Promotional activities
|
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).
|
Marketing strategy table |
|||
|
A |
B |
C |
D |
|
YouTube daily |
Marketing manager |
300 per month |
1. Global reach |
|
The Australia |
Marketing manager |
400 per month |
1. National reach |
|
The Forbes Magazine |
Marketing manager |
500 per month |
1. Global reach |
|
Brand endorsement by male model |
Marketing manager |
300 per month |
1. Global reach |
|
Television advertisement |
Marketing manager |
301 per month |
1. Global reach |
Customer management strategy:
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.
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.
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 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.
Customer management strategy
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 decision making. The company needs to survey more customers to gain sufficiently big data base on which it can base its decision making.
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.
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 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.
Employee and customer feedback
The feedbacks from the customers and internal networks or employees should be collected. All the reports and survey should be segregated for orderly presentation.
The following are the constructive advices which can be provided for future directions of promotional activities based on the analysis of the surveys
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.
The video clip should be made more informative. This would encourage the customers to purchase the new musk soap by Nivea for men.
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 market intensive. The following are the recommendations which can be made regarding improvement of the video:
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.
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.
Improved Youtube clipping
Attached
Review and amend the media costing schedule:
Attached
References:
4webmarketing.biz. 2019. 4webmarketing.biz. [online] Available at: https://www.4webmarketing.biz/images/theaustralianadrates.pdf [Accessed 16 Feb. 2019].
Annualreport2017.beiersdorf.com. 2019. Annualreport2017.beiersdorf.com. [online] Available at: https://annualreport2017.beiersdorf.com/?_ga=2.238663625.859287968.1550302233-1874613375.1550302233 [Accessed 16 Feb. 2019].
Aussieelite.com. 2019. Aussieelite.com. [online] Available at: https://www.aussieelite.com/file/modelspayaward2018jpg [Accessed 16 Feb. 2019].
Bloomberg.com. 2019. Bloomberg.com. [online] Available at: https://www.bloomberg.com/quote/DAX:IND [Accessed 16 Feb. 2019].
Fatima, T., Safdar, S. and Jahanzeb, S., 2017. Participative leadership and employee creativity: Moderating role of need for achievement. NUML International Journal of Business & Management, 12(1), pp.1-14.
Fitsmallbusiness.com. 2019. Fitsmallbusiness.com. [online] Available at: https://fitsmallbusiness.com/tv-advertising/ [Accessed 16 Feb. 2019].
Forbes.com. 2019. Forbes.com. [online] Available at: https://www.forbes.com/selfserve/faq.html [Accessed 16 Feb. 2019].
Ghaffari, S., Burgoyne, J., Mad Shah, I., Nazri, M. and Salah Aziz, J.S., 2017. Investigating the mediation role of respect for employees on the relationship between participative leadership and job satisfaction: A case study at University Teknologi Malaysia. Australian Journal of Basic and Applied Science, 11, pp.1-13.
Ghazali, E., Soon, P.C., Mutum, D.S. and Nguyen, B., 2017. Health and cosmetics: Investigating consumers’ values for buying organic personal care products. Journal of Retailing and Consumer Services, 39, pp.154-163.
Gutierrez-Gutierrez, L.J., Barrales-Molina, V. and Kaynak, H., 2018. The role of human resource-related quality management practices in new product development: A dynamic capability perspective. International Journal of Operations & Production Management, 38(1), pp.43-66.
Kiran, K. and Diljit, S., 2017. Antecedents of customer loyalty: Does service quality suffice?. Malaysian Journal of Library & Information Science, 16(2), pp.95-113.
Kuzmina, E. and Danbury, A.H., 2017. The meanings of ‘organic’branding in the Russian skincare industry.
Newman, A., Rose, P.S. and Teo, S.T., 2016. The role of participative leadership and trust?based mechanisms in eliciting intern performance: Evidence from China. Human Resource Management, 55(1), pp.53-67.
Nivea.com.au. 2019. Nivea.com.au. [online] Available at: https://www.nivea.com.au/ [Accessed 16 Feb. 2019].
Sagnak, M., 2016. Participative Leadership and Change-Oriented Organizational Citizenship: The Mediating Effect of Intrinsic Motivation. Eurasian Journal of Educational Research, 62, pp.181-194.
Unilever.co.uk. 2019. Unilever.co.uk. [online] Available at: https://www.unilever.co.uk/brands/personal-care/lynx.html [Accessed 16 Feb. 2019].
Youtube.com. 2019. Youtube.com. [online] Available at: https://www.youtube.com/yt/advertise/pricing/ [Accessed 16 Feb. 2019].
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