markcom presentation - charriol

7/25/2019 Markcom Presentation - Charriol

1/133

MARKCOMCo,Carbajal, Lim,

Mariano, Ouyang, Tamani


2/133


3/133

COMPETITORS

http://www.cartier.com/

http://www.chopard.com/


4/133

BEST IN CLASS

http://www.rolex.com/


5/133

HOMEPAGE


6/133

Comparison of Offline Analytics data (from

Alexa) for all the sites

Charriol Cartier Chopard Rolex

Global Rank 494,831 41,748 153,482 14,778

PH Rank n/a n/a n/a n/a

Unique Visitors n/a 73,854 n/a 157,364

Bounce Rate 21.20% 45.20% 27.70% 29.10%

Time on Site 4:11 2:18 3:19 3:35


7/133

Screenshots of Homepage

and & Pertinent Pages &Off Site Analytics from

Alexa


8/133

Charriol


9/133

HOMEPAGE


10/133

HOMEPAGE


11/133

HOMEPAGE


12/133

HOMEPAGE


13/133

ZOOM VIEW FOR HOMEPAGE TOP, BOTTOMAND SIDES


14/133


15/133

TOP BAR


16/133

UNDER WATCHES MENU BUTTON


17/133

UNDER JEWELRY MENU BUTTON


18/133

UNDER ACCESSORIES MENU BUTTON


19/133

UNDER FOLLOW US MENU BUTTON


20/133

UNDER FOLLOW US MENU BUTTON


21/133

UNDER STORE LOCATOR MENUBUTTON


22/133

UNDER STORE LOCATOR MENUBUTTON


23/133

UNDER ACCESSORIES WATCHESCATEGORY AEL


24/133

CLICKING THE PRODUCT ON THATSPECIFIC CATEGORY WILL SHOW


25/133

When you click on the Latest News Articles atthe bottom it will direct you to the topic


26/133

In the Article Page you can share the post from the pageand see related posts...


27/133

A page for the frequently asked questions...


28/133

And even give feedbacks...


29/133

Charriol


30/133

Charriol


31/133

Charriol


32/133

Charriol


33/133

Scores, Commentsand

Recommendations


34/133

CONCEPT OR PRESENCE

1. Is there a perceivable concept and visual representation common to all/most pages?2. How well is the concept and visual representation carried through the site?3. How well does the concept fit the company or brand image?4. How well does the concept suit the purpose of the site?5. How well does the metaphor suit the target audience?

The website of Charriol did a great job when it came to the visual representation of the pages because it isvery distinctly delivered well by having its trademark but given that charriol is known for watches andaccessories the thought of having visuals of the denims in the middle section took away the attention of the

visitor from the main product which is why we didnt give a perfect score on the metaphor part. It would bebetter if they dont stray away from their main product which is jewelries and watches and avoidunnecessary pictures for advertisement.


35/133

CONTENT1. How appropriate to the target audience is the amount of text used (versus

visuals) on the site?

2. How appropriate is the language and tone used for the target audience?3. How well does the site answer any questions you might have?4. How easy is it to know how to ask questions via e-mail, phone, etc.?5. How well does the content engage viewers and compel them to continue (e.

g., correct spelling and grammar, vivid words, short paragraphs, bullets, 2ndperson addressing ["you"], active voice)?

6. How well does the content (topics, discussions, etc.) suit the target

audience?

The visuals, language are understandable and clear. The ways on how to contact thecompany on the other hand is lacking in information. It would be better if they wouldprovide a contact # or email together with the address. In terms of the frequently askedquestions they allotted a separate page to answer the visitors questions which is veryinformational and helpful. The topics and discussions under the related articles sectionsreally suit the audience but it would be better if they provide more articles about theproduct itself besides their achievements.


36/133

NAVIGATION

1. How consistent is the navigation?2. How obvious, simple or intuitive is the navigation?3. How easy is the access to the menu, site index, and home page from each

screen?4. How accessible are navigation tool?(Visibility/Position on the screen)?5. How effectively are internal links used to move through the site?6. How well arranged is the content(number of clicks needed)?

The navigation of the page is a bit complicated because the website is too long andscattered. Given that its too long and scattered it is not that simple to navigate the page itwould be better if they compress it and put in under specific categories. Not all of thenavigation tools can be spotted easily because of the long webpage, like before it is better ifthey put it in a place wherein once you own the website you can see everything withoutscrolling way far.


37/133

VISUAL APPEAL

1. How well do the visuals suit and not turn off the target audience?2. How well do the visuals support and not hamper the concept?3. How well do the visuals support and not hamper the content?4. How well do the visuals support the navigation?5. How well do the visuals suit and not hamper the purpose of the site?

The visual appeal is good but it looks inclined to women. The color of the page and what itshows seems like its a brand for women.


38/133

BRAND REPRESENTATION

1. How well does the site represent the best thingsabout the brand?

2. How well does the site follow brand guideline?3. How well are the products or services of the brand

highlighted and represented?

The brand representation of the page looks appealing to women. The products are highlynoticeable. Scroll down a little and youll see a lot of their products there.


39/133

BEST IN CLASS COMPARABILITY ANDDISTINCTION

1. How well does it compare to world-class, best-in-class websites in the given vertical/industry?

2. How unique and distinct is the look of the site?

When it comes to comparison to close competitors, theres little gap. Theres a fewdifferences from their sites and we believe that Charriol is not being left behind. However,compared to the best in class, it seems left behind. Rolex site looks prestige and exquisite.


40/133

USEFUL & FUNCTIONALITY

1. How useful and effective are the features?2. How efficient will the site be in terms of user experience such as loading time,

navigation layout consistency, product centricity, search, user login, page location(e.g., sitemap, breadcrumbs, etc.), among others?

3. How compatible is the site for search engine optimization?

The usability and functionality of the site is simple. Theres nothing special. A few clicks andyou get to where you want.


41/133

MARKETING EFFICACY

1. How well does the site convey its central value message?2. How well does it meet the needs of its target market?3. how effectively does it use calls to action and contact information?4. How well does the site promote itself (encourage repeat visits)?

The marketing efficacy is good. Since they market to high-class people, their site coincides.Its clear, easy to navigate and tailored for its target segment.


42/133

Chopard


43/133

First Appearance


44/133

Homepage


45/133

Languages


46/133

Collection Button


47/133

Collection Button


48/133

Collection Button


49/133

Collection Button


50/133

Chopard Button


51/133

FAQs Button


52/133

FAQs Button


53/133

Customer Service Button


54/133

Customer Service Button


55/133

Store Locator


56/133

Watches Button


57/133

Watches Button


58/133

Watches Button


59/133

Watches Button


60/133

Add to Wish List


61/133

Contact Us


62/133

Chopard


63/133

Chopard


64/133

Chopard


65/133

Chopard


66/133

Scores andRecommendation


67/133

CONCEPT OR PRESENCE


The way they use concept and visual representation is very clever, it showselegance, authority and diversity in one look, but it is quite inconsistent whenyou browsed deeper in the website. Chopard should use a consistent metaphorfor each page.


68/133





6. How well does the content (topics, discussions, etc.) suit the targetaudience?

The use visuals, and tone are enticing, and appropriate, but how they used the text is quite a turnoff, because its not emphasized well, and inconsistent. Some visuals blocks the color of the textwhich makes it unreadable.Their paragraphs should be shorter, and the texts should beemphasized enough to catch the audience attention. The text color and visual should also match.


69/133

NAVIGATION



The navigation of the website is really simple and given that it is very intact youcan see all the navigation buttons without having to scroll to the bottom. In termsof the number of clicks needed we recommend that they should have lessercategories because some are already irrelevant.


70/133

VISUAL APPEAL

1. How well do the visuals suit and not turn off the target audience?2. How well do the visuals support and not hamper the concept?3. How well do the visuals support and not hamper the content?4. How well do the visuals support the navigation?5. How well do the visuals suit and not hamper the purpose of the site?

The way Chopard use visuals is very good, and it entice you to go deeper in the website.The use of models in different countries is very clever, and the representation of femalesthat shows a strong appeal that suits the target audience, however it gives you a differentfeel of the concept as you go deeper. Our recommendation is that their visuals andconcept should be consistent.


71/133





The assets of the brand is presented well but there is always room for improvementand just like any other shops in their class it is better if they focus on the accessory

instead of the clothing or the model.

BEST IN CLASS COMPARABILITY AND


72/133




Compared to other websites Chopards website is very convenient because you

dont have to scroll all the way down just to see all the navigations but. It is not thatoriginal because when you look at other websites of the same industry it is

somewhat the same still. Maybe they should showcase more of their main productand put more necessary visuals.


73/133





The features of the website are very effective because it is very simple and easy tonavigate with. For google chrome it loads really fast but for mozilla firefox it is slower

than usual.


74/133

MARKETING EFFICACY


Chopard's marketing efficacy is very good. It meets the needs of a diversemarket, the concept is appropriate for the target market, and its easy to find andcontact them, if you have questions.


75/133

Cartier


76/133

HOMEPAGE


77/133

Collections


78/133

Under Jewelry


79/133

Under Watches


80/133

Under Engagement


81/133

Under Accessories


82/133

Under Fragrances


83/133

Under Gifts

h


84/133

The Maison

i


85/133

Services

i d f i


86/133

Find Us Information

i


87/133

Cartier

C i


88/133

Cartier

C i


89/133

Cartier


90/133

CONCEPT OR PRESENCE


The concept suit of the site is very elegant and high classed, so it suits theirproducts well. Although, it was only able to score a 4 since it lacks a main

concept, Making it give mixed feelings of the website


91/133






For its content, they should make it easier for the visitors of the site to findways to ask questions since despite having a tab dedicated for it, it does not

give a feeling that they are willing to answer questions.


92/133

NAVIGATION



For the navigation, it is pretty difficult to go around the website since thereare a lot of internal links to move you throughout the site. This will make

visitors end up clicking through a lot of internal links before reaching theirdesired destination,


93/133

VISUAL APPEAL

1. How well do the visuals suit and not turn off the target audience?2. How well do the visuals support and not hamper the concept?3. How well do the visuals support and not hamper the content?4. 4. How well do the visuals support the navigation?5. How well do the visuals suit and not hamper the purpose of the site?

The overall visual appeal for Cartier is good. Although it could be improved ifthey focus on one concept and follow throughout even better. It should also let

them maneuver easier throughout the site, although it does not do this.

O


94/133


1. How well does the site represent the best thingsabout the brand?2. How well does the site follow brand guideline?3. How well are the products or services of the brand


The brand presentation for Cartier is very good since they made sure thatthere are tabs and links to all their products. They present their brand very

elegantly and it gives a good idea to the visitors what Cartier is.



95/133




Since Cartier is a top brand just like Rolex, they are able to keep up with Rolexin terms of their website. Although it would be nice if they could have a uniqueconcept for their site to make them stand out.



96/133


1. How useful and effective are the features?2. How efficient will the site be in terms of user experience such as loading time,navigation layout consistency, product centricity, search, user login, page location(e.g., sitemap, breadcrumbs, etc.), among others?


Overall the website is good with its use and functionality, although, since theyhave a large amount of choices and internal links, it could be difficult forconsumers to find the specific item they are looking for, so they need to

improve in their search engine optimization.


97/133

MARKETING EFFICACY


Their marketing efficacy is good, although they could improve with theinteraction. The world wide web is a place where corporations and consumers

could interact directly, so they should give more emphasis in customerinteraction and support.


98/133

Rolex

HOMEPAGE


99/133

HOMEPAGE

HOMEPAGE


100/133

HOMEPAGE

HOMEPAGE


101/133

HOMEPAGE

HOMEPAGE


102/133

HOMEPAGE

Under Watches


103/133

Under Watches

Under About Rolex


104/133

Under About Rolex

Under World of Rolex


105/133

Under World of Rolex

Under Retailers


106/133

Under Retailers

Under Wishlist


107/133

Under Wishlist

FB Page


108/133

FB Page

Rolex


109/133

Rolex

Rolex


110/133

Rolex

Rolex


111/133

Rolex


112/133

Scores andRecommendation

CONCEPT OR PRESENCE


113/133

CONCEPT OR PRESENCE


Rolexs concept and presence is very well presented. They have images oftheir brand mood such as high class cities and locations making them feel likea luxury brand. So since their target market are the men and women of thehighest class, the website really fits in.

CONTENT


114/133


visuals) on the site?2. How appropriate is the language and tone used for the target audience?3. How well does the site answer any questions you might have?4. How easy is it to know how to ask questions via e-mail, phone, etc.?5. How well does the content engage viewers and compel them to continue (e.



They make it difficult for visitors to contact them through the website so thereis room for improvement. Aside from that, they could also add some faq (frequently asked questions ) to make it easier for the questions of theircustomers to answer within their site.

VISUAL APPEAL


115/133

VISUAL APPEAL

1. How well do the visuals suit and not turn off the target audience?2. How well do the visuals support and not hamper the concept?3. How well do the visuals support and not hamper the content?4. 4. How well do the visuals support the navigation?5. How well do the visuals suit and not hamper the purpose of the site?

Overall the visual appeal of the website is simple but informational at the same time consistent butthere are some unnecessary visuals that are placed in the website and would be better if they wouldreplace it with something relate to their main product so as to market the main product more to the

visitors.



116/133





Their products are already highlighted correctly but one thing that would bemore helpful is if they focus more on their MAIN product and show more of itinstead of showing sports pictures.



117/133

DISTINCTION



Compared to other professional websites, Rolexs website is very unique andreally distinct. It is simple and yet informational as mentioned before withoutbeing too wordy or dragging. Also, it is very clean when you look at it.



118/133





The site has very minimal interaction with their visitors so it could improve intheir user experience. They could promote creating account for Rolex, or theycould make the page locator more entertaining.

MARKETING EFFICACY


119/133

MARKETING EFFICACY


Overall, Rolex gives all the information their customers need when they visittheir website, although, there is always room for improvement. They couldmake their customers create accounts for their site to make the experiencebetter and they could also have a database on their market.


120/133

Summary ofScores


121/133


122/133


123/133


124/133


125/133


126/133


127/133


128/133


129/133


130/133

SUMMARY OFRECOMMENDATIONS

SUMMARY OF RECOMMENDATIONS


131/133

CHARRIOL CARTIER CHOPARD ROLEX

CONCEPT Removeunnecessary

visuals, and dontstray main product.

Should focus ona main concept

to avoid mixedfeelings towardsthe brand.

Visuals andconcept should

be consistent inevery page.

CONTEXT Could be better ifthere are morearticles of their

products, besidetheir achievements.

There should bea tab dedicatedfor answering

the questions ofthe visitors.

The texts andparagraphs usedshould match

the visuals.Emphasized

main texts, andshorterparagraphs.

NAVIGATION - Less internal

links to arrive ondesireddestination.

Remove

unnecessarycategories.



132/133


VISUALS - Visuals andconcept should


Visuals andconcept should


BRANDREPRESENTATION

- - Focus on theaccessory

instead of theclothing or themodel.

BEST IN CLASS

COMPARABILITYANDDISTINCTION

- Should

represent aunique conceptto stand out.

Should

showcase moreof their mainproduct and put

morenecessaryvisuals.



133/133


USABILITY &FUNCTIONALITY

- Improve SearchEngine

Optimization.

-

MARKET

EFFICACY

- More emphasis

in customerinteraction and

support.

-

markcom presentation - charriol

Documents