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 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

One way communication

Marketers

Customers

Two way communication

Target market
Active young
between

girls aged

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

Risks

Limited user base

Small but potential user base
Declining popularity
Interaction with target market
high competition in virtual world
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 (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

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

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

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

Active users
Type of media

% of active users

Television

31

Newspapers

Radio

20

Magazines

online

34

Reallocation of budget based on active users

Type of media

Present budget in $
Reallocating budget

% active users

Television

10,000,000

Magazine&Newspap
ers

2,000,000

15

2,025,000

Radio

1,000,000

20

2,700,000

Online

500,000

34

4,590,000

TOTAL

31

Reallocated budget

4,185,000

13,500,000

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

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

=$ 2,000,000
Remaining online budget =$2,590,000

Reallocated budget
Type of media

Present budget in $
Reallocating budget

% active users

Television

10,000,000

Magazine&Newspap
ers

2,000,000

15

2,025,000

Radio

1,000,000

20

2,700,000

Online

500,000

34

4,590,000

TOTAL

31

Reallocated budget

4,185,000

13,500,000

Drastic
change

Drastic change in television budget may 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 popular programs
for teenage girls

Budget allocation
Type of media

Present budget in $

Television

10,000,000

Magazine&Newspap
ers

2,000,000

15

2,025,000

Radio

1,000,000

20

2,700,000

Online

500,000

34

2,000,000

TOTAL

% active users

31

Reallocated budget

6,775,000

13,500,000

It is recommended to use CPC over CPM in Facebook

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