Brand Management Final Project

Brand Management Final ProjectOPI Nail Polish

Pei-Chen Tsai #0563960Han Fang Chang #0561072Mei-Chi Chen #0559328Hsin-Tzu Yen #0563816Yi-Fan Hu #0563462

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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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