Website structure analysis
- 1. Two website in comparison
- 2. 1. Presentation of Vinamilk and Granarolo: • Website Structure • History • Products • Improvement and innovation 2. Comparison between the Companies OUTLINE:
- 4. Website structure Link to Social media Drop-down menu Search field Navigation bar Lower toolbar Brands
- 5. Homepage Interactive slideshow of images/videos Focus on: lastest products and innovative technology Color: Neutral, harmonious Customer-oriented approach
- 7. Homepage Visual images and video Focus on: Achievement and global certification Color: Fresh, eco-friendly
- 8. Website structure Navigation bar Lower toolbar
- 9. Granarolo The 60th anniversary. We have grown with you. 2017 opens with a series of initiatives to celebrate Granarolo's 60th anniversary. On 15 March the inaugural event was held, with the participation of a group of 1,000 representatives of the company - including farmer shareholders and employees from all over Italy - in an audience with His Holiness Pope Francis. • Use of We in order to transmit sense of belonging • Stakeholders’ importance
- 10. Intesa Sanpaolo S.p.A. becomes Granarolo shareholder Intesa Sanpaolo S.p.A becomes a Granarolo shareholder. The agreement signed between the Bank and Granarolo is supposed to rescue Yomo and provide financial coverage for the operation. Intesa subscribes a capital increase of around 70 million thus acquiring a 19.8% share. As a result of the conclusion of the operation two representatives of the Bank join the Board of Directors of Granarolo S.p.A.. With the acquisition of Yomo, the Centro Sperimentale del Latte (CSL) also joins Granarolo's corporate orbit, part of the Yomo galaxy that aims to promote studies and scientific applications on lactic acid bacteria and moulds to improve dairy, agro-livestock and pharmaceutical products. CSL is then sold to the Group Sacco in 2013. Timeline • The timeline shows a clearer development history for website visitors. • Complicated events are explained with technical words and complex structure.
- 11. HistoryVinamilk history • Idea of growth, movement and improvement • National identity underlined
- 12. Vinamilk history Acquiring the remaining 30% stake in Driftwood Dairy Holding, Vinamilk raised its ownership to 100%. Vinamilk officially introduced condensed milk and creamer under Driftwood brandname to US market. Vinamilk has become a familiar brand to Vietnamese and international consumers after 38 years of continuous innovation and development. Vinamilk has been proving itself of strong spirit of constantly improving, innovating, seeking new directions so that the Company gets stronger and stronger. Vinamilk built Nhu Thanh dairy farms in Thanh Hoa. • Vinamilk speak about itself as a strong company without use the sense of belonging with his costumer • Use “Vinamilk” instead of using pronouns • Complicated events are explained with common words and easy structure Vertical timeline design
- 13. Granarolo products GOODNESS IN EVERY DROP Milk is still the best source of calcium and always will be. Milk isn’t just nutritious and tasty to drink, it’s a versatile ingredient too. It can make your coffee deliciously creamy, or turn a handful of fruit into a wonderful smoothie. However you enjoy it, it’s the perfect way to get the nutrients and wholesome goodness of dairy. Our UHT milk is made from 100% fresh milk, with no powders or preservatives. Our UHT milk sold abroad is 100% imported from Italy and it comes in three types: Full Fat, Semi-Skimmed and Skimmed. • Informal style • Eveluative and emotionally words • Advice on use Granarolo products (drink, coffee, fruit, …) • Reference to quality • Nationality underlined
- 14. Yomo has been authentic Italian yogurt since 1947. Yomo Yogurt is proof that classic is always a good choice: 100% natural, still made with its original recipe with no preservatives, colourings, flavourings or thickeners. Each pot is bursting with delicious, flavoursome creaminess that isn’t just good, it is delicious! • Focus on national identity • Confidential tone → exclamation mark. • Friendly approach • Emotionally words
- 15. PRODUCTS Passion for perfection To an enterprise, striving continuosly for perfection in its products and services to enhance its values given to customers is the vital goal and the guideline in all development strategies. Vinamilk provides customers with the diversification in its product portfolio, the variety in nutritional options and the trust in health concerns by the endeavor to satisfy the most stringent requirements on safety and quality as well as the faithfulness Inn clearly showing every product detail to customers. All these values are expressed fully in its motto of “Quality”. • Evaluative and emotionally words • Reference to the quality of products
- 16. Vinamilk products Use of Vietnamese in the english version website
- 17. Fresh milk a delightful taste to enjoy A Gift of Health 3 NO's From Nature Vinamilk 100% Fresh Milk is not only delicious & rich in natural nutrients with strict "3 No's standard" but also enhanced with Vitamin D3 as recommended by EFSA to support your immune system, so that your family stays healthy every day. • Informal style • Confidential tone • Use of “you” • Reference to high-quality • Focused on a specific target costumers→ your family • Technical language • Focus on health benefits
- 18. Vinamilk yogurt are produced under natural fermentation technology with calcium and vitamin D3 for strong bones. Vinamilk yogurt • Simple structure • Focus on health benefits • Informal style
- 19. GRANAROLO The radicated aim of Granarolo: a merge between innovation and sustainability
- 20. Suddivision into steps to make the message clearer Research and innovation by Granarolo aimed at the development of new products through careful analysis of consumer needs, taking into account the needs of specific segment of population.
- 21. High Commitment in: - incresed products and processes quality; - Create an innovative packaging for long-life milk. Technical vocabulary
- 22. sustainability Carbon Footprint Project Reference to the standard quality of their products; Use of strong verb, like: - Evaluation - Examine - reduce
- 23. Portobello is a community project involving citizens, businesses, associations and institutions. In order to help the new poor, people who are not accustomed to asking for help from social services or their parishes, the voluntary associations in Modena, with the support of the Centre for Volunteer Service, Conad and Granarolo, have launched the Portobello project. This is a charity supermarket where you can go shopping, choose products and pay with “points” charged to your tax code card, awarded based on the household members and stopped up every month for six months. Attempt to involve the customers by making them the users of the community services made by the Company.
- 24. The project: «breastfeed me» was set up as a human milk Sense of responsability for the community and the use of an emotional approach
- 25. VINAMILK Research and Innovation As the society is in the continuous development, nutrition and health are always the first concerns to ensure quality of life. Vinamilk always pay attention to good criteria for health by reducing sugar, reducing fat (monounsaturated fat) but still meeting the requirements of the product’s flavor and tastes of consumers in the research and development strategies of products. Committment from the CEO of the Company. Presence of an important person who guides the dynamic innovation
- 26. Innovation based on sustainabile development As one of the leading companies in Vietnam, Vinamilk is highly aware if its influence to the community and the sustainable development of the society. We understand that the success of a business Is reflected in not only its financial performance in each annual report but also, and more importantly, in the prominent and sustainable values that could bring to people. • National identity underlined • Use of «we» as a Company • The Sustaining approach bring closer The Company to people.
- 27. Planet, partner to sustainability Land, air, water, energy and underground minerals are indispensable components, which are exploited and used to serve the lives and development of human society. Therefore, for each country, natural resources are very important sources of assets, resources and natural capital to build and develop the country. When natural resources are finite and human needs are infinite, every action of using and exploit natural resources must always be linked to sustainable development. Vinamilk clearly recognizes and appreciates the value and role of nature in its whole supply chain. More formal style and complexity of the structure. Sense of global commitment
- 28. Corporate identity Vinamilk Granarolo • Environment • Authenticity • National identity • Local tradition • Organic • The Sustaining approach bring closer The Company to people. • National identity • Research and Innovation • Internationalization • Sustainability Approach to the customer • Distant approach • Use of a unique website to comunicate with national and international customers: some sentences are not translated • Focused on family target • Asymmetrical relationship between the company and the customer. Use of the company’s name instead of «we», in addition the company use «its» instead of «our» to describe the products and other situations. • Emotional and customer oriented approach • Different website for Granarolo.it and Granarolo.com • Focused on customer’s needs • Use of «we» and «our» as a Community
- 29. Linguistic features Vinamilk Granarolo • Some sentences are not translated in English • Use “Vinamilk” instead of using pronouns • Complicated events are explained with common words and easy structure • Commitment from the CEO of the Company • No technical vocabulary • Technical vocabulary • Complicated events are explained with technical words and complex structure. • Emotionally and friendly approach No verbal communication • Links to social media (FB, YT) • Use of videos and images focused on enviroment, natural products and family • Inefficient horizontal timeline design • Links to social media (FB, YT, IN) • Use of images focused on national identity and innovation • Efficient vertical timeline design
- 30. Student’s name and registration number • Elena Filippi 114207 • Andrea Madini 115256 • Francesco Passerini 105039 • Trang Thu Tran 101472