UnME Jeans Essay Example | Topics and Well Written Essays - 1500 words

UnME Jeans - Essay Example The brand manager of UnME Jeans is faced with complex media in which the traditional media such as television, radio and print advertising have become less effective over the time because of the declining number of audience, increase in the advertising clutter and turning out of the consumers. In this case Foley is set to explore the options provided by Web 2.0 social media and determine ways to better handle advertising and branding objectives. Therefore, the major challenge for Foley is to ignore all the hype made by Web 2.0, and analyze the social media for UnME Jeans by delving into the needs of the consumers and their behaviours underpinning the technologies of Web 2.0. Situation Analysis The case study describes a situation where Margaret Foley, the brand manager of UnME, carries out an investigation with respect to emerging media Web 2.0. The brand manager had been allocating a huge amount of budget in the traditional means of communication and only about $250 towards social media which were not sufficient in the new era of competitive environment to survive, attract and retain the loyal customers. It has been analysed that with a change in the consumer’s demands and mindset, consumers are spending much of their time by staying online rather than watching television. The percentage rate of television viewers has dropped drastically and it had become essential for UnME to implement the new form of media. The fir m did not spend much on online marketing and as a result, the brand manger was not satisfied with the response from the target consumers. In the era of new technologies and various media options, the target customers, the teenagers, prefer visiting online sites and staying online for most of the time. As per a survey, it has been seen that the social media are a highly acceptable form of media. The below figures compare the use of various forms of promotional tools. Figure 1: Media Trends (Source: McGee, 2011) The above figures compare the media trends from 2010 to 2011. It has been seen that the use of social media is predicted to increase by about 63.6% in 2011 year-on-year, as compared to the use of television. As per the Internet World Stats (2012), about 78.3% of the US population uses the Internet, and the amount of time spent rose to 20% and the youngsters tend to spend about 40 hours per week. Change has taken place in the Internet population in US and it was predicted that about 71% of the population would be online in 2010 and it would continue to grow and would reach about 250 milion people in 2014 (European Travel Commission, 2012). The following table shows the future prediction of Internet usage by the consumers in the present and future. Table 1: Internet users (ETC, 2012) With the growth of social media among the customers, the youth sector still dominates the social media market and UnME, which targets the teenagers, is lagging behind in positioning the brands effectively through the use of social media. Teens and young adults showed the greatest penetration. According to eMarketer, out of five Internet users four of them belong to the age group of 12 to 34 (eMarketer, 2011). The figure below shows the trend of social network users, which is estimated to rise each year. Figure 2: Social Network Users (Source: eMarketer, 2011) The