Marketing Plan for Chic Nails, Inc Essay Example | Topics and Well Written Essays - 2750 words

Marketing Plan for Chic Nails, Inc - Essay Example This nail polish is temperature-sensitive and has chemical components that react with heat and cold, resulting in identified colors: black means tense; gray means nervous; amber means mixed emotions; green means envious; blue-green means somewhat relaxed; blue means at ease; dark blue means very happy; white means frustrated; bronze means restless; pink means uncertain; yellow means imaginative; orange means optimistic; red means angry & purple means clarity. Chic Nails, Inc. distributes its products through its main branch and through varied retail outlets within Rome and Italy. It targets to penetrate international market within two years from the date of commercial launch in Italy. Rome’s population is predominantly female, the majority of which belongs to the 40 to 64 and 25 to 39 age brackets (Population Demographics in Rome GA. 2008). These women are Chic Nail Inc.’s target population, including the younger ones belonging to the 13 to 18 age bracket. The following are the characteristics of the target market: Chic Nails, Inc. is a start-up company that manufactures and distributes nail care products. It offers the standard line of nail polish hues, offering a total of 85 different colors in the market. However, its flagship product is the Mood Swings Collection, a nail polish type that is actually clear in color, but changes alongside the owner’s moods. This is done thru the incorporation of certain chemicals into the lacquer, which makes it sensitive to the temperature of the person wearing it. There is a particular color assignment to every â€Å"mood†, which in turn, corresponds to a temperature degree, usually signifying a change in the owner’s moods. The Mood Swings collection is a relatively new product of its kind. Due to the new mix in the chemical components of the product, the production cost is also relatively much higher than the standard collection, thus making it also priced higher than the rest of the competitors in the market.