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Toko Bunga Surabaya, Jual Karangan Bunga Surabaya, Jual Bunga Papan Surabaya, Jual Bunga Ucapan Surabaya, Jual Rangkaian Bunga Surabaya, Jual Buket Bunga Surabaya, Bunga Ucapan Selamat, Bunga Ucapan Duka Cita, Bunga Papan Selamat, Bunga Papan Duka Cita
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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 1. Social network on cyber world
2. Two ways communication
3. Associated with web applications
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 BRAND ATTRIBUTES CONSUMER CO-CREATION
Direct contribution of the
consumer
Allows consumer to be the
information and the cultural,
Personalized approach
Motivates and encourages Speak against
peer pressure and conformity, Provides the
opportunity to speak your fashion.
Good feedback mechanism from consumers.
SOCIAL AFFILIATION
connecting consumers to others,
virtual community
More exposure and opportunities
The Brand name UnME (You and Me)
Association with Generation Y,
Target Market 12-24 yr, Target audience-
Teenagers
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)
Problem Statement
ADVANTAGES DISADVANTAGES
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.
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
BRAND ASSOCOIATION WITH WEB 2.0 ADVANTAGES & DISADVANTAGES
Problem Statement
BRAND ASSOCOIATION WITH WEB 2.0 ADVANTAGES & DISADVANTAGES
MEDIA PLAN COMPARISON ADVANTEGE & DISADVANTAGE
MEDIA PLAN ADVANTAGES DISADVANTAGES
YOU TUBE
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.
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.
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
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.
Problem Statement
BRAND ASSOCOIATION WITH WEB 2.0 ADVANTAGES & DISADVANTAGES
MEDIA PLAN COMPARISON ADVANTEGE & DISADVANTAGE
MEDIA PLAN ADVANTAGES DISADVANTAGES
- 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.
- 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 Budget / year Facebook 350.000 + 600.000/year
Youtube 300.000 + 40 CPM
Zwinktopia 200.000 + 100.000/year
Media Cost Comparison
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
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