opi nailpaint gift set selling in taiwan market -simulation situation
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Data from public. Just for acedmicTRANSCRIPT
O.P.I Nailpaint in Taiwan Market•Taiwan customer characteristic•Product Launch and Sales Plan•POS and marketing communication in Taiwan
Agenda
Product Characteristic1
Target Customers2
Promotion Mean & KPI3
Action Plan & Timeline4
• Coffret or Gift Set – To Sell– To Give (inappropriate) – To Offer (inappropriate)
• Purposes– Launch of new product– Boost the sales– Special event e.g. Christmas– Treatment set with many products– Promotion
• Composition – Coffret Set– Coffret Set + Manicure Kits– Coffret Set + Accessories
Product Characteristic – Nail paint Gift Set1
Market : 16 Types of Taiwan Women2
High PriceLow
High Usage
Low Usage
Detail characteristics shown in appendix
Main Target
Occasional clients
Target Customers in Taiwan 2
Early AdoptersMain Target
• Superior product quality• High price arrange• Nail Polish - High Usage• Hand Cream – High Usage• Fashion Innovator• Patronize the beauty salon• Concern Brand more• Blog Fan, WOM
Early MajorityOccasional client
• Middle or Low product quality• High – Low price arrange• Nail Polish - High Usage• Hand Cream – Middle Usage• Fashion Moderate• DIY• Concern brand less• Impulsive buying
Action: How to Convey the Brand and Product Benefit Message to those Customers?
Marcom in Taiwan – ATL & BTL3
Prints Ads
Social
Media
In-store
Event
WOM
OHH
Mobile
Magazines (Japan style)- Taiwan culture- Japan > local
QR codeApps
Blog & Social Media- Taiwan women frequently click & read
Competition- Individual- Salon
POS Stand- Beauty Salon- Duty Free & Gift Shop- Hotel Boutique- Beauty Shop 康是美- Living House 生活館 - 美華
泰
Gift - Bag- Kits
360◦ Marcom
Step 1 – 2- 3
Marcom for Nail Paint Gift Set – ATL & BTL3
Editorial Writing + “Theme” Package • Distributor: ↑ brand awareness, ↑ sales, ↑ WOM• Retailer: Same as above, ↑ customer base
3 in 1 POS Stands: Gift Set , Nail Protector, Hand Cream • Distributor: Inappropriate for Salon• Retailer: ↑ sales, product cross-selling
Accessories Offer – Bag and Kits• Distributor : ↑ brand awareness, ↑ sales, ↑ WOM, ↑ brand images if luxury kits offered• Retailer : Same as above
Gift Set Selling Action Plan & Timeline4
Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct
+ BagWinter Color
Sell out Stock
Cycle 3MEF(M) =14MEF(W) =7
+ KitSummer Color
Sell out StockNail Polish Set Nail Polish Set
- Magazines - Social Media- Blog
- POS gift - Kit
- POS gift - Bag
- discount
- discount
Appendix - Customer Portfolio in Taiwan5
Appendix - Customer Portfolio in Taiwan5