10 step marketing plan

1

10 STEP Marketing Plan for China Glaze

Ma. Alexandria BulaonFebruary 2012

1. China Glaze PTM are “WOMEN”2. A nail lacquer that is chip-resistant, long lasting and

durable.3. Can choose OPI or other brands4. 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

Steps 1 to 5

Live in Color…

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 Experiences9. Is distributed worldwide10. Low Cost Producer & Differentiation

Steps 6 to 10

Nail polish for fashion forward women…

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.

2a. PTM wants their nails clean & chic

5

Esteem Needs (Recognition, Status)

Social Needs (sense of belonging, love)

Safety Needs (security, protection)

Physiological needs (food, water, shelter)

Reference: Maslow’s Hierarcy of Needs Marketing Management, 11th ed, Philip Kotler

I get compliments on my nails regularly and I'm happy to show them off.

I am happy when my nails look good and clean.

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

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

3b. China Glaze VS OPI

Preferred Nail PolishResult base from I LOVE SPA’s observation

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.

China Glaze mission is to live in colour

WHAT'S HAUTE! China Glaze has 3 new collectionsCapitol Colours – Eye Candy – Electro Pop

China Glaze comes in different beautiful colours and effects. China Glaze is always inventing new shades for their stylish and fashion forward collections.

China Glaze Positioning from the global perspective

Trendsetter…

6a. China Glaze and its competitors

6b. Product DescriptionFrom: 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.

5. Saleswww.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

7. Price

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

8a. China Glaze Uses Magazines, Events and Experiences

1 2

3

4

5

6

8a. Product Promotions

Website: http://chinaglaze.com

In The PressFrom: 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.

Sample Promo

China Glaze Breast Cancer Awareness in 2012

8b. Competitor promo

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.

Difference…

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.

http://www.beautylanephils.com

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

1. China Glaze PTM are “WOMEN”2. A nail lacquer that is chip-resistant, long lasting and

durable.3. Can choose OPI or other brands4. 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

Steps 1 to 5

Live in Color…

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 Experiences9. Is distributed worldwide10. Low Cost Producer & Differentiation

Steps 6 to 10

Nail polish for fashion forward women…

32

10 STEP Marketing Plan for China Glaze

Ma. Alexandria BulaonFebruary 2012