PowerPoint Presentation

UnME jeansBranding 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 options5

What is web 2.0 ???

Web 2.0is the second generation of the World WideWebthat is focused on the ability for people to collaborate and share information online.

sharingMost difficult task for marketers to comprehendConsumers were developing peer to peer relationships which enabled them to share information with each other

WEB 2.0

Traditional mediaOne way communicationMarketersCustomersSOCIAL MEDIA OF WEB 2.0Two way communication

Target marketActive 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 retailer19

So ,It is highly recommended for UnME jeans to get into social media platform

Which social media option to choose ?

Option 1Option 2Option 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 baseInteraction with target marketLow advertising cost ($300,000) Risks

Limited user baseDeclining popularityhigh competition in virtual world

UnME would purchase targeted banner advertising on Facebook, targeting women ages 12 to 24 with an interest in fashion

BenefitsLarge active users and growing at pretty high ratehigh engagement with usersCan target audience by demographicsUnique functionalities (can post on newsfeed)RisksHighly costly($900,000)Can lead to advertising blindness

BenefitsLarge customer baseHighly active usersVideos can have high effect on audienceGood growth in user basePotential for videos to go viralRisksLow interactionPre roll ads may seem intrusiveHigh advertising price ($500,000)Creative videos must be made

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High level of interactionHighly active usersLarge user base

Increasing growth rateTargets particular market

It is better to go with CPC

You can quickly figure out if the campaign is going to be profitable or notYou can control your budget much better You only pay when someone actually visits your website

HOW to revamp existing media plan ?

MEDIA BUDGET CPMTelevision $10,000,000$29.85Magazines$2,000,000$11.91Radio$1,000,000$11.55Online banner ads$250,000$3.50Google 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 onTarget market reachability

No of active usersType of media% of active users Television 31 Newspapers 8 Radio 20 Magazines 7 online 34Active usersReallocating budgetType of mediaPresent budget in $% active usersReallocated budgetTelevision

10,000,000 314,185,000Magazine&Newspapers

2,000,000 152,025,000Radio

1,000,000 202,700,000Online500,000 344,590,000TOTAL 13,500,000Reallocation 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 developmentA $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 : $500,0000Search advertising is the fastest growing forms of online advertising (200% growth)

Total online budget:$900,000+$600,000+$500,000 =$ 2,000,000Remaining online budget =$2,590,000Reallocating budgetType of mediaPresent budget in $% active usersReallocated budgetTelevision

10,000,000 314,185,000Magazine&Newspapers

2,000,000 152,025,000Radio

1,000,000 202,700,000Online500,000 344,590,000TOTAL 13,500,000Reallocated budgetDrastic 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 mediaPresent budget in $% active usersReallocated budgetTelevision

10,000,000 316,775,000Magazine&Newspapers

2,000,000 152,025,000Radio

1,000,000 202,700,000Online500,000 342,000,000TOTAL 13,500,000 Budget allocation

Have a combination of traditional media and web 2.0 as recommendedHave a perfect combination of different social media networks as recommendedIt 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