Branding in Web 2.0

Trendy Unique

Celebrates Individuality

Different Opinion and

taste

Target:

oGenYoTeenagers (13-24 yrs)

Evolution of marketing

Traditional way

Web 2.0

Web 2.0Applications:

1. Delivering s/w with continuous updates.

2. Various Data sources.

3. Networking through ‘Architecture of participation’

4. Rich user experience than Web 1.0

Why Web 2.0?

1. Consumers’ media habits were rapidly changing.

2. Consumers were besieged 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

ADVANTAGES:

•The company has the advantage of getting direct feedback from their customer.

•Comparative cost is less than traditional media

•Appeal to Gen Y

•Create brand awareness and attraction to target group effectively.

DISADVANTAGES:

•Hard to measurement the result.

•More risky than traditional media. 

•The company would not be able to leverage over the longer term.

•Social network could be Fad.

4 Cultural Values

• Consumer Co-creation.

• Social affiliation.

• Digital self-expression.

• Sharing.

Consumer Co-creationAbility to contribute through online conversation.

Social AffiliationOnline community – connecting customers with each other.

Frequency of messages is not the idea, Frequency of contact is!

Digital self-actualization

Expressing identity online.

Be partner not only with customer/ peer to peer relationship/ discussion.

Sharing

‘Right Brand, Right Media’

AIM

Selecting a social media program to make an impact

on sales.

3 social media platforms

YouTube• 3-4 mins video• Videos can be made by

teens.• Celebrity judging the best

video• Has a large choice of videos

from which they can choose, such videos should match the brand personality so that they target the right customers

• Growth of YouTube is 140% year over year

• High frequency and views per person

Budget : $300,000 + $300,000

(creative development and Media Buy)

Zwinktopia

• Creating virtual UnME jeans.

• Taking feedback.

• Design own UnMEproducts.

• Celebrity picks!

Budget : $200,000 + $100,000

(creative development and updating, operation &

maintanence)

Facebooko Profile page For UnME.

o Fictional characters to provide style tips.

o Adding fashion photos

o Banning ads: targeting teenage girls

o UnME widget which can be used for customizing jeans.

Budget : $350,000 + $150,000 (creative development and 3months advertising program)

UnME should spend money on Web 2.0

UnME Should spend on Web 2.0

• Allocating budget to the right social media channel, UnME can effectively deliver the core message to the target.

• Traditional media isn’t effective anymore.

• Needs low advertising budgets.

OPINION

UnME should invest in facebook and zwinktopia.

Facebook: it’s the latest trend, connects people and thus increases popularity. Also, less spending is required. Keep updated with new trend

Zwinktopia: Enables the consumers to customize products which results in an increase in fan following for the brand.

THANK YOU!

-Rutuja Ganoje