Frameworks are models or structured approaches that guide strategic thinking. They help SMEs analyze situations and make informed decisions. By applying these classic marketing frameworks (with a Kiwi twist where relevant), small businesses can ensure their strategies are grounded in proven principles. As one expert noted, “a solid marketing framework helps you stay focused on your customers”, keeping you “5 steps ahead of the competition”. Here are 20 key marketing frameworks adapted for NZ SME use:
Strategy & Planning
7Ps Marketing Mix
An extension of the classic 4Ps (Product, Price, Place, Promotion) adding People, Process, Physical evidence. Using 7Ps, a NZ SME can systematically plan each aspect: e.g., adapt Product to Kiwi tastes, set Price mindful of local purchasing power, choose Place (distribution) channels including online vs. retail, plan Promotion tactics (social media, local ads), ensure People (staff) deliver good service, Processes for customer service are smooth, and Physical evidence (e.g., store ambiance or packaging) reinforces the brand. This holistic framework ensures no element of the marketing strategy is overlooked.
Ansoff Matrix
A strategic grid for growth strategies with quadrants: Market Penetration, Market Development, Product Development, Diversification. SMEs can plot their growth plans here – e.g., Market Penetration: increase share in current NZ market with heavier marketing; Market Development: expand to new regions or customer segments in NZ (or abroad); Product Development: introduce new products for existing clients; Diversification: new products to new markets (higher risk). This helps structure long-term marketing strategy decisions.
Business Model Canvas (Lean Canvas)
A one-page model covering key elements of the business (customers, value propositions, channels, revenue streams, etc.). While not marketing-specific, it’s strategic – SMEs can use it to ensure their marketing strategies align with their overall business model. For instance, an SME can see how their channels (social, retail, partners) and customer segments in NZ dictate specific marketing tactics, and how cost structure vs. revenue considerations require efficient marketing spend.
Kotler’s 4 Cs (Customer, Cost, Convenience, Communication)
A modern take on the 4Ps focusing on the customer’s perspective. It reminds SMEs to consider Customer needs (rather than just product features), Cost to satisfy (total cost to customer, not just price), Convenience (ease of buying, e.g., local delivery options in NZ), and Communication (two-way interaction, not just one-way promotion). By applying the 4Cs, NZ businesses can make their marketing more customer-centric, aligning with Kiwi customers’ expectations for authenticity and good service.
MoSCoW Prioritization
A framework for prioritizing initiatives (Must have, Should have, Could have, Won’t have). In marketing, SMEs can list potential projects or features (e.g., a new website, a Google Ads campaign, a loyalty program) and categorize them: “Must” – essential for basic marketing operations, “Should” – high priority, “Could” – nice-to-have if resources allow, “Won’t” – not doing now. This helps resource-constrained businesses in NZ focus on marketing activities that matter most first, given they can’t do everything at once.
OKR Framework (Objectives and Key Results)
Adapting the OKR goal-setting framework to marketing. An SME sets an Objective (e.g., “Increase online sales in NZ”) and 3-5 measurable Key Results (e.g., “Double website traffic from social media”, “Achieve 5% conversion rate on site”, “Gain 100 new email subscribers”). This framework encourages setting ambitious goals and tracking progress. It keeps the marketing team (even if it’s a team of one) aligned and accountable to specific outcomes.
PESTLE Analysis
Political, Economic, Social, Technological, Legal, Environmental analysis of the macro-environment. For a NZ SME, this might include examining local economic conditions, NZ consumer trends, technological adoption (e.g., NZ’s high mobile usage), legal factors (NZ regulations), and environmental values (strong Kiwi emphasis on sustainability). PESTLE ensures the business’s marketing strategy aligns with the broader environment.
Porter’s Five Forces
A framework to analyze industry competitiveness: Competitive Rivalry, Threat of New Entrants, Threat of Substitutes, Bargaining Power of Suppliers, Bargaining Power of Customers. A NZ SME can use this to understand their market context – e.g., rivalry might be moderate if few competitors in their region; threat of new entrants could be high if the business is easily copied; customers in NZ might have strong power if they have many alternatives, etc. This analysis informs how aggressive or defensive the marketing strategy should be.
SWOT Analysis Framework
Strengths, Weaknesses, Opportunities, Threats analysis for the business. This framework helps NZ SMEs evaluate internal strengths/weaknesses (e.g., strong local reputation vs. limited budget) and external opportunities/threats (market trends, new competitors, economic factors in NZ). It’s a foundational tool to plan strategies that leverage strengths and mitigate risks.
Branding & Positioning
Brand Positioning Framework
A simple template often used in branding: “For [target customer], [Brand] is the [category] that [unique benefit] because [reason].” This framework forces clarity in how a brand is positioned versus competitors. SMEs in NZ can fill this in to crystallize their brand’s unique value in the local market (e.g., “For eco-conscious Kiwi families, GreenClean is the home cleaning service that uses 100% NZ-native plant-based products, because we believe in protecting NZ’s environment in every home”). Such positioning guides all marketing messaging.
Segmentation-Targeting-Positioning (STP)
A framework to identify market segments, choose a target segment, and develop a positioning strategy. SMEs can segment the NZ market by demographics or region (e.g., urban Auckland tech-savvy millennials vs. rural older consumers), target the most viable group, and craft a unique value proposition or positioning (how their brand is perceived) to appeal to that target.
Value Proposition Canvas
This framework (from Strategyzer) helps businesses align their product/service with customer needs. It consists of the Customer Profile (jobs-to-be-done, pains, gains) and the Value Map (products/services, pain relievers, gain creators). For an SME, using this canvas clarifies how their offering specifically solves problems for their NZ customers and what unique value they provide, which feeds into sharper messaging and positioning.
Digital Presence (Website & SEO)
(No frameworks currently listed in this category)
Content & Social Media
(No frameworks currently listed in this category)
Advertising & Campaign Execution
AIDA Model
Stands for Attention, Interest, Desire, Action. A classic framework for guiding advertising and copywriting. It reminds SMEs to first catch the Attention of NZ customers (e.g., with a bold headline or offer), build Interest (provide relevant info or story), create Desire (highlight benefits or use emotive appeal aligned with Kiwi values), and prompt an Action (clear call-to-action like “Shop Now” or “Call Us”). Useful when crafting any marketing message, from Facebook ads to flyers.
Launch & Events
(No frameworks currently listed in this category)
Customer Engagement & Retention
5 A’s Customer Path
From awareness to advocacy (Aware, Appeal, Ask, Act, Advocate), an updated funnel concept by Kotler for the digital age. SMEs can gauge where their marketing is driving customers: making them Aware (know about the brand), creating Appeal (brand is likable), prompting Ask (customer seeks more info or interacts), leading them to Act (purchase), and turning them into Advocates (loyal fans who refer others). This framework is useful to ensure marketing tactics are in place to move customers through all stages, especially turning happy customers into vocal advocates (important in small NZ communities).
Customer Journey Map
A framework to plot the steps a customer takes from initial awareness to post-purchase loyalty. NZ SMEs can use it to identify key touchpoints (seeing an ad, visiting the website, purchasing, receiving follow-up service) and ensure each stage provides a good experience. Mapping a Kiwi customer’s journey might reveal local nuances (e.g., a preference for phone contact at certain stages, or reliance on community reviews) that the business can address.
Pirate Metrics (AARRR)
A startup-focused framework (Acquisition, Activation, Retention, Referral, Revenue). It’s useful for SMEs to track each stage of the customer lifecycle: Acquisition – how do NZ customers find you; Activation – first purchase or meaningful engagement; Retention – do they come back; Referral – do they recommend you; Revenue – monetization per customer. By analyzing marketing efforts in these buckets, businesses can identify where they need to improve (e.g., if retention is low, invest in loyalty campaigns).
Analytics & Optimisation
80/20 Pareto Analysis in Marketing
A framework to focus efforts by identifying the roughly 20% of campaigns or products that drive 80% of results. By analyzing sales data or channel performance, a NZ SME might find, for instance, that 20% of their product lines generate 80% of revenue, or a couple of marketing channels yield the majority of leads. This insight helps in prioritizing marketing focus – doubling down on what works best in the NZ market and perhaps trimming less effective efforts.
CLV (Customer Lifetime Value) Model
Not a framework per se, but a strategic calculation/model that influences marketing strategy. By estimating lifetime value of a customer, SMEs can decide how much to spend on acquisition and retention. For example, if a typical customer in NZ spends Xovertime,theSMEknowsanupfrontmarketingcostofafractionofX is justified to acquire that customer. Including CLV thinking ensures marketing investments are proportional to long-term value, and emphasizes retention strategies to maximize that value.
Competitive Position Grid
A 2×2 matrix mapping competitors on two key attributes (for example, price vs. quality, or innovation vs. tradition). An SME can plot themselves and competitors to visually see market positioning. If most competitors cluster as high-price/high-quality, maybe the SME can compete as a more affordable alternative. This framework helps in strategy by revealing market gaps in NZ’s competitive landscape.
RACE Digital Marketing Framework
Stands for Reach, Act, Convert, Engage, developed by Smart Insights. It provides a roadmap for digital marketing: Reach (build awareness via channels like search, social), Act (encourage interactions and leads, e.g., content that drives site visits or sign-ups), Convert (turn leads into customers through promotions, e-commerce optimizations), Engage (retain customers via newsletters, social engagement, loyalty programs). NZ SMEs can use RACE to ensure their online marketing covers the full lifecycle from attracting a Kiwi audience to fostering loyalty.
Compliance & Risk Management
(No frameworks currently listed in this category)
Additional Frameworks