OPI Nail Polish
OPI Nail Polish
OPI Nail Polish
PRODUCT DEVELOPMENT
Simran Utradi
Simran Dembani
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Contents
Letter of Acknowledgement........................................................................................................................3
1. EXECUTIVE SUMMARY.................................................................................................................4
PRODUCT BENEFITS...........................................................................................................................4
2. INTRODUCTION...............................................................................................................................5
OPI...........................................................................................................................................................5
3. SEGMENTATION, TARGETTING AND POSITIONING................................................................5
SEGMENTATION..................................................................................................................................5
TARGETTING........................................................................................................................................6
POSITIONING........................................................................................................................................6
4. PACKAGEING...................................................................................................................................7
5. MARKETING STRATEGIES (4 P’s).................................................................................................8
PRODUCT..............................................................................................................................................8
PRICE.......................................................................................................................................................8
PLACE....................................................................................................................................................8
PROMOTION.........................................................................................................................................9
6. COMMUNICATION PROCESS........................................................................................................9
DESIGNING PERSUASIVE COMMUNICATIONS.......................................................................................11
7. Elements of perception:....................................................................................................................11
Sensory Input.........................................................................................................................................11
Absolute threshold.................................................................................................................................11
Differential threshold.............................................................................................................................12
Subliminal perception............................................................................................................................12
8. SWOT ANALYSIS...........................................................................................................................12
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Letter of Acknowledgement
It is acknowledging you all that, this project would have not been possible without the grace of
Allah Almighty and our hard efforts, we are very much thankful to ALLAH for giving us
courage to complete our project. We are also thankful to course facilitator Ms. Urooj Mughal for
her guidance and giving us such type of exclusive projects in order to augment our learning,
without her co-operation this wouldn’t be possible to reach at the conclusion.
We are also thankful to every person who lends a hand in this project and assist us to reach our
goal.
Sincerely,
Sunalka Katyara
Simran Utradi
Simran Dembani
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1. EXECUTIVE SUMMARY
Nail polish are major part of beauty world, every girl likes to color their nails in various
shades nowadays there are even more innovations you can do so much more with nail
polishes rather than just simple nail color, for a Muslim women it has always been a topic to
debate over about to wear or not to wear nail polish because the formula nail polishes contain
does not allow water or air to cross through it and it makes our wudu incomplete.
To solve this issue we are bringing a new product in market that is Halal breathable Nail
polish that lets water and oxygen cross through its layers so that it’s easier for Muslim
women to perform namaz as well as wear their favorite color on their nails.
The formula is easier to understand not many ingredients are change or different it’s just
work of simple chemistry the chains of water and oxygen will added in different manner to
sit through other elements and make some space for air.
Our product will be launched through famous Nail Polish Brand named OPI- Odontorium
Products Inc.
PRODUCT BENEFITS
OPI provide a number of benefits. These are:
Breathable
Less peel able
Water permeable
Super Shiny
Long lasting
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2. INTRODUCTION
OPI
O.P.I is the pioneer of professional nail industry. They provide High quality products and
services with safety and purity in mind. They have amazing formula with numerous color ranges
with affordable pricings.
OPI is available in over 100 countries with all Professional nail colors and other nails facilities
including nail treatments, lotions, manicure/pedicure products files, tools and acrylics. It create
strong image on corporate world by funding numerous charity funds through retail partnerships.
Demographic: Females, primarily Muslims around the world. Between the ages of 18-onwards
of both single and married, Class- Upper and Upper-Middle Class. Many women of this
demographic have a household income of over 150,000.
Psychographics: Fashion and health conscious women, also religious conscious, classy and
sophisticated women who have trendy and up-scale lifestyle, who focuses and go with new
trends and fashions and care about self-image. Young and energetic college students and young
professionals who want to look fancy and neat and are conscious about painting their nails in
order to gain a sense of self-satisfaction.
Halal Nail polish has a variety of different colors appeal to different people’s personalities
(bright, fun colors, classy colors etc).
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TARGETTING
Our target market for this product is women between the ages of 18 and onwards who are
Muslims and hesitate using available nail polishes, young and fashionable women, with modest
income, image-conscious to whom nail care is very important, having trendy lifestyles and
focuses on appearances.
POSITIONING
OPI Nail polish already has a brand image in consumers’ minds as a salon quality formula and as
a luxury nail bar chain which women associate with beauty, style and fashion.
As many people are unaware that the nail polish can even be Halal, we will have to put extra
efforts to make the awareness among people and make them believe that it is actually according
to the Muslims women expectations. For that, we will be conducting awareness campaigns in
which we prove them the fact that now they will not have to sacrifice their nail-fashion. We’ll be
positioning our product through advertisements, through celebrities support, billboards, social
media, opinion leaders and word of mouth promoting fashion appeal to Muslim women.
OPI has already gained customer loyalty and will also gain some others through communicating
functional benefits- wide variety of colors to choose from soft shades, bright or classy shades,
each bottle has a natural formula that does not harm anyone in any mean and also doesn’t contain
alcohol. Emotional benefits: Many people claimed that wearing nail polish makes that feel
complete and self-satisfied that provide them sense of confidence with presentable nails. So, OPI
has a high-quality formula for the people who sacrifice this feeling for religious aspects. Now
OPI’s Halal nail polish color palette allows even religious women to choose colors that represent
them or that match their unique styles.
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4. PACKAGEING
The product is packed into a glass bottle with exquisite glass, not easily breakable and a plastic
cap which held inside the bottle tightly enough to not let any air cross through it as it may not dry
easily. About 15 ml liquid inside is poured into the bottle.
The bottle of this Nail Polish would contain the following information:
Description – A Nail Polish that is Halal in terms of water permeability, alcohol-free and that is
breathable.
Net weight – 15 ml
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5. MARKETING STRATEGIES (4 P’s)
PRODUCT
The concept of Halal Nail polish is very new to the market, Halal Nail polish is the very first
introducing by OPI which is made up of almost the same ingredients as an ordinary nail polish
contains with a slight change in the alignment of oxygen and water formula that make space for
air and without any involvement of alcohol that makes it Halal for wudu and Namaz.
The product has no harm and suitable for those who are allergenic to the smell of alcohol. It is
useful especially for Muslim women who avoid applying nail paints because of wudu and
Namaz.
Our product has several varieties including Glitter, Matte, Mirror, Foils and others.
PRICE
OPI- Halal Nail polish will be available in reasonable price range. The net weight of a bottle will
be 15ml and its price $11 and for a set of four it will be $30.
The price of OPI brand remains fixed with the change in demand.
PLACE
OPI is a professional salon brand, it’s headquarter is located in Northern California and is available in 100
different countries through their own outlets, at beauty stores, salons. The product will also be available
on online stores like:
Amazon
Daraz.pk
Ali express
Sally Beauty
ULTA beauty
Beauty Brands
HSN
Macy’s
Chatters
Planet Beauty
Regis Salons.
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PROMOTION
The concept of Halal Nail Polish is new to the market, that’s why it will require more awareness and
promotions.
The first launch will be in U.K as many Muslims live there and then will go worldwide wherever OPI’s
products are available.
As OPI is well known brand among women and very trustable also, it has a strong brand image among its
consumers and therefore we will not have to put that much efforts in attracting them.
We will promote our product through Advertisements on T.V, Internet, Billboards, Magazines and
newspapers. Our Brand ambassador will be Dina Tokio who is a beauty blogger as well as social media
influencer and pioneer of Muslim women in British world.
The tag line is going to be- “Perfect nails at your fingertips” because our product is for attracting
women who need perfect nails without ignoring their religion.
6. COMMUNICATION PROCESS
A. MESSAGE INITIATOR:
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B. SENDER:
C. MESSAGE:
It makes people facilitated with a product that would not create any hurdles between their
religion and their love for makeup.
D. PROBLEM/NEED:
Women who are practicing Muslims they face problem of sacrificing either their Salah when
they have nail polish on or not to wear nail polish at all if they offer namaz.
SOLUTION:
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We are introducing halal nail polish which will not create any hurdles in Wudu by letting water
cross through nail color and reaching to nails, as well as the health of nails will be secured as
oxygen will easily pass through it.
E. MEDIUM:
Print media ( community based newspapers and magazines) and electronic media
platform ( social media including facebook, instagram, snapchat and e.t.c)
Local TV channels
Through OPI ambassador
F. TARGET MARKET:
It will be ensured to convey the message successfully towards the targeted market. Our main
target is to reach Muslim women and to solve their issue about having to sacrifice their love for
beauty products, the Muslim women who belong to upper class and upper middle class are our
main target, and the age group we are targeting can be from 18 years to onwards.
7. Elements of perception:
1. Sensory input
2. Absolute threshold
3. Differential threshold
4. Subliminal perception
Sensory Input
Sensory processing is the process that organizes sensation from one’s own body and the
environment, thus making it possible to use the body effectively within the environment.
Our nail polish stimulates seeing sense as it has various number of range which is quite attractive
for women who love to play with colors , Further smell is pretty good which enhances stimulus
for smelling senses and attracts women to buy a product that smells lesser of chemicals.
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Absolute threshold
As some of breathable nail polishes are having bad points like they peel off very easily so, our
nail paint is breathable enough to stay for long because in this we have used chemicals through
which water and air can be exchanged without damaging nail paint and we have created a little
difference that our product will have a little more tightening chemicals that will not let nail paint
to break easily and peel off even if user is too much in contact with water.
Differential threshold
We are having glitter nail paint and matte nail paint These both can produce similar stimuli but
the difference between them can create differential threshold like glitter nail paint have different
colors different thing add into it while inmate nail paint there are the things that are creating nail
paint matte these things are showing J.N.D(Just noticeable difference)
Subliminal perception
When peoples' thoughts, feelings and actions are influenced by stimuli without awareness, when
perception about a product is more powerful than the awareness about that product.
In halal nail paint there are a lot of things that create attractiveness women buy these without
having awareness of product, especially they are having halal properties Muslim women can
pray by using nail colors as well.
8. SWOT ANALYSIS
Strengths
High brand value
Elegant, Classy ,sophisticated
Long lasting Formula
Product developed for all nail types
Natural raw materials are used
Weakness
Only target market is women
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People can neglect concept of Halal Haram.
Having premium price strategies
Opportunities
Potential to expand
Development of new products may be more halal products Lipsticks, Mascara’s and other
products.
Customized trend
Expand upon salon to everywhere brand.
Threats
Female dominancy
Other brands may offer the color needed for the costumer that OPI does not offer
Other salons painting differently.
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