Unme Case Analysis for Marketing Communication

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UnMe Jeans: Branding in Web 2.0 1. Is UnMe jeans the right or wrong product/ brand for web 2.0? Why? What are the advantages/disadvantages does it have to be ported using social media? If one thinks of the UnMe brand the brand personality that comes into the minds of the customer has the following characteristics 1. Trendy 2. Has unique identities 3. Appreciation for differences of opinion and taste4. Teenage girls 12-24 years old Now if one starts mapping out these characteristics with those of Web 2.0 then one can easilysay that trendy associates very well with Consumer Co-creation, Social Affiliation & Digital Self Expression . The trendy characteristics changes goes on with the trend so they are more prone toco-create new values, owing to the trendy nature they are more likely to indulge in social laffiliation & similarly due to this factor they self-express themselves about various new trends & nature. The unique identity characteristic highly correlates itself with Digital self-expression. Such people want to voice their opinion through social media like blogs. The 3rd factor maps with the sharing attribute where people from different segments learn and adopt behaviors from each other. The last characteristic is the Gen Y who is the target segments for these jeans and also the users of Web 2.0. According to the Exhibit 7 47% of teenagers interact on social media & 69% in young adults. According to exhibit 8 youth want to interact with marketers on a daily basis. Advantages From the above discussion one can say that Web 2.0 is a right match for UnMe as bothappeal to Gen Y Comparative cost is less than traditional media The brand has the ability to create a trend in the market through Web 2. Follow the trend of social communication The company has the advantage of getting direct feedback from their customers and change the product or develop
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