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 oLike utilizing social media oLooking for deals/sales
Strategy Objectiveso Sell Marble Top Coato Increase OPI Nail Lacquer saleso 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.
Integrate into Sephora and Nicole Miller by OPI lines
Direct Sellingo E-coupon for OPI email subscriberso E-coupon for Sephora Beauty Insiders oBuy Marble Top Coat in-stores or on-line and get two OPI colors for $6 (reg. price $8.50) [BRAND SPECIFIC]In-store Displayso Near point of purchase in mid-range full-service beauty salons oLocated 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 Seattleo Specialized displays in Sephora stores
o My Harvard chemist and I are the only ones who have thisformulao The formula and packaging can be manufactured with thesame equipment as current OPI products o formula does not have special storage requirementso Can be shipped with other OPI productso In-house marketing for flagship + Nicole line print adsoSephora in-house for Sephora line to develop in-store displays o no print ads for Sephora lineo Agency for specialized social media engagementTimeline:oProductiono Packaging/shipping/stockingo PR: sampling and social media engagemento Print Adso Evaluation