WEB MARKETING EVALUATION
Create a design brief following the outline described in the
following slides.
We will keep your 5 existing groups but you're not going to work
on your current project.
For this evaluation, you will have to create a B2C commercial
website. You are free to decide what are the products or services
you want to sell on this website. You have nothing already
existing (no shop, no previous website…). You launch your
activity and you create your brand (you don't sell existing
brands, you launch your own one). To get your product or
service, the customer has to use its credit card to pay on line.
Your activity is in priority for the vietnamese customer (you
deliver in the whole country) but if you want to export, you can
also do it.

Design brief
Outline to follow :
- concept
- competitors analysis
- objectives
- marketing positioning
- Website content : editorial content,
ergonomics, graphics charter
- On and off line communication

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Concept

Describe the concept of your project
* Make a legal research of the name of your

website to be

sure it is available,
* Describe your commercial concept and detail the
presentation of your products and/or services
ranges
* Describe your logistics (production process,
storage,
delivery options to your customers)

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Competitors analysis

b) Study of your 5 main competitors :
* detailed diagnosis of all the website of each
competitors in terms of : ergonomics, graphic charter, menu,
relevancy of the content,products offers, communication
You will create a + and – table.

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Objectives
▪ What are the goals to reach?
•3 to 5 goals in each of the 3 categories : short term (from 0 to
1 year after the website creation), middle term (2 to 3 years
later) and long term (5 years later).
•Write 1 title for each objective (starting with a verb)+and
describe the content of the objective and how to reach it

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Marketing positioning
a) Targeting
* Make a precise profile of your customers using the criteria of segmentation
(see the previous subject lecture)
* Create your persona (see the previous subject lecture)

b) Market analysis :
* Make some researches on the web to prove there is a real commercial
potential about the activity you have chosen
▪
c) Competitive advantages :
* make the listing of your competitive advantages regarding the competitors study you
did previously

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Website content

a) Editorial content (about the text of your website)
* Journalistic tone : what kind of relationship you want
to create (expert, humour, complicity, playfulness…)
* Detailed description of each website section
b) Ergonomics
* Adaptation of the 4 questions
* Adaptation of the ergonomics options presented in
the teaching
* Adaptation of the table « backbone »
* Website map (arborescence of all the sections and
sub sections)
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Website content

c) Graphic charter :
* Choose 1 structuring regarding the teaching content
* Graphic charter detailed description :
- choose the trends you want to follow
- Create your logotype and explain the meaning
of it (your reasons why)
- Present the dominating colours of your website
and explain the reasons of your choice
- Describe your animations, photos, visuals
- videos
* Create the digital mock-up of your website or at least
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its main pages

a)

b)

c)

Communication

On line communication :
- respect the 3 sub-parts taught in the slideshow
-

Make a detailed description of each communication technique
you choose : messages, graphics

-

Realize some mock-up

Off-line communication
- Choose other medias than internet
-

Make a detailed description of each one of them : messages,
graphics

-

Realize some mock-up

Mediaplanning :
- Schedule of all your communication tools (on and off line)
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