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Marble Top Coatfor
Product
Marketing
Target Demographics
o Femaleso Ages 18-24o Urban areas + nearby suburbso College students + recent gradso Part-time job
o Listen to Top 40 musico Interested in keeping up with the
latest fashionsoLike utilizing social mediaoLooking for deals/sales
Target Psychographics
StrategyObjectives
o Sell Marble Top Coato Increase OPI Nail Lacquer saleso Make OPI leader in
nail art innovation Positioning
For YOUNG WOMEN AGES 18-24Marble Top Coat is THE ONLY NAIL ART SOLUTION the creates a viable nail ART DESIGN WITH THE LEAST AMOUNT OF EFFORT because of its INNOVATIVE FORMULA.
ChannelsPrint Ads
PR
Women’s Wear Daily
Sales
Integrate into Sephora and Nicole Miller by OPI lines
Direct Sellingo E-coupon for OPI email subscriberso E-coupon for Sephora Beauty InsidersoBuy Marble Top Coat in-stores or on-line and get
two OPI colors for $6 (reg. price $8.50) [BRAND SPECIFIC]
In-store Displayso Near point of purchase in mid-range full-service beauty salonsoLocated in areas w/highest concentration of target
o Specialized displays in Sephora stores
New York, Boston, Philadelphia, Washington D.C., Atlanta, Miami, Chicago, Minneapolis, Austin, Los Angeles, San Diego, San Francisco and Seattle
Logistics
o My Harvard chemist and I are the only ones who have this formulao The formula and packaging can be manufactured with the same equipment as current OPI productso formula does not have special storage requirements
o Can be shipped with other OPI productso In-house marketing for flagship + Nicole line print adso Sephora in-house for Sephora line to develop in-store displayso no print ads for Sephora line
o Agency for specialized social media engagement
Timeline:o Productiono Packaging/shipping/stocking o PR: sampling and social media engagement o Print Ads o Evaluation
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