...UnME Jeans: Branding in Web 2.0 Case Write-up 1. What benefits would Foley gain from each of the three social medial plans? What risks does each entail? How can Foley better reap the benefits and mitigate the risks of each of the programs? Through graphs in this case, we know that most of the online customers who use social networking sites are teenagers and young adults. That means these three social medias suit to UnME Jeans, since it targets to junior denim market. For Zwinktopia, it is really a fashion virtual retail store. Avatars are the best way of self-expression in the virtual world. Foley can gain more consumer engagement from Zwinktopia. It uses an entertaining way to create brand awareness and has separate brand channels for promotion purposes. For Facebook, since it is one of the fastest growing sites, it can bring more brand awareness. Followers of UnME Jeans profile page can share UnME Jeans to their friends using new feed to promote more engagement. The discussion forum built more interaction between consumers and brands, consumers and consumers. For YouTube, there is no doubt that video is a very good way to deliver brand massages to the consumers. UnME Jeans can deliver brand story to attract potential customers. Since YouTube has large number of users, it can create brand awareness and attract more potential customers. However, since social media enhance the interaction between customers to customers, the company may lose control the...
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...Case Study - UnME Jeans: Branding in Web 2.0 ! By James Johnson BUS5629 - Integrated Internet Strategies Florida Institute of Technology Dr. Theresa Kraft November 17th, 2013 ! ! ! ! UnME Jeans Case Study Analysis Page 2 Summary UnME Jeans was a rising star in the world of junior denim fashion. The UnME brand focused on the individuality of teenage girls who coveted their designer-style jeans that featured glitter, jewels, and various forms of metalwork. UnME jeans were sold in more upscale department stores and specialty retailers and at premium price. ! Traditionally, UnME advertised to their target consumers using TV ads spots during popular programs for teenage girls, like Gossip Girl, American Idol, and One Tree Hill. They also took out full-page magazine print advertising in beauty and fashion magazines, as well as radio ads on popular stations. In addition, they had a corporate website and used online banner and display ads on the most popular websites for teenage girls. ! Margaret Foley, the brand manager for UnME Jeans, had trouble justify the expenses of advertising using traditional media outlets. Especially since the prices to purchase TV ads were increasing each year, despite declining TV audiences, and consumers’ who were skipping or delete TV ads from the programs they had recorded to watch later. In order to reduce costs, Foley asked the ad agency they were using to look into Web 2.0 social media options to see if there was a better...
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...Copenhagen Business School Cand.merc.it (Ebusiness) Strategic And Tactical Tools For E-Business Case Report Online Branding at UnME Jeans & Short essay on disruptive Technology Handin date: 24/112014 This exam includes two sections: One short essay and a case report. Characters including space (short essay): 4536 Characters including space (case report): 17912 Pages (disruptive): 2 pages Pages (case report): 7,9 pages Pages in total: 9,9 This paper is written by: Anonymous 1 of 11 Disruptive technology essay As modern technology continues to evolve, some technologies end up changing the structure of competition within an industry and thus becomes a disruptive technology. Danneels (2004) provides the following definition of a disruptive technology: “A disruptive technology is a technology that changes the bases of competition by changing the performance metrics along which firms compete. Customer needs drive customers to seek certain benefits in the products they use and form the basis for customer choices between competing products” (Danneels, 2004, p 249). An example of a disruptive technology is streaming. Streaming has in many ways made it easier for consumers to get what they want, when they want it regardless of their location. Especially in one particular industry, the film and tv industry, streaming has showed to be a game changer on how to...
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...UnME Jeans: Branding Web 2.0 Case Analysis Opening Statement Margaret Foley, Brand Manager of UnME Jeans, is faced with a challenge as she reconsiders her advertising media plan due to the proliferation of social media options on the emerging Web 2.0. These options become even more intriguing with the steady price increases of television advertising despite the growth of several unfavorable conditions. Working with her advertising agency, Margaret must effectively use her brand management skills to choose which social media channel, if any that she should incorporate into her current advertising media plan. The advertising agency suggested three viable options, Zwinktopia, Facebook, and YouTube. Zwinktopia is a virtual world targeted to girls’ ages 13 to 24 with a focus on fashion and music, Facebook is a social networking, profile page site, and YouTube is a user-generated video-sharing website. All of these options will allow UnME Jeans to build a two-way dialogue with its customers. I suggest that Margaret Foley pursue the Zwinktopia social media channel as a starting point to take advantage of the emerging Web 2.0 and also make a minor investment in the other options to further develop their Web 2.0 presence. Key Issues & Analysis Just like any business problem, Margaret is faced with several issues in making her decision to change her advertising media plan. With a full knowledge of the issues, Margaret can better analyze her options in the process of making a justified...
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...UnME Jeans: Branding in Web 2.0 - Midterm Exam ID: 20092039 Name: Bae, Yong-gook O K. KR Date: Oct. 25, 2009 In general, Foley is in a problem which media plan she goes in a new environment called Web 2.0. Online media development results in new trends in customers' media habit and the new values. The case describes basic information about UnME Jeans, new trends and values in media and advertisement industry, then shows three possible media plan. 1. Which, if any, of the three social media plans should Foley pursue? Why? In my opinion, Facebook is the best choice of among three suggested plans. The next table shows -G O simply new media plans suggested by agency. Unique Visitor Budget Description Zwinktopia No Info 200,000+100/yr Virtual Jeans ↔ Real Products Facebook 14,196,000 350,000+600/yr Brand profile page targeted banner ads through profile page Widget: design and share YouTube 48,152,000 300,000 + 40CPM NG User created contents → Contest In-Video Ads Each plan has advantage in some parts and disadvantages in other parts. I make a table to compare three plans in the Foley's view. Left column is fulfilled the important factors for Foley regarding YO the new media plan and evaluation is done by myself. Zwinktopia Facebook YouTube Talking with △ O X Brand story X O O Constructive Dialogue △ O X Existing media plan △ △ O Impact on...
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... What problem confronts UNMe? The brand manager was trying to make 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 plan and what results she can expect. 2. What are the positives and negatives of UNMe’s 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 on Top 40 * A corporate website * Online banner and display ad on the most popular websites for teenage girls * “key word” 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 Gossip Girl, American Idol, Top 40 radio and other online banner ad on girls’ favorite websites. She spends most money on TV ad, on which people spend most time on ad. Negative: audiences watching TV are declining. Consumer’s media habits were rapidly changing. They are turning from traditional 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 low as 1% to 3%. So having more channels may lead to more costs than revenue. 3. What are some potential benefits and risks to utilizing Web 2.0 media tactics for UNMe? Benefits: 是不是那四个consumer...
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...MIS 301 Introduction to Information Technology Management FALL 2010 - Unique Numbers: 03905, 03910, 03915 Instructor tructorBin Gu – bin.gu@mccombs.utexas.edu Dr. Information, Risk, & Operations Management (IROM) Dept. Office CBA 5.228 Office Hours MW 4:00-5:00 pm or by appointment Qian Tang - qian.tang@phd.mccombs.utexas.edu Teaching Assistant CBA 1.308B Office TBD Office Hours Course Description Information technology (IT) has transformed all aspects of 21st century business and everyday life. New IT investments continue to be staggering. Worldwide, over $2.5 trillion is invested in IT. In the U.S., over 50% of capital expenditures are related to IT. Information systems influence business processes, organizational structures, and the ways people do business, work, and communicate. Emerging technologies have triggered new forms of organization and business process innovation; they have also impacted organizational structure, culture, politics, decision making, and society as a whole. IT is transforming how physical products are designed, how services are bundled with products, and how individuals interact with businesses and with other individuals. A silent transformation is occurring as more and more physical products use embedded IT to improve customer experience and product performance. The pervasiveness of IT is expanding global trade and changing how and where work is performed. It is vital that future managers—in every area of business—have a...
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