marble top coat for opi nail lacquer
TRANSCRIPT
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Marble Top Coatfor
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Product
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Marketing
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Target Demographics
o Femaleso Ages 18-24o Urban areas + nearby suburbso College students + recent gradso Part-time job
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o Listen to Top 40 musico Interested in keeping up with the
latest fashionsoLike utilizing social mediaoLooking for deals/sales
Target Psychographics
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StrategyObjectives
o Sell Marble Top Coato Increase OPI Nail Lacquer saleso Make OPI leader in
nail art innovation Positioning
For YOUNG WOMEN AGES 18-24Marble Top Coat is THE ONLY NAIL ART SOLUTION the creates a viable nail ART DESIGN WITH THE LEAST AMOUNT OF EFFORT because of its INNOVATIVE FORMULA.
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ChannelsPrint Ads
PR
Women’s Wear Daily
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Sales
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Integrate into Sephora and Nicole Miller by OPI lines
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Direct Sellingo E-coupon for OPI email subscriberso E-coupon for Sephora Beauty InsidersoBuy Marble Top Coat in-stores or on-line and get
two OPI colors for $6 (reg. price $8.50) [BRAND SPECIFIC]
In-store Displayso Near point of purchase in mid-range full-service beauty salonsoLocated in areas w/highest concentration of target
o Specialized displays in Sephora stores
New York, Boston, Philadelphia, Washington D.C., Atlanta, Miami, Chicago, Minneapolis, Austin, Los Angeles, San Diego, San Francisco and Seattle
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Logistics
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o My Harvard chemist and I are the only ones who have this formulao The formula and packaging can be manufactured with the same equipment as current OPI productso formula does not have special storage requirements
o Can be shipped with other OPI productso In-house marketing for flagship + Nicole line print adso Sephora in-house for Sephora line to develop in-store displayso no print ads for Sephora line
o Agency for specialized social media engagement
Timeline:o Productiono Packaging/shipping/stocking o PR: sampling and social media engagement o Print Ads o Evaluation