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CASE 1: UnME JEANS: BRANDING IN WEB 2.0
1. What is the problem or issue discussed in the case? What are some of the challenges
Margaret Foyley faces? Why is the issue under investigation becoming more and more
relevant for marketers?
2. What is UnME Jeans’s positioning statement and target market? What segmentation
criteria does the brand use? Would you segment the market using any additional criteria?
Justify your answers.
3. Categorize UnME Jeans current media mix in traditional media, tradigital media, and
social media. Justify the classification of the brand different media. In your opinion, is
this the right mix?
4. What role should the UnMe Jeans website have, transactional or informational? What
objectives should the website seek to achieve? Justify your answers.
5. The current UnME Jeans media mix does not include email marketing. What would be
some of the benefits of implementing an email marketing campaign? Imagine that
Margaret Foyley hired you to develop an email marketing campaign. Provide a copy of
the email you would present her. Briefly describe the reasons why you designed the copy
the way you did.
6. Based on the defining characteristics of social media highlighted in your textbook (Ch.
1), what are the potential benefits of using social media? What are some of the
disadvantages?
7. Based on UnME Jeans target market, what social media zones and specific platforms (or
vehicles) would you recommend Margaret Foyley to implement?
8. How would you allocate the marketing communications budget between traditional and
digital channels? Use percentages and identify individual vehicles (i.e. Traditional
media= TV, magazines, and radio). Justify your answers.
CASE EVALUATION CRITERIA
Case write-ups will be evaluated based on the following criteria:
1. How well/completely your paper answers the proposed questions
2. How thoughtfully organized the paper is
3. Use of class concepts
4. Quality of recommendations
a. Are they insightful and thorough?
b. Do they build on the case information?
c. Are the recommendations specific, actionable, and reasonable?
d. Do they make business sense?
5. Quality and amount of research done (primary and secondary) and its usefulness to
support your answers
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