OPI Nail Lacquer

Brittany Beatty

Introduction to Media

Media PlanApril 2012

Sunday, July 1, 2012

Situational Analysis

Sunday, July 1, 2012

OPI - Nail Product Co. Odontorium Products Inc

Founded in 1981

Family Owned Company

International

$200 million in revenue

Focuses more on B2B business (nail salons)

Headquarter in North Hollywood, CA

Manufactures products for salon professionals and consumers

Can be purchased in-store or online

Sunday, July 1, 2012

Products Nail lacquers

Artificial nails

Manicure products

Pedicure products

Hand care

Foot care

Nail care products

Sold at...

Sephora

Merle Norman

JC Penny

Nordstrom

Retailers

Sunday, July 1, 2012

Primary Consumption MRI+Women

18-24

Midwest Region

Target Market for Media Plan

Women 18-24

Regions outside Midwest

Sunday, July 1, 2012

Brand OverviewB2B Trends

Nail Salon Trends;

Gel sets becoming more popular

7.3 billion service industry

Service prices rising

‘Anything goes’ consumers asking for more than just nail polish, wanting add-on’s

B2C Trends

Industry sales up 59% from 2010

$3.1 billion industry

Advertising primarily in magazinesSunday, July 1, 2012

Increase brand awareness of B2C by 5%

Increase market share by 2%

0

0.75

1.5

2.25

3

OPI Essie L’Oreal Revlon Orly

Market Share

0.5 1.3 0.2 2.2 0.3

Marketing Objectives

Sunday, July 1, 2012

Media ObjectivesIncrease awareness on a national level in cities outside geographic target before the Summer 2013

Increase revenue 10% by end of the summer

Target consumers on national level in cities outside primary consumption areas by using OOH media

Use magazines with high consumption index on MRI+

Creating stronger internet prescense on a website with the highest consumption index on MRI+

To achieve this...

Sunday, July 1, 2012

GeographyPlan will advertise in 6 major cites outside of Midwest

Los Angeles, LA

Phoenix, AZ

Dallas, TX

Atlanta, GA

Miami, FL

New York City, NY

Seasonality

Advertising in the 8 months before Summer

November - June

Encourage shopping in-store, online

Sunday, July 1, 2012

Media Strategies

Sunday, July 1, 2012

MagazineMagazine inserts with proven visibility of OPI users according to MRI+

Totaling= $3,325,213

MagazineMonthly

Rate Months Total Cost

Lucky $125,672 8 $1,050,376

Self $182,321 8 $1,458,568

Shape $182,023 3 $546,069

Marie Claire

$135,100 2 $270,200

Sunday, July 1, 2012

LA - OOHLA

Monthly Rate Months Total Cost

Taxi Tops $156,000 5 $780,000

Branded Train

$55,058.90 5 $275,294.50

Bus Shelters $45,000 8 $364,000

30-Sheets $40,904.50 8 $327,236

Total $1,746,530.50

Sunday, July 1, 2012

Miami - OOHMiami

Monthly Rate Months Total Cost

Taxi Tops $156,000 5 $780,000

Branded Train

$55,058.90 8 $440,471.20

Bus Shelters $45,000 8 $364,000

30-Sheets $40,904.50 8 $327,236

Total $1,911,707.20

Sunday, July 1, 2012

NY - OOHNY

Monthly Rate Months Total Cost

Taxi Tops $156,000 8 1,248,000

Branded Train

$55,058.90 8 $440,471.20

Bus Shelters $45,000 8 $364,000

30-Sheets $40,904.50 8 $327,236

Total $2,379,707.20

Sunday, July 1, 2012

Phoenix - OOH

Phoenix Monthly Rate

Months Total Cost

30-Sheets $40,904.50 3 $122,713.50

! ! ! ! ! ! Total $0,122,713.50 ! ! ! ! !

Sunday, July 1, 2012

Atlanta - OOH

Atlanta Monthly Rate

Months Total Cost

30-Sheets $40,904.50 5 $204,522.60

Total $0,204,522.50! ! ! ! ! !

Sunday, July 1, 2012

Dallas - OOH

Dallas Monthly Rate

Months Total Cost

30-Sheets $40,904.50 5 $204,522.60

Total $0,204,522.50

Sunday, July 1, 2012

OOH

0

750000

1500000

2250000

3000000

204522.5204522.5122713.5

2379707.2

1911707.21746530.5

LA Miami NY Pheonix ATL Dallas

Total $6,569,703.40

Sunday, July 1, 2012

Online

www.shutterfly.com Index on MRI+: 220

10,500,000 impressions Geo-targeted

Las Angeles, LA

Phoenix, AZ

Dallas, TX

Atlanta, GA

Miami, FL

New York City, NY

Sunday, July 1, 2012

Financial Statement

Sunday, July 1, 2012

OOH

Grand Total $9,999,916.40

Magazines

Online

1%

66%

33%

Magazine OOH Internet

Media Mix Lucky $1,050,376Self $1,458,568Shape $546,069Marie Claire $270,200Total $3,325,213

$1,746,530.50 LA $1,911,707.20 Miami $2,379,707.20 NY $0,122,713.50 Phenoix $0,204,522.50 ATL $0,204,522.50 Dallas Total $6,569,703.40

www.shutterfly.comTotal $105,000

Sunday, July 1, 2012

Flow Chart

Sunday, July 1, 2012

Flow Chart Media Plan Nov-June Media Plan Nov-June Media Plan Nov-June Media Plan Nov-June Media Plan Nov-June Media Plan Nov-June Media Plan Nov-June Media Plan Nov-June Media Plan Nov-June Media Plan Nov-June Media Plan Nov-June Media Plan Nov-June Media Plan Nov-June Media Plan Nov-June Media Plan Nov-June Media Plan Nov-June Media Plan Nov-June

JanuaryJanuaryJanuaryJanuaryJanuary FebFebFeb MarchMarchMarchMarch AprilAprilApril MayMayMay JuneJuneJune JulyJulyJuly AugustAugustAugustAugust SeptSeptSept OctoberOctoberOctoberOctoberOctober NovNovNov DecDecDec Total NetTotal Net

Media Target 1 2 3 4 5 1 2 3 4 1 2 3 4 1 2 3 4 5 1 2 3 4 1 2 3 4 1 2 3 4 5 1 2 3 4 1 2 3 4 1 2 3 4 5 1 2 3 4 1 2 3 4 TRPs Ins. Cost

NATIONALNATIONALNATIONALNATIONALNATIONAL Magazine National $3,325,213

Lucky National $1,050,376

Self National $1,458,568

Shape National $546,069

Marie Claire National $270,200

OOH 6 Cities $6,569,703

Taxi Tops LA $780,000

Miami $780,000

NY $1,248,000

Branded Train LA $275,295

Miami $440,471

NY $440,471

Bus Shelters LA $364,000

Miami $364,000

NY $364,000

30-Sheets LA $327,236

Miami $327,236

NY $327,236

Pheonix $122,714

ATL $204,523

Dallas $204,523

Online National $1,300,000

$9,999,916

960960560560

560328

328328123205

205

88

23

Sunday, July 1, 2012

Alternate Methods

Local/National TV

Index on MRI+ showed low interest from current purchases of OPI in local/nation shows

Newspapers

Declining readership

Poor print quality for current OPI advertisements

Sunday, July 1, 2012

But why?Successful advertising is not everywhere, but at the right places at the right time

After narrowing down media vehicles, looking at cost restraints, and after research I found;

Based on MRI+ research shows OPI current users have higher magazine readership than TV

Based on MRI+ www.shutterfly.com has very high index, again more than TV

OOH Delivers message 24-hours of the day, great for 18-24 “on-the-go”

OOH Delivers repeated exposures to highly mobile consumers

Sunday, July 1, 2012

Works CitedMRI Plus

Business Source Complete

www.opi.com

http://www.aiibeauty.com/press/5/

http://today.msnbc.msn.com/id/45726197/ns/today-money/t/latest-downturn-proof-industry-nail-polish/#.T5duoe3GraQ

Sunday, July 1, 2012