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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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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