UnME Jeans Branding in Web 2.0

Dian Atika

Rafika

Rery Indra Kusuma

MM UGM Jakarta Executive B Class 27 C

Content

Case Summary

Main Issue

Problem Statement

Analysis

Recommendation

Case Summary

UnME Jeans Brand Manager Margaret Foley,

facing an increasingly complex media situation:

Traditional media plan not effective

Declining audiences

Increased advertising clutter

Consumers tuning out.

Foley exploring Web 2.0: “must cut through hype” & determine options best for her.

Case Summary

New social media outlets (virtual worlds, social

networking sites, video sharing sites) require strategic

thinking & knowledge of consumer behavior in a new

media landscape.

Concept such as “Co-creation of Brands”: mechanics

& impact to be understood;

New consumer mindset impacting contemporary

culture, changing the way Brand Managers &

Consumers interact & communicate.

Case Summary

Four cultural values of the Web:

1. Consumer co-creation: interactive, participatory, collaborator. Co-creation includes customization of brand consumer, consumer generated advertising, consumer testimonials & storytelling;

2. Social affiliation: sense of community – profile pages, branded widgets, sharing of affiliation, rapidly spreading messages.

Case Summary Four cultural values of the Web:

3. Digital self-expression: Avatars (digital representations of self), online identities, opportunities for virtual brand experience;

4. Sharing: P2P relationships, word-of-mouth communication, viral marketing. Threat: negative buzz, hacking.

Main Issue 1. Evolution of Marketing Media

2. UnMe Jeans and Web 2.0 Marketing

Problem Statement

Media Advertising

Magazine 1731 Radio 1896 Television 1930 Internet Web 1.0 Internet Web 2.0

Problem Statement

Evolution of Marketing Media : 1. One-Way Communication - Traditional Media : Television, Radio and Publishing - Internet Web 1.0 : online banner advertising, search

engine and website 2. Two-Way Communication - Internet Web 2.o : social network

Problem Statement

Web 2.0 1. Social network on cyber world

2. Two ways communication

3. Associated with web applications

Problem Statement

Why Web 2.0

1. Consumers media habits were rapidly changing

2. Consumers were be sieged with over 5,000 advertising messages each day, making it difficult for marketers to break through the clutter

3. Consumers were less willing to be interrupted by advertising

Problem Statement

Four cultural values of the Web:

1. Consumer co-creation

2. Social affiliation

3. Digital self-expression

4. Sharing

Problem Statement

WEB 2.0 DIMENSION BRAND ATTRIBUTES

CONSUMER CO-CREATION

Direct contribution of the

consumer

Allows consumer to be the

information and the cultural,

Personalized approach

Motivates and encourages Speak against

peer pressure and conformity, Provides the

opportunity to speak your fashion.

Good feedback mechanism from consumers.

SOCIAL AFFILIATION

connecting consumers to others,

virtual community

More exposure and opportunities

The Brand name UnME (“You and Me”)

Association with Generation Y,

Target Market 12-24 yr, Target audience-

Teenagers

Similar trend followers on one platform

DIGITAL SELF EXPRESSION

Create their own virtual identities

Help revealing consumer

attitudes

Motivation for individualism

Appreciation for different opinions and taste

Creating unique identities (KEY BENEFIT

CLAIM)

SHARING

To collectively create and share

information

Consumers – Marketer two way

communication

To promote the best style designed through

self expression for production and sale in the

market. (B2C Sharing)

Retail stores all across USA (B2B Sharing)

Problem Statement

ADVANTAGES DISADVANTAGES

Associates marketing of UnME to generation

Y relating to the excess usage by the target

audience.

Cost effective, WEB 2.0 cheaper than

traditional media, long term benefits.

Brand maximizes to huge target market with

increased brand awareness as compared to

traditional media with a limited reach

UnME will follow the trend of social

communication being at the same platform as

other competitors in the market.

Two way communication – direct consumer

feedback

Less cluttered environment, more options to

advertise on eg. Banner, classified, search etc,

Quick and easy to update.

The approach is voluntarily persuasive by

the consumer itself.

Lack of Control on the placement of the

brand, as it is mainly consumer controlled.

Extensive initial investment with high

risk association.

Measurement of the post effects of

adverts is approximate and time

consuming.

Requires extensive time and regularity

to maintain the change in media as per

consumer perceptions and usage.

Social media is deficient in pertinent

support content. Due to changing

perception the platform can be a FAD

Limitations in brand creative design,

which will have to appear in smaller

formats in comparison to Traditional media

BRAND ASSOCOIATION WITH WEB 2.0– ADVANTAGES & DISADVANTAGES

BRAND ASSOCOIATION WITH WEB 2.0– ADVANTAGES & DISADVANTAGES

Problem Statement

BRAND ASSOCOIATION WITH WEB 2.0– ADVANTAGES & DISADVANTAGES

MEDIA PLAN COMPARISON ADVANTEGE & DISADVANTAGE

MEDIA PLAN ADVANTAGES DISADVANTAGES

YOU TUBE

Large demographics available.

Easy Two way communication, in the form

of videos made by the consumers,

comments on brand advertisements, social

affiliation.

Entertaining way of creating brand

awareness and Brand recognition by using

the video platform virtual advertisements.

High frequency of views per person

Provides separate brand channel for

promotion activities.

Cost effective in long term basis.

Lack of control over the post advert

effects.

Needs regular involvement, upgrades,

updates, time for Creatives to be

easily visible.

Involves increased level of

misinterpretation of information e.g

Two brands of nearly similar name.

Language and location restrictions at

times. High risk Investment. Lack of

measurement tools.

ZWINKTOPIA

Virtual characters, best way of self

expression and individuality relating to

the rationale of the brand.

Availability of almost exact Demographics

i.e Teenage girls, with the right website as

it is more focused on fashion and the

youth activities and brands.

A specialized platform for brand

marketing in the virtual world.

As per the Exhibit 10 apparels are the

highest selling product on Slexchange

Increased competition as already

existing brands are dominating the

media over 200000 , hence

investment might not yield results

Uncomfortable for consumers, high

level of knowledge, learning required in

creating a virtual character, hurdled

reach for the consumers.

Lack of linear, two way communication

is complex hence consumer feedback

is not easily obtained.

Time consuming for the consumer

hence increased probability of

disinterest.

Problem Statement

BRAND ASSOCOIATION WITH WEB 2.0– ADVANTAGES & DISADVANTAGES

MEDIA PLAN COMPARISON ADVANTEGE & DISADVANTAGE

MEDIA PLAN ADVANTAGES DISADVANTAGES

Facebook

- Highest demographic segment among the target

audience. Also has the highest average time spent

on the website and highest frequent return of the

user to the page.

- One of the fastest growing social media on the

web.

- Easy access to information on the users, hence the

target market can be served with relevant ads based

on their profile page.

- Users willing to post ads from their chosen

advertise on their page and likely to share it with

others. Hence act as brand ambassadors.

- Can create a huge following on the network by

having constructive dialogues, comments, and

inputs like user generated videos, photos.

- Acts like a discussion forum where users interact

with the brand and discuss their interests..

- Widgets and feeds promote more engagement and

show the popularity of the brand.

- Reported a high click though rates as a result of

relevant ads.

- High visibility because of shared friend icons on

the website.

- Videos can be promoted on the website as well.

- Users may totally ignore the ads given the

task focused nature of their interactions.

- Since users may view over 500 pages of

content the recall value may drop significantly

- Lack of control over the medium

- Lack of measurement tools to measure

success.

- High cluttering on the network may make the

users indifferent to the ads.

- May lead to over advertising and hijack the

very purpose

- Cannot be used as an alternative to television

ads.

Analysis

UnMe Jeans

• A fashion denim jeans with unique style, trendy, and premium price in niche market

Target Market

• Active teenage girl aged between 12-24 years old who have unique style and taste in fashion

Analysis

UnMe SWOT Analysis

Analysis

Analysis

UnMe Jeans Current Media Plan

Analysis

Analysis

Analysis

Media Budget / year Facebook 350.000 + 600.000/year

Youtube 300.000 + 40 CPM

Zwinktopia 200.000 + 100.000/year

Media Cost Comparison

Jual Karangan Bunga Surabaya

Analysis

Recommendation

1. Integration: Traditional media + Web 2.0

2. UnME Should spend more money on Web 2.0

Toko Bunga Surabaya