UnME jeans
Branding in Web 2.0
UnME Jeans was one of the most
successful up-and-coming players
in the junior denim market.
UnME, whose letters stood for you
and me,
Who is Margaret Foley?
Brand manager of UnME Jeans
What is the Present situatio
Investigating some of the emerging Web 2.0
social media
options to explore if they could better to achieve
UnME
brands advertising objectives.
Planning how to complement existing media plan
with social media options
What is web 2.0 ???
Web 2.0isthesecondgenerationoftheWorld
WideWebthatisfocusedontheabilityfor
peopletocollaborateandshareinformation
online.
sharing
Most difficult task for marketers to
comprehend
nsumers were developing peer to peer relationships
hich enabled them to share information with each oth
WEB 2.0
Traditional media
One way communication
Marketers
Customers
SOCIAL MEDIA OF WEB 2.0
Two way communication
Target market
ive young
tween
2 to 24
girls
aged
who have
nique style
and taste in
fashio
s shows that majority of the target market have a profile in social media
This shows that target market is highly active in
This shows that majority of target market is interested in
social media profile of their favorite retailer
So ,It is highly recommended for
UnME
jeans to get into social media
platform
Which social media option to
choose ?
Option 1
Option 2
Option 3
Zwinkies would be invited to exert their
creativity by designing their own virtual UnME
Jean products that they could then share with
other avatars. A panel of celebrity judges
would select the best virtual designs
consumers submitted, which would be
Benefits
Risks
Limited user base
Small but potential user base
Declining popularity
nteraction with target market
high competition in virtual wor
Low advertising cost ($300,000)
UnME would purchase targeted banner
advertising on Facebook, targeting women
ages 12 to 24 with an interest in fashion
Benefits
Large active users and
growing at pretty high
rate
high engagement with
users
Can target audience by
demographics
Unique functionalities
Risks
Highly
costly($900,000)
Can lead to
advertising
blindness
Benefits
Large customer base
Highly active users
Videos can have high
effect on audience
Good growth in user base
Potential for videos to go
viral
Risks
Low interaction
Pre roll ads may seem
intrusive
High advertising price
($500,000)
Creative videos must be
made
jkbjkbjbbjjbkbjkjbjkbkjbkbkbjkkbjk
Large user base
Highly active
users
High level of
interaction
Targets particular
market
Increasing growth
rate
It is better to go with CPC
You can quickly figure out if the
campaign is going to be profitable or
not
You can control your budget much better
You only pay when someone actually visits
your website
OW to revamp existing media pla
Existing media plan
MEDIA
Television
BUDGET
$10,000,000
CPM
$29.85
Magazines
$2,000,000
$11.91
Radio
$1,000,000
$11.55
Online banner ads
$250,000
$3.50
Google search ads
$250,000
$8.52
Total budget for media
plan is
$13,500,000
his exhibit shows more money is being spent on
media types where time spent is less
Prime-time ratings for the major
television networks were declining
among young audiences.
Rating declines were particularly steep
among the teenage girl audience.
Ratings at the top-six networks were
down 15% compared to the previous
year
So a revamp of present media plan must be
done based on
Target market
reachability
No of active users
Active users
Type of media
Television
Newspapers
Radio
Magazines
online
% of active users
31
8
20
7
34
Reallocation of budget based on active user
Type of media
Present
% active users
Reallocating
budget inbudget
$
Television
10,000,000
Magazine&News
papers
2,000,000
15
2,025,000
Radio
1,000,000
20
2,700,000
Online
500,000
34
4,590,0
00
TOTAL
31
Reallocated
budget
4,185,000
13,500,000
Budget allocation for YouTube and Facebo
$350,000 for creative development of the
profile page, widget, and banner ads.
$150,000 for a three-month advertising
program
Total budget: $350,000+4*$150,000 =
One-time up-front fee of $300,000 for creative
development
300,000 media buy with YouTube, which sold t
nd channel and the in-video ads at a CPM of $
budget : $300,000+$300,000=
$600
Search advertising is the fastest growing
forms of online advertising (200% growth)
So,Doubling the existing budget on Google
search ads
Budget : $500,000
Total online budget:$900,000+
$600,000+$500,000
=$
Remaining online budget =$2,590,000
2,000,000
Reallocated budget
Type of media
Present
% active users
Reallocating
budget inbudget
$
Television
10,000,000
Magazine&News
papers
2,000,000
15
Drastic
2,025,000 change
Radio
1,000,000
20
2,700,000
Online
500,000
34
4,590,0
00
TOTAL
31
Reallocated
budget
4,185,000
13,500,000
Drastic change
may
in television budget
lead to a risky situation
So, Allocating the remaining budget
($2,590,000)
to television because it reaches target
market effectively by advertising in most
Budget allocation
Type of media
Present
budget in $
Television
10,000,000
Magazine&News
papers
2,000,000
15
2,025,000
Radio
1,000,000
20
2,700,000
500,000
34
2,000,0
00
Online
TOTAL
% active users
31
Reallocated
budget
6,775,000
13,500,000
recommended to use CPC over CPM in Faceb
Have a combination of traditional
media and
web 2.0 as recommended
Have a perfect combination of
different social
media networks as recommended
"These slides were created by Sai Kiran
Nagabhyru, as part of an internship done
under the guidance of Prof. Sameer Mathur
(www.IIMInternship.com)"
- Sai Kiran Nagabhyru
NIT TRICHY
