O.P.I Nailpaint in Taiwan Market•Taiwan customer characteristic•Product Launch and Sales Plan•POS and marketing communication in Taiwan

Agenda

Product Characteristic1

Target Customers2

Promotion Mean & KPI3

Action Plan & Timeline4

• Coffret or Gift Set – To Sell– To Give (inappropriate) – To Offer (inappropriate)

• Purposes– Launch of new product– Boost the sales– Special event e.g. Christmas– Treatment set with many products– Promotion

• Composition – Coffret Set– Coffret Set + Manicure Kits– Coffret Set + Accessories

Product Characteristic – Nail paint Gift Set1

Market : 16 Types of Taiwan Women2

High PriceLow

High Usage

Low Usage

Detail characteristics shown in appendix

Main Target

Occasional clients

Target Customers in Taiwan 2

Early AdoptersMain Target

• Superior product quality• High price arrange• Nail Polish - High Usage• Hand Cream – High Usage• Fashion Innovator• Patronize the beauty salon• Concern Brand more• Blog Fan, WOM

Early MajorityOccasional client

• Middle or Low product quality• High – Low price arrange• Nail Polish - High Usage• Hand Cream – Middle Usage• Fashion Moderate• DIY• Concern brand less• Impulsive buying

Action: How to Convey the Brand and Product Benefit Message to those Customers?

Marcom in Taiwan – ATL & BTL3

Prints Ads

Social

Media

In-store

Event

WOM

OHH

Mobile

Magazines (Japan style)- Taiwan culture- Japan > local

QR codeApps

Blog & Social Media- Taiwan women frequently click & read

Competition- Individual- Salon

POS Stand- Beauty Salon- Duty Free & Gift Shop- Hotel Boutique- Beauty Shop 康是美- Living House 生活館 - 美華

泰

Gift - Bag- Kits

360◦ Marcom

Step 1 – 2- 3

Marcom for Nail Paint Gift Set – ATL & BTL3

Editorial Writing + “Theme” Package • Distributor: ↑ brand awareness, ↑ sales, ↑ WOM• Retailer: Same as above, ↑ customer base

3 in 1 POS Stands: Gift Set , Nail Protector, Hand Cream • Distributor: Inappropriate for Salon• Retailer: ↑ sales, product cross-selling

Accessories Offer – Bag and Kits• Distributor : ↑ brand awareness, ↑ sales, ↑ WOM, ↑ brand images if luxury kits offered• Retailer : Same as above

Gift Set Selling Action Plan & Timeline4

Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct

+ BagWinter Color

Sell out Stock

Cycle 3MEF(M) =14MEF(W) =7

+ KitSummer Color

Sell out StockNail Polish Set Nail Polish Set

- Magazines - Social Media- Blog

- POS gift - Kit

- POS gift - Bag

- discount

- discount

Appendix - Customer Portfolio in Taiwan5

Appendix - Customer Portfolio in Taiwan5