Web Site Strategy Case Study

Click to download: Site Map Document in Outline Form

I chose Kraft's corporate website instead of their general consumer one because it seemed to offer more. The customer website was mostly recipes...actually a ton of recipes. I found the corporate on more interesting and traditional. When first visiting the page, it looked very updated. The simple 6 tab menu bar on the top was very easy to read and navigate. The stock information embedded into the header looks nice and definitely good for the corporate page of a publicly traded company. Given that their site highlighted investors and shareholder information, I assume investors are typically visiting this site the most. Other nice features were the font and contrast adjustments in the top right corner. Their demographics are probably older and have trouble reading small text. If so, they are very carefully, and probably effectively, catering to their demographic.  In addition, their investors have a tremendous impact on their performance and success. Catering to their demographic on this page is vital for the companies success.  Finally, their content is also relevant to an older demographic. They mention historical events in the company from 1903 and having a heritage section under 'about us'. It is obvious that Kraft specifically chooses certain images, designs, and customization to make the viewer experience positive for an older generation. However, it is still very effective for young generations too. This is apparent through their social media links on the top corner. My biggest surprise about this corporate page was how simple it looked on the outside, but how many pages were included after the homepage (see bottom chart).

Kraft Corporate Website

Site Map Of Kraft Corporate Website

Traditional vs. New Media Case Study

For my case study, I wanted to examine Best Buy. I chose this company because it continues to transition to avoid simply being a tech showroom. I was interested in the way it uses both old and new media, but also how their strategy and media uses have changed over the years. When they were the tech shopping king, they had entertaining TV commercials, billboards, radio ads, and other types of old media. Each type focused on the convenience, low prices, and products available from their brand. Since their stores are large and have high fixed costs, they need customers to just come in. Originally, Best Buy had a Wal-Mart style framework to beat out any local tech store completion due of their volume of products and customers. Now, they can't compete with the volume of Amazon warehouses and the absence of sales people seen in all online models. An Amazon warehouse can store a lot more products than Best Buy, so shopping online gives the consumer more options. The only advantages Best Buy has is the showroom aspect of getting to use products and any exclusive products. In terms of the “4 P’s” of marketing, Best Buy used to focus on their products and prices, but now they specialize in their place and promotions. The only aspect of product they have left is that the consumer can use it in the store. Since their prices are not competitive with online sellers, they cannot use price to market their products.
Recently, Samsung and Best Buy have worked together to make Best Buy exclusive products, but Samsung eventually ends up selling those products online. Since Best Buy still has store costs, their online prices often cannot compete with Amazon. Today, they promote their brand using other brand's products like Samsung. They still have many types of old media, but they focus on new aspects of the brand. Instead of low prices, they focus on having the product in your possession immediately. They also value customer support and the exclusivity of certain products.
In their recent Super Bowl ad, they had Ozzy Osbourne humorously not understanding 3G or 4G (View Below). Then Justin Bieber arrives and finishes the ad joking about a 6G phone. Its demographics were either young pop star fans, or older generations that don't understand electronics well. These same demographics might also not understand that the product they are looking for is on Amazon for 20% less. However, Best Buy brands itself now as a customer friendly electronics store where sales specialists can help fit your needs. If you are an unknowledgeable electronics consumer, Best Buy is probably a good place to shop.
On Twitter Best Buy promotes exclusive products, customer support, and affiliations with other events or promotions. Nascar is one of their biggest campaigns with the Best Buy 17 car. Since the Nascar demographic tracks the U.S. population closely. Marketing using new and old media strategies with Nascar makes a lot of sense. It is also why a lot of other big box stores have Nascar branded race cars as well. For being a electronics retail company, I would have expected Best Buy to be represented on most of the major social networks. However they only promoted Facebook and Twitter on their website. I find that seeing the same brands advertisements on different sites or channels to be more persuasive than if it is just on one billboard. On the other hand, their 6.7 million Facebook likes and almost half a million Twitter followers puts them in a popularly followed group that might just want to appeal to those on the top two social sites. The repletion of messages often causes changes in consumer behavior. I think using Nascar and other Pop entertainers to market the brand is a good start for Best Buy, but they need to completely change their brand before those followers find out about Amazon.

3 Interesting Business Cards

1) Yoga Business Card.

















I really liked the yoga card because it was memorable, funny, and interactive.  It would make me feel happy and probably more open to trying yoga.

2) Divorce Lawer Business Card

I thought this card was hilarious.  It is probably just what a couple getting a divorce needs during an uncomfortable time.

3) Tear Away Envelope Business Card

Forcing the receiver of the card to tear away part of the card to reveal contact info probably increases memorability and could add to the brand if the card producer is in the packaging/shipping business.

Personal Story (brand identity)

My personal brand is trustworthy, friendly, and generally professional. Although depending on the demographics that I encounter, more nuances in my brand become apparent.  Typically, I tend to be very open and people get to know me quickly.  I don't have any enemies or people I try to avoid.  Generally, I go with the flow and continue to learn about people and technologies.  Most people see me the way I see myself.  I've been called a hard worker, trustworthy, and creative.  Sometimes at first people think I am lazy or bored because of my monotone voice, but after they get to know me, they realize I actually care about their opinions.  The products of my creativity and hard work are the aspects of my work that I enjoy seeing the most.  As a person really interested in technology, seeing so many tech inventions created in my lifetime is amazing.  I find interacting with those technologies to be entertaining.  In contrast, being outdoors and getting some fresh air is important.  Rollins College has given me many opportunities to get outside and enjoy nature.  I still find myself distracted with the latest app or viral tweet when I'm trying to get away from a screen.

As a City of Chicago native, living in a distracting and high energy state of mind is comfortable for me.  I use music, vacations, and family to relax when everything is crazy.  Keeping a healthy work life balance is difficult for me because I enjoy working on new projects.  Sometimes my work intrudes on my life outside of work, but as long as the work is rewarding, I don't see it being a problem.

My past work at WPRK opened me up to new underground types of music that I wouldn't have heard otherwise.  Now I am working on a new project for Rollins to help increase the College's video presence online.  I anticipate similar work life balance issues with it as well.
Whether I see my professor, parent, friend, classmate, girlfriend, landlord, or neighbor, I attempt to keep a consistent brand.  Consistency in general is easier, but I obviously share more about my brand with my girlfriend than with my neighbor.  The way I share that information is how I try to remain consistent with my brand.  Personally, I don't subscribe to living and acting differently around my friends at night and then drastically changing myself when I'm at home.  A large part of this choice could be that many of my colleagues are friends that I hang out with outside of class or work.  Consistency, reliability, trust, and punctuality are very important to my brand.  Without those traits it is difficult to be productive, learn, and have fun.  A lot of people don't share those values, although when they do share them, things are more likely to go as planned.  The most important aspect of my brand revolves around my character.  My drive to be independent and think of entrepreneurial ideas keep me focused and help me continue to learn more.  An aspect of my brand that I often downplay are my past accomplishments.  Whenever something good happens as a result of my hard work, I tend to keep it to myself.  Normally others mention my successes before I do.  As strangers get to know me, they quickly understand my abilities, values, and character.

Hello

Rollins Logo

Hi there,

I'm a CMC Major at Rollins College in Winter Park, FL.  My area of concentration is consumer behavior.  I used to work at WPRK as a DJ and Assistant Station Manager.  Now I'm doing an independent study to create R-Video.