A case analysis about UnME jeans under the guidance of prof. Sameer Mathur, by Rutuja Ganoje (intern).

2. Trendy Unique
Celebrates
Individuality
Different
Opinion and
taste

3. Target:
oGenY
oTeenagers (13-24 yrs)

4. Evolution of marketing
Traditional
way
Web 2.0

5. Web 2.0
Applications:
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

6. 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

7. 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.

9. 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.

10. 4 Cultural Values
• Consumer Co-creation.
• Social affiliation.
• Digital self-expression.
• Sharing.

11. Consumer Co-creation
Ability to contribute through online
conversation.

12. Social Affiliation
Online community – connecting customers with each other.
Frequency of messages is not the
idea, Frequency of contact is!

13. Digital self-actualization
Expressing identity online.

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

15. ‘Right Brand, Right Media’

16. AIM
Selecting a social media program to
make an impact on sales.

17. 3 social media platforms

18. 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)

19. Zwinktopia
• Creating virtual UnME jeans.
• Taking feedback.
• Design own UnMEproducts.
• Celebrity picks!Budget : $200,000 + $100,000
(creative development and
updating, operation &
maintanence)

20. Facebook
o 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)

21. UnME should spend money on Web 2.0
UnME Should spend on
Web 2.0

22. • 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.

23. 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.

24. THANK YOU!
-Rutuja Ganoje