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10 step marketing plan

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10 step marketing plan

  1. 1. 10 STEPMarketing Plan for China Glaze Ma. Alexandria Bulaon February 2012 1
  2. 2. Steps 1 to 5Live in Color…1. China Glaze PTM are “WOMEN”2. A nail lacquer that is chip-resistant, long lasting and durable.3. Can choose OPI or other brands4. Gap is, everyone has different nail polish attractions and it could be because of the colour, quality or healthy mineral formulas5. Is estimated to produce around $200 million in sales
  3. 3. Steps 6 to 10Nail polish for fashionforward women…6. China Glaze nail polish are of superior quality to satisfy even the most demanding women7. China Glaze – 350 / bottle (estimate, price varies) OPI – 400 / bottle (estimate, price varies)8. Uses Magazines, Events and Experiences9. Is distributed worldwide10. Low Cost Producer & Differentiation
  4. 4. 1. China Glaze Primary TargetMarket are “WOMEN” Women ages 16-35 that are fashion forward and eccentric and women ages 36-55 that are young at heart and enthusiastic, Upper & Middle Class, Single/Married) Busy Women These women are always on the go and when they don’t have time to go to a salon, they seek out the best professional products to use on their own time. The target market invests in their nails, cares about quality, and is considered to be trendy and fashionable.
  5. 5. 2a. PTM wants their nails clean & chic Self-Actualization Needs (Self-DevelopmentI am happy when my nails look good & Realization)and clean. Esteem Needs (Recognition, Statu s) I get compliments on my nails regularly and Im happy Social Needs (sense of to show them off. belonging, love) Safety Needs (security, protection) Physiological needs (food, water, shelter) Reference: Maslow’s Hierarcy of Needs Marketing Management, 11th ed, Philip Kotler 5
  6. 6. 2b. Women have uniqueneeds, wants & demandsNeeds: Every women needs a place to belong, they gain self- esteem through compliments and achieves self-actualization through listening and expressing their own taste (choosing colors and being stylish)Wants: Most women prefer China Glaze over other nail polish brands because CG comes in numerous different colours; it dries fast and stays on for a long time without chipping.Demands: Fashionable shades, dries quickly, rarely chips, long lasting, worth the price
  7. 7. 3a. China Glaze has manytough competitors Direct: OPI Indirect: Other nail polish brands (Caronia, Bobbie, Caress, Chic), Acrylic, UV Gels & other nail extension products Variables: A nail lacquer that is chip-resistant, long lasting, durable, has wide selection of colours and has healthy mineral formulas
  8. 8. 3b. China Glaze VS OPI
  9. 9. Preferred Nail PolishResult base from I LOVE SPA’s observation
  10. 10. 4. China Glaze position in amarketing opportunity China Glaze colours provide the perfect accent to any individual style. From our neons, to reds, corals, to shades of blue, our colours inspiration is found on the shores of Tahiti, the nightlife in New York City, and beauty within every woman.
  11. 11. China Glaze mission is tolive in colourWHATS HAUTE! China Glaze has 3 new collections Capitol Colours – Eye Candy – Electro Pop
  12. 12. China Glaze Positioning from the global perspectiveChina Glaze comes in different beautiful colours and effects. China Glaze isalways inventing new shades for their stylish and fashion forwardcollections.
  13. 13. Trendsetter…
  14. 14. 6a. China Glaze and itscompetitors
  15. 15. 6b. Product DescriptionFrom: http://chinaglaze.com China Glaze colours provide the perfect accent to any individual style. From our neons, to reds, corals, to shades of blue, our colours inspiration is found on the shores of Tahiti, the nightlife in New York City, and beauty within every woman. China Glaze unique lacquers contain China Clay as a nail hardener, the same material that gives porcelain its shiny finish. These glossy lacquers work in perfect cohesion with our professional nail treatments for lasting strength, durability and overall gorgeous nails. China Glaze one-of-a-kind formula holds a special balance of polymers, to maintain colour, shine and luster, and resins, to enhance flexibility and adhesion, that work together to create a nail lacquer that is chip- resistant, long lasting and durable.
  16. 16. 5. Saleswww.aiibeauty.com- For the first ten months of 2011, sales of nailpolish and products were up 59 percent from thesame period in 2010, according to market research-OPI’s closest rivals are Orly International Inc.,estimated to generate $40 million in sales; ChinaGlaze, whose privately held parent, AmericanInternational Industries, is estimated to producearound $200 million in sales
  17. 17. 7. Price
  18. 18. cheaper than the OPI’s, at around$6 compared to the $8.50-$9 thatyou’ll pay for the OPI’s.
  19. 19. 8a. China Glaze Uses Magazines, Events and Experiences51 2 43 6
  20. 20. 8a. Product PromotionsWebsite: http://chinaglaze.com
  21. 21. In The Press From: http://chinaglaze.comIn the industrys top beauty books, China Glaze is being singledout. Editors love China Glaze for its staying power, its wide rangeof on-trend colors and its beautifully designed -or- killer packaging.China Glaze prettied-up the covers of Elle (on Kelly Clarkson),Lucky (on Sarah Michelle Gellar) and Nylon (on Avril Lavigne).InStyle picked China Glaze for "The Goods" section, the gossippages of InTouch talked about China Glaze and too many othermagazines spilled China Glaze polish on their pages.
  22. 22. Sample PromoChina Glaze Breast Cancer Awareness in 2012
  23. 23. 8b. Competitor promo
  24. 24. Difference…China Glaze endorses its company by creatingproducts and campaigns that women cancommunicate to their everyday life whereas OPIuses entertainers that are already householdnames so that their merchandise will beeffortlessly recalled.
  25. 25. 9. Where Can You Get ChinaGlaze Nail Polish? Here in the Philippines China Glaze is not easily available in stores, it is exclusively being distributed by http://www.beautylanephils.com, while OPI is being retailed by individual online sellers.
  26. 26. http://www.beautylanephils.com
  27. 27. 10. What is the genericwinning strategy?China Glaze key strategy is to take over the market of women ages 16-55 years old who are modernistic and young at heart.China glaze profits from the wide series of colours they developed.Has an superb quality which is worth the price, product distributed worldwide
  28. 28. SUMMARY 29
  29. 29. Steps 1 to 5Live in Color…1. China Glaze PTM are “WOMEN”2. A nail lacquer that is chip-resistant, long lasting and durable.3. Can choose OPI or other brands4. Gap is, everyone has different nail polish attractions and it could be because of the colour, quality or healthy mineral formulas5. Is estimated to produce around $200 million in sales
  30. 30. Steps 6 to 10Nail polish for fashionforward women…6. China Glaze nail polish are of superior quality to satisfy even the most demanding women7. China Glaze – 250 / bottle (estimate, price varies) OPI – 350 / bottle (estimate, price varies)8. Uses TV, Magazines, Events and Experiences9. Is distributed worldwide10. Low Cost Producer & Differentiation
  31. 31. 10 STEPMarketing Plan for China Glaze Ma. Alexandria Bulaon February 2012 32

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