The Brand Manager of Unme Jeans

Problem statement

The brand manager of UnME Jeans, Margaret Foley, faces a shifting media environment, in which her traditional media plans focusing on television, print, and radio advertising have become less effective in capturing users' attention and generating unit sales. These channels lost their effectiveness due to declining audiences, increasing advertising clutter, and consumers' newfound choice to "tune out" media.

In place of "traditional advertising", Web 2.0 – a highly interactive, uninvasive, and measurable form of online, pull advertising is soon becoming an effective way to attract, acquire, and retain customers. Foley's challenge is to learn about the new web 2.0 trends, determine the appropriate tactics, metrics, and platforms to advertise to UnME's target market, and to allocate her advertising budget between traditional media and web 2.0 media. She has three choices as to which specific web 2.0 platforms to post her advertising content on: Zwinktopia, Facebook, or YouTube. Foley needs to evaluate the effectiveness of these platforms in reaching her target market and potentially increase her profits with respect to investments.

Situation analysis

5C Analysis:

Company—UnME Jeans is one of the most successful upcoming players in the junior denim market. The brand was designed to encourage women to forge their own unique identities and to promote tolerance and appreciation for differences of opinions and tastes. The product line included fashion-forward jeans that teenage girls coveted for their highly decorated designs featuring glitter, jewels, and metalwork.

Customers —The target customer for UnME Jeans is women between the ages of 12-24, who would like to forge their own unique identities and want to be social and taste leaders in their schools and communities. Increasingly, these young consumers are now replacing traditional forms of purchasing with online purchasing. Consumers are now directly engaging brands and dictating specific content they would like to see advertised. Web 2.0 advertising has become a mutualistic relationship, in which advertisers provide information, entertainment, and value to consumers; and in turn, consumers provide feedback and engagement to brands.

Competitors – Levi Jeans—Levi Jeans is a well-known and trusted denim retailer who has a proven track record with selling blue jeans. In addition to its past successes, Levi Jeans has excellent social media initiatives have had a huge impact on creating and informing brand ambassadors who help drive sales through their own actions and word of mouth. Levi's was the first major retailer to add Facebook's "like" button to its commerce site, and it created the first Facebook-oriented social shopping experience, the "Levi's Friends Store."