Essie media plan by Agata

Essie Nail Polish Media Plan Agata Sciupider

COMPANY BACKGROUND

!   Founder: Essie Weingarten Founded in 1981 !   Based in: Astoria, NY !   Essie Nail Polish has become the brand choice in Iine salons and spas. (Found in over 250,000 salons) !   Known worldwide (+95 countries) !   More than 300 colors available !   New shades are introduced every 90 days in collections of 6. !   Each nail color has a fun and unique name that’s inspired by fashion trends. !   VEGAS STORY !   As of June 25, 2010, Essie Cosmetics, Ltd. Operates as a subsidiary of L’Oreal USA, Inc.

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SITUATION ANALYSIS

PRODUCTS: !   Nail colors !   Nail treatments !   Nail accessories !   Spa products !   Lip gloss

TARGET MARKET 1: !   Gender: Women !   Ages: 18-‐34 !   Education: College !   Occupation: !   Professional & Relation Occupations; Management, Business & Financial Operations; Sales & OfIice Occupations TARGET MARKET 2: !   Nail Salons & Spas

SITUATION ANALYSIS STRENGTHS §  §  §  §  §  §

INCREASED SALES INDUSTRY EXPERT SALON BRANDING ELEGANT, CLASSY, AND SOPHISTICATED GLOBAL RECOGNITION COLOR CUSTOMIZATIONS (WEBSITE)

WEAKNESSES RIGHT BEHIND OPI PACKAGING DOES NOT REFLECT QUALITY §  LITTLE ADVERTISING §  §

OPPORTUNITIES §  §  §  §  §

POTENTIAL TO EXPAND BRAND AWARENESS DIY TREND FASHION INDUSTRY EMPHASIS ON SEASON ADVERTISING

THREATS §  §  §  §

L’OREAL BRAND HEAVY COMPETITION

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OPI Products, Inc.

COMPETITION

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A top Performing salon brand

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Products include: n

Nail polish, nail care, nail treatment & skin care

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Over 200 color choices (Lines reﬂect current trends and pop-‐culture)

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PosiFoned as “world leader in professional nail care” that is commiJed to excellence and innovaFon

Compete.com

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MEDIA OBJECTIVE

In the year 2014, focus on the following: n

Target women ages 18-‐34 years old focusing adverFsing budgets in television, Magazines, InteracFve and Social Media mediums.

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Increase sales in the South, Midwest and West coast. Increase presence with Fashion Industry

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Fashion Week is a great opportunity to get involved. Sponsoring the event (GiX bags during event); AdverFsing New York Fashion Week Spring 2015 (September 4, 2014)

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Essie already has a strong NE recogniFon

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GEOGRAPHY

During 2014, the main focus will be the Midwest, South, and West regions of the United States. n

Census Regions: NE (190); S (77); MW (85); W (80)

SEASONALITY n

Spring and Summer are the ideal seasons to adverFse Essie. n  n

New and fun color collecFons introduced Wedding season. n  n

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Brides need their manis and pedis. Bridesmaids also need their manis and pedis.

Fall n

Fashion week

MEDIA STRATEGIES n

Essie is already using social media every single day. We will conFnue interacFng with our target audience through social media since Essie seems to be successful already on how they use each vehicle. n

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Instagram: (@essiepolish) n  Followers: 494K n  Following: ONLY 512 n  Engagement: “Tag @essiepolish and #essielook for a chance to be featured on essie.com” Pinterest: (essie) n  Followers: 24,243 n  Pin boards: GliJeraF; Star Style; Back Stage; What’s How; Bridal; Tricks & Tips (DIY) Facebook: (Essie Nail Polish) n  Likes: 1.1 million n  Engagement with fans

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Essie doesn’t have any television ads, so in 2014 we want to take a small step in that direcFon.

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Magazine ads are used religiously, so we will conFnue.

MAGAZINE MENTIONS

MEDIA MIX n

MAGAZINES n

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TELEVISION n

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According to MRI+, our target watches cable networks like Bravo, E! Entertainment, and TLC (The Learning Channel). We will have commercials during primetime after the target comes home from work and has time to relax and watch some TV. Bravo (144); E! Entertainment (177);

INTERACTIVE n  n

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Our target still reads magazines, especially fashion magazines to keep up with the fashion trends.

Our target is online throughout the day. They like to shop online as well as travel. Expedia.com (232); Groupon (216); Amazon (164)

SOCIAL MEDIA n

Our target is constantly using social media to stay in touch with friends and families, as well as following favorite brands on networks like

PRINT Magazine types: Women Fashion (223) n

Cosmopolitan (229) n  n  n  n

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Glamour (180) n  n  n  n

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CirculaFon: 3,015,858 (6 month average) 4 color 1 page = $297,735 6 Months (Jan-‐June) $297,735 x 6 = $1,786,410

CirculaFon: 2,327,793 (6 month average) 4 color 2/3 page = $184,575 6 months (June-‐Dec) $184,575 x 6 = $1,107,450

Vogue (305) n  n  n

CirculaFon: 1,259,826 (6 month average) 4 color 1 page (12F) = $161,345 $161,345 x 12 = $1,936,140

n  Total: $4,830,000

TELEVISION n

BRAVO n  n

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5 Weeks (1 week during each selected month: March, April, May, June, September) NaFonal TV PrimeFme Daypart 15 point/wk -‐-‐-‐ 5 weeks = 75 total points Planning CPP for PrimeFme $25,300 TOTAL: $1,897,500

E! Entertainment n  n

n  TOTAL: $3,795,000

INTERACTIVE n

The goal for all 10 websites is 10,000,000 impressions. Our target audience is online everyday shopping, listening to music, and browsing informaFonal websites. Here are the websites with the highest index. n  n  n  n  n  n  n  n  n  n

Pandora.com (191) Amazon.com (164) Expedia.com (232) Groupon.com (181) CNN.com (200) Yahoo! News (154) Ebay.com (181) Overstock.com (183) Gmail.com (190) Itunes.com (212)

($10 CPM x 10,000,000 lmp)/1000 100,000,000/1000 = $100,000 10 x 100,000 = 1,000,000

n  TOTAL COST FOR INTERACTIVE: $1,000,000

FINANCIAL STATEMENT n

Television: NaFonal TV n  n

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$3,795,000

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$4,830,000

Magazines: n

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Bravo & E! Entertainment 5 weeks each (10): PrimeFme: March, April, May, June, September

Cosmopolitan, Glamour, Vogue.

InteracFve: Pop-‐up ads, Banners, videos n

Pandora, Amazon, Expedia, Groupon, CNN, Yahoo! News, EBay, Overstock, Gmail, ITunes n  $1,000,000

Total: $9,625,000 n  Le= over Budget: $375,000 n

CONCLUSION n

In conclusion, Essie Nail Polish has potenFal to become a bigger and more preferred brand if we conFnue promoFng towards our target market using television, print, interacFve and social media vehicles. We will be focusing on all regions except for Northeast since the brand is doing well there. We want to conFnue to build relaFonships with loyal consumers through our social media, and we also want to bring in new consumers and more revenue.