Written analysis of Case (WAC):

CONSUMER Behavior
Submitted To:
Prof. Umer Mukhtar
Submitted by:
Esha Humayon
Roll no:
11108229
Section:
B
Class: BBA
Fall-2011

UnMe Jeans: Branding in Web 2.0

Main focus:
The mainly issue was the evolution of medias market an Web 2.0 evolution of media includes
the traditional media(television, radios, magazines etc) and the Internet Web 1.0 that includes(online
banner advertising, search engines and website), Internet Web 2.0 includes (social networking sites). It
mainly targeted females 12-24 age girls. It has the advantage of getting direct feedback from their
customers and changes the product or develops new product according.

Introduction:
Margaret Foley, Brand Manager UnME Jeans, develops a viable strategy and associated marketing
communication plan for its designer jean line. It was currently marketed towards women between the age
of 12-24 and it was distributed through upscale department stores and in small quantities making them a
limited edition. It focuses on UnME jeans brand manager Margaret Foleys efforts to analyze the
potential of social media for branding and marketing. Foley struggled to advertise her brand in media
outlets. She explored to scrutinize and examine an emerging Web 2.0 to determine if they can better
achieve advertising objectives or no, and she was worried about the cost and effectiveness of their current
advertising strategy and request an advertising to look it into Web 2.0 for additional opportunities for her
brand advertisements.
It grapples with the strategic and tactical decisions that accompany marketing
communications strategy and to combine information on consumer behavior with an understanding of
brand objectives in order to assess and evaluate new social media options. Brand manager Margaret Foley
faces a complex media environment in which her traditional media plan, focused on television, print, and
radio advertising, has become less effective due to declining audiences, increased advertising clutter, and
consumers tuning out. Web 2.0 introduces a whole new world for UnME Jeans but needs to be further
analyzed for threats and opportunities. Their advertisements started on the popular channels on television
which was for 30 second ads to target its customers and which were mostly the teenagers and also gave its
advertisements in the magazines of beauty and fashion magazines for 60 seconds ratio and on radio it was
about on 40 radio stations to display its advertisements.
UnME Jeans Foley invested some of the cash and Exhibit 1 shows the budget of her brand
advertisements that she gave ads in television, magazines, radios, online banners and Google search. And

in this exhibit television was on the top in the budget invested for advertisements and the average

weighted score for a competitive profile matrix CPM indicated the average performance 29.95 and
Google search advertisements was below average.

Problem statement:
The media markets were increasing day by day and were changing rapidly. Its consumer did not
want to get interrupted while using internet or watching a movie. It was annoying for customers to wait
for 10 -20 seconds to watch ads, participatory video ad was made as it was an initiate ad for the YouTube
users to watch them or not. As its consumers were sieged with over 5000 messages each day and making
it difficult for marketers to break through the advertising clutter.

Journey of Media in Gilded Age:

Foley perceived that media is changing day by day which is causing effectiveness in her
media plan and three trends which are changing and developing in the media market. It was the major
cause of reducing her customers. As the mind of people were diverted into other media activities. It
brought a big change in the media.

Developing new technology:

In the media market the first change brought into the market was the consumers who
were the targeted customers of television. As it was driven by the rapid development of new technologies
like personal computers, DVD players and iPods. And before these new technologies customers were
targeted by the televisions, magazines, newspapers and radio etc. the television customers reduced
because of the cable and variety of channels and dish TV. It was the threat to Foley Jeans Brand which
reduced its customers. In 2007, she rated her media plan which showed that only 3% customers were for
magazines, 5% to magazines etc. it also reduced the customers in the prime timings which targets the
young audiences. After the survey of 2008, it declined rating which was only 15% as compared to the
previous year.
Customers were captivated and a high volume of advertising people were exposed to on
daily basis by the advertisement clutter. The President and CEO of Advertising Research Foundation, Bob
Barocci, advertisement clutter caused an effect on consumers memorize advertisement, as it was the
lowest level of in history to memorize advertisement, which was only 1% to 3 % who were exposed to do
on daily basis.

As it brought a new trend in the media markets for customers like television with remote
control that whenever the customer want it can change the channel when there is an advertisement,
videocassette recorders etc. it was an interruption in watching any serial on television. Online advertising
developed into 21.4 billion in 2006-2009. Exhibit 3 Internet Advertising Revenues 2007, shows that
search advertising has high rate, banner ads became more inventive and creative on internet which was
32% and the classified ads was rated 17%.earch Advertising targeted the customers when use search
engines advertisements popped up on to the screen like when they used Google and it take 54% customers
who were positioned.
Foley fascinated that she could invest more in the banner, search advertising and display
advertising to keep her customers in touch with her ads. Exhibit 4 shows that how much she should spend
in social media marketing. Like she should invest 600 million in 2007 and in 2012 she should invest more
6.9 billion in media market. She was exploded to invest some amount in future for social media. It was a
strategic thinking and knowledge in media landscape. But she was bewildered to know about the Web 2.0
opportunity that what actually it is and for her business.

Case Analysis:
The main characteristic was the Generation Y who is the target segments for these jeans
and also the users of Web 2.0. According to the Exhibit 7 47% of teenagers interact on social media &
69% in young adults. According to exhibit 8 youth want to interact with marketers on a daily basis.
Sharing attribute where people from different segments learn and adopt behaviors from each other. The
unique identity characteristic highly correlates itself with digital self-expression. Such people want to
voice their opinion through social media like blogs. The brand has the ability to create a trend in the
market through Web 2.0 Follow the trend of social communication. The company can get direct feedback
from their customers and change the product or develop new product accordingly. And it can Create brand
awareness and attraction to target group effectively. Social media sites dont have much relevant and
support content. The company would not be able to leverage over the longer term. Active teenage girls
aged between 12-24 years old that have unique style and taste in fashion. A fashion denim Jeans with
unique, style, trendy, and premium price in niche market. She should not invest more in the newspapers
and radios according to the Exhibit 1 in fact she should invest more in the online advertising which have a
trend in this Era a and youngsters are the main users of online markets. So they would be more motivated
if she gives advertisements online.
Overall, using Face book provides more impacts in terms of reach, frequency, receptivity and

Presence. In addition, page views, unique visitors and the time spent on the site in Face book is
Larger than others. Therefore I recommend Face book rather than Zwinktopia and YouTube

Consumer co-creation:
It was very interactive, participatory and collaborative. As YouTube was a powerful
example of consumer co-creation which was launched in 2005 and was a video sharing website on which
people shared the videos. In 2007 it had 73% of its active customers of internet users to share and watch
online videos. The display ad would come on the screen after the video have been played and would
disappear after several seconds if the user do not click on the ad Advertisements spending online on
YouTube were growing rapidly and was expected to grow in 2007-2013 with 62 % rate. It is the direct
contribution of the consumers and allows consumers to be the information and the cultural, personalized
approach. .
YouTube was the best way to capturing customers and their attention. And it was the successful method
to give advertisements on it but somehow it was annoying for some of the customers. When users
watched movies there four minute video was uploaded on the YouTube and was viewed one million times
by the customers

Social affiliation:
It was another cultural value of web 2.0 opportunity which was formed basically for the
customers. It is a sense of community where profile pages, branded widgets, sharing of affiliations and
rapidly spreading messages. Face book and MySpace is the best example of social affiliation which is all
about social networking and could be updated on daily basis. Social networks have evolved into
influential, compelling and persuasive systems, the portals of Web 2.0 and one of the most powerful
media phenomena in 2008. Sites of social networking like face book and MySpace had different kind of
advertisements which targets users of demographic and psychographic which was contained in their
profiles. After the survey of 2007 preteens and teenagers 9-17 found that children felt violated because of
banner ads when appeared on their profile pages.

Digital self expression:

It was an opportunity for the virtual brand experience and online identities. Second life
residents were one of virtual worlds. Exhibit 9 shows the average age 25-34 which were targeted on the
top at the end of 2006, embraced by the young, tech savvy men, consumers capture the desire to express

their identities within virtual connections through digital self-expression. Digital self-expression, also
known as avatars are three-dimensional digital representations of a person, created in games. The avatar
can represent the person in virtual worlds or communities
. However, second life appeared to be losing to other virtual worlds and includes Zwinctopia which
targeted mainly girls which was in age 13-24 and its focus was mainly on the fashion and music. It was
help revealing for the customers attitudes. As it captured the desires of the people to express their
identities online. It was one of the several virtual worlds designed for the children and teens.
Sharing:
Through the construction of online social networks and communities, consumers are
building peer-to-peer relationships that enable them to quickly share information, create, and collaborate.
As a result, consumers no longer want to be the target of marketers, but rather, they want to be their
partners and collaborate. Web 2.0 provides gathering places for consumers in social network sites. These
sites leave massive amounts of data that make it difficult in obtaining insights for businesses since
consumer-created content are often unstructured and large in magnitude.

Social media plans:

Face book
YouTube
Zwinctopia
YouTube:
YouTube more emphasized on non-ad kind of videos as people demand videos which are innovative and
creative but they should not be ad kind of which entails higher cost. It does not interact as well as other
social media do in getting the feedback and response of the customer. Advertising on YouTube has a high
price. Because YouTube does attract millions and millions of viewers, the advertising costs there is
relatively similar to that of advertising on television. Secondly, there is the risk of bad perception of
advertisements. Because most ads are played before watching the desired video, some audiences might
deem the ad intrusive or irritating.
Face book:

One big reason it attracts such large audiences is because it is so friendly and social. Its accessibility,
functionality, and ease of use is what makes Face book so unique. For the face book many people might
get habitual and ignore the ads and focus on other things high cluttering on the network may make the
users indifferent to the ad and it also acts as a place where users can discuss and tell about the
improvements and new product developments.
Zwinctopia:
Zwinctopia is a virtual world many people might see this brand as what they want to but in real world
they might not use the product owing to factors like health, body size, affordability. It was time
consuming for the consumers hence it can increase probability of disinterest. One great attribute of
Zwinktopia is how it encourages self-expression through individuality and non-conformity. This is an
advantage for UnME as its brand similarly revolves around the celebration of the individuality of
teenage girls and encouraging teens to speak out against peer pressure and conformity

Zwinctopia
It can be ideal to launch ad
inform

about

new

and

generate

of

from

videos

Face book
Widgets
and

feeds

promote more engagement

promote their products.

Videos are also rated,

and show the popularity of

show

social media like face book

to

commented on and also

curiosity.
Can be linked to other
and MySpace

YouTube
can choose

millions

developments in the real

world

It

the

number

of

views.
Proven successful when
not

merely

ads.

click

relevant ads.
High visibility because of
shared friend icons on the

an

alternative for Television

high

though rates as a result of

used as the right channel

and

the brand.
Reported a

website
.Videos can be promoted
on the website as well

Conclusion:
Face book is considerably the best option as the main social media platform for Foley. One big
reason it attracts such large audiences is because it is so friendly and social. In social networking, Face
book seems to be the better option if Foley have to choose one out of the three social media plans. Seeing
from todays popularity, it is giving a tough target to Google whose whole business model is based on the
advertisement. Face book has detailed information about the user about what they do where do they live.

Today users provide most of the information to face book which it can use to advertise. The basic
information like education, work, living colleges attended, likes and dislikes, votes and polls, interests
and fan following pages, the groups activity etc., the type of links they share, the type of people they are
befriended with etc. Face book has huge information about the user which UnMe can gather with a lot of
difficulty. Face book is one of the options where they will get the direct target segment based on the users
profile and they can advertise to them. MySpace is not so much popular website rather than face book and
others. Face book possesses many features that make it a great platform to promote a brand.