Kraft Website Review

Kraft Foods uses a website as part of their marketing strategy. Examining the website will subjectively determine its effectiveness as a marketing tool. The text offers a 7C’s approach to effective web site design encouraging repeat visits and Weblead offers nine elements of effective web marketing. We’ll explore the 7C’s and nine elements in reviewing Kraft’s website.

The seven key design elements of an effective web site as outlined in the text are context, content, community, customization, communication, connection, and commerce (Koler & Keller, p541). The context, or layout and design of the website, is fairly simple in that there is not a lot of clutter, the search function is centrally located and easy to find, and the information is easy to access through the main menu tabs. The content, or use of pictures, sound, video, etc, is balanced well with reading material. There are many pictures of their products, videos, TV commercials, etc. embedded within each page of the site. Community is described as how the site enables user-to-user communication. If the site offers this, I don’t see it. Customization is the ability to tailor to different users or allow users to personalize the site. Again, I don’t see this feature in the website. For communication, the site contains contact information, email contact forms, and phone numbers under the investor, media, and careers buttons. Additionally, the contact link at the bottom of the page allows for other information sharing. The connection seems to be minimal. I don’t find any links to other sites outside of Kraft. There are, however, several links to other Kraft sites. The Kraft ezServ link appears to be the commerce capability of the website, but I am not registered, so don’t know what features it entails. In comparing the website with the 7C’s, it seems to be fairly well designed, but could use some improvement in community and customization (Kotler & Keller).

Now we can examine the nine elements of effective web marketing. The first element is to identify website goals. While the specified goals are not readily posted, it is implied through the strategies listed. The next element is to clearly define the target audience. Having menu buttons for investors and career seeker, it is easy to see they are part of the target audience. Anyone else seeking information about Kraft would fall into the target audience, but not necessarily clearly defined on the website. The website seems to lack a core message. While I can deduce a message with the information throughout the website, I don’t think it is clearly stated. I like the simplicity of the website, but I don’t think it satisfies the step-by-step structure as outline in the nine elements. The site does have a call to action