Abstract:
The marketing activity is, in most cases, the main element that makes the difference between companies that compete in
the same markets, regardless of their field. Given the increasingly strong competition, differentiating brands in
consumers' minds is achieved mainly through marketing strategies and how they are implemented in the market. Food
companies, including those in Romania, do not deviate from this rule and give a growing importance to marketing
activities. For these actions to be effective, companies must ensure that the marketing process is correlated with the
market requirements and company objectives and possibilities, according to a strict and realistic schedule which is made
in advance and with clear deployment stages. In this paper, the authors have proposed to highlight the importance of
developing a marketing plan, in which all planned marketing activities the company wants to achieve within a certain
period would be listed. The case study was conducted at S.C. KOSAROM S.A. Paşcani, one of the most important
producers of meat and meat products in eastern and northeastern Romania. Within the developed marketing plan, the
following milestones were considered: the objectives, the target customer segments, the competitive platform and tools
for communication with the market and proposals for various campaigns: an integrated campaign for Easter, a sales
activation campaign during summer, an educational campaign in the autumn and a winter holidays campaign.
