media plan
DESCRIPTION
OPI Media PlanTRANSCRIPT
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OPI Nail Lacquer
Brittany Beatty
Introduction to Media
Media PlanApril 2012
Sunday, July 1, 2012
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Situational Analysis
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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
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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
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Primary Consumption MRI+Women
18-24
Midwest Region
Target Market for Media Plan
Women 18-24
Regions outside Midwest
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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
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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
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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...
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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
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Media Strategies
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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
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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
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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
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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
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Phoenix - OOH
Phoenix Monthly Rate
Months Total Cost
30-Sheets $40,904.50 3 $122,713.50
! ! ! ! ! ! Total $0,122,713.50 ! ! ! ! !
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Atlanta - OOH
Atlanta Monthly Rate
Months Total Cost
30-Sheets $40,904.50 5 $204,522.60
Total $0,204,522.50! ! ! ! ! !
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Dallas - OOH
Dallas Monthly Rate
Months Total Cost
30-Sheets $40,904.50 5 $204,522.60
Total $0,204,522.50
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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
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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
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Financial Statement
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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
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Flow Chart
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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
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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
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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
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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