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