E – COMMERCE ASSIGNMENT:

THE 7 C FRAME Work OF

E – COMMERCE
In
Asian paints & ici dulux

Done by

Pavithra aravindakshan

09mba035

INTRODUCTION:
WHAT IS THE 7 C FRAMEWORK?
The 7C framework is chosen as the reference for comparison, because it
emphasizes the specific role of interface elements as a communication channel
between retailers and their customers. In other words, the 7Cs are the interface
components through which retailers communicate with their customers to deliver
the core value proposition the company wants to convey. This coincides with the
present study’s goal of finding out what e - retailers should equip their web sites
with in order to communicate with their customers. Consequently, the 7C
framework is chosen as the basis of comparison. Each of its design elements will
be explained below.

THE 7Cs ARE:

 Commerce:
Commerce is defined as “the sale of goods, products, or services on the
site.” It deals with the interface that supports the diverse facets of business
transactions, such as a shopping cart, security, orders through affiliates,
order tracking, and delivery options.

 CONTEXT:
“The context of the website captures its aesthetic and functional look-
and-feel.” At the current state of the Internet, the aesthetic and functional
aspects of a site’s context are seen as two sides of a tradeoff. A site that is
aesthetically sophisticated (e.g. a design with rich media like full-motion video)
may be limited in function for many users (e.g. a site that loads slowly, or fails
to load, due to a user’s low-bandwidth connection or underpowered PC). The
goal in designing the context of a site is to present an image and experience to
the user that is consistent with the company’s core values and brand image.

 CONTENT:
 Content is defined as “all digital subject matter” on a web site. The
content of the website is contained in continuously updated databases. The
databases serve up the descriptions and photos on the reputation information
available to all users, secure transaction and account information, and reference
information such as help files. Information is literally updated second by
second, because the possibility of a user placing the winning bid on an auction
depends on the site’s ability to quickly upload and download information.

 Community:
Community is defined as “the interaction that occurs between site users.”
Web sites encourage interaction by providing chat rooms, multi-user games,
email capability, and other user-to-user communication tools. Community
concerns the interaction between users i.e., user-to-user communication,
including a feeling of membership and a sense of involvement. It is divided into
interactive communication and non-interactive communication. Communication
between sellers and bidders is discouraged in auction sites to minimize
opportunities for “side transactions”.

 CUSTOMIZATION:
Customization is the ability of a site to be modified to display content, or
an assortment of content, that reflects the preferences of the user. A company
can automate the process of customizing a web site, such as when Amazon.com
suggests books based on a user’s previous purchases or searches. A user can
customize his or her web site by inputting personal data and selecting a set of
features or services to meet his or her preferences. Users can also request that
he or she be sent an email alert when a new product with desired keywords is
listed.

 COMMUNICATION:
 Communication is defined as “the dialogue that unfolds between a site
and its users.” The ease of communicating with customers via the Internet is
both a blessing and a curse for a business. It is a blessing because the Internet is
a very quick and low cost way for customers to communicate directly with a
company, and companies are happy to receive a sales order or a payment
online. It is a limitation because the Internet enables a large number of people to
contact a company easily and often, and a company can be overwhelmed with
the task of responding to a flood of contacts.

 CONNECTION:
Connection is defined as “the extent of formal linkages between the site
and other sites.” Portal web sites such as Yahoo.com that provide many
connections to other web sites, and indeed they function as a “doorway” to
online resources. In e - commerce, the provision of links to other Web sites
enriches users’ navigation experiences because they can find diverse
information on the other sites. Such links can be used to provide timely
information.

www.asianpaints.com
www.icidulux.co.in
Analysis:

From the official website of Asian Paints and ICI Dulux, we are able to
ascertain how useful the site is to the users of their products. We can also compare
the 7Cs of the e – commerce framework of competing companies.
 7cS ASIAN PAINTS ITC DULUX
The company has provided a
The link which is provided
link in the web site which
in the website does not give
provides the customer
the contact details of the
COMMERCE information about all the
dealers and only shows the
dealers available near their
locations where they are
locality, all over the world.
situated in the country.
The site is not too This site is too simple and
sophisticated for the user to does not an aesthetic or
CONTEXT
handle but still gives an sophisticated look.
aesthetic and functional feel.
There is a full description of The website only provides
all products and services what is needed and there is
CONTENT provided along with pictorial no full description. There is
as well as graphical also not much of pictorial
representation. representation.
There is no user to user Here also there is no user to
COMMUNITY
communication link available. user link available.
There is no scope for the Website cannot be modified
CUSTOMIZATION customer to make any or customized by the user.
changes in the website.
There is a ‘contact us’ link Only a ‘contact us’ link is
provided. Apart from that, provided.
COMMUNICATION
there is also a complaint and
feedback register.
There exists links to other There are links which lead to
CONNECTION
sites such as Berger etc. other ITC sites.

Conclusion:

When we compare these two websites with the 7C framework of e –

commerce, we can clearly see the differences and also the scope for improvement
in each site.
 Asian Paints have made it much easier for the customers to search and attain
products of their choice in a very short span of time. There are also a lot of choices
offered to the customers in their catalogue and it has been laid before their in
simple terms for them to view. After selecting the product of desire, the
prospective customers are also given the details of the location of their various
retail stores as well as dealers. The website is also colourful and gives an aesthetic
look to the site.
Whereas, ICI Dulux have not shown creativity in designing their website
and the links are also hard to find. The site is plain and unattractive. It offers lesser
choices when compared to Asian Paints. The location of their retailers and dealers
are also not clear.
In both websites, there are connection links which leads the prospective
customer to other similar sites such as Berger, Apco etc.

Reference:

 www.asianpaints.com
 www.icidulux.co.in
 http://www.interface.co.in/blog/archive/2007/09/02/asian-paints-colour-
world--case-study-of-dilution-of.aspx
 www.nbhtpl.com/hardware_products.htm
 http://adsoftheworld.com/forum/exhibition/asian_paints_campaign_hindi