Marble Top Coat for
Product Marble Top Coat swirls the polish for you! o No more making the mix yourself o Just apply two different nail lacquers, then apply Marble Top Coat
Marketing
Target Demographics o Females o Ages 18-24 o Urban areas + nearby suburbs o College students + recent grads o Part-time job
Target Psychographics o Listen to Top 40 music o Interested in keeping up with the latest fashions o Like utilizing social media o Looking for deals/sales
Strategy Objectives
o Sell Marble Top Coat o Increase OPI Nail Lacquer sales o Make OPI leader in nail art innovation
Positioning For YOUNG WOMEN AGES 18-24 Marble 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.
Print Ads
Channels
PR Women’s Wear Daily
Sales
Integrate into Sephora and Nicole Miller by OPI lines
Direct Selling
o E-coupon for OPI email subscribers o E-coupon for Sephora Beauty Insiders o Buy Marble Top Coat in-stores or on-line and get two OPI colors for $6 (reg. price $8.50) [BRAND SPECIFIC]
In-store Displays
o Near point of purchase in mid-range full-service beauty salons o Located in areas w/highest concentration of target New York, Boston, Philadelphia, Washington D.C., Atlanta, Miami, Chicago, Minneapolis, Austin, Los Angeles, San Diego, San Francisco and Seattle
o Specialized displays in Sephora stores
Logistics
o My Harvard chemist and I are the only ones who have this formula o The formula and packaging can be manufactured with the same equipment as current OPI products o formula does not have special storage requirements o Can be shipped with other OPI products o In-house marketing for flagship + Nicole line print ads o Sephora in-house for Sephora line to develop in-store displays o no print ads for Sephora line
o Agency for specialized social media engagement Timeline: o Production o Packaging/shipping/stocking o PR: sampling and social media engagement o Print Ads o Evaluation