O.P.I Nailpaint in Taiwan Market
•
•
•

Taiwan customer characteristic
Product Launch and Sales Plan
POS and marketing com...
Agenda
1

Product Characteristic

2

Target Customers

3

Promotion Mean & KPI

4

Action Plan & Timeline
1

Product Characteristic – Nail paint Gift Set
• Coffret or Gift Set
– To Sell
– To Give (inappropriate)
– To Offer (inap...
2

Market : 16 Types of Taiwan Women

Detail characteristics shown
in appendix

High Usage

Main Target

Low

High Price

...
2

Target Customers in Taiwan

Early Adopters

Early Majority

Main Target

Occasional client

•
•
•
•
•
•
•
•

•
•
•
•
•
...
3

Marcom in Taiwan – ATL & BTL
Blog & Social Media
- Taiwan women
frequently click & read
Magazines (Japan style)
- Taiwa...
3

Marcom for Nail Paint Gift Set – ATL & BTL

Editorial Writing + “Theme” Package
• Distributor: ↑ brand awareness, ↑ sal...
4

Gift Set Selling Action Plan & Timeline
- Magazines
- Social Media
- Blog

- POS gift
- Bag

+ Kit
Summer3
Cycle Color
...
5

Appendix - Customer Portfolio in Taiwan
5

Appendix - Customer Portfolio in Taiwan
OPI Nailpaint Gift Set Selling in Taiwan Market -Simulation situation
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OPI Nailpaint Gift Set Selling in Taiwan Market -Simulation situation

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OPI Nailpaint Gift Set Selling in Taiwan Market -Simulation situation

  1. 1. O.P.I Nailpaint in Taiwan Market • • • Taiwan customer characteristic Product Launch and Sales Plan POS and marketing communication in Taiwan
  2. 2. Agenda 1 Product Characteristic 2 Target Customers 3 Promotion Mean & KPI 4 Action Plan & Timeline
  3. 3. 1 Product Characteristic – Nail paint Gift Set • 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
  4. 4. 2 Market : 16 Types of Taiwan Women Detail characteristics shown in appendix High Usage Main Target Low High Price Occasional clients Low Usage
  5. 5. 2 Target Customers in Taiwan Early Adopters Early Majority Main Target Occasional client • • • • • • • • • • • • • • • • 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 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?
  6. 6. 3 Marcom in Taiwan – ATL & BTL Blog & Social Media - Taiwan women frequently click & read Magazines (Japan style) - Taiwan culture - Japan > local Prints Ads Social Media QR code Apps Mobile 360 Marcom Step 1 – 2- 3 In-store OHH Competition - Individual - Salon Gift - Bag - Kits Event WOM POS Stand - Beauty Salon - Duty Free & Gift Shop - Hotel Boutique - Beauty Shop 康是美 - Living House 生活館 - 美華泰
  7. 7. 3 Marcom for Nail Paint Gift Set – ATL & BTL 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
  8. 8. 4 Gift Set Selling Action Plan & Timeline - Magazines - Social Media - Blog - POS gift - Bag + Kit Summer3 Cycle Color + Bag Winter Color - discount Nail Polish Set Sell out Stock Nov Dec Jan - POS gift - Kit Feb Mar MEF(M) =14 MEF(W) =7 Nail Polish Set Apr May Jun Jul - discount Sell out Stock Aug Sep Oct
  9. 9. 5 Appendix - Customer Portfolio in Taiwan
  10. 10. 5 Appendix - Customer Portfolio in Taiwan

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