1) China Glaze targets fashionable women ages 16-55 and produces nail polishes that are long-lasting, chip-resistant, and come in a wide range of colors. 2) It competes with brands like OPI but positions itself as a higher quality, lower cost alternative through its unique formulas and large color selection. 3) China Glaze promotes through magazines, events, and experiences to reach its target market and is estimated to generate $200 million in annual sales through worldwide distribution.

1. 10 STEP
Marketing Plan for China Glaze
Ma. Alexandria Bulaon
February 2012
1

2. Steps 1 to 5
Live 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 brands
4. Gap is, everyone has different nail polish attractions and it
could be because of the colour, quality or healthy mineral
formulas
5. Is estimated to produce around $200 million in sales

3. Steps 6 to 10
Nail polish for fashion
forward women…
6. China Glaze nail polish are of superior quality to satisfy even
the most demanding women
7. China Glaze – 350 / bottle (estimate, price varies) OPI – 400 /
bottle (estimate, price varies)
8. Uses Magazines, Events and Experiences
9. Is distributed worldwide
10. Low Cost Producer & Differentiation

4. 1. China Glaze Primary Target
Market 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. 2a. PTM wants their nails
clean & chic
Self-Actualization
Needs
(Self-Development
I am happy when my nails look good & Realization)
and clean.
Esteem Needs
(Recognition, Statu
s)
I get compliments on my
nails regularly and I'm 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. 2b. Women have unique
needs, wants & demands
Needs: 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. 3a. China Glaze has many
tough 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. 3b. China Glaze VS OPI

9. Preferred Nail Polish
Result base from I LOVE SPA’s observation

10. 4. China Glaze position in a
marketing 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. China Glaze mission is to
live in colour
WHAT'S HAUTE! China Glaze has 3 new collections
Capitol Colours – Eye Candy – Electro Pop

12. China Glaze Positioning from
the global perspective
China Glaze comes in different beautiful colours and effects. China Glaze is
always inventing new shades for their stylish and fashion forward
collections.

13. Trendsetter…

14. 6a. China Glaze and its
competitors

15. 6b. Product Description
From: 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. 5. Sales
www.aiibeauty.com
- For the first ten months of 2011, sales of nail
polish and products were up 59 percent from the
same period in 2010, according to market research
-OPI’s closest rivals are Orly International Inc.,
estimated to generate $40 million in sales; China
Glaze, whose privately held parent, American
International Industries, is estimated to produce
around $200 million in sales

17. 7. Price

18. cheaper than the OPI’s, at around
$6 compared to the $8.50-$9 that
you’ll pay for the OPI’s.

19. 8a. China Glaze Uses
Magazines, Events and
Experiences
5
1 2
4
3 6

20. 8a. Product Promotions
Website: http://chinaglaze.com

21. In The Press
From: http://chinaglaze.com
In the industry's top beauty books, China Glaze is being singled
out. Editors love China Glaze for its staying power, its wide range
of 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 gossip
pages of InTouch talked about China Glaze and too many other
magazines spilled China Glaze polish on their pages.

23. Sample Promo
China Glaze Breast Cancer Awareness in 2012

24. 8b. Competitor promo

25. Difference…
China Glaze endorses its company by creating
products and campaigns that women can
communicate to their everyday life whereas OPI
uses entertainers that are already household
names so that their merchandise will be
effortlessly recalled.

26. 9. Where Can You Get China
Glaze 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.

27. http://www.beautylanephils.com

28. 10. What is the generic
winning 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

29. SUMMARY
29

30. Steps 1 to 5
Live 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 brands
4. Gap is, everyone has different nail polish attractions and it
could be because of the colour, quality or healthy mineral
formulas
5. Is estimated to produce around $200 million in sales

31. Steps 6 to 10
Nail polish for fashion
forward women…
6. China Glaze nail polish are of superior quality to satisfy even
the most demanding women
7. China Glaze – 250 / bottle (estimate, price varies) OPI – 350 /
bottle (estimate, price varies)
8. Uses TV, Magazines, Events and Experiences
9. Is distributed worldwide
10. Low Cost Producer & Differentiation

32. 10 STEP
Marketing Plan for China Glaze
Ma. Alexandria Bulaon
February 2012
32