OPI is a professional nail polish brand seeking to increase market share. Its target audiences are women ages 35-65 who value style on a budget. The marketing plan aims to position OPI as a sophisticated yet affordable salon brand. Tactics include TV, print, outdoor and social media advertising emphasizing OPI's chip resistance and wide color selection. The goal is to attract new customers and increase revenues by highlighting OPI's professional quality at accessible price points.

1. Nail Polish by
Hannah
Dion
Yvonne
Dygon
Molly
Valcour
Alena
Filistovi
ch

2. Industry Overview
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
Revenue: $50.2B
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
services.
-Business Insights Essential, OPI.com, bisWorld (2014)

3. O.P.I. (Odontorium Products Inc.) is a division of Coty
Corporation
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

4. Product
Overview
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-
free”
“Professional Nail Care”
Nail treatments, finishing products, lotions, manicure/pedicure products, files, tools and
acrylics
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

5. Competitors
(Mintel, IbisWorld)
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
Target
Audience
Women 55+ with higher income 18 to 24 yr olds

6. 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…
Revlon
Cable TV Dollars (000) $49.2
Internet Display Dollars (000) $2.3
Total Dollars (000) $51.5
Essie
Magazines Dollars (000) $61,665
Internet Display Dollars(000) $816.7
Total Dollars (000) $62,471.7
OPI
Network TV Dollars (000) $31.4
Magazines Dollars (000) $53,446.2
Internet Display Dollars (000) $481.2
Total Dollars(000) $53,958.7

7. SWOT Analysis
Strengths:
Chip resistant, long lasting formula
Social Corporate Responsibility
Whimsical Names
Over 1000 colors
Design: large brush, easy/strong grip top.
Already in 50 different countries
Focuses on nail care
Weaknesses:
Price- $3.45-$8.75 per bottle compared to Essie
$5.32-$8.45
Not available on website
Don’t have much social media integration
“Salon” brand
Opportunities:
Nail art is trending, always room to grow/deliver
Earned media from Beauty
Bloggers/Youtubers
Expand upon “salon” to everywhere brand
Threats:
Highly saturated market
Niche market (female dominantly)
Disposable income/unemployment rate
(IbisWorld, OPI.com, Hoovers.com, Walmart.com)

8. What Makes OPI stand OUT
Points of parity:
- Convenience/location
- Whimsical names
Points of difference:
- Salon Quality (higher income
buyers) / professional
- color variety (1000+ colors)
- Grip handle

9. OPI’s Current Positioning Strategy

10. 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”

11. Consumer Market
Segments
SImmons, Experian, Mintel
Booming with
Confidence
Significant
Singles
Flourishing
Families
Suburban Style Promising
Families
Married women
peak income
Women 35-65
(White collar
professions)
Sophisticated
Taste.
Enjoy the nightlife,
& restaurants
during week, and
travel to museums,
and antique shops
on
the weekends.
Singles 35-65
years old
Nightlife, robust
leisure lives,
Live in cities
Below average
income
Body-conscious
“Champagne
Tastes on Beer
Budgets”
Married women
with children in
their
30’s-40’s.
Financially
stable/professional
careers
Prefer the ease of
convenience when
shopping
Care about self-
image.
High income, and
upscale lives
Suburban
neighborhoods
30-40’s
Fashion forward
who check on new
styles and trends
Shop
online, and big
box retailers for
convenience.
Recently married,
entering workforce,
& starting families.
Entry-level pay, but
disposable cash to
lead rich leisure
lives.
Like to shop;
stretch their
money,
(sales, factory
outlets &
clearance racks.)
Outskirts of urban
cities
-Experian Marketing

12. Potential Target Audience
(Experian, Mintel)
SUBURB
AN
STYLE
FLOURISHIN
G
FAMILIES
SIGNIFICAN
T SINGLES
Top brands used by
these segments:
Sally Hansen
38%
OPI
35%
Revlon
25%
Essie
21%

13. Customer Reviews
-Amazon, Ulta

14. 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

15. Primary Target Audience
-Experian Marketing Services
35-65 years old
College educated
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.
Read Newspapers
Magazines main source of Entertainment
Self, Shape, Vogue and Vanity Fair
Purchase Determinants
● Replicating salon
looks
● Limited edition
● Advertisements
● Social Media
● Kits
● Celebrity
endorsements
● *Women in their 50’s
buy to replace a
product.
Significant Singles

16. 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.
Flourishing
Families
Suburban
Style
-Experian Marketing Services

17. Positioning Statement
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
color spectrum.

18. Perceptual Map

19. Communication Objectives Using
AIDA
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.
5-
10%
20%
30%
50%

20. Communication Mix
Broadcast Print Outdoor Promotion
Television
Grey’s Anatomy
Castle
Oxygen Network
AMC Network
BET
Magazines
Self
Shape
Allure
Vogue
Elle
Glamour
InStyle
People
Newspapers
NY Times
Transportation
(subways, buses,
taxis, airports)
Billboards
Urban cities
CA, FL, TX, MA,
NY, IL, OH, VA
Sales promotions
Samples in
Magazines
Coupons
Public relations
Sponsored events
Earned media

21. Creative Plan: Objectives
Create brand preference
Method: focus on brand
quality throughout TV ads
and print ads. Increase
exposure through
billboards.

22. Big Idea
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.

23. Advertising Appeal and Execution
Style
Rational Appeal: Focusing on the qualities of
the polish- sophisticated, chip-resistant,
multitude of colors.
Objective: Awareness
Method: Repetition, and Location

24. Magazine Example 1

25. Magazine Example 2

26. Television Example
Paints nails first Looks for an outfit Washes face, and puts on makeup
Curls hair Drives to destination Shakes hand (emphasis on perfect nails)

27. Internet Media Examples
Paid searches on Google.
Banner ads on our retailers: ie Target/Big Box stores
Online Shopping Advertisments
Online newspaper advertising

28. Outdoor Ad Examples
The outskirts of urban cities, and popular cities with dense population.
PROFESSIONAL MANICURE
NOW WITH O.P.I.
chose any color any style

29. Promoti
on
Sales promotions:
Coupons (Get $1.00 off of a nail polish)
Samples through the magazine ads
Press Releases:
Earned Media targets:
Get on the blogger’s lists of recommended products
Haul videos

30. Media Plan: Media Objectives
TV ad - Grey’s
Anatomy
Print Ads- per issue of
Vogue
Billboards- in LA
Reach 30% of 9.4 Million =
2,820,000 viewers
50% of 1,002,961
readers= 501,480
viewers
18.2% of 10,017,068
people in Los
Angeles= 1,823,106
viewers
Frequency 4 times for the
2,820,000 viewers
1 time for the
501,480.5 viewers
3 times (3 billboards)
for 1,823,106 viewers
GRPs 30 * 4 = 120 GRPs 50*1= 50 GRPs 18.2*3= 54.6 GRPs

31. Media Plan
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
30 locations
Online Banner Advertising: Amazon.com- cost per click range ($0.45 *1,000,000 clicks) :
$4,500,000.
Total Budget Recommendation: $35,217,170

32. Promotional Schedule
Mi

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