Professional Documents
Culture Documents
Dian Atika
Rafika
Rery Indra Kusuma
Content
Case Summary
Main Issue
Problem Statement
Analysis
Recommendation
Case Summary
UnME Jeans Brand Manager Margaret Foley,
Case Summary
New social media outlets (virtual worlds, social
Case Summary
Four cultural values of the Web:
1.
2.
Case Summary
4.
Main Issue
1. Evolution of Marketing Media
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
BRAND ATTRIBUTES
SHARING
Problem Statement
DISADVANTAGES
Problem Statement
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
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.
Problem Statement
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
350.000 + 600.000/year
Youtube
300.000 + 40 CPM
Zwinktopia
200.000 + 100.000/year
Analysis
Recommendation
1. Integration: Traditional media + Web 2.0
2. UnME Should spend more money on Web 2.0