Smirnoff Ice Marketing Planning Process

Smirnoff Ice Marketing Planning Process

Abstract

This paper aims to evaluate the marketing planning process for the case of Smirnoff Ice as a top selling Diageo’s brand at the Serbian marketplace. After a brief Company profile description and its business environment, the article proceeds to discuss and evaluate steps for a full analysis of the strategic marketing planning process assessing its importance with all related assumptions.

Using the material collected after comprehensive research of the Smirnoff Ice market place and assessing the Smirnoff Ice Marketing Plan, the writer of this article tried to provide answers to the questions like: why is the marketing planning process an important tissue, who makes the strategic marketing decisions, what information are used in the strategic planning process, who sets objectives and marketing mix strategies etc. Finally, the paper offers the conclusions and recommendations by summarizing the article findings, highlighting most important topics discussed.

Key words: marketing plan, marketing planning process, Smirnoff Ice, marketing mix

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1. Introduction

Planning is an important process which exceeds its basic role as the tool for the business decision making. According to Drucker (1955), planning is concerned with development of strategies based on an organization’s assessment of the marketplace and perceptions of managerial expectations and organizational capability.

Marketing planning is an essential management process as it affects every aspect of organizational life. It considers logical structure of a series of activities in order to set organization’s objectives and the definition of a plan for achieving them.

Marketing planning is a continuous process. Marketplace conditions are under constant change, consumers are changing their needs, and competitors are always around looking for opportunity to capture a piece of market share. Any plan used in the past will not necessarily

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