UnME Jeans

Branding in Web 2.0

Dian Atika
Rafika
Rery Indra Kusuma

MM UGM Jakarta Executive B Class 27 C

Content
Case Summary
Main Issue

Problem Statement
Analysis
Recommendation

Case Summary
 UnME Jeans Brand Manager Margaret Foley,

facing an increasingly complex media situation:
 Traditional media plan not effective
 Declining audiences
 Increased advertising clutter
 Consumers tuning out.
 Foley exploring Web 2.0: “must cut through hype”
& determine options best for her.

Case Summary
 New social media outlets (virtual worlds, social

networking sites, video sharing sites) require strategic
thinking & knowledge of consumer behavior in a new
media landscape.
 Concept such as “Co-creation of Brands”: mechanics

& impact to be understood;
 New consumer mindset impacting contemporary

culture, changing the way Brand Managers &
Consumers interact & communicate.

Case Summary
Four cultural values of the Web:
1.

Consumer co-creation: interactive,
participatory, collaborator. Co-creation includes
customization of brand consumer, consumer
generated advertising, consumer testimonials &
storytelling;

2.

Social affiliation: sense of community –
profile pages, branded widgets, sharing of
affiliation, rapidly spreading messages.

Case Summary

Four cultural values of the Web:
3.

Digital self-expression: Avatars (digital
representations of self), online identities,
opportunities for virtual brand experience;

4.

Sharing: P2P relationships, word-of-mouth
communication, viral marketing. Threat:
negative buzz, hacking.

Main Issue
1. Evolution of Marketing Media

2. UnMe Jeans and Web 2.0 Marketing

Problem Statement
Media Advertising
Magazine 1731
Radio 1896
Television 1930
Internet Web 1.0
Internet Web 2.0

Problem Statement
Evolution of Marketing Media :
1. One-Way Communication
- Traditional Media : Television, Radio and Publishing
- Internet Web 1.0 : online banner advertising, search
engine and website
2. Two-Way Communication
- Internet Web 2.o : social network

Problem Statement
Web 2.0
Social network on cyber world
2. Two ways communication
3. Associated with web applications
1.

Problem Statement
Why Web 2.0
1. Consumers media habits were rapidly changing
2. Consumers were be sieged 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

Problem Statement
Four cultural values of the Web:
1. Consumer co-creation
2. Social affiliation
3. Digital self-expression
4. Sharing

Problem Statement
WEB 2.0 DIMENSION
CONSUMER CO-CREATION

Direct contribution of the
consumer

Allows consumer to be the
information and the cultural,
Personalized approach
SOCIAL AFFILIATION

connecting consumers to others,
virtual community

More exposure and opportunities

BRAND ATTRIBUTES





Motivates and encourages Speak against
peer pressure and conformity, Provides the
opportunity to speak your fashion.
Good feedback mechanism from consumers.
The Brand name UnME (“You and Me”)
Association with Generation Y,
Target Market 12-24 yr, Target audienceTeenagers
Similar trend followers on one platform

DIGITAL SELF EXPRESSION

Create their own virtual identities

Help revealing consumer
attitudes



Motivation for individualism
Appreciation for different opinions and taste
Creating unique identities (KEY BENEFIT
CLAIM)

SHARING

To collectively create and share
information

Consumers – Marketer two way
communication

To promote the best style designed through
self expression for production and sale in the
market. (B2C Sharing)
Retail stores all across USA (B2B Sharing)

BRAND ASSOCOIATION WITH WEB 2.0– ADVANTAGES & DISADVANTAGES

Problem Statement

BRAND ASSOCOIATION WITH WEB 2.0– ADVANTAGES &
DISADVANTAGES
ADVANTAGES

Associates marketing of UnME to generation
Y relating to the excess usage by the target
audience.
Cost effective, WEB 2.0 cheaper than
traditional media, long term benefits.
Brand maximizes to huge target market with
increased brand awareness as compared to
traditional media with a limited reach
UnME will follow the trend of social
communication being at the same platform as
other competitors in the market.
Two way communication – direct consumer
feedback
Less cluttered environment, more options to
advertise on eg. Banner, classified, search etc,
Quick and easy to update.
The approach is voluntarily persuasive by
the consumer itself.

DISADVANTAGES


Lack of Control on the placement of the
brand, as it is mainly consumer controlled.
Extensive initial investment with high
risk association.
Measurement of the post effects of
adverts is approximate and time
consuming.
Requires extensive time and regularity
to maintain the change in media as per
consumer perceptions and usage.
Social media is deficient in pertinent
support content. Due to changing
perception the platform can be a FAD
Limitations in brand creative design,
which will have to appear in smaller
formats in comparison to Traditional media

BRAND ASSOCOIATION WITH WEB 2.0– ADVANTAGES & DISADVANTAGES

Problem Statement

MEDIA PLAN COMPARISON ADVANTEGE & DISADVANTAGE
MEDIA PLAN

YOU TUBE



ADVANTAGES
Large demographics available.
Easy Two way communication, in the form
of videos made by the consumers,
comments on brand advertisements, social
affiliation.
Entertaining way of creating brand
awareness and Brand recognition by using
the video platform virtual advertisements.
High frequency of views per person
Provides separate brand channel for
promotion activities.
Cost effective in long term basis.



ZWINKTOPIA

Virtual characters, best way of self
expression and individuality relating to
the rationale of the brand.
Availability of almost exact Demographics
i.e Teenage girls, with the right website as
it is more focused on fashion and the
youth activities and brands.
A specialized platform for brand
marketing in the virtual world.
As per the Exhibit 10 apparels are the
highest selling product on Slexchange

DISADVANTAGES
Lack of control over the post advert
effects.
Needs regular involvement, upgrades,
updates, time for Creatives to be
easily visible.
Involves increased level of
misinterpretation of information e.g
Two brands of nearly similar name.
Language and location restrictions at
times. High risk Investment. Lack of
measurement tools.
Increased competition as already
existing brands are dominating the
media over 200000 , hence
investment might not yield results
Uncomfortable for consumers, high
level of knowledge, learning required in
creating a virtual character, hurdled
reach for the consumers.
Lack of linear, two way communication
is complex hence consumer feedback
is not easily obtained.
Time consuming for the consumer
hence increased probability of
disinterest.

BRAND ASSOCOIATION WITH WEB 2.0– ADVANTAGES & DISADVANTAGES

Problem Statement

MEDIA PLAN COMPARISON ADVANTEGE & DISADVANTAGE
MEDIA PLAN

Facebook

ADVANTAGES
- Highest demographic segment among the target
audience. Also has the highest average time spent
on the website and highest frequent return of the
user to the page.
- One of the fastest growing social media on the
web.
- Easy access to information on the users, hence the
target market can be served with relevant ads based
on their profile page.
- Users willing to post ads from their chosen
advertise on their page and likely to share it with
others. Hence act as brand ambassadors.
- Can create a huge following on the network by
having constructive dialogues, comments, and
inputs like user generated videos, photos.
- Acts like a discussion forum where users interact
with the brand and discuss their interests..
- Widgets and feeds promote more engagement and
show the popularity of the brand.
- Reported a high click though rates as a result of
relevant ads.
- High visibility because of shared friend icons on
the website.
- Videos can be promoted on the website as well.

DISADVANTAGES
- Users may totally ignore the ads given the
task focused nature of their interactions.
- Since users may view over 500 pages of
content the recall value may drop significantly
- Lack of control over the medium
- Lack of measurement tools to measure
success.
- High cluttering on the network may make the
users indifferent to the ads.
- May lead to over advertising and hijack the
very purpose
- Cannot be used as an alternative to television
ads.

Analysis
UnMe Jeans
• A fashion denim jeans
with unique style, trendy,
and premium price in
niche market

Target Market
• Active teenage girl aged
between 12-24 years old
who have unique style and
taste in fashion

Analysis
UnMe SWOT Analysis

Analysis

Analysis
UnMe Jeans Current Media Plan

Analysis

Analysis

Analysis
Media Cost Comparison
Media

Budget / year

Facebook

350.000 + 600.000/year

Youtube

300.000 + 40 CPM

Zwinktopia

200.000 + 100.000/year

Jual Karangan Bunga Surabaya

Analysis

Recommendation
1. Integration: Traditional media + Web 2.0
2. UnME Should spend more money on Web 2.0

Toko Bunga Surabaya