The strategic marketing plan of NOS energy dink is quite rigid. It has no flexibility. The plan is for 5 years and it has no room to react for the changes in the market. Starting off with the marketing goals. The goals are quite vague and are not measurable. An increase in sales could be a 10% increase but what if the industry itself has grown by 25%, then the 10% increase would account for less. Similarly creating a buzz in the market is also not measurable because it does not specify how much buzz needs to be created to generate the required amount of sales. The competitor analysis would be done bi-weekly for the five years; this shows the rigidness of the plan. There would be certain situation in which the review will be needed to done on a daily basis due to some competitor’s activity while if the market is static the competitor analysis could be conducted on a monthly basis. For industry analysis NOS hasn’t decided to conduct a primary research which could be more reliable than the secondary research. Its positioning is “Human Horsepower” which might change in the five years due to some change in social trends. The product research is also not mentioned in the strategic marketing plan. The product attributes might need to be modified if there are changes in the technology and the economic situation. The product placement and distribution is planned quite well but the problem is that the channels are not mentioned. The promotional activities are mentioned in the strategic marketing plan but these activities should be more reactive rather than proactive. The media ratings cannot be predicted so they must wait a little to figure out how and where to invest in the media mix in order to best utilize the resources and reach out to a larger target audience. The marketing budget planned for the strategic marketing planning process’s implementation is $91,000; it is a fixed amount although it should have been a little flexible by giving a range instead of a single figure.
The strategic marketing plan of NOS energy drink is not flexible at all and this can be extremely harmful for the company. In cases like these it is better not to have a strategic marketing plan because if the company persists with this it can result into the collapse of the company. Such marketing plans need to be made a little flexible so that they can adjust to the changes in the market environment and respond to those changes accordingly.