This document outlines O.P.I's nail paint gift set launch plan in the Taiwan market. It discusses the product characteristics of nail paint gift sets, identifies their target customer segments in Taiwan, and proposes a marketing communications and action plan. The plan targets both early adopters and early majority customers through blogs, social media, magazines, and point-of-sale displays. It provides a timeline for gift set sales cycles and promotions from November to October, with the goal of increasing brand awareness, sales, and word-of-mouth among distributors and retailers.

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

2. Agenda
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Product Characteristic
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Target Customers
3
Promotion Mean & KPI
4
Action Plan & Timeline

3. 1
Product Characteristic – Nail paint Gift Set
• Coffret or Gift Set
– To Sell
– To Give (inappropriate)
– To Offer (inappropriate)
• Purposes
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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

4. 2
Market : 16 Types of Taiwan Women
Detail characteristics shown
in appendix
High Usage
Main Target
Low
High Price
Occasional clients
Low Usage

5. 2
Target Customers in Taiwan
Early Adopters
Early Majority
Main Target
Occasional client
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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
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?

6. 3
Marcom in Taiwan – ATL & BTL
Blog & Social Media
- Taiwan women
frequently click & read
Magazines (Japan style)
- Taiwan culture
- Japan > local
Prints
Ads
Social
Media
QR code
Apps
Mobile
360
Marcom
Step 1 – 2- 3
In-store
OHH
Competition
- Individual
- Salon
Gift
- Bag
- Kits
Event
WOM
POS Stand
- Beauty Salon
- Duty Free & Gift Shop
- Hotel Boutique
- Beauty Shop 康是美
- Living House 生活館 - 美華泰

7. 3
Marcom for Nail Paint Gift Set – ATL & BTL
Editorial Writing + “Theme” Package
• Distributor: ↑ brand awareness, ↑ sales, ↑ WOM
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Retailer: Same as above, ↑ customer base
3 in 1 POS Stands: Gift Set , Nail Protector,
Hand Cream
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Distributor: Inappropriate for Salon
Retailer: ↑ sales, product cross-selling
Accessories Offer – Bag and Kits
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Distributor : ↑ brand awareness, ↑ sales, ↑ WOM,
↑ brand images if luxury kits offered
Retailer : Same as above

8. 4
Gift Set Selling Action Plan & Timeline
- Magazines
- Social Media
- Blog
- POS gift
- Bag
+ Kit
Summer3
Cycle Color
+ Bag
Winter Color
- discount
Nail Polish Set
Sell out Stock
Nov
Dec Jan
- POS gift
- Kit
Feb Mar
MEF(M) =14
MEF(W) =7
Nail Polish Set
Apr May
Jun Jul
- discount
Sell out
Stock
Aug Sep
Oct

10. 5
Appendix - Customer Portfolio in Taiwan

11. 5
Appendix - Customer Portfolio in Taiwan