Launching a New Product For Nivea Men

This article discusses the plan, coordination, and review of promotional activities for launching a new product for Nivea Men. It includes strategies, customer management, analysis of customer feedback, and recommendations for improvement.

Running head: LAUNCHING A NEW PRODUCT FOR NIVEA MEN
Launching a New Product For Nivea Men
Name of the Student:
Name of the University:
Author Note:

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LAUNCHING A NEW PRODUCT FOR NIVEA MEN
Part 1: Plan Promotional Activities:
1.1. PPT slides:
Attached
1.2. Media Costing Schedule:
A. Promotional activities 1 2 3 4 5 6 Total
YouTube daily(average
daily cost)(Note 1)
(Advantage: Global reach) 300 300 300 300 300 300 1800
The Australia(Note 2)
(Advantage: Cheap) 400 400 400 400 400 400 2400
The Forbes
Magazine(Note 3)
(Advantage: Global reach) 500 500 500 500 500 500 3000
Brand endorsement by
male model(Note 4)
(Advantage: Brand
boosting) 300 300 300 300 300 300 1800
Television advertisement
(Note 5)(Advantage:
Global reach) 200 200 200 200 200 200 1200
Total costs 10200
Allocated budget 500000
Surplus 489800
Note 1: The average cost of YouTude advertising cost is $ 10 (Youtube.com. 2019).
Note 2: The average cost of marketing on The Australian is $400 approximately
(4webmarketing.biz. 2019)
Note 3. The average cost of digital marketing on The Forbes is $ 500.
Note 4. The rates of male models for 4 hours is $ 500 (full day) (Aussieelite.com. 2019).
Note 5. The average cost of advertisement on TV is $ 200 average (Fitsmallbusiness.com. 2019).

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Part 2. Coordinate Promotional Activities:
2.1. Marketing strategy table:
Marketing strategy table
A
Promotional Activities
B
Personnel Responsible
and Responsibilities
C
Resources
Required
D
Expected Outcomes
YouTube daily Marketing manager 300 per month
1. Global reach
2. Acceptability in
international market
3. Higher revenue
generation
The Australia Marketing manager 400 per month
1. National reach
2. Acceptability in
international market
3. Higher revenue
generation
The Forbes Magazine Marketing manager 500 per month
1. Global reach
2. Acceptability in
international market
3. Higher revenue
generation
Brand endorsement by
male model Marketing manager 300 per month
1. Global reach
2. Acceptability in
international market
3. Higher revenue
generation
4. Establishment of the
product as a premium
product
Television advertisement Marketing manager 301 per month
1. Global reach
2. Acceptability in
international market
3. Higher revenue
generation
4. Establishment of the
product as a premium
product

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2.2. Customer management strategy:
2.2.1. Establish and conducting good relationships with Nivea for Men customers:
Nivea should establish good relationship with customers by retaining its superior quality
parameters while launching the new product namely, Nivea Men Musk Soap. Kiran and Diljit
(2017) mention that product plays an immense role in achievement of strong relationship
between the companies manufacturing the product and customers. Thus, in this light can be
commented that Nivea should offer high quality soap for men to create customer satisfaction.
Ghazali et al. (2017) point out that the customers today emphasis on consuming organic
products. It can be pointed out in this light that Nivea should use organic and natural ingredients
like shea butter and aloevera to manufacture the musk soap. The natural ingredients unlike their
chemical counterparts would help in repairing the skin. Thus, it can be commented that Nivea
should offer high quality organic musk soap for men to build strong relationship with customers.
2.2.2. Keeping customers coming back:
Nivea should keep the customers coming back by introducing newer variants of the musk
soap. The company should also bundle the soap with existing products like Nivea Men shower
gel to retain customer loyalty (Kuzmina and Danbury 2017). The company must gain customer
feedback and incorporate the same in their future marketing strategies to create more products
aligned to customers’ preferences.
Part 3. Review and Report on Promotional Activities:
3.1. Analysis of customer feedbacks and determining the impact of promotional activity:
It can be concluded from the customer feedback that Nivea Men enjoys a strong positive
perception among the customers. The first question asked to the respondents was whether
Youtube gives all the information required by customers to take purchase decisions regarding

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about products. Most of the respondents strongly agreed to the fact while some respondents like
the fourth respondents negated with to the question.
The second question asked was whether the Youtube of new men’s product namely,
Nivea For Men Musk soap was effective and interesting. This question received a ‘agree’
feedback from most of the respondents. The fourth and sixth respondents disagreed to the
question.
The third question was whether `the customers after watching the YouTube video of the
new musk soap by Nivea felt like buying the product. The question did not receive strong
positive responses from the customers.
The fourth question was about whether the respondents would recommend the YouTube
to their family and friends. The question did not receive a strong positive feedback from the
respondents.
The fifth question asked whether the respondents felt that YouTube is a strong
promotional platform to conduct promotional activities. Most of the respondents agreed to the
statement while others strongly disagreed.
An analysis of the feedback of the respondents would bring into light several facts. First,
most of the respondents consider YouTube an effectively promotional platform however the new
YouTube clip launched to market the musk soap was not well received. This means that the
company needs to make the YouTube more informative to attract more customers. Thirdly, it can
be pointed out that the respondent was limited within just 10 customers which does not represent
the large number of loyal customers which Nivea boasts in Australia. Thus, the findings of the
survey are sufficiently vast to enable the management of Nivea Australia take in concrete

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decision making. The company needs to survey more customers to gain sufficiently big data base
on which it can base its decision making.
3.2. Using network to implementation of promotional activities:
It can be concluded from the survey and the resultant feedback that the employees have
strong positive perception about the product. This means the internal promotional network of the
company is very strong. Newman, Rose and Teo (2016) mentions that participative leadership
encourages employees to participate in the decision making. They as a result have knowledge
about the products. Sagnak (2016) strengthens the argument by pointing out that employees feel
more motivated when they are allowed to participate in the operational planning. Thus, in the
light of two works it can be pointed out that Nivea encourages employees to participate in the
business decision making. This enables the employees to have clear idea about the future
products. They also give more positive feedback owing to their knowledge about the products.
3.3. Assessment of effectiveness of planning process:
There were various problems were encountered while planning the YouTube clip as a
group. The first problem encountered was that some of the group members did not participate in
the planning process actively. The second problem encountered was that there were conflicts of
opinions and interests of several group members. The third problem encountered was that there
was constraint of time while preparing the YouTube clip (Ghaffari et al. 2017).
Several improvements can be done in order to improve the future YouTube video clips.
The first strategy which can be adopted by Nivea is that the managers should encourage more
subordinates to participate in decision making while launching new products (Gutierrez-
Gutierrez, Barrales-Molina and Kaynak 2018). The second strategy which the managers can

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adopt is that the subordinates can be encouraged to carry out brainstorming. They manager
would finally assimilate their opinions to form the final planning. This would lead to reduction of
conflicts and make the decision making process more dynamic (Fatima, Safdar and Jahanzeb
2017). The third strategy which the company can take is that the teams should be given sufficient
time to form Youtube clips to promote new products. This would make the promotional video
more innovative and allow attract more customers, thus generating higher sales volume.
3.4. Collection and feedback of target customers and internal network:
The feedbacks from the customers and internal networks or employees should be
collected. All the reports and survey should be segregated for orderly presentation.
3.5. Constructive advice on future directions of promotional activities:
The following are the constructive advices which can be provided for future directions of
promotional activities based on the analysis of the surveys
1. Enlargement of the customer survey sample:
The survey sample size should be increased to at least a thousand customers. This is
because the customer base of Nivea in Australia is huge and feedback from just ten customers
does not provide a concrete base for decision making.
2. Providing more information:
The video clip should be made more informative. This would encourage the customers to
purchase the new musk soap by Nivea for men.
3.5.1. Conclusion and recommendations to improve Youtube:
It can be concluded from the analysis of the YouTube video designed by Nivea to
promote its new product namely, Nivea For Men Musk Soap that the video should be made more

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market intensive. The following are the recommendations which can be made regarding
improvement of the video:
More information:
The YouTube video should be made more informative which would enable the customers
get more information about the new product. The video should enable the customers to realise
the value that they would derive by consuming the product.
Future strategies of the company about the products:
The video should inform the customers about the future strategies to improving the
product. The video can inform the customers about variants of the soap for men which they
company would launch in the future.
3.6. Improved Youtube clipping
Attached
3.7. Review and amend the media costing schedule:
Attached

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References:
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