This slides is the case study analysis of Harvard business case UnME jeans :Branding in WEB 2.0

1. UnME jeans
Branding in Web 2.0

2. 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,”

3. Brand manager of UnME Jeans
Who is Margaret Foley?

4. What is the Present situation

5. 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

6. What is web 2.0 ???

7. 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.

12. sharing
Most difficult task for marketers to comprehend
Consumers were developing peer to peer relationships
which enabled them to share information with each other

13. WEB 2.0

14. One way communication
Marketers Customers

15. Two way communication

16. Target market
Active young girls aged
between
12 to 24 who have
unique style and taste in fashion

17. This shows that majority of the target market have a profile in social media

18. This shows that target market is highly active in social media

19. This shows that majority of target market is interested in social media
profile of their favorite retailer

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

21. Which social media option to choose ?

22. Option 1
Option 2
Option 3

23. 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

24. 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

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

26. 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

28. 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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34. High level of interaction
Highly active users
Large user base

35. Increasing growth rate
Targets particular market

37. It is better to go with CPC

38. 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

39. HOW to revamp existing media plan ?

40. 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

41. Total budget for media plan is
$13,500,000

42. This exhibit shows more money is being spent on
media types where time spent is less

43. 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

44. So a revamp of present media plan must be done based on
Target market reachability
No of active users

45. Type of media % of active users
Television 31
Newspapers 8
Radio 20
Magazines 7
online 34
Active users

46. Reallocating budget
Type of media Present budget in $ % active users Reallocated budget
Television 10,000,000 31 4,185,000
Magazine&Newspap
ers
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

47. Budget allocation for YouTube and Facebook

48. $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

49. 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

51. So,Doubling the existing budget on Google search ads
Budget : $500,0000
Search advertising is the fastest growing forms of
online advertising (200% growth)

52. Total online budget:$900,000+$600,000+$500,000
=$ 2,000,000
Remaining online budget =$2,590,000

53. Reallocating budget
Type of media Present budget in
$
% active users Reallocated budget
Television
10,000,000 31
4,185,000
Magazine&Newspa
pers
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

54. 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

56. Type of media Present budget in $ % active users Reallocated budget
Television 10,000,000 31 6,775,000
Magazine&Newspap
ers
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

57. 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

59. "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