Unme Jeans: Branding in Web 2.0 - Case Analysis

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UnMe Jeans: Branding in Web 2.0

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Case Analysis

MKTG 4226 A – Professor Aleem Visram

Chris W lee

Due: 21 November 2012

1) Which, if any, of the three social media plans should Foley pursue? Justify your decision.

In order for Margaret Foley to achieve all her goals of consumers experiencing her brand story, create a conversation around it, and seamlessly integrate with her existing media plan, the social media (SM) plan that can best help her do so is Facebook. With 61% of teens and 80% of young adults already utilizing social networking sites, with higher page views per person, and with longer surf times than any other websites category, the largest pool of targetable audiences resides in Facebook (compared to Zwinktopia and YouTube). There are databases available that analyze demographics and psychographics within profiles and can also help facilitate improved targeting. With many features that advocate discussion and content sharing, Facebook provides the best platform for Foley’s target market to engage. The UnME widget also provides added value for users to draw towards participation. Though Zwinktopia is the cheapest option, has a more concentrated user base of the favourable market (i.e. 13-24 year old females), and aligns with Foley’s values in individuality, this option fails to make an important consideration. Virtual products that are successful in the metaverse are products that have already been marketed well in the real world. Well-established brands have a much greater advantage in this domain because the fact that brands are shown next to each other causes competition to become even stiffer in this virtual reality. Lastly, not only is the YouTube alternative the most expensive, it is also the riskiest. The strategy’s success depends on initial participation of user-generated videos, which is a sizeable assumption seeing as it lacks incentive...