1. OPI
Brand Management Final Project
OPI Nail Polish
Pei-Chen Tsai #0563960
Han Fang Chang #0561072
Mei-Chi Chen #0559328
Hsin-Tzu Yen #0563816
Yi-Fan Hu #0563462

2. OPI
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)

3. OPI
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

4. OPI
What does O.P.I have?
• Nail Colors
• Classic nail essentials
• Lacquer removers
• Nail envy
• Premium nail treatments
• Quick drying treatments

5. OPI
What does O.P.I stand for?
Fashionable
OPI
Innovative Professional

6. OPI
SWOT (l)
Strengths Weakness
• Strong R&D • No online shopping
• Zero dry time • Limited distribution
• Safety, free of • Lack of advertising
chemicals DMP,
formaldehyde and
toluene
• High quality
• Brush design

7. OPI
SWOT (ll)
Opportunities Threats
• Social media trend • Competitors, essie
• Expand business • High-end cosmetic
outside the United brand
States • Cultural difference
• Co-branding
• Customized color
• E-commerce

8. OPI
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

9. OPI
Distribution
O.P.I
• Salon/ Spa
• Beauty supply store
Nicole
• Target/ Wal-Mart
• Online

10. OPI
Nail Polish Usage

11. OPI
Market Trend

12. OPI
Market Strategies
Co-branding
• Sephora
• J-Crew
Cause Marketing
• Breast cancer
Cooperation
• Disney Inc.
PR
• Celebrity
• Allure

13. OPI
Light Your Barbie’s Nails
Target: 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

14. OPI
Light on Your Future
O.P.I retailers
• Bottle recycle
– $1 coupon
– 10 bottles get one free
• Trade in discount
– $ 2 coupon
– medicure discount

15. OPI
Market
2011 Q4
• Numbers of recycle bottles
• How many “like” on facebook
• How many bottle units increase
• How many packages were sold

16. OPI