Marketing And Planning: The Importance Of Marketing Planning

Traditionally, Marketing was defined as a “… set of processes for creating, communicating and delivering value to customer” [Kotler and Keller, 2012, pg. 27], however this definition seems unfinished as omits the notion of competitors; From a modern conception, Marketing has to be understood as the “achievement of corporate goals through meeting and exceeding customer needs and expectations better than the competition” [Jobber and Ellis-Chadwick, 2013 pg. 5].

This “set of processes” referred in the definition can be expressed on the Marketing Planning, taken into consideration the growing importance of Marketing at a business level, the author will analyses its role upon three main edges, hence, Marketing analysis, Marketing strategy and Marketing

In the case of Easy trip (Ez trip), this thrust strategy should be framed under the concept of product development as the company deals with a new product for an existed market, concurrently the company needs to settle strategic objectives, in this case and due to the nature of the product the company should develop a build strategy and make an investment in terms of both, educating customers and promotional

158], this influence is exercised through four main elements, product, price, promotion and distribution. One of the key points of marketing is to satisfy customer’s needs, through both, service and physical products, it has been already explained the importance of exceeding from the competitors and thus to distinguish from them, in the case of the product the company achieves this goal through branding whose main element is the brand (name, logo..) and through its positioning in the market ( brand domain, brand heritage, brand values, brand assets, brand personalities and brand reflection). In the case of Easy Trip, during the branding process we tried to find a name that was easy to remind and find but that at the same time summarises our function. Brand is a key element for the wellbeing of customer’s long term relation as it creates an identity for the