UnME Jeans Branding in Web 2 0 Case Solution

Case Solution

This case introduces emerging Web 2 . 0 social media in virtual cell phone industry's, internet sites, and video talking about sites, and encourages students to research the options and risks they gift for brands. The case allows students to grapple while using proper and tactical options that's incorporated with sales and marketing communications strategy also to mix information on consumer behavior by getting an understanding of brand name objectives, to have the ability to assess and evaluate new social media options. Brand manager Margaret Foley is facing an progressively complex media atmosphere through which her traditional media plan, dedicated to television, print, and radio advertising, has become less capable due to lowering audiences, elevated advertising clutter, and clients tuning out. She's exploring emerging Web 2 . 0 social media options to find out if they'd like to better achieve her branding and advertising objectives. Her challenge is always to cut through all of the hype surrounding Web 2 . 0 .  also to assess the social media's chance of her brand by diving to the consumer needs and actions underpinning Web 2 . 0 . technologies.

Excel Calculations

Questions Covered

1. What, if any, of the three social media plans should Foley pursue? Why?

2. What benefits would Foley gain from each of the three social media plans? What risks does each entail? How can Foley better reap the benefits and mitigate the risks of each of the programs?

3. How should Foley integrate social media into her traditional media plans? Should Foley take money out of traditional media (television, magazine, radio, Internet banner and search ads) to fund her social media programs? Why or why not?

4. How should Foley measure the results of her social media plans? Which media metrics are best and least suited for a Web 2.0 world?

5. Is UnME Jeans the right or wrong type of brand and/or product for Web 2.0? Why? What advantages does the brand have in this new cultural world? What disadvantages does it have?

6. How well do the social media plans address the emerging challenges of the rapidly changing media environment outlined in the case? What can you change in the social media plans to make them more effective for UnME’s target consumers?

7. What will you do for positioning this brand in the customer’s mind? What are your effective branding strategies for UnME?