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The UnMe jeans target a specific group of audience, their primary customers being girls between the ages of 13 and 24. The targeted audience are seen to be fashionistas, trendsetters and those who lead trends in their groups. …
“Social media marketing programs usually center on efforts to create content that attracts attention and encourages readers to share it with their social networks.” (Brent, 2011). Considering that the aim of the marketing strategy adopted by the company is to boost sales, it becomes evident that the section of funds allocated for television advertisements are not as effectively utilized as they would have been if invested in internet marketing. It is seen on Slexchange that the largest percentage of online purchases is in the apparel section (Steenburg & Avery, 2011). This means that UnMe jeans must pay particular attention to this sector of marketing. The aspects that must be taken into consideration, to conclude upon the most effective form of marketing are: the efficiency of the marketing vehicle in reaching the targeted audience, and the deliverance of the brand image.
Assessment of major issues
1. Weaknesses Assessing the issues contained in the UnMe jeans case, it would appear that the major issue or weakness affecting UnME is restricted budget allocation for internet marketing. As per the media plan adopted by Margaret Foley, in Exhibit 1, the highest percentage of the budget has been allocated for television advertising, with a very small percentage for search marketing and online banners. ...
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