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UnME Jeans: Branding in Web 2.0
Agenda
• Evolution of Marketing Media• Web 2.0 Concept• UnME Jeans and Web 2.0 Marketing
• Media selection• Implementation• Measurement of media’s effectiveness
EVOLUTION OF MARKETING MEDIA : WEB 2.0 CONCEPT : UNME JEANS AND WEB 2.0
Evolution of Marketing Media
EVOLUTION OF MARKETING MEDIA : WEB 2.0 CONCEPT : UNME JEANS AND WEB 2.0
Media Advertising
EVOLUTION OF MARKETING MEDIA : WEB 2.0 CONCEPT : UNME JEANS AND WEB 2.0
Web 1.0 to Web 2.0
EVOLUTION OF MARKETING MEDIA : WEB 2.0 CONCEPT : UNME JEANS AND WEB 2.0
Evolution of Marketing Media
• One way communication• Traditional media: television, radio, and publishing• Internet network of Web 1.0: online banner advertising,
search engine, and website• Two ways communication
• Convergence lifestyle social network of Web 2.0
EVOLUTION OF MARKETING MEDIA : WEB 2.0 CONCEPT : UNME JEANS AND WEB 2.0
EVOLUTION OF MARKETING MEDIA : WEB 2.0 CONCEPT : UNME JEANS AND WEB 2.0
EVOLUTION OF MARKETING MEDIA : WEB 2.0 CONCEPT : UNME JEANS AND WEB 2.0
• Social network on cyber world• Two ways communication• A commonly associated with web applications whichfacilitate interactive information sharing, interoperability,user-centered design and collaboration on the World Wide Web
Web 2.0
EVOLUTION OF MARKETING MEDIA : WEB 2.0 CONCEPT : UNME JEANS AND WEB 2.0
Why Web 2.0? Trend?
• Consumers’ media habits were rapidly changing.• Consumers were besieged with over 5,000 advertising messages each day,
making it difficult for marketers to break through the clutter.• Consumers were less willing to be interrupted by advertising.
EVOLUTION OF MARKETING MEDIA : WEB 2.0 CONCEPT : UNME JEANS AND WEB 2.0
Web 2.0 + 4 Culture Ideology
EVOLUTION OF MARKETING MEDIA : WEB 2.0 CONCEPT : UNME JEANS AND WEB 2.0
1. Consumer Co-Creation2. Social Affiliation3. Digital Self Expression4. Sharing
Consumer Co-Creation
EVOLUTION OF MARKETING MEDIA : WEB 2.0 CONCEPT : UNME JEANS AND WEB 2.0
Ability to contribute through the online conversation
Social Affiliation
EVOLUTION OF MARKETING MEDIA : WEB 2.0 CONCEPT : UNME JEANS AND WEB 2.0
Sense of community via online connection
Digital Self Expression
EVOLUTION OF MARKETING MEDIA : WEB 2.0 CONCEPT : UNME JEANS AND WEB 2.0
Be online rather than go online/ Express identity online
Sharing
EVOLUTION OF MARKETING MEDIA : WEB 2.0 CONCEPT : UNME JEANS AND WEB 2.0
Be partner not only customer/ peer to peer relationship/ discussion
UnME JeansA fashion denim jeans with unique style, trendy, and premium price inniche market
EVOLUTION OF MARKETING MEDIA : WEB 2.0 CONCEPT : UNME JEANS AND WEB 2.0
Target MarketActive teenage girl aged between12-24 years old who have uniquestyle and taste in fashion
Why Web 2.0?
• Consumers’ media habits were rapidly changing.• Consumers were besieged with over 5,000 advertising messages each day,
making it difficult for marketers to break through the clutter.• Consumers were less willing to be interrupted by advertising.
EVOLUTION OF MARKETING MEDIA : WEB 2.0 CONCEPT : UNME JEANS AND WEB 2.0
UnME SWOT Analysis
EVOLUTION OF MARKETING MEDIA : WEB 2.0 CONCEPT : UNME JEANS AND WEB 2.0
EVOLUTION OF MARKETING MEDIA : WEB 2.0 CONCEPT : UNME JEANS AND WEB 2.0
UnME Jeans Current Media Plan
EVOLUTION OF MARKETING MEDIA : WEB 2.0 CONCEPT : UNME JEANS AND WEB 2.0
EVOLUTION OF MARKETING MEDIA : WEB 2.0 CONCEPT : UNME JEANS AND WEB 2.0
UnME Jeans Current Media Plan
EVOLUTION OF MARKETING MEDIA : WEB 2.0 CONCEPT : UNME JEANS AND WEB 2.0
Problem
EVOLUTION OF MARKETING MEDIA : WEB 2.0 CONCEPT : UNME JEANS AND WEB 2.0
• Traditional media doesn’t effective anymore.• Small business with low advertising budget• Challenging to integrate Web 2.0 with traditional media plan.
UnMEJeans
Advertising Agency’s 3 Alternatives
EVOLUTION OF MARKETING MEDIA : WEB 2.0 CONCEPT : UNME JEANS AND WEB 2.0
EVOLUTION OF MARKETING MEDIA : WEB 2.0 CONCEPT : UNME JEANS AND WEB 2.0
• More than 300 million active users• Average user has 130 friends on the site• More than 14 million videos uploaded each month• More than 2 billion pieces of content (web links,
news stories, blog posts, notes, photos, etc.) shared each week
There are more than 65 million active userscurrently accessing Facebook through theirmobile devices
EVOLUTION OF MARKETING MEDIA : WEB 2.0 CONCEPT : UNME JEANS AND WEB 2.0
• Page / become-fan / quiz / game / new feed• The maximum frequency , the longest spend time, present
update, better interaction• Typical Members are high school/college students
EVOLUTION OF MARKETING MEDIA : WEB 2.0 CONCEPT : UNME JEANS AND WEB 2.0
EVOLUTION OF MARKETING MEDIA : WEB 2.0 CONCEPT : UNME JEANS AND WEB 2.0
• Visual world• Interact with each other and share their styles.• Create shop of UnME jean• Most apparel brand create visual shop in visual world• Target at people under 25-34 years old
EVOLUTION OF MARKETING MEDIA : WEB 2.0 CONCEPT : UNME JEANS AND WEB 2.0
• A video sharing website• Users create video ads to show their styles• Can create Word of Month.• Typical members are the video loving masses• Hard to control the contents
Cost Comparison
EVOLUTION OF MARKETING MEDIA : WEB 2.0 CONCEPT : UNME JEANS AND WEB 2.0
EVOLUTION OF MARKETING MEDIA : WEB 2.0 CONCEPT : UNME JEANS AND WEB 2.0
Approved
Advantages
EVOLUTION OF MARKETING MEDIA : WEB 2.0 CONCEPT : UNME JEANS AND WEB 2.0
Risks / How to overcome
EVOLUTION OF MARKETING MEDIA : WEB 2.0 CONCEPT : UNME JEANS AND WEB 2.0
How should UnME spend budget on Web 2.0?
EVOLUTION OF MARKETING MEDIA : WEB 2.0 CONCEPT : UNME JEANS AND WEB 2.0
Ineffective Marketing Budget Spending
EVOLUTION OF MARKETING MEDIA : WEB 2.0 CONCEPT : UNME JEANS AND WEB 2.0
Media Habits: Ad spending and Household Time Spent
EVOLUTION OF MARKETING MEDIA : WEB 2.0 CONCEPT : UNME JEANS AND WEB 2.0
EVOLUTION OF MARKETING MEDIA : WEB 2.0 CONCEPT : UNME JEANS AND WEB 2.0
UnME Should spendmoney on Web 2.0 !!!
By allocating budget to the right social media channel, UnME can effectively deliver the core message to the target.
EVOLUTION OF MARKETING MEDIA : WEB 2.0 CONCEPT : UNME JEANS AND WEB 2.0
EVOLUTION OF MARKETING MEDIA : WEB 2.0 CONCEPT : UNME JEANS AND WEB 2.0
Integration: Traditional media + Web 2.0How?
EVOLUTION OF MARKETING MEDIA : WEB 2.0 CONCEPT : UNME JEANS AND WEB 2.0
Measurement• Conversion Ratio• Retention Ratio
EVOLUTION OF MARKETING MEDIA : WEB 2.0 CONCEPT : UNME JEANS AND WEB 2.0
Conversion Ratio
This ratio refers to the effectiveness to make brand awareness for customer’s decision after perceived advertising on social media network such as Facebook.
EVOLUTION OF MARKETING MEDIA : WEB 2.0 CONCEPT : UNME JEANS AND WEB 2.0
EVOLUTION OF MARKETING MEDIA : WEB 2.0 CONCEPT : UNME JEANS AND WEB 2.0
Conversion Ratio
This ratio refers to the effectiveness to make brand awareness for customer’s decision after perceived advertising on social media network such as Facebook.
= Number of purchased order from Zwinktopia Total number of Fan Subscriber from Facebook (received coupon to redeem at Zwinktopia)
EVOLUTION OF MARKETING MEDIA : WEB 2.0 CONCEPT : UNME JEANS AND WEB 2.0
Retention RatioThis ratio refers to the proportion of customer who purchased UnME at the social media channel (Zwinktopia) and retain to buy more product at non-virtual distribution channel.
= Number of customer who buy UnME product from department store Total number of customer who use the electronic coupon for redeeming it at Zwinktopia
Is UnME is the right brand to advertise via Web 2.0?
UnME• Trendy• Unique Identities• Promote Tolerance• Appreciation for differences• of opinion and taste• Teenage girl 12-24 years old
EVOLUTION OF MARKETING MEDIA : WEB 2.0 CONCEPT : UNME JEANS AND WEB 2.0
Web 2.0• Consumer Co-creation• Social Affiliation• Digital Self Expression• Sharing• Generation Y
Advantages of using Web 2.0
• Web 2.0 is match for marketing to generation Y• Less cost than traditional media in long term• Could explode the brand to the huge community in cyber world• Follow the trend of social communication• Company could surveys its target consumers’ opinion directly• Create brand awareness and attraction to target group effectively
EVOLUTION OF MARKETING MEDIA : WEB 2.0 CONCEPT : UNME JEANS AND WEB 2.0
Disadvantages of using Web 2.0
• Hard to control the message on social network of Web 2.0• Hard to measurement the result• More risky than traditional media• Social media sites don’t have much relevant and support content• The company would not be able to leverage over the longer term• Social network could be Fad
EVOLUTION OF MARKETING MEDIA : WEB 2.0 CONCEPT : UNME JEANS AND WEB 2.0
To make social media plan more effective....
• Keep updated with new trend• Link the advertising with other information
fellow website such as twitter• Co design software package with other media
such as i-phone widget, sms via mobile phone• Add new feature frequently. For example, the
latest game on Facebook every week
EVOLUTION OF MARKETING MEDIA : WEB 2.0 CONCEPT : UNME JEANS AND WEB 2.0
Thanks!