Our big idea will be shown through the various media outlets we have chosen. The message we are trying to get across is that busy women can still look good and the best way for them to look good is to use OPI since it doesn’t chip.
Molly- I can take this one for the presentation. This makes sense due to the lack of receptiveness of this segment towards advertising, they are conservative, they will not be won over by flashy lights and emotional appeals
Hannah Dion- Magazine examples (brunch in the city)
Hannah Dion- Gwen Stafani Ad- a sexy night out
Hannah Dion Creative examples in creative plan, and media examples in media plan. Everyone knows that wet doesn’t mix well with dry; that’s why we usually paint our nails last when we’re getting ready. In our television ad, we focus on the main character: a 25 year old female. We show her getting ready routine, but she paints her nails first. - a big no no. Moments later, she starts searching for her outfit, applying makeup and doing her hair. As she touches these items, the motion is slowed down to get the dramatic effect of her hands having impact with an object with almost dry nails. Still focusing on her hands, she grabs her purse, keys, turns the knob, and gets into her car, with each impact slowed down. When she gets to where she has to go, she shake hands with someone, her nails in perfect shape as if nothing touched them. The ad doesn’t disclose where she goes, or who she meets, so that the viewer can infer their own situation: maybe a party, professor, or a job interview to target multiple lifestyles.
Hannah Dion Creative plan http://www.appliedgeographic.com/AGS_mosaic_2012/Mosaic_Descriptions.pdf If we want to use celebrities i think people like michele phifer would go over well. A little bit more sophisticated and older, easier to relate to by the target segment
Molly Grey’s Anatomy- people 25-54 who use OPI are 130% more likely to use watch Greys anatomy than the rest of the population. - Simmons OneView data
18.2% represent the pergentage of females who are from 24 to 59 years old.
molly Estimates based on http://adage.com/article/media/tv-ad-prices-idol-match-football/237874/ http://services.amazon.com/product-ads-on-amazon/pricing.htm?ld=AZPadsMakeAS_M
How many locations are we advertising in for outdoor advertising. And is magazine total for 1 magazine, or all 8 types of magazines? And any estimate for internet dollar advertising rather than social media? Social media: $570,000 $2 CPM for ads on youtube channels/videos, and $0.30 per 1 view on Youtube.- DO we needs this?
OPI Nail Polish
Nail Polish by
Beauty Salon Industry
Health and Beauty Department Industry
Nail Care Industry
Highly fragmented- personal salons near high traffic
Economic Drivers: Disposable Income, National Unemployment Rate
Demand Industries: Weddings, Personal Use Consumer
Annual Growth: 2.6%-3.2%
Segmentation: 10.2% nail services (30% of nail salon services are offered within larger
salons (hair/skin care)
Heavy users: Age 20-64 (most disposable income). 90% ages 35-44 account for nail
-Business Insights Essential, OPI.com, bisWorld (2014)
O.P.I. (Odontorium Products Inc.) is a division of Coty
Full line of professional items:
nail treatments, finishing products, lotions,
manicure/pedicure products, files, tools and acrylics
Corporate Social Responsibility geared towards women, and
locally around Hollywood, CA:
Delete Blood Cancer
Susan G. Komen Foundation
City of Hope
Schaeffer Family Foundation (CEO’s foundation)
-Business Insights Essential, OPI.com, Hoovers.com
Brand Image: “The most-asked-for brand in the industry! With a superior range of
shades and the hottest special effects and textures, OPI is the go-to brand for nail
fashion. From elegant classics to eye-popping brights, OPI has your color! Formaldehyde-
“Professional Nail Care”
Nail treatments, finishing products, lotions, manicure/pedicure products, files, tools and
Over 1,000 colors.
Price: $8.75 per bottle
Distribution: (Only sold through authorized channels)
CVS, Walmart, Target, Kmart, Duane Reade, Kroger and H-E-B locations, Ulta, Sephora.
Sales History: 2010: $80 million (When Coty obtained the OPI company)
Market Share: 20%
-Moodie Report, Walmart.com, OPI.com, Bloomberg, Drug Store News
Revlon Essie (L’Oreal)
Image Classic, well recognized Trendy, focus on creativity
Strengths Focus on R&D, product variety Convenience, some color variety
Market Share 2.1% 9.3%
Weaknesses Lack of scale, concentrated
customer base, known for their
makeup more 64 colors
No product variety, 260 Colors
Positioning Innovative Beauty Professional quality, yet whimsical
Women 55+ with higher income 18 to 24 yr olds
AD Budgets of OPI and Competitors
-Due to increasing trends in nail color, Ad$pender was set for a 2 year time
period on the total advertising budget for OPI and its competitors…
Cable TV Dollars (000) $49.2
Internet Display Dollars (000) $2.3
Total Dollars (000) $51.5
Magazines Dollars (000) $61,665
Internet Display Dollars(000) $816.7
Total Dollars (000) $62,471.7
Network TV Dollars (000) $31.4
Magazines Dollars (000) $53,446.2
Internet Display Dollars (000) $481.2
Total Dollars(000) $53,958.7
Chip resistant, long lasting formula
Social Corporate Responsibility
Over 1000 colors
Design: large brush, easy/strong grip top.
Already in 50 different countries
Focuses on nail care
Price- $3.45-$8.75 per bottle compared to Essie
Not available on website
Don’t have much social media integration
Nail art is trending, always room to grow/deliver
Earned media from Beauty
Expand upon “salon” to everywhere brand
Highly saturated market
Niche market (female dominantly)
Disposable income/unemployment rate
(IbisWorld, OPI.com, Hoovers.com, Walmart.com)
What Makes OPI stand OUT
Points of parity:
- Whimsical names
Points of difference:
- Salon Quality (higher income
buyers) / professional
- color variety (1000+ colors)
- Grip handle
Current: Celebrity Endorsements
-Includes Justin Bieber, Selena Gomez, Carrie
Underwood, the Kardashian’s, and Modern Family who
have their own line.
-Each endorsement has their own “collection”
SImmons, Experian, Mintel
Suburban Style Promising
Enjoy the nightlife,
during week, and
travel to museums,
and antique shops
Live in cities
Tastes on Beer
with children in
Prefer the ease of
Care about self-
High income, and
who check on new
styles and trends
online, and big
box retailers for
& starting families.
Entry-level pay, but
disposable cash to
lead rich leisure
Like to shop;
Outskirts of urban
Potential Target Audience
Top brands used by
Marketing Plan: Objectives
Increase revenue by 6% ($4.8 million)
or, increase market share by 5%, with a goal
of 25% market share.
By highlighting the sophisticated value of OPI
we will encourage users of other nail
lacquers to switch
Primary Target Audience
-Experian Marketing Services
35-65 years old
Modest income, but maintain urbane lifestyles
“Champagne tastes on beer budgets”
Buy new fashion every season in order to make a
unique statement with their outfits.
Admit that they’re price-sensitive shoppers who go
to discount and mid-market retailers like
Marshalls, Macy’s, Gap and Nike.
Watch AMC, Oxygen, Style, BET and CNBC.
Magazines main source of Entertainment
Self, Shape, Vogue and Vanity Fair
● Replicating salon
● Limited edition
● Social Media
● *Women in their 50’s
buy to replace a
Secondary Target Audience
30-40 year old married women with children from 5-25 years old.
Financially stable/professional careers
Prefer the ease of convenience - don’t plan many trips, even if close to a mall.
Care about self-image, but also spend on children.
Shop through catalogs and Websites - receptive to advertising links, email.
Average fans of TV, radio, newspapers and magazines
30-40 year old women with high income, and upscale lives living in suburbs
Fashion forward who check on new styles and trends.
Shop online, and big box retailers for convenience.
Premium TV channels like Speed, IFC, BET and TV Land.
Get their news and entertainment from the Internet.
Respond to email ads, sponsored Websites and links.
-Experian Marketing Services
O.P.I is the professional nail polish that not
only has a salon quality formula, but also
offers it in every bottle of rich colors on the
Communication Objectives Using
Action: Billboards will be positioned near stores to drive action to buying O.P.I
products like a POP sale, and transportation offering as a reminder/ aiding in recall
to buy a nail polish before you go out tonight. It will also enhance our positioning
strategy by placing them in places where people go in a hurry, and will have the
potential to be exposed.
Desire: Social Media features on blogger’s websites will promote desire to belong
to O.P.I using community, driving potential consumers towards the O.P.I brand.
Interest: Magazines will generate interest by showing customers what kind of color
options we provide and make consumers want to look at the ads, or go to a retailer
that sells more to view more colors.
Awareness: Television Advertisements will make potential consumers aware of the
product and how it will take part in their daily lives, and show how stylish it is and
connect with their favorite television programs.
Window display in salons to raise awareness that the salons carry O.P.I. brands.
We want to generate buzz by billboards as well.
Broadcast Print Outdoor Promotion
CA, FL, TX, MA,
NY, IL, OH, VA
Creative Plan: Objectives
Create brand preference
Method: focus on brand
quality throughout TV ads
and print ads. Increase
This will be accomplished by showing busy
women using professional nail polish, doing
tasks that would cause other nail polish brands
to chip, but not O.P.I.
Advertising Appeal and Execution
Rational Appeal: Focusing on the qualities of
the polish- sophisticated, chip-resistant,
multitude of colors.
Method: Repetition, and Location
Paints nails first Looks for an outfit Washes face, and puts on makeup
Curls hair Drives to destination Shakes hand (emphasis on perfect nails)
Internet Media Examples
Paid searches on Google.
Banner ads on our retailers: ie Target/Big Box stores
Online Shopping Advertisments
Online newspaper advertising
Outdoor Ad Examples
The outskirts of urban cities, and popular cities with dense population.
NOW WITH O.P.I.
chose any color any style
Coupons (Get $1.00 off of a nail polish)
Samples through the magazine ads
Earned Media targets:
Get on the blogger’s lists of recommended products
Media Plan: Media Objectives
TV ad - Grey’s
Print Ads- per issue of
Billboards- in LA
Reach 30% of 9.4 Million =
50% of 1,002,961
18.2% of 10,017,068
people in Los
Frequency 4 times for the
1 time for the
3 times (3 billboards)
for 1,823,106 viewers
GRPs 30 * 4 = 120 GRPs 50*1= 50 GRPs 18.2*3= 54.6 GRPs
Magazines: Full Page 4 color ad in every monthly issue (12X a year) $19,297,860
Full Page 4 color ad in every monthly issue (12X a year)
Self, Shape, Allure, Vogue, Elle, Glamour, InStyle, People (Standard Rate & Data Service)
Television 30 second commercial 7 times for each network: $8,395,310
AMC, Oxygen, Style, BET and CNBC.
Outdoor Advertising Transportation (ie. subway, bus, taxi, airports): $3,024,000
ie: Albuquerque, NY 7 billboards for $1,200 each for 4 weeks. ($1,200*7) =8,400 * 12 months. x
Online Banner Advertising: Amazon.com- cost per click range ($0.45 *1,000,000 clicks) :
Total Budget Recommendation: $35,217,170
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