AIT 3B 2009<br /> Task Three- Branding<br />            <br />                                                            ...
Ait 3 B 2009 Task3final
Ait 3 B 2009 Task3final
Ait 3 B 2009 Task3final
Ait 3 B 2009 Task3final
Ait 3 B 2009 Task3final
Ait 3 B 2009 Task3final
Ait 3 B 2009 Task3final
Ait 3 B 2009 Task3final
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Ait 3 B 2009 Task3final

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Ait 3 B 2009 Task3final

  1. 1. AIT 3B 2009<br /> Task Three- Branding<br /> <br /> <br /> <br />By Laura Cheeseman, Year 12<br />Contents<br /><ul><li>Section PageIdentify marketing issues and end user expectations1, 2, 3Customer service - functions, forms and shopping carts 4,5,6 Branding - crafting the 'Identity' through design, imagery and media selection7</li></ul>Nb: designs will be handed in<br />. Identify marketing issues and end user expectations (Maximum of 300 words – 1 page)<br />Define the term 'Branding' <br />Branding is the use of symbols or words which is common amongst all the products so that the brand is universally recognised by many people with out explanation required such as Nike, Coke-cola, McDonalds and many other companies.<br /> Many people would recognise this symbol as Nike without any use of words. <br />b) Explain how an online business is different from a traditional, offline business. Outline the advantages that could come from putting a business like Cyberia Cafe online (menus, bookings, catering, recipes, profits, etc.)<br />An online business is very different from the traditional office. A tradition business will deal with customers generally in the same city especially in the case of a restaurant like cyber café. With an online business there are no boarders for the customers accessing the business. If a person wishes to make a booking with the traditional office they will either go directly to the office or ring up the restaurant. However with an online business the customer has the option of making a booking by using the internet. The traditional office also restricts the customers that can come to the store. <br />For Cyberia café there are a number of advantages for the café including:<br />Increase the number of customers – with more people being able to access the site they have greater access to the business. For example to make a booking they don’t have to ring during office hours they can make a booking online at anytime that suits them.<br />Increased profits- with more customers their will be an increase in profits.<br />Cheaper advertising- the internet is a very cheap form of advertising and can be a lot cheaper then TV ads, radio ads or pamphlets. <br />The menu can be viewed online- this is an advantage as it may encourage more people to come to the café if they see that the food appetizing <br />Visit a number of global, online shopping websites and summarise how you found the experience of being able to purchase products worldwide. Include any issues you had, such as language, layout, use of text and images. Make a note of any branding tools, elements and styles. (Include URL's in your response)<br />Pepsi (www.pepsi.com) <br />IssuesThe web site would run very slow if the user’s computer/internet is slow. This may annoy the user.No option to turn of soundPositive comments Easy to navigate due to the simular format to other web sites.LayoutThere are two menus on this web site. One at the top of the screen and one in the middle in which it has the same type of scrolling method as the iPod menu. Use of textThere is the use of the word refresh many times in the middle menu. This is so that the users associate the drink with refresh and hopefully are more likely to by the drink due to being told that it is refreshing.ImagesThere are a large amount of images with most of them being a shade of blue. This is so the audience associates the drink (with the can being blue) with the website.Branding toolsRepeated use of the Pepsi logo (as shown in the image above), involve in, rock band game gives users the chance to win prizes, sports (sponsorship), music, menu simular to the iPod menu (especially with the new nano and newer models) Elements/style Colours: use of blue and white thought the entire web siteRepetition: repeated use of the symbol and colour blue)<br />Red bull http://www.redbull.com.au/ <br />IssuesCan’t exit the site just by pressing backPositive commentsWon’t take as long to load as the Pepsi site due to less animation. Easier to navigate thought the site. Option to turn of sound LayoutOne big rectangle in the middle split in to 12 smaller squares. Use of textThere is a large amount of text in a small size, clearly made for a younger target audience,ImagesLarge amount of images especially of sporting events (pictures of famous people) to capture peoples attention so they read the details,Branding toolsSporting (red bull air race, surfing, motor racingElements/style There is a main focus of the colour red. This is most likely due to the colour association with bulls. There is also the use of squares which fit in with the can design which although aren’t perfect squares give an illusion of being square.<br />Converse Australia www.converse.com <br />IssuesSlow to run due to a lot of graphics, slow when loading initial page Positive comments Allows you to see all the available shoes and if you wish order them online.LayoutEasy to follow layoutUse of textThere is a limited amount of text which is appropriate for the target audience of teens and young adults.ImagesBesides the shoes there is not a lot of images unless they are to do with the shoeBranding toolsThe well known converse star appears in many places across the site. A section in the site called “Play” which has four subsections:- “Talk (word from writers we like)” - “Show (things better seen then explained)”- “Tune (sounds worth listening to)”- “nice (respect for people, places and things)Elements/style There is the use of black as the heading and a mainly white back ground this suits the target audience of teens to young adults. The white back ground on most of the page also helps the shoes and other products to stand out.<br />2.Customer service - functions, forms and shopping carts <br />a) Explore advertising and branding options used by large global companies on their websites. Look at elements like banner ads, pop ups, customer reviews, message boards, e-zines, customer logins and accounts, etc. Briefly describe how these elements 'fit together' in terms of how they reach or communicate with the corporation's target audience and how they help conduct business.<br />In the Pepsi web site they have incorporated a range of others popular sites including YouTube and face book as well as a range of other branding techniques. The branding techniques that Pepsi uses are:<br />Pop ups- The Pepsi site does not use pop ups which benefit the site due to pop ups generally annoying people and most people will just close them and not even look at what they say. <br />User logins- The site allows people to join up and create their own account. This allows users to have exclusive access to competitions, offers and events. They also give the user email updates. <br />Banner ads- at the bottom of the main page there is an image which looks like sun ray and uses the colour blue in a range of shades<br />These elements are fitted together in that they are combined with other popular websites such as YouTube and face book. The branding with the use of face book is also a good technique in that both sites use the colour blue as their main theme and both target a younger audience (13-25 age groups). <br />Then, define and describe how the following online retail/business web-elements work (use the websites you explored in the section above)<br />COOKIES <br />Cookies are small files stored on a computer which contain information about the user. The cookies monitors the web browsing habits of a user such as what pages in the site they looked at including the advertisements you view, how you navigated thought out the website and what you have purchased. <br />From the customer’s point of view cookies can sometimes be useful. For example when a customer is buying a series of for example books of TV shoes and the site shows the latest release of that series.<br />It is also a benefit from the business point of view. It allows companies to build profiles about the customers visiting the site. It also allows them to improve their advertising to direct it at a more appropriate target audience with advertising of popular products.<br />However there are major issues when companies such as invasion of privacy which concerns many customers.<br />This can benefit Cyberia café in that they can customise a customer’s page with their viewing habits such as what meals appear to be their favourite. The site can then present them with new meals they may like due to what they have ordered before. <br />Online surveys<br />Define and describe- online surveys help companies to define their target audience such as age, gender, preferences, ethnicity which can help the company to target advertising to an appropriate target audience. This also helps them to ensure that appropriate products are available for the user. In the case of Cyberia café they can look at what meals are not selling and remove them from the menu or change them. They can also find out how the customer found the experience of using the site including good points and bad points. This can help improve the site. This is another way of looking at the web browsing habits of the customers. There are problems with online surveys however. If the survey is too long then many people will not finish it (no more than five questions is recommended). There are also those who will not fill in the survey. <br />Email advertising<br />Define and describe - Email advertising is the sending of emails to customers to advertise special deals and new products. This can encourage people to visit site. However this can be a disadvantage to the company as it can annoy people and they know the company who sent the email so they may be more reluctant to visit the site. <br />Tracking customer visits<br />Define and describe monitoring where the users click and how they user the website. For example they can see how long a user spends on a page and what links the user clicks. This can improve the business in that advertising can be altered to better reach the target audience. There are issues of piracy however.<br />Data Mining<br />Define and describe – data mining is a form of a database applications which searches data for patterns. Such as if there is a high amount of people looking at a particular product it will show this. This is another form of tracking user’s web browsing habits. This also helps companies to target their advertisements better to a more appropriate audience. This can benefit the company in that they can increase customers due to better advertising. There are issues although such as privacy.<br />Forms<br />Define and describe a form is used to collect customer information for example when they make a purchase which would be the most common purpose for a data base. They can contain drop down menus and text boxes. It is recommended to use drop down menus as much as possible to reduce invalid entries or customer errors. The drop down menus also increases the speed in which the form can be filled in. To make a good form it needs to be as short and simple as possible with simple instructions. A good form can give a customer a positive experience and encourage them to return to the online store. The customer will fill in the form, once they have finished they receive a conformation page from the server to ensure that all the details are correct. This then is either conformed that they are correct of fixed. The final correct details are then sent. The form details will be then sent to the company’s database in which the order will be processed. There are privacy and security of information issues which worry many people. <br />Shopping carts<br />Define and describe- shopping carts are a metaphoric device used in online shopping. It is a type of interface between the customer and the company database. They allow users to purchase many items just as if they were in an actual store. They work by the customer choosing an item then clicking “add to cart”. This then adds their item to the shopping cart. The customer does this for each item they wish to purchase. Once they have finished choosing their items they can then go to the checkout and pay for their item. This saves both the customer and company money in that they don’t have to pay as many costs for processing the order if each item was separate. The customer would also save money as they would not have to pay as much shipping as all their items can be placed together. <br />checkout procedures<br />Define and describe- when paying many companies will try and make this process as quick as possible. This includes using methods such as if the shipping address is the same as the billing address allowing the customer to check a box rather than having to renter the information again. The instructions for entering information also need to be very clear. This saves the user time to work out how to fill in the form if they are unsure due to a lack of instructions. The site can also give users logins. This can save the personal information so that the user does not have to continue re-entering their information which can save the user a lot of time. The user can update and edit their information at any time such as if they move house. If the user has a positive experience in the check out then they are more likely to return to the online store.<br />payment options<br />Once a customer has chosen their products they then need to pay for them as well as any shopping costs. The main method of payment would be credit card. The problem with this however is credit card fraud, and people not having access to a credit card such as if you are under 18. Another method is the use of gift cards to purchase products which can be more secure.<br />3. Branding - crafting the 'Identity' through design, imagery and media selection <br />Create a 'brand' (look and feel) of your choice for Cyberia Cafe - Sketch and annotate a number of designs.<br />From your sketches, compose a 'mock up' of a home page for the Cafe using you image manipulation software (include placeholders for any audio/video elements).<br />I did not like the mock up once I had made it from my designs. The site looks messy and unorganised. There is not a lot of unity in the mock up. However I do like the logo which can be seen on its own below. <br />

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