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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,”
Brand manager of UnME Jeans
Who is Margaret Foley?
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
Traditional media
One way communication
Marketers Customers
SOCIAL MEDIA OF WEB 2.0
Two way communication
Target market
Active young girls aged between
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
Small but potential user base Interaction with target market Low advertising cost ($300,000)
Risks Limited user base Declining popularity high competition in virtual world
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
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High level of interaction
Highly active users
Large user base
Increasing growth rate
Targets particular market
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
Existing media plan
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
Type of media % of active users
Television 31
Newspapers 8
Radio 20
Magazines 7
online 34
Active users
Reallocating budgetType of media Present budget in $ % active users Reallocated budget
Television 10,000,000 31 4,185,000
Magazine&Newspapers
2,000,000 15 2,025,000
Radio 1,000,000 20 2,700,000
Online 500,000 34 4,590,000
TOTAL 13,500,000
Reallocation of budget based on active users
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
So,Doubling the existing budget on Google search ads
Budget : $500,0000
Search advertising is the fastest growing forms of online advertising (200% growth)
Total online budget:$900,000+$600,000+$500,000 =$ 2,000,000
Remaining online budget =$2,590,000
Reallocating budgetType of media Present budget in
$% active users Reallocated budget
Television 10,000,000 31 4,185,000
Magazine&Newspapers
2,000,000 15 2,025,000
Radio 1,000,000 20 2,700,000
Online 500,000 34 4,590,000
TOTAL 13,500,000
Reallocated budget
Drastic change
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
Drastic change in television budget may lead to a risky situation
Type of media Present budget in $ % active users Reallocated budget
Television 10,000,000 31 6,775,000
Magazine&Newspapers
2,000,000 15 2,025,000
Radio 1,000,000 20 2,700,000
Online 500,000 34 2,000,000
TOTAL 13,500,000
Budget allocation
Have a combination of traditional media and web 2.0 as recommended
Have a perfect combination of different social media networks as recommended
It is recommended to use CPC over CPM in Facebook
"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