3. UnME Jeans stands for “you and me”, a brand that is designed to encourage women to forge
their own unique identities and to promote tolerance and appreciation for differences of opinions and
tastes.
Margaret foleyis Brand Manager of UnME Jeans
5. Foley had been struggling to justify the money she was
spending to advertise her brand in traditional media
outlets.
Brand Story was delivered to target customers via 30 –
second television advertising spots on the most popular
programs for teenage girls and different other sources.
Her media plan was designed to maximize reach and
frequency among her target market of women 12 to 24
and to obtain media placements that were consistent
and supported fashion brand.
Situation Analysis (1/2)
6. Foley asked her advertising agency to investigate few
of emerging Web 2.0 social media options to explore
Biggest challenge can be cutting through all of the
type surrounding Web 2.0 and analyzing its
potential for her brand from media prospective.
Situation Analysis (2/2)
8. Objective
• To understand the importance of communication channels
• What kind of communication channels do the consumers prefer
most?
• To find appropriate social media channel for branding
• What are the benefits and risks of each channel?
• Analyze different media channels to find best suitable media plan for
branding of UnME
• Budgeting of the media plan
11. Foley realized
following trends to be
driving radical change in
the media markets having
potential to reduce the
effectiveness of her current
media plan.
25. Consumer co-creation1
A user generated video sharing website attracted 66 million U.S.
visitors in 2005, spending an average of 50 minutes on site per month
38. Building peer to peer
relationship enabling
consumers to quickly share
information with each other
and collaborate with others
If you are interested in branding, you don’t want to double up and do online the same
way as offline.
40. Foley believed to do less “talking at” and more “talking with” her
consumers
Foley wanted to go for media plan
which
Is most receptive to her brand story
Would foster most constructive dialogue
about her brand
Seamlessly integrate with and support her
existing media plan
Making an impact on sales
41. Would develop a line of virtual UnME Jeans that
would be sold to Avatars on Zwinktopia
through a virtual UnME Jeans retail store
Budget for the Zwinktopia program
$200,000 for upfront creative development
$100,000 per year for operation, maintenance and updating
1
42. UnME purchasing targeted banners
advertising on Facebook, targeting women
ages 12 to 24 with an interest in Fashion
Budget for the Facebook program
$350,000 for creative development of profile page, widget & banner ads
$150,000 for a three month advertising program
Agency would develop an UnME brand
profile page for Facebook having features
of fictional character Sasha who would
embody the UnME brand personality.
2
43. 3
Agency would develop 3-4 minute YouTube video ads telling the stories
of teen girls who embodied the brand essence of UnME
Budget for the YouTube program
$300,000 for creative development of brand channel and video ads
$300,000 for buying media with YouTube, which sold the brand channel
and in-video ads at a CPM of $40.
44.
45.
46. Comparison of Media Plan
Media Budget / year
Zwinktopia $200,000 + $100,000 / year
Facebook $350,000 + $600,000 / year
YouTube $300,000 + $40 CPM
47. Existing Media Plan of Foley’s UnME Jeans
Budget (in 000’s) CPM
Television $10,000 $29.95
Magazines $2,000 $11.91
Radio $1,000 $11.55
Online Banner Advertising $250 $3.50
Google Search Advertising $250 $8.52
50. Comparative Study of Media Plans (1/3)
Potential user base
Low cost advertising
Direct interaction with
consumers
Virtual product validation
Limited user base
High risk
Potential user base
Good for teen age group
Less time taking
High cost involvement
Not necessary to reach target market
Less growth rate
High user base
Customer reach based cost
involvement
Good for video lovers
Attractive videos required
Long videos may be rejected
from consumers
55. Having high video quality with short time
duration targeting teen age girls
Can be a good option but only for a
short duration of time because of less
growth rate
56. Disparity of Ad spending and Household spent with Media
Media Type
Ad spending
(%)
Household
spending (%)
Household / Ad
TV 43 31 0.73
Newspapers 30 8 0.27
Radio 12 20 1.67
Magazines 8 7 0.88
Online 7 34 4.86
59. Budgeting of Media Plan
Media
Type
Ad
spending
(%)
Household
spending
(%)
Household / Ad
Budget
Required (in
000’s)
TV 43 31 0.73 $2,396,000
Newspaper 30 8 0.27 $866,000
Radio 12 20 1.67 $5,480,000
Magazines 8 7 0.88 $2,908,000
Online 7 34 4.86 $1,850,000
$13,500,000
60.
61. Created By:
Rohit Kumar Mittal
IIT (BHU), Varanasi
During an internship by:
Prof. Sameer Mathur
IIM Lucknow