Introduction:

UnME is a featuring glitter, jewels, and metalwork. UnME jeans were available in upscale department
stores 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, was a brand that was designed to encourage women to
forge their own unique identities and to promote tolerance and appreciation for differences of opinions
and tastes. The UnME brand story revolved around celebrating the individuality of teenage girls and
encouraging teens to speak out against peer pressure and conformity. The UnME product line included
fashion-forward jeans that teenage girls coveted for their highly decorated designs featuring glitter,
jewels, and metalwork. UnME jeans were available in upscale department stores 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, was a brand that was designed to encourage women to forge their own unique identities
and to promote tolerance and appreciation for differences of opinions and tastes. The UnME brand story
revolved around celebrating the individuality of teenage girls and encouraging teens to speak out against
peer pressure and conformity. The UnME product line included fashion-forward jeans that teenage girls
coveted for their highly decorated designs

Issues:

Reduce the effectiveness of current media plan.

Identify which is the best way of new media plan.
Identify the current consumer media habits.
Zwinktopia, You tube, Facebook

Analysis:
As the current media preferences changed now people mostly use internet, in past T.V, bill board,
banners are used to advertisement but in these day a big shift came that is internet, now people use
many social web sites and spending their most of the time on social media while chatting talking with
others and advertisement on social media is a big source of marketing activity thats why Margaret
Foley, brand manager of UnME jeans, has a very important decision to make. The success of her
brand management heavily relies on which social media platform she decides to choose. Investing in
all three platforms, Facebook, Zwinktopia, and YouTube, would be in her best interest and something
she should definitely consider. In general, these three platforms attract similar types and amounts of
audiences. All three of them though have particular niches in why their members visit their websites
on a daily basis. Facebook is for connecting with friends, Zwinktopia with the virtual world, and

YouTube with videos. Out of the three, Facebook is by far the best platform for Foley to promote her
product. With well over 500 million members (and swiftly approaching 600 million), Facebook is the
place to be for brand managers such as Foley to promote her product of UnME jeans.
The target market of UnME jeans have specific attributes or characteristics these are Trendy, Has
unique identities, Appreciation for differences of opinion and taste, Teenage girls 12-24 years old
these are the characteristics that are prevailing in the target market by looking on these things web 2.0
is the best match for the UnME jeans.

Options:

Zwinktopia
You tube
Facebook

Evaluation of option 1
Zwinktopia:
It is the avatar place where peoples come and share the ideas and design virtual dresses then these dresses
are rated by the judges and then that virtual dress idea sold into the real world after getting the first prize
so it can the place for company to not only advertise but also sharing the jeans designs over there to build
strong brand identity.

Advantages:
1. Users can coordinate their character with the brand personality. Individuals who think
they need this sort of pants would pay consideration on its ad, It additionally
advances their goals
2. Direct objective section accessible as Zwinktopia is likewise for high school young
ladies
3. Can be connected to other online networking like Facebook and MySpace
4. Can be perfect to dispatch advertisement educate about new improvements in this
present reality and create interest.
5. Apparels add to 34% among virtual items accessible for sale

Disadvantages:

1. Since this is a virtual world numerous individuals may see this brand as what they need
to however in true they may not utilize the item inferable from variables like wellbeing,
body size, reasonableness, and so on.
2. A massive rivalry between the items
3. The communication is not straight
4. Much time is expected to learn in this sort of environment. Consequently a high
expectation to absorb information.

Evaluation of option 2
YouTube
As the case study shows that the internet social media spending in U.S is around 7 billion in 2012 it is a
huge amount spent by U.S in social marketing, and in video advertisement there is $5800 million
spending, and you tube is having 48,152,000 unique visitors those are video loving people following are
the benefits of using you tube:
Advantages:
1. Since it is interesting & non-ad nature it involves more participation and there is high
involvement from the customers
2. YouTube has the demographic availability so it can be customized for the different
market segment present across different demographics
3. Has a large choice of videos from which they can choose, such videos should match
the brand personality so that they target the right customers
4. Growth of YouTube is 140% year over year
5. High frequency and views per person

Disadvantages:
1. More emphasis on non-ad kind of videos as people demand videos which are
innovative and creative but they should not be ad kind of which entails higher cost
2. Lack of control over the content
3. Does not interacts as well as other social media do in getting the feedback and
response of the customers
4. Videos can be watched even without logging in to the account so they might not get
the required demographic information about the user
5. Lack of measurement tools

Evaluation of option 3
Facebook:
it is the 2nd most popular website according to the Exhibit 14,196,000 unique visitors in 2007 and
facebook is used by every age class there huge no of individual coming back to the facebook daily by
sign-in and through the sign-in it is easy to understand the demographics and what kind of pages they like
more and by using the help of web 2.0 it can automatically analyze the user pattern and then suggest the
pages more relevant to the customer interest and search behavior.

Advantages:
1. It has the different segments dependant on the demography UnME can use to focus
on the clients. One of the exceptionally went to destinations furthermore has a high
rate of come back to the same site as individuals by and large sign in regular
2. Facebook has a gigantic data about the likings, interest, instruction, expectations
for everyday comforts which can be utilized to focus on the right client i.e.
promoting to the potential client
3. Word of mouth can be spread effortlessly as clients can post, talk about, vote about
the items so every individual can go about as an advertiser of the brand
4. UnME page can manage clients about the most recent patterns on design industry
subsequently drawing in different clients
5. Also goes about as a spot where clients can examine and tell about the
enhancements and new item improvements
6. Videos can be promoted on the site also

Disadvantages:
1. Many people might get habitual and ignore the ads and focus on other things
2. Lack of measurement tools to measure success

3. High cluttering on the network may make the users indifferent to the ads.
4. May lead to over advertising and hijack the very purpose because customer get bore
or irritated by frequent ads.

Recommendation:
According to me YouTube is the best way to advertise and most of the young user of internet use social
websites are 90% age from 18-29 which is the target market of UnME jeans see Exhibit 2 as it has larger
no of unique users than facebook and now in these days banner ads and per video ads are being used that
those are compulsory before start of the video it means it enhance the ads visibility and YouTube has
larger unique visitors means more brand recognition and awareness that is the ultimate need of any
business and ultimately it results enhance in the sales that is the blood of any business. As compare to
facebook on facebook person can ignore the ad and continue doing what he/she wants, but on YouTube it
is compulsory for an individual to look for the advertisement at least for the 5 seconds so it is effective
and better way to advertise with YouTube rather than others. And YouTube is 2 nd largest website in these
days see exhibit 3.

Final decision:
YouTube is the best option in web 2.0 to advertise with.

Exhibit 1

Exhibit 2

Exhibit 3
Top 10 web sites in 2015:
website

Unique visitors

Google
YouTube
FaceBook
Yahoo
Amazon
Wikipedia
Twitter
Bing
eBay
MSN

1,100,000,000
1,000,000,000
900,000,000
750,000,000
500,000,000
475,000,000
290,000,000
285,000,000
285,000,000
280,000,000

Source: http://www.ebizmba.com/articles/most-popular-websites