STEENBURGH JILL AVERY UnME Jeans: Branding in Web 2.0 Anyone . . . trying to make sense of the evolving Internet‚ might thus want to tread carefully. The Web trend you hop on early may be the next big thing. Or you may wake up one day to find yourself wearing the Internet equivalent of bell-bottoms and paisley shirts. — Lee Gomes‚ Wall Street Journal1 Brand manager of UnME Jeans‚ Margaret Foley‚ left the meeting with her advertising agency. Her head was filled with the new lingo of Web 2.0: P2P‚ blogs
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Case: UnME Jeans: Branding Web 2.0 Solution #1 I think Margaret Foley is not spending enough on internet marketing as per her current media plan. According to Exhibit 1‚ UnME has projected the highest media budget is slotted for Television and the lowest for online banner and search marketing. I think that UnME should increase their expenditure for Online marketing due the emergence of Web 2.0 that has attracted a lot curiosity among marketers and the users. I suggest that Ms. Foley reduce
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UnME Jeans: Branding in Web 2.0 - Midterm Exam ID: 20092039 Name: Bae‚ Yong-gook Date: Oct. 25‚ 2009 In general‚ Foley is in a problem which media plan she goes in a new environment called Web 2.0. Online media development results in new trends in customers’ media habit and the new values. The case describes basic information about UnME Jeans‚ new trends and values in media and advertisement industry‚ then shows three possible media plan. 1. Which‚ if any‚ of the three social media plans should
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efficient the marketing vehicle reaches the target consumer; (2) how well the plan delivers the brand image of UnMe and (3) whether it fits into UnMe’s marketing budget. (1) How efficient the marketing vehicle reaches the target consumer UnMe jeans targeted at teen girls who have their own unique taste in fashion. They are social and are trend leaders in their communities. The target group has grown up with the development of Web 2.0 as well as with the downturn of traditional media. Compare
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What benefits would Foley gain from each of the three social media plans? What risks does each entail? How can Foley better reap the benefits and mitigate the risks of each of the programs? o The benefit of being in the social media plan is that UnME would have a presence where their target market goes to socialize and communicate with each other. It would give them the opportunity to interact with their customers in their world and raise the level of involvement with their customers and potential
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Why? Based on the information contained within the case study‚ I believe Foley should pursue the Zwinktopia social media plan. I believe this is her best choice for a number of reasons. First‚ Zwinktopia users fit the target demographic for the UnME Jeans brand. Its users span the age range she is marketing to—teenage girls. The Forrester Research Study of Interest in Marketer Profiles on Social Networking Sites reported the following: • 68% of young adults‚ age 18-21‚ visit social networking sites
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What benefits would Foley gain from each of the three social media plans? What risks does each entail? How can Foley better reap the benefits and mitigate the risks of each of the programs? - The benefit of being in the social media plan is that UnME would have a presence where their target market goes to socialize and communicate with each other. It would give them the opportunity to interact with their customers in their world and raise the level of involvement with their customers and potential
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positive impact on sales? Zwinktopia: The main benefit of using the Zwinktopia plan is that its target market (13-24 year old girls) is very closely matched with that of UnME jeans. Similarly one of the site’s main focuses‚ fashion‚ makes it a seemingly perfect fit with the UnME Jeans brand. The site is also receptive to the UnME Jeans brand story in that in that a rejection of conformity and peer pressure is promoted in the virtual world as users may be encouraged to try new fashion products with their
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1. What problem confronts UNMe? The brand manager was trying to make a decision whether to advertise her brand in emerging social media. She has to consider the benefits and risks‚ how the new channel will work with the original media plan and what results she can expect. 2. What are the positives and negatives of UNMe’s current media plan? Current media plan: * 30-second TV ad on most popular programs for teenage girls * Full-page magazine print ad in beauty & fashion magazines
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recommendation is that UnME Jeans should invest more money and marketing effort towards Facebook advertising and thus taking advantage of Web 2.0 opportunities. Due to company’s new marketing effort on social media advertising‚ we are going to cut last year budget in radio advertising. Although it is considerably economical to advertise in radio‚ we believe that targeting company’s target audience is challenging through this channel. First‚ the company is selling unique and fashion-forward jeans. Thus to make
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