...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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... 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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...Marketing for Management UnME Jeans Case Team 6 11/25/13 1) I would suggest Foley should pursue the Zwinktopia media plan. I believe that this is her best choice based on several reasons. First, compared to YouTube and Facebook, Zwinktopia’s targets market is girls 13-24 and focuses on the contents of fashion and music, which fits right into the target group of UnME jeans. Second, second life virtual product sales (Exhibit 10) showed that apparel comprised the largest percentage (34%) of purchases made on SLexchange. Also, by mid-2007, second life appeared to be losing ground to other virtual worlds such as Zwinktopia. Therefore, it is reasonable to believe that marketing on Zwinktopia will not only increase UnME brand awareness, but also would increase sales. Third, UnME will have its virtual retail store to announce any products when new jeans are release in the real world. Also, the platform allows users to design the jeans for their avatar, which they could then share with other avatars. I believe Zwinktopia is a good platform that would better convey the message that Foley wants sends to the target customers. In addition, Zwinktopia’s marketing plan is the most economical one among all social medias. Zwinktopia has cheaper one-time charge fee, and the cost of using Zwinktopia is $100,000 annually while $150,000 for Facebook quarterly, and $300,000 for YouTube plus CPM of $40. In sum, adopting Zwinktopia would directly reach out UnMe’s target teenage and deliver UnME’s...
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...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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...company is experiencing losses and is continuing to under-perform in the denim jean market. •The firm faces the general problem of a dominant firm losing market share when more firms enter the market. Problem Background Successes Competition Solutions Responsibility Conclusion Q&A Background - History •The company was founded by Levi Strauss in 1853 primarily selling wholesale dry goods. The company was founded in San Francisco, California. •A tailor named Jacob Davis thought of an idea to use copper rivets to reinforce the points of strain on pants. •Davis and Strauss purchased the patent of the idea of using copper rivets in clothing on May 20, 1873. Problem Background Successes Competition Solutions Responsibility Conclusion Q&A Background - Company Growth •The innovation of the rivets in the jeans differentiated Levi’s jeans from others because of its increased durability. •Over the years, Levi’s jeans have become more popular, initially due to its durability. Jean products expanded, targeting different consumers. •Levi Strauss & Co. eventually captures most of the denim jean market, becomes the largest manufacturer of jeans, and profits reach $1 billion by 1974. Problem Background Successes Competition Solutions Responsibility Conclusion Q&A Background - Time Line •1853: Levi Strauss begins selling dry goods in San Francisco. •1873: Levi Strauss & Co. patent riveted jeans and begin selling them. •1912: Koveralls, denim playsuit for children, is first...
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...Levi’s Personal Pair Proposal The case talks about Levi Strauss and Co, a privately held American clothing company known worldwide for its Levi’s brand of denim jeans. Levi’s was approached with a new concept called the Personal Pair. Custom Clothing Technology Corporation had offered Levi Strauss a joint venture proposal that would combine the Levi’s core products with emerging technologies of mass customization. CCTC’s plan was to make special customized jeans that would fit to meet each customer’s unique needs and taste. The problem is that Levi was not sure if they should accept the proposal or not. I analyzed the case by looking at the pros and the cons of the personal pair concept. I though one of the biggest cons of the program was the wait time. A person would first have to come in to get their sizes taken and than would have to wait an additional 3 weeks to get their product. Another con was that Levi would not carry any finished products, which meant that if someone wanted to buy a pair of jeans at the store they would not be able to purchase them and instead would have to pay a higher price to wait 3 weeks for their jeans. I would say that they should reject the proposal because the cons outweigh the pros. The new technology would increase the price of their product by adding another $15 to a pair of jeans, which would be a huge disadvantage for Levi. Levi was already struggling in the lower and upper ends of the apparel market and adding another $15 to their product...
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...Klein, middle vertically integrated retailers like Gap or American Eagles, and on the bottom, private-label brands like Wal-Mart and Target. Levi's had sold to Wal-Mart through a value brand called Brittania in the 80's and the 90s, but that came to an end in 1994 over a dispute in Canada about Levi's Orange Tab jeans. After that, sales dwindled for Brittania, and Levi's sold Brittania to VF Corp. In 2002, however, Levi's was thinking about offering a new value brand for Wal-Mart. It was not that easy of a decision though. They had to think of a way to keep the existing customers in the other channels and not lessen the brand's perceived quality overall. Overall, the apparel market had been growing steadily since 1998 until 2001, when it dropped 5.7% in dollars from the year before. The total jeans sales accounted for approximately 7% of the total $166 billion made in 2001 with 569 million pairs sold. Experts in the apparel industry forecasted an interesting year for sales in 2002, stating that most categories of apparel were going to level out or even decrease. Jeans were just one of the different categories of pants along with casual pants and dress pants, and jeans had dominated the category until the 1990's when sales had tapered off when consumers migrated over to khakis, cargo pants, and other types of pants....
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...& Co is an American clothing company. It was started in the year 1853. Levi Strauss & Co. is a worldwide corporation organized into three geographic divisions: Levi Strauss Americas (LSA), based in the San Francisco headquarters; Levi Strauss Europe, Middle East and Africa (LSEMA), based in Brussels; and Asia Pacific Division (APD), based in Singapore. The company employs a staff of approximately 10,500 people worldwide. The core Levi's was founded in 1873 in San Francisco, specializing in riveted denim jeans and different lines of casual and street fashion. From the early 1960s through the mid-1970s, Levi Strauss experienced significant growth in its business as the more casual look of the 1960s and 1970s ushered in the "blue jeans craze" and served as a catalyst for the brand. Levi's, under the leadership of Walter Haas Jr., Peter Haas, Ed Combs, and Mel Bacharach, expanded the firm's clothing line by adding new fashions and models, including stone-washed jeans through the acquisition of Great Western Garment Co. a Canadian clothing manufacturer, and introducing Permanent Press trousers under the Sta-prest name. The company experienced rapid expansion of its manufacturing capacity from 16 plants to more than 63 plants in the United States from 1964 to 1974 and 25 overseas. They used of "pay for performance" manufacturing at the...
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...Writing Sample #1: Fact Sheet J. Crew’s Sister Store; Madewell is your one stop shop for your everyday look. J. Crew’s Sister Store; Madewell is your one stop shop for your everyday look. Contact information: Madewell Customer Relations One Ivy Crescent Lynchburg, VA 24513-1001 Phone: (866) 544 – 1937 Fax: (434) 385 – 5754 Email: contactus@madewell.com Overview: In 2006, we introduced Madewell, a modern-day interpretation of an American denim label founded in 1937. In addition to Madewell's brick-and-mortar stores, madewell.com (launched in 2010) is a strong sales driver. Madewell has also been making a further play in the digital space with a robust social media presence. Mission: Madewell continues to bring the same original integrity to everything it makes today, including a wide range of effortlessly cool pieces to pair with denim. Step inside any Madewell store across the country and you'll notice a friendly general-store vibe and antique décor that naturally reflect the authenticity and timelessness of the clothing. * What is Madewell? * Madewell is an American company that is a sister store to the beloved J. Crew. * What is their overall goal? * Madewell wants its consumers to invest in the denim quality that they deserve. * Who is their target market? * Madewell’s target market, are women from the ages of 18 to 25 years old. * What is the look and style that Madewell offers its customers? * Classic and...
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...Grand Jean is a company which has been in business for many years and manufactures various types of jeans. It is one of the largest clothing manufacturers in the world with dominant product – blue denim jeans. The demand for firm’s product over the years has been stable due to reasonable price and good quality. Grand Jean uses an outsourcing strategy in production by contracting with independent manufacturers to expand supply to match growing global demand. At corporate level, Grand Jean Company is a single industry firm, whose main goal as the whole is to maintain its leadership in the market as a manufacturer of jeans and also is to increase firm’s profitability and growth. The goals of the company are different from the company’s marketing organization goals and the company’s 25 managers of manufacturing plants goals. The reason so, is because the marketing department is treated as a “Revenue Centers”, while the firm’s 25 plants are treated as “Expense Centers”. The goals of “Revenue Center” are to sell manufactured goods and to maximize revenue. Furthermore, marketing department is responsible for making product demand forecasts which are used to set sales unit and sales dollar targets. Whereas, the goals of “Expense Centers”, manufacturing plant, are to meet the budget, achieve cost efficiency, achieve good product quality, and reach the quota that is assigned to each plant. In Grand Jean’s case, the “Expense Centers” would be considered as an Engineered Expense Centers...
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...Religion Brand Jeans: Will Going Private Regain Its Congregation? 1. Is the premium jeans industry an attractive market? Develop an understanding of the industry structure and market dynamics. 2. Does True Religion enjoy a competitive advantage in the segment? If so, is its advantage sustainable? Discuss the sources of competitive advantage and use the VRIO framework to evaluate True Religion and its major competitors. The top 5 firms in the segment hold an estimated 62%-65% market share - making it a relatively concentrated industry. Most premium jeans makers target young "fashionistas", but a few lines such as Seven For All Mankind and Citizens of Humanity market products that appeal to a wider age group. Seven also makes jeans for plus size women, while True Religion focuses on the very thin, very young woman. When applying the VRIO framework, True Religion does not hold a strong competitive advantage and its greatest resource is not trendsetting. There is nothing True Religion can do from keeping competitors neutralized or from entering the market, and the strongest competitive advantage True Religion has is its brand name. True Religion Brand is a design-based jeans brand. The company designs, manufactures, and markets different products such as jeans, jackets, t-shirts, pants, and hats. Even as demand for basic five-pocket denim jeans suffered from the shift in consumer preferences in casual wear in the late 1990s, demand for women’s fashion jeans grew. According...
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...Chamberlain College of Nursing Socioautobiography Professor Adam Rafpolajd 4 October 2015 I grow up with value of being independent woman, and hard work. I came from a lower middle-class family due to my mother widowed working single mother of three children. In my family, gender didn’t affect much of my upbringing. Growing up with three problems and mother who worked 2 jobs; I didn’t really know what it meant to be what society perceived a little girl should act or dress. I wore most of my two older brothers hand me downs, my wardrobe consisted of white, blue and black oversized t-shirts and baggy blue jeans. The social norm for girls in middle school was to play with dolls, jump rope and/or discuss their latest celebrity boy crush. After school, I would hang out at my uncle’s mechanic shop where I would help fix tires, change the oil and tune-ups for cars and motorcycles. Now looking back at my childhood, I realized I wasn’t like most girls at that age. I fell in love with fixing motorcycles, by the age of 16 I could fix a carburetor and spark plugs in a motorcycle. (TCO 3, TCO 4 and TCO 6). My uncle sold his shop and because he was friends with the new owner; I was able to get my first job as a Lube Tech at 18. I truly believed that I could do anything a man could do, and deserved to be treated equally. With this in mind, I dedicated myself to being the best and hard-working employee. I received a lot of...
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...men's work pants out of denim: the first blue jeans. The company briefly experimented (in the 1970s) with a public stock listing, but remains owned and controlled by descendants and relatives of Levi Strauss's four nephews. 2) For convenient return processing on most orders, your packing slip will include a pre-paid, pre-addressed label for your return package. When you use the pre-paid shipping label to mail to Levi’s your return, Levi’s will deduct $7.00 from your order refund. 3) Levi Strauss had the canvas made into waist overalls. Miners liked the pants, but complained that they tended to chafe. Levi Strauss substituted a twilled cotton cloth from France called "serge de Nimes." The fabric later became known as denim and the pants were nicknamed blue jeans. The company has its corporate headquarters at Levi's Plaza in San Francisco. 4) Levi’s jeans have different colors for every model, so the Levi’s 559 Relaxed Straight is available in different styles like Rebuilt Dark Indigo and Eagle Eye. 5) To wear the Levi’s 559, you must pull the jeans up, raise the zipper, and button up the belt line. Levi Strauss & Co. has always made durable jeans that usually last more than 10 years, so the product has a long life. 6) It is recommended that the Levi’s 559 be kept away from major grass stains and attempting to break the denim in the knee area should also be avoided. 7) The Levi’s 559 Relaxed Straight Jeans are available at $44 which is cheaper and much...
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...SPCH 1311 – Introduction to Speech Communication Self-Presentation Audit Name: ___________k. Johnson________________________________ Section: ___________ INSTRUCTIONS: After reading Chapter 4 – Communicating through Non-Verbal Behaviors answer the questions listed below. You must submit your answers (red font, highlighted yellow, and indented) under the questions, and keep this worksheet format. Papers not in this format will not be accepted. All papers must be typed. Uploaded handwritten papers will not be accepted. Be specific in all responses, fully explain your answers and use the terms associated with the concepts. If you have any questions, ask before the due date. Papers are to submitted as attachments in the Self-Presentation Audit Drop box by 11:30pm Tuesday February 25, 2014 Points: 20 Self-Presentation Audit 1.Body type a. What is your body type? Example – Endomorphs endomorphs b. How does your body type affect your communication with others? I my opinion I think that when people look at me think wonder if I am capable of doing the job or if I can do a lot of walking there’s no doubt in their minds that I have great customer service and communication skills it just the physical part that affects my communication c. Given your body type, are you in “good shape”? No, I am not I am overweight and need to lose a few pounds for health reasons. But I have been eating right and trying to get my physical appearance together. ...
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