Markcom Presentation - Charriol

MARKCOM
Co,Carbajal, Lim,
Mariano, Ouyang, Tamani
COMPETITORS
http://www.chopard.com/
http://www.cartier.com/
BEST IN CLASS
http://www.rolex.com/
HOMEPAGE
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
Screenshots of Homepage
and & Pertinent Pages &
Off Site Analytics from
Alexa
Charriol
HOMEPAGE
HOMEPAGE
HOMEPAGE
HOMEPAGE
ZOOM VIEW FOR HOMEPAGE TOP, BOTTOM

AND SIDES
TOP BAR
TOP BAR
UNDER WATCHES MENU BUTTON
UNDER JEWELRY MENU BUTTON
UNDER ACCESSORIES MENU BUTTON
UNDER FOLLOW US MENU BUTTON
UNDER FOLLOW US MENU BUTTON
UNDER STORE LOCATOR MENU

BUTTON
UNDER STORE LOCATOR MENU

BUTTON
UNDER ACCESSORIES WATCHES

CATEGORY AEL
CLICKING THE PRODUCT ON THAT

SPECIFIC CATEGORY WILL SHOW
When you click on the Latest News Articles at

the bottom it will direct you to the topic
In the Article Page you can share the post from the page
and see related posts...
A page for the frequently asked questions...
And even give feedbacks...
Charriol
Charriol
Charriol
Charriol

Scores, Comments
and
Recommendations
CONCEPT OR PRESENCE
1.
2.
3.
4.
5.
Is there a perceivable concept and visual representation common to all/most pages?

How well is the concept and visual representation carried through the site?
How well does the concept fit the company or brand image?
How well does the concept suit the purpose of the site?
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 is
very distinctly delivered well by having its trademark but given that charriol is known for watches and
accessories 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 be
better if they dont stray away from their main product which is jewelries and watches and avoid
unnecessary pictures for advertisement.
1.
2.
3.
4.
5.
6.
CONTENT
How appropriate to the target audience is the amount of text used (versus
visuals) on the site?
How appropriate is the language and tone used for the target audience?
How well does the site answer any questions you might have?
How easy is it to know how to ask questions via e-mail, phone, etc.?
How well does the content engage viewers and compel them to continue (e.
g., correct spelling and grammar, vivid words, short paragraphs, bullets, 2nd
person addressing ["you"], active voice)?
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 the
company on the other hand is lacking in information. It would be better if they would
provide a contact # or email together with the address. In terms of the frequently asked
questions they allotted a separate page to answer the visitors questions which is very
informational and helpful. The topics and discussions under the related articles sections
really suit the audience but it would be better if they provide more articles about the
product itself besides their achievements.
NAVIGATION
1.
2.
3.
4.
5.
6.
How consistent is the navigation?

How obvious, simple or intuitive is the navigation?
How easy is the access to the menu, site index, and home page from each
screen?
How accessible are navigation tool?(Visibility/Position on the screen)?
How effectively are internal links used to move through the site?
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 and
scattered. Given that its too long and scattered it is not that simple to navigate the page it
would be better if they compress it and put in under specific categories. Not all of the
navigation tools can be spotted easily because of the long webpage, like before it is better if
they put it in a place wherein once you own the website you can see everything without
scrolling way far.
VISUAL APPEAL
1.
2.
3.
4.
5.
How well do the visuals suit and not turn off the target audience?
How well do the visuals support and not hamper the concept?
How well do the visuals support and not hamper the content?
How well do the visuals support the navigation?
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 it
shows seems like its a brand for women.
BRAND REPRESENTATION
1. How well does the site represent the best things
about 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 highly
noticeable. Scroll down a little and youll see a lot of their products there.
BEST IN CLASS COMPARABILITY AND

DISTINCTION
1. How well does it compare to world-class, best-inclass 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 few
differences 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.
USEFUL & FUNCTIONALITY

1.
2.
3.
How useful and effective are the features?

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?
How compatible is the site for search engine optimization?
The usability and functionality of the site is simple. Theres nothing special. A few clicks and
you get to where you want.
MARKETING EFFICACY
1.
2.
3.
4.
How well does the site convey its central value message?
How well does it meet the needs of its target market?
how effectively does it use calls to action and contact information?
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.
Chopard
First Appearance
Homepage
Languages
Collection Button
Collection Button
Collection Button
Collection Button
Chopard Button
FAQs Button
FAQs Button
Customer Service Button
Customer Service Button
Store Locator
Watches Button
Watches Button
Watches Button
Watches Button
Add to Wish List
Contact Us
Chopard
Chopard
Chopard
Chopard
Scores and
Recommendation
CONCEPT OR PRESENCE
1.
2.
3.
4.
5.

The way they use concept and visual representation is very clever, it shows
elegance, authority and diversity in one look, but it is quite inconsistent when
you browsed deeper in the website. Chopard should use a consistent metaphor
for each page.
1.
2.
3.
4.
5.
6.
CONTENT
audience?
The use visuals, and tone are enticing, and appropriate, but how they used the text is quite a turn
off, because its not emphasized well, and inconsistent. Some visuals blocks the color of the text
which makes it unreadable.Their paragraphs should be shorter, and the texts should be
emphasized enough to catch the audience attention. The text color and visual should also match.
NAVIGATION
1.
2.
3.
4.
5.
6.

screen?
The navigation of the website is really simple and given that it is very intact you
can see all the navigation buttons without having to scroll to the bottom. In terms
of the number of clicks needed we recommend that they should have lesser
categories because some are already irrelevant.
VISUAL APPEAL
1.
2.
3.
4.
5.
How well do the visuals support the navigation?
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 females
that shows a strong appeal that suits the target audience, however it gives you a different
feel of the concept as you go deeper. Our recommendation is that their visuals and
concept should be consistent.
about the brand?
The assets of the brand is presented well but there is always room for improvement
and just like any other shops in their class it is better if they focus on the accessory
instead of the clothing or the model.

DISTINCTION
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 that
original 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 product
and put more necessary visuals.

1.
2.
3.

The features of the website are very effective because it is very simple and easy to
navigate with. For google chrome it loads really fast but for mozilla firefox it is slower
than usual.
MARKETING EFFICACY
1.
2.
3.
4.
Chopard's marketing efficacy is very good. It meets the needs of a diverse

market, the concept is appropriate for the target market, and its easy to find and
contact them, if you have questions.
Cartier
HOMEPAGE
Collections
Under Jewelry
Under Watches
Under Engagement
Under Accessories
Under Fragrances
Under Gifts
The Maison
Services
Find Us Information
Cartier
Cartier
Cartier
CONCEPT OR PRESENCE
1.
2.
3.
4.
5.

The concept suit of the site is very elegant and high classed, so it suits their
products well. Although, it was only able to score a 4 since it lacks a main
concept, Making it give mixed feelings of the website
1.
2.
3.
4.
5.
6.
CONTENT
audience?
For its content, they should make it easier for the visitors of the site to find
ways to ask questions since despite having a tab dedicated for it, it does not
give a feeling that they are willing to answer questions.
NAVIGATION
1.
2.
3.
4.
5.
6.

screen?
For the navigation, it is pretty difficult to go around the website since there
are 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 their
desired destination,
VISUAL APPEAL
1.
2.
3.
4.
5.
4. How well do the visuals support the navigation?
The overall visual appeal for Cartier is good. Although it could be improved if
they 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.
about the brand?
The brand presentation for Cartier is very good since they made sure that
there 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.

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

1.
2.
3.

Overall the website is good with its use and functionality, although, since they
have a large amount of choices and internal links, it could be difficult for
consumers to find the specific item they are looking for, so they need to
improve in their search engine optimization.
MARKETING EFFICACY
1.
2.
3.
4.
Their marketing efficacy is good, although they could improve with the
interaction. The world wide web is a place where corporations and consumers
could interact directly, so they should give more emphasis in customer
interaction and support.
Rolex
HOMEPAGE
HOMEPAGE
HOMEPAGE
HOMEPAGE
Under Watches
Under About Rolex
Under World of Rolex
Under Retailers
Under Wishlist
FB Page
Rolex
Rolex
Rolex
Scores and
Recommendation
CONCEPT OR PRESENCE
1.
2.
3.
4.
5.

Rolexs concept and presence is very well presented. They have images of
their brand mood such as high class cities and locations making them feel like
a luxury brand. So since their target market are the men and women of the
highest class, the website really fits in.
1.
2.
3.
4.
5.
6.
CONTENT
audience?
They make it difficult for visitors to contact them through the website so there
is room for improvement. Aside from that, they could also add some faq (
frequently asked questions ) to make it easier for the questions of their
customers to answer within their site.
VISUAL APPEAL
1.
2.
3.
4.
5.
4. How well do the visuals support the navigation?
Overall the visual appeal of the website is simple but informational at the same time consistent but
there are some unnecessary visuals that are placed in the website and would be better if they would
replace it with something relate to their main product so as to market the main product more to the
visitors.
about the brand?
Their products are already highlighted correctly but one thing that would be
more helpful is if they focus more on their MAIN product and show more of it
instead of showing sports pictures.

DISTINCTION
Compared to other professional websites, Rolexs website is very unique and

really distinct. It is simple and yet informational as mentioned before without
being too wordy or dragging. Also, it is very clean when you look at it.

1.
2.
3.

The site has very minimal interaction with their visitors so it could improve in
their user experience. They could promote creating account for Rolex, or they
could make the page locator more entertaining.
MARKETING EFFICACY
1.
2.
3.
4.
Overall, Rolex gives all the information their customers need when they visit
their website, although, there is always room for improvement. They could
make their customers create accounts for their site to make the experience
better and they could also have a database on their market.
Summary of
Scores

SUMMARY OF
RECOMMENDATIONS
SUMMARY OF RECOMMENDATIONS
CHARRIOL
CARTIER
CHOPARD
CONCEPT
Remove
unnecessary
visuals, and dont
stray main product.
Should focus on
a main concept
to avoid mixed
feelings towards
the brand.
Visuals and
concept should
be consistent in
every page.
CONTEXT
Could be better if
there are more
articles of their
products, beside
their achievements.
There should be
a tab dedicated
for answering
the questions of
the visitors.
The texts and

paragraphs used
should match
the visuals.
Emphasized
main texts, and
shorter
paragraphs.
NAVIGATION
Less internal
links to arrive on
desired
destination.
Remove
unnecessary
categories.
ROLEX
CHARRIOL
CARTIER
CHOPARD
VISUALS
Visuals and
concept should
be consistent in
every page.
Visuals and
concept should
be consistent in
every page.
BRAND
REPRESENTATION
Focus on the
accessory
instead of the
clothing or the
model.
BEST IN CLASS
COMPARABILITY
AND
DISTINCTION
Should
represent a
unique concept
to stand out.
Should
showcase more
of their main
product and put
more
necessary
visuals.
ROLEX
CHARRIOL
CARTIER
CHOPARD
USABILITY &
FUNCTIONALITY
Improve Search
Engine
Optimization.
MARKET
EFFICACY
More emphasis
in customer
interaction and
support.
ROLEX

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MARKCOM

Comparison of Offline Analytics data (from

ZOOM VIEW FOR HOMEPAGE TOP, BOTTOM

UNDER WATCHES MENU BUTTON

UNDER JEWELRY MENU BUTTON

UNDER ACCESSORIES MENU BUTTON

UNDER FOLLOW US MENU BUTTON

UNDER FOLLOW US MENU BUTTON

UNDER STORE LOCATOR MENU

UNDER STORE LOCATOR MENU

UNDER ACCESSORIES WATCHES

CLICKING THE PRODUCT ON THAT

When you click on the Latest News Articles at

A page for the frequently asked questions...

And even give feedbacks...

Is there a perceivable concept and visual representation common to all/most pages?

How consistent is the navigation?

BEST IN CLASS COMPARABILITY AND

USEFUL & FUNCTIONALITY

How useful and effective are the features?

Customer Service Button

Customer Service Button

Add to Wish List

Is there a perceivable concept and visual representation common to all/most pages?

How consistent is the navigation?

BEST IN CLASS COMPARABILITY AND

Compared to other websites Chopards website is very convenient because you

USEFUL & FUNCTIONALITY

How useful and effective are the features?

Chopard's marketing efficacy is very good. It meets the needs of a diverse

Is there a perceivable concept and visual representation common to all/most pages?

How consistent is the navigation?

BEST IN CLASS COMPARABILITY AND

USEFUL & FUNCTIONALITY

How useful and effective are the features?

Under About Rolex

Under World of Rolex

Is there a perceivable concept and visual representation common to all/most pages?

BEST IN CLASS COMPARABILITY AND

Compared to other professional websites, Rolexs website is very unique and

USEFUL & FUNCTIONALITY

How useful and effective are the features?

The texts and

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