Unme Jeans Case Analysis

1. What problem confronts UNMe? The brand manager was trying to gain a decision whether to advertise her brand in emerging social media. She has to consider the benefits and risks, how the new channel will work with the original media architectural designing and what results she can expect.2. What are the positives and negatives of UNMes current media plan? Current media plan * 30-second TV ad on most popular programs for teenage girls * full-page magazine print ad in beauty & fashion magazines * 60-second radio set on Top 40 A corporate website * Online banner and pompousness ad on the most popular websites for teenage girls * key account book Google Positive multiple ways can make UNMe reach maximum targeted market of women 12 to 24. The media she chooses are consistent with the style of UNMe, like blurt Girl, American Idol, Top 40 radio and other online banner ad on girls favorite websites. She spends most money on TV ad, on which spate spend most eon on ad. Negative audiences reflexion TV are declining. Consumers media habits were rapidly changing.They are turning from traditionalistic media, such as TV, magazines and radio to new media choices. Consumers were devoting much more time to online channels. Since there is advertising clutter, the percentage of advertising that consumers remember was as utter as 1% to 3%. So having more channels whitethorn lead to more costs than revenue.3. What are some potential benefits and risks to utilizing mesh 2. 0 media tactics for UNMe? Benefits consumer co-creation, social affiliation, digital self-expression, sharing.Consumers can directly stick out to the online conversation. Women of 12 to 24 can create their suffer design of UNMe jeans on Facebook and share their designs. Web 2. 0 makes consumers more like participants with other flock than being individual. They can also comment on other states design and forward it to more people, which increase the influence of UNMe. Its an easy way to conne ct with their friends and family. MySpace and Facebook allow people to create their own profile online so that they can take on social network and assort with other friends.Young women have an enthusiasm in expressing their identities online. Web 2. 0 makes people to be online rather than go online. We can see from the exhibit 6, visitors of Facebook, YouTube are increasing quickly each year. 47% of teenagers and 69% of young adults have a profile and contact users and the majority of them visit social websites everyday. (Exhibit 7) The typical members of Facebook are high school and college students, highly matches the targeted market of UNMe.Risks investment in new advertising channel is risky. Foley has to be sure that the money she spends on social media will make higher or comparable revenues as traditional TV, magazines and radio. There might be a lack of date over the content online. Some information on Facebook, youtube, Zwinktopia is inappropriate for UNMe and whitethor n have a negative influence on consumers.4. How specifically should Foley commingle social media into her media plan (if at all)? Why?