Summarize “Procter & Gamble’s New Web Strategy” case study

Web site design plays an important role when creating successful integrated marketing communication programs.  This week you will have the opportunity to examine a case related to design strategy.

 

• Read the “Procter & Gamble’s New Web Strategy” case study (pages 130-131).

 

1. One of the things P&G already knows about online shoppers is

that they expect brand Web sites like Pampers.com to offer the

most information anywhere about a product line, including all

its size, packaging, and product options. Do you think online

outlets like P&G’s eStore can convert more shoppers’ needs for

information like this into Internet sales? What other purposes

can a pilot Web site like the eStore serve for retailers?

 

2. Do you think personalization, customization, or behavioral tar-

getting can help Web sites like the eStore to succeed? What sort

of personal information would you be willing to share online to improve a retailer’s ability to meet your needs.

 

In addition, after watching the video, E-business at Evo, answer the following:

 

3. Aside from offering good prices, how does evogear.com offer value to the consumer?

 

4. Evo founder Bryce Phillips says that e-commerce is yet in its infancy and has not attained its fullest marketing potential. What is Phillips’ vision for improving e-commerce? Do you agree with his perspective? Explain.

 

5. What challenges does Evo have in operating its Web-based business?

 

6. Perform outside research on all individual work.

 

Your assignment should be at least 2 pages in length.