marketing budget. This marketing plan
tells you what activities are taking place when and you can therefore budget for these costs
(in your budget and cash flow forecasts) in the months in which they will occur.

10. Advertising and public relations

□ Magazine s and newspape rs

□ Radio
□ Television
□ Website
□ Promotio na I activities
O Sports sponsorships
□ School sponsorships
Cl In-store promotion s
Cl Exhibitions/trade shows
Cl Provision for ad hoc advertising
 ethJ Ufii&HWttihi·li,iiil:fil-ii i'i·i'illl·Wi4!1~. ~~ :-- ---
11. Monitoring the outcome
the
Analyse the results of each of your marketing initiatives within a week after the end of
your business objective s,
campaign . If a campaign worked for you and helped you to achieve
an unsucces sful
then you may want to run the same campaign again In the future whereas
campaign can be struck from the marketing plan and not attempt ed again (or tried at
a
different time of year or with a different range of products).
Answer the following questions:
a Was the initiative successful when measured against specific objectiv es?

a How was the success of the campaign measured? What criteria was the campaig n
_
measured against? _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _

a If the campaign was successful, what factors contribu ted to its success?

a If the campaign was unsuccessful, what factors contribu ted to its failure?

a Can steps be taken to rectify the situation for future campaig ns? If yes, what?

12. Future goals

nt
Although we have developed the Marketing plan for the next twelve months, it is importa
to look ahead to the next two or even three years and start planning your marketi ng
your
objectives for the future, especially if some of your short-ter m objectiv es contribu te to
long-term goals.
Determine the marketing objectives for the next two years:
0 To continue to sell our current range of products/services to our existing clients
D To sell our current range of products/services to new clients
0 To develop new products and services for our existin'g client base
D To develop new products and services to market to new clients
0 To .inaeaseour market:Share. How and by how much7

0 To Ip with current supplier s to negotia te the best

possl:41
0 To •·---oe; our or services outside Gauten g/the
tlfied for this growth are:

24 ..,...,,-r •. ,
~'.);-)ae',;;t,'$[!§:.~."' _ ck befo re you r ad
s
=.
~ .- ent of the Marketing plan if you
df'.Jow; paOiJpugh to your adverti sing initiatives. So
m iUSe the What to check before your ad
goes out che ckJist to e nsu re your a d vert is e ffective in its communicatio n and that you r
branding a nd logo are correctly <lisplaycd .

1. Logo/brand name
o Do your logo and/or brand name appear clearly and correctly in t he advertisement?
□ Is the size of the logo in the correct proportio n to the total advert?
□ Are the logo colours correct?
Remember to take note of the specifications and quality limit ations of the
publications or medium you are advertising in.
2. Business details
□ Have you included the relevant business parti.culars such as the business physical
and/or postal address, telephone number, web site address etc?
3. Content
□ Is the content of the advertisement absolutely correct?
This is crucial as when you advertise you are making a promise to your customer that
you will have to honour. Ensure that pack sizes and prices (for product adverts) are
correct.
4. Correctness
□ Have you checked the advertisement for grammar and spelling errors, and
corrected these before signing off on the advert?
5. Target market

□ Have you checked that what you are offering in your advert meets the needs of the
target market?
□ Have you have selected and advertised sufficient products to ensure the target
market wants to "grab• the offering, yet have taken care not to overload the
advert?
6. Five key parts
Ensure that you have addressed the five key parts of an advertisement:
o Have you attracted the target audience's attention by boldly telling them what you
are offering?
o Are you offering your target market a good reason to take notice?
o Have you given them a reason/s for why they should believe in you and/or the
product?
a Have you told them what action they need to take to take advantage of the offer?
a Have you provided them with the information they need to respond to the advert
or take advantage of the advertised offering?
7. Choice of media
Finally, before placing the advert ensure that the media you are thinking of
publishing in will reach your target market.

------ --------------
-ii i11Hbtii·)l·ii'hh·h,t·I l·i·iddlildifu,Ji ·tU&1 !ti£~-- ~
2.5 Public relations
2.5.1 Template for developing a public relations policy
and strategy
~ublic relations (PR) is the term used for all activities aimed at communicating an
~mage and a message about your business to the market. The saying goes "advertising
is what we pay for, PR is what we pray for" but having said this I am not implying
Lhat you should leave all PR to a higher power. Your PR strategy must be as planned
and w_ell ~xe~uted as your marketing plan, and you must decide who within your
orgamsauo~ 1s permitted to talk with the press and what they m a y and may not ~ay.
The ch~ckhst, Developing a public relations policy and strategy, ensures that you consider
all possible aspects of PR.

1. Policy
Establish your company's public relations policy at the outset. The policy should include who
handles PR, who you are targeting with your PR, the key message you are sending, PR rules
th
etc. Decide whether your PR strategy will be a proactive or defensive one. Remember at
good public relations does not just happen, it has to be planned.

2. Policy issues Details

□ Who is responsible for PR and for disseminating information

both internally and externally?
a Who will prepare press releases?
a What message are you sending and who is the target
audience7

a Who is responsible or permitted to talk with the press?

Cl What topics are they allowed to discuss and which are off-
llmits7
3.Strategy
This lstheblueprinUhatthe Public Relations Officer or consultant uses. Once the strategy
th
---1nec1.management can then use this as a measurement tool to measure e
lllllldiWliwi• ties.

d be conducted, it is important to assess the

well as the overall perception that the target
dt r community have of the organisation and
categories:

d external target markets

unity awareness is
5. The objectiv es
It is importa nt to set objectiv es which are realistic, achievable and measura ble. Ensure,
therefor e, that when you record your objectives you are specific regardin g the desired
outcom e. Also ensure that objectiv es are aligned with the company 's overall objective
s.
There are two types of objectiv es in PR - those that aim to inform and those meant
to
motivat e the target market into action:
□ Informin g the target market: These objectiv es generall y use phrases such as "create
awarene ss", "aims to educate consume rs" etc.
□ Motivat ing the target market: Generall y you will be trying to achieve
more tangible
results with this type of activity and your objectiv es will contain phrases such as "to
increase sales", "to increase the number of feet through the business " etc.

6. Who is interest ed?

PR campaig ns and message s must be targeted at the correct audienc e. When determin
ing
the nature of the message you are sending , select the applicab le target market and
then
ensure your PR activitie s "talk to" the target market directly. Do not be vague or too
broad
here.
Select the target market from the followin g list:
Interna l market
D Director s D Manage rs
D Employe es (skilled/unskilled) D Pension ers
D Consult ants
External market

□ General commun ity/publ ic D Custome rs

□ Shareho lders D Government/local municip ality

□ Supplier s 0 Agents/d ealers/di stributor s

□ Media (define which medium you deal with - press, radio. television)

7. The key message

This is what is commun icated to the target market. Your message may need to be
commun icated to several groups within your target market (interna l and external )
and this
may necessit ate a differen t message being developed to suit the individual audience
s. but
the overall theme should be consiste nt.
a What informa tion are you prepared to disclose/discuss?
a What informa tion is off-limit s?
8. Activities
Public relation s activitie s are the tools of commun ication. Once you have develop ed
your
objectiv es. select the activitie s best suited to commun icate the message/$ to your target
audienc e/s.
Select appropr iate activitie s from the list below:
D Press releases
□ Exhibitions
D Sponsor ship
□ Plant tours

- - - - - - - - - - - - - - -E ll
 IPtttnz
---------- D Prom otion s
·ngslfunctions
Meet•
[J nY annual reports D Staff news letter /staff notic e board s
CJ comPa D Press confe rence s
speeches
CJ oemonstrations D Broch ures
0
[J corn munity
__ progra
__ _/social
mmes _ _sibilit
_ _respon __ initiat
y_ _ _ _ _ _ _ _ _ _ __
_ives

S tting a budget
9· e . the costs involved to implement and carry out the neces sary activi ties. Reme mbe r
~~
oe·ncIude costs for:
guest
nses such as printing, photo graph y, hiring of venue s, cater ing, payin g
I
to
on etc.
□ PR exkp~ market research costs, paying for exper t asses smen t or opini
spea e , mem bersh ip fees
. ·strative costs including salaries, motor vehicles, enter tainm ent, '
□ adr:1'.nn•g and seminars etc.
train• , telep hone s,
·n,·strative overheads, for. example office rental , office equip ment
b .
0 adrnr. nerf postage, su scnpt1ons etc.
stat10 ,
••easure the results
10. ,.,
ved based on the
rrnine whether the objectives of the PR progr amme were achie
tives. You may also
oete urement criteria put in place when you devel oped those objec
;;~~e to have a post-mortem after the campaign with mana geme nt
or other stake holde rs
to determine the overall success.

s release form at and lay out gui del ine s

2.s.2 Pres
press relea ses which
1be main wol of PR is the press release and to ensur e that you write
ded the Press release format
are succinct.. souau red and above-all newsworthy, we have inclu matio n, but
and layoul- This template not only shows you how to comm unica te your infor
relea se.
also provides valuable guidelines and tips for the layou t of the press

1. PreSS release
from ordin ary
Ensure that press releases are easily Identifiable and distin guish able
communication by, for example, using the headi ng PRESS RELEASE.

s eclafly If you send out many

7. Introduction
The introducti on (first paragraph) must contain hard news or new information and also
the most important or interesting information you want to communicate. It must make the
reader want to read on by providing punchy points and an overview of the detail to follow.
The opening paragraph should summarise the whole story and be capable of telling the basic
facts even if nothing else is printed. Use the five W's and H method to ensure you include all
relevant information:
a Who is the story about or who should attend?
a What happened or what is going to happen?
a When will/did it happen?
a Where will/did it happen?
a Why did it happen/w hy should the reader or target market care?
a How did somethin g come about, or how can people obtain more information, or how can
they sign up to attend?
8. Body of the release
In the next few paragraph s you can provide further detail or more interesting points and
then back this up with supportin g informatio n or background. If you have additional facts
or quotes from industry players/experts, then you can include these. Where you can, use
statistics and quote research in your press release - editors love this. The last paragraph
should contain facts of lesser importanc e or minor detail.
9. Press release layout guidelines
Above all else a press release must be newsworthy. Publication editors will not publish
press releases for the sake of it - they want to ensure that they provide their readers with
interestin g and newsworthy items. In order that your press releases meet with editors'
requirements, follow these guidelines.
□ Paper size: Use internatio nal A4 (297 x 210 mm) white paper.
o Headings: Identify the document as a press release using the words "Press Release" or "News
Release• in bold in the heading. The headings should not be more than 60 to 75 mm deep.
a Space: Leave a space of 40 mm between the heading and the title. News editors use this
space to determine where and how the story will be used in their newspaper.
□ Title: Type the title in capital letters and any second title. sidehead or crosshead in upper
and lower case.
□ Underline: Do not underline information In a press release as underlining indicates to a
printer that the text must be typeset in italics.
a Margins: Leave a margin of at least 40 mm on both the left and right of the paper.
a Spacing: Use double spacing and leave extra lines between paragraphs.
a Typing: Only type or print on one side of the page.
a Subheadin gs: In a long press release, use subheadings to break up the story and add to
the visual appearanc e of the typewritte n material.
□ Carry over copy: Do not break sentences or paragraphs over to the next page. Finish a
paragraph and type the word •More• at the bottom of the page to indicate that the story
is continued on the next page. Remember to number each page and repeat the title in the
top left corner of the page. On the last page type the word •ends•.
□ Names: Use full names or titles and Initials. Use capital letters for proper names such
Dr J. Brown.

-- -- -- -- -- -- -- ----
 l
■·Ha wntrn■
·fri:i:iht·li·h JI0,11
quot ation mark s to quot ed spee ch and d
• 1 restrict
symbols such as"& " and "%" -wr ite thes e o
o Punc tuati on: Use punctuat10~ co;e ct ~san d
not use shor tened or abbr eviat e wor
out in full. pres s relea se
h .11 dd to the excit emen t and cont ent of the
in the form at requ ired by the '
then_ include_ th~m but ~~sure t ~~:~our
□ Photographs: If phot ogra p s w~ a e good quali ty and
press relea se. Just reme mbe r that if you are
specific pubh cat,o n wfh1cstmayrsp - say a custo mer
who won a com petit ion whic h you ran
. .
·n phot ogra phs ho cu omeust obta in the custo mer' s perm1ss1on to do so. You can do
~51 g .
you m d. • (T&C) h winn ·
ers will
in your business - .t en . ur comp etitio n Term s and Con 1t1ons t at
. . .. .
this by simply stating in yot by enter ing the compet1t1on the winn er agre es to have •.
their
d d tha • h
be phot ogra p h e an that by ente ring t e comp et1t1 on all
phot o taken and published in the press. Also state
entra nts have read and unde rstoo d the T&Cs.

ted from Handbook of publ ic relations, Sixth

(Press release form at and layout guidelines adap
Edition by Skinner, von Essen and Mersham.)

2.5.3 Organiser for pla nni ng an eve nt

to plan promotion~} or sale s even ts,
Toe o,ganiser for pl.a11ni11g an event will help you
etc. The chec klist take s you
sports events, community events, prod uct launches
plan ning an even t to ensu re success.
through all the areas you need to cons ider whe n

1. Objectives
wish to achie ve by havi ng the even t.
First decide what your objectives are and wha t you
dge loyal customers, to laun ch a new
Examples of objectives are to reward or ackn owle
itme nt to a spor ts team or com mun ity
product range, to anno unce your supp ort or comm
ase custo mer awar enes s of your bran d
project. to creat e networking opportunities, to incre
or products/services and increase sales.
2. Budg et
on the even t and draw up a budg et.
Determine how much money you have to spen d
3. Type of event
then decid e on the type of even t
Once you know what you wan t to achieve, you must
de a cocktail party , sales prom otion ,
you are goin g to organise. Examples of even ts inclu
h, sport s events, staff moti vatio nal or
fashion show. networtcing breakfast. prod uct launc
teambuildlng event.
4. Date of even t
Oed de on a date and time for the event.
'5. Gue st list
the num ber of peop le you will be
=~H e a 9 ~ list or list of atten dees to deter mine
even t will be depe nden t on the natu re
strateg==
of the modating. The list of peop le you wan t at your
~ t o consider special guests, suppliers, man agem
mem be,J of the press ::;:'ce providers, customers/dlents, mem bers of the
ent and staff ,
comm unity ,

&.Venue
.
and conta
e onts
Decideven ct a sultable venu e to book the date and discuss your requ irem ents with
theJr co-ordJ
nator.

- r- '- - - - - - - - - - - - - - -
 It is a good idea to identify several venues which would suit your purposes and list these in
order of preferenc e. Contact the first venue to book your date and time. If the venue cannot
accommo date you, either change the date or contact the next venue on your list.
Also consider special factors such as accommodation requirements, catering and equipmen t
requireme nts for presentati ons or teambuilding, and ensure that the venue you select can
meet your requireme nts.

7. Programm e plan
Dependin g on the size and nature of the event, decide on the resources you require to plan
and implemen t the event. Draw up a programme plan listing all tasks, allocate the tasks to
the responsib le people and provide them with time frames for completion.
Remembe r to include internal resources such as managem ent and staff as well as external
resources such as your suppliers, waitrons/barmen if not provided by the venue or catering
company, photograp hers, models for fashion shows etc.

Task Responsible person Date for

I.'
completion

8. Sponsorship
Approach suppliers for possible sponsorship. You could ask for help with paying for the
advertisin g of the event, you could ask suppliers for sponsor kits (for sporting events) or you
could ask them to donate gifts and giveaways for prizes or lucky draws.

9. Advertisi ng and PR
Determin e the best advertising media to market and promote your event or for sending out
invitation s to the function. Remember to take budget considerations into account.
If the event is for invited guests only or if you need to know the number of attendees for
catering requireme nts, then ensure you put a system in place for people confirming their
attendanc e.
Decide on any post-even t public relations to communicate the success of the event.
Remembe r to have a photograp her to take good quality photographs during the event so
that these can be sent to the press with your press releases.

10. Decor
Consider your decor and colour scheme requirements and arrange to set up the venue
accordingly. This point also applies to promotional material which must be printed before
the event.

11. Review of event

After the event you need to measure Its success and whether or not you achieved your
objectives. We call this a post-mortem. Review all aspects of the event from organisation
through implemen tation, the actual event as well as the recovery period afterwards and
determin e what worked well for you, what did not and why certain aspects of the event
were successful or not.