The Canadian Marketing Association (CMA) embraces Canada’s major business sectors and all marketing disciplines, channels and technologies.

Established in 1967, CMA has evolved into the largest marketing association in Canada. Its 800 corporate members include the country’s major financial institutions, insurance companies, publishers, retailers, charitable organizations, agencies, relationship marketers and those involved in e-business and Internet marketing. Some of Canada’s most well-known and respected brands are CMA Members, including Costco, the Liquor Control Board of Ontario (LCBO), Home Depot, Kraft, the Globe and Mail and Rogers Communications.

The marketing community makes a significant contribution to the Canadian economy. Latest research from CMA shows that Canada’s marketing community supports over 900,000 jobs and generates more than $152 billion in overall annual sales through various marketing channels.

As the industry’s leading advocate on legislative matters, the Association devotes considerable resources to responding effectively to public policy issues affecting marketers. CMA takes a pro-active stance on issues such as consumer privacy, identity theft, behavoural and mobile marketing, spam e-mail and fraud prevention, and in doing so, acts as a strong voice for the interests of Canadian marketers.

CMA promotes effective industry self-regulation through its Code of Ethics and Standards of Practice that is compulsory for all CMA Members.

CMA supports consumer choice. Since 1989, the Association has operated a Do Not Contact Service, whereby consumers can register for free to have their names removed from marketing lists held by CMA Members. The Association also offers a customer complaint resolution program known as Operation Integrity.

The Association promotes industry growth, professional development and education through a network of special interest Councils and educational and networking opportunities for those involved in specific marketing disciplines. CMA fulfils its professional development role by offering a Professional Marketing Certificates program as well as conferences, seminars and customized in-house training, the Association’s annual National Convention & Showcase Forum, and the CMA Awards program.

Headquartered in Toronto, CMA is a national non-profit corporation with affiliated organizations in Quebec, Ontario, Manitoba, Alberta and British Columbia. CMA policies are determined by an elected Board of Directors nominated from the Association membership. CMA is managed by a full-time professional staff.

Marketing Plan Outline

SummaryA marketing plan is designed to assess client needs, develop a product or service to meet those needs, communicate to the customer the attributes of the product/service, establish distribution channels to make products/services available to consumers, and to ensure that the company makes a profit.

Introduction

WHO	is the company, the community?  Who are the principals, the employees?
WHAT	is the product/service, what is the company’s goal in the short-term and long-term?
WHERE	is the plant, the offices from where the service will be offered?
HOW	does the company intend to meet its objectives, production levels, sales volumes?
WHY	was the product/service developed, what are its attributes or qualities, and how is it superior to existing products?

Target Markets

• What is the initial proposed market of the business?
  • local
  • provincial
  • Western provinces
  • national
  • international
• How does the company fit in the chain of basic markets?
  • consumer
  • industrial
  • government
  • international
  • supplier
  • manufacturer
  • wholesaler
• What are the target market boundaries?
  • by consumer group demographics
  • by geographic region
• Define the dollar value of total potential sales within the proposed target market.
• Describe the targeted user groups by age, gender, lifestyle, values (major customer groups).
• Define the company’s sales level objectives and what percentage of total market share they represent.
• Describe how planned production capability compares to proposed market demand.
• Outline any outside influencing factors which may affect the marketability of the product, and how they can be overcome:
  • packaging/labelling regulations
  • GST/PST (impact on consumer price acceptance)
  • buyer preferences (health food vs. junk food)
  • technology changes to production (extrusion method)
  • environmental preservation considerations
• Describe when the product/service is usually purchased; on impulse or as a regular grocery shopping item. Does the proposed marketing strategy address these trends?
• Who usually does the purchasing of the product/service? Who makes the purchasing decision? Is the marketing strategy properly directed to this group?
• Describe the varieties of the product available:
  • by flavour
  • by size or colour
  • by options available
  • by price
• What are the markets for each of the above?
• Where is the product normally purchased?
  • supermarkets
  • retail chains
  • convenience stores
  • snack bars
  • gas bars
  • schools
  • factory outlets
  • catalogue
  • Internet
• Are the marketing efforts properly targeted to these locations?

Market Demands

• Who are the competitors (i.e., domestic or foreign)?
• What are their products/services?
• How does this product/service compare by quality, price, packaging and variety?
• What percentage of the total market does each competitor enjoy?
• What can this company realistically expect to obtain as market share (provide sales forecasts)?
• What does the public normally demand from this type of product/service? Does it meet these demands?
• Does the packaging (sales aids/point of purchase displays) emphasize the qualities of the product/service?
• What level of sales growth is anticipated over the next three years? Can the plan deliver the production levels necessary to support this growth?
• What are the company’s long range plans?

Product Pricing

• What is the consumer acceptance price range for this type of product/service?
• How does the proposed product’s/service’s price compare?
• Is there sufficient margin between the manufacturer’s cost and the consumer acceptance price level to provide for markups at the wholesale, distributor and retail level?
• Does the price allow for freight, projected profit, price fluctuations in the marketplace and consumer interpretation of value?
• Are coupons or discounts being considered to encourage consumers to try other flavours, etc.?
• What is the product cost breakdown?
  • Costs of goods sold
    • direct labour
    • direct materials
  • Operating expenses
    • selling expenses
    • communications expense
    • general and administration expenses (including freight)
• What markups are allowed at each level of distribution (markup chain and channel pricing)?

For example:

Manufacturer		Wholesaler		Retailer
Cost	90%	Cost	80%	Cost	60%
	+		+		+
Markup	10%	Markup	20%	Markup	40%
	=		=		=
Selling Price	100%	Selling Price	100%	Selling Price	100%

• Are the most economical/cost effective methods of processing and packaging being used (including raw materials input) to keep product/service costs down?

Distribution Channels

• How does the company plan to get the product/service to the end-user?
• What channel of distribution is to be used?
  • contests
  • direct – manufacturer to consumer
  • traditional - manufacturer to wholesaler to retailer to consumer
  • multi-stage – manufacturer to broker to wholesaler to retailer to consumer
  • one-stage – manufacturer to retailer to consumer
• Who/what company will carry out the distribution?
• Are commissioned salespersons to be used?
• What are the costs associated with the proposed distribution channels?
• How do these channels affect delivery/production timeframes?
• What are the delivery terms?
• How are products to be packaged for shipping? Are end-user displays available? What physical handling is required?
• Are display aids (clip racks, bins, etc.) to be provided to retailers?
• Does packaging meet regulatory agency requirements (labelling, seals, etc.)?
• Is packaging eye appealing, complementary to product, portraying universal labelling, coded, priced?
• Is there a method for feedback on customer satisfaction, quality control?
• What minimum shipping orders are required? (cost efficient)
• What minimum inventory levels must be maintained to ensure no loss of sales due to late deliveries, back orders, split shipments?
• What system is to be used for processing orders, shipping, billing?
• What trade terms will be offered?

Promotion

• Describe the company’s communications approach:
  • advertising
  • selling
  • sales promotion
  • publicity
• How much is budgeted in Year 1 for each category?

Advertising

• What percentage of each media is to be used in your overall advertising package?
  • television
  • radio
  • newspapers
  • magazines
  • billboards
  • business cards
  • co-operative advertising with wholesalers/retailers
  • Internet
  • other (i.e., transit advertising)

Selling

• What type of sales force is to be used - brokers, commissioned salespersons, etc.?
• What tools are to be provided to salespersons to assist getting orders (volume discounts, purchasing shelf space, etc.)?
• Will a sales training program be offered?
• How will sales effectiveness be measured?
• What incentives will be offered to salespersons for new accounts, achievements?

Sales Promotion

• What sales promotion activities are planned?
  • point-of-purchase displays/sales aids
  • samples
  • coupons
• What costs are associated with each?

Publicity

• How does the company plan to “kick off” the introduction of the product using publicity?
  • endorsements (place of origin)
  • testimonials
  • referrals
  • truck and bus signs
  • consistent visual theme