brand management final project
TRANSCRIPT
Brand Management Final ProjectOPI Nail Polish
Pei-Chen Tsai #0563960Han Fang Chang #0561072Mei-Chi Chen #0559328Hsin-Tzu Yen #0563816Yi-Fan Hu #0563462
OPI
Agenda
• Company overview (Janice)• SWOT (Alma)• Target markets (Amy)• Distribution (Amy)• Market Trend (Amy&Kelly)• Market Strategies (Kelly)• Branding Campaign (K&A)• Market measurement???? (Angela)
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Company Overview
• A family-owned company, was founded in 1981 by President & CEO George Schaeffer
• Providing customers with the finest quality in products and services
• Realizing the importance of education
• Bring the latest technology and advances to its product offerings
• OPI’s reputation is built on its commitment to quality, safety, innovation and excellence
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What does O.P.I have?
• Nail Colors
• Classic nail essentials
• Lacquer removers
• Nail envy
• Premium nail treatments
• Quick drying treatments
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What does O.P.I stand for?
Fashionable
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Innovative Professional
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SWOT (l)Strengths Weakness
• Strong R&D• Zero dry time• Safety, free of
chemicals DMP,
formaldehyde and
toluene• High quality• Brush design
• No online shopping• Limited distribution• Lack of advertising
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SWOT (ll)OPI
Opportunities Threats
• Social media trend• Expand business
outside the United
States• Co-branding• Customized color• E-commerce
• Competitors, essie• High-end cosmetic
brand• Cultural difference
Target Markets
• People who like fashion– concern about safety
– care about health
– prefer high quality • Adults (Age: +18): O.P.I
• Teens (Age: 14 -18) : Nicole
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Distribution
O.P.I
• Salon/ Spa
• Beauty supply store
Nicole
• Target/ Wal-Mart
• Online
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Nail Polish UsageOPI
Market TrendOPI
Market Strategies
Co-branding• Sephora • J-Crew
Cause Marketing• Breast cancer
Cooperation• Disney Inc.
PR• Celebrity • Allure
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Light Your Barbie’s NailsTarget: Family who has children
Product:• Compact size bottle • Baby oil remover
Price: $ 7 to $ 20
Promotion: Seasonal limited edition
(ex: Christmas package); Oo Combo
Place: ToysRus, Target/ Wal-Mart, Department
store, online
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Light on Your Future
O.P.I retailers
• Bottle recycle – $1 coupon – 10 bottles get one free
• Trade in discount – $ 2 coupon– medicure discount
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Market
2011 Q4• Numbers of recycle bottles• How many “like” on facebook • How many bottle units increase • How many packages were sold
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