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,”

Brand manager of UnME Jeans

Who is Margaret Foley?

What is the Present situation

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 2.0 is the second generation of the World Wide Web that is focused on the ability for people to collaborate and share information online.

sharing

Most difficult task for marketers to comprehend

Consumers were developing peer to peer relationships which enabled them to share information with each other

WEB 2.0

Traditional media

One way communication

Marketers Customers

SOCIAL MEDIA OF WEB 2.0

Two way communication

Target market

Active young girls aged between

12 to 24 who have

unique style and taste in fashion

This shows that majority of the target market have a profile in social media

This shows that target market is highly active in social media

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 produced for sale in the real world

Benefits

Small but potential user base Interaction with target market Low advertising cost ($300,000)

Risks Limited user base Declining popularity high competition in virtual world

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 (can post

on newsfeed)

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

High level of interaction

Highly active users

Large user base

Increasing growth rate

Targets particular market

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

HOW to revamp existing media plan ?

MEDIA BUDGET CPM

Television $10,000,000 $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

Existing media plan

Total budget for media plan is

$13,500,000

This 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

Type of media % of active users

Television 31

Newspapers 8

Radio 20

Magazines 7

online 34

Active users

Reallocating budgetType of media Present budget in $ % active users Reallocated budget

Television 10,000,000 31 4,185,000

Magazine&Newspapers

2,000,000 15 2,025,000

Radio 1,000,000 20 2,700,000

Online 500,000 34 4,590,000

TOTAL 13,500,000

Reallocation of budget based on active users

Budget allocation for YouTube and Facebook

$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 =

$900,000

One-time up-front fee of $300,000 for creative development

A $300,000 media buy with YouTube, which sold the brand channel and the in-video ads at a CPM of $40.

Total budget : $300,000+$300,000=

$600,000

So,Doubling the existing budget on Google search ads

Budget : $500,0000

Search advertising is the fastest growing forms of online advertising (200% growth)

Total online budget:$900,000+$600,000+$500,000 =$ 2,000,000

Remaining online budget =$2,590,000

Reallocating budgetType of media Present budget in

$% active users Reallocated budget

Television 10,000,000 31 4,185,000

Magazine&Newspapers

2,000,000 15 2,025,000

Radio 1,000,000 20 2,700,000

Online 500,000 34 4,590,000

TOTAL 13,500,000

Reallocated budget

Drastic change

So, Allocating the remaining budget ($2,590,000)to television because it reaches target market effectively by advertising in most popular programs for teenage girls

Drastic change in television budget may lead to a risky situation

Type of media Present budget in $ % active users Reallocated budget

Television 10,000,000 31 6,775,000

Magazine&Newspapers

2,000,000 15 2,025,000

Radio 1,000,000 20 2,700,000

Online 500,000 34 2,000,000

TOTAL 13,500,000

Budget allocation

Have a combination of traditional media and web 2.0 as recommended

Have a perfect combination of different social media networks as recommended

It is recommended to use CPC over CPM in Facebook

"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