Case Study of mountain man

7/24/2019 Case Study of mountain man

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UnME jeans

Branding in Web 2 0


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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,


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Brand manager of UnME Jeans

Who is Margaret Foley?


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What is the Present situation


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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


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What is web 2.0 ???


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Web 2.0is the second generation of the World

Wide Webthat is focused on the ability for

people to collaborate and share information

online.


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sharing

Most difficult task for marketers to comprehend

Consumers were developing peer to peer relationships

which enabled them to share information with each other


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One way communication

Marketers Customers


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Two way communication


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Target market

Active young girls agedbetween

12 to 24 who haveunique style and taste in fashion


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


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This shows that target market is highly active in social media


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This shows that majority of target market is interested in social media

profile of their favorite retailer


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So ,It is highly recommended for UnME

jeans to get into social media platform


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Which social media option to choose ?


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Option 1

Option 2

Option 3


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Zwinkies would be invited to exert their creativity by

designing their own virtual UnME Jean products that theycould 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


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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


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UnME would purchase targeted banner advertising

on Facebook, targeting women ages 12 to 24 with an

interest in fashion


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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


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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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jkbjkbjbbjjbkbjkjbjkbkjbkbkbjkkbjk


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High level of interaction

Highly active users

Large user base


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Increasing growth rate

Targets particular market


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It is better to go with CPC


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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 visitsyour website


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HOWto revamp existing media plan ?


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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


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Total budget for media plan is

$13,500,000


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This exhibit shows more money is being spent on

media types where time spent is less


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Prime-time ratings for the major

television networks were declining

among young audiences.

Rating declines were particularly steep amongthe teenage girl audience.

Ratings at the top-six networks were down 15%

compared to the previous year


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So a revamp of present media plan must be done based on

Target market reachability

No of active users


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Type of media % of active users

Television 31

Newspapers 8

Radio 20

Magazines 7

online 34

Active users


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Reallocating budgetType 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

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4,590,000TOTAL 13,500,000

Reallocation of budget based on active users


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Budget allocation for YouTube and Facebook

$350,000 for creative development of the profile


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$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


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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


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Search advertising is the fastest growing forms of


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So,Doubling the existing budget on Google search ads

Budget : $500,0000

Search advertising is the fastest growing forms of

online advertising (200% growth)


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Total online budget:$900,000+$600,000+$500,000=$ 2,000,000

Remaining online budget =$2,590,000


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Reallocating budgetType 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

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4,590,000TOTAL 13,500,000

Reallocated budget

Drastic

change


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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 leadto a risky situation


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Budget allocation


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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

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2,000,000TOTAL 13,500,000

Budget allocation


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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


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"These slides were created by Sai Kiran Nagabhyru, as part of an


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y g y p

internship done under the guidance of Prof. Sameer Mathur

(www.IIMInternship.com)"

- Sai Kiran Nagabhyru

NIT TRICHY
http://www.google.com/url?q=http://www.IIMInternship.com&sa=D&sntz=1&usg=AFQjCNFUonXVd-8K9LE3EyWz1vON5QbuLghttp://www.google.com/url?q=http://www.IIMInternship.com&sa=D&sntz=1&usg=AFQjCNFUonXVd-8K9LE3EyWz1vON5QbuLg

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Case Study of mountain man