Academic Task 1

Annexure-V- Cover Page for Academic Tasks

Course Code: MKT327 Course Title: Digital Marketing and Media Analytics

Course Instructor: Dr Simranjeet Kaur

Academic Task No.: 1 Academic Task Title: Website Review

Date of Allotment: 11th Feb, 2024 Date of submission: 29th Feb, 2024

Student’s Roll no: 17 Student’s Reg. no: 12324699

Evaluation Parameters: 1. Review of both websites 2. Justification for selecting the competitor 3. Rating and
Justification for rating 4. Report Writing

Learning Outcomes:
1. Evaluate and critique the user interface, functionality, and content of two websites.
2. Assess and justify the choice of a competitor for in-depth analysis based on relevance and
market presence.
3. Assign ratings to each website, considering aspects like usability, design, and information
accuracy. Substantiate ratings with specific justifications.
4. Develop effective report writing skills to communicate findings, recommendations, and
comparative analysis concisely and professionally
 Academic Task 1

Declaration:

I declare that this Assignment is my individual work. I have not copied it from any other
student’s work or from any other source except where due acknowledgement is made
explicitly in the text, nor has any part been written for me by any other person.

Student’s Signature

Devanshi Makhija
 Academic Task 1

Evaluator’s comments (For Instructor’s use only)

General Observations Suggestions for Improvement Best part of Assignment

Evaluator’s Signature and Date:

Marks Obtained: Max. Marks: ___________________

 CreamBell, a renowned ice cream brand celebrated
for its delectable and inventive flavors, is the

subject of this review. The website primarily serves

to inform users about CreamBell products.

Several key criteria were evaluated during the

review process.

Unique Selling Proposition (USP):

CreamBell's website excels in simplicity of categorization, ensuring that

every product is easily accessible.

Loading Time:

While the front page loads swiftly, product pages suffer from slower

loading times.

User-Friendliness:

The website is fairly user-friendly when product pop-ups occur, but

introducing personalized features could significantly enhance user

engagement and satisfaction.

 CreamBell, a renowned ice cream brand celebrated

for its delectable and inventive flavors, is the

subject of this review. The website primarily serves

to inform users about CreamBell products.

Several key criteria were evaluated during the

review process.

Clarity:

Content on the products lacks clarity, with inadequate contrast levels

affecting readability across various pages.

Mobile Optimization:

Subpar mobile optimization detracts from the user experience on mobile

devices, highlighting the need for improvements in this area.

 CreamBell, a renowned ice cream brand celebrated
for its delectable and inventive flavors, is the

subject of this review. The website primarily serves

to inform users about CreamBell products.

Several key criteria were evaluated during the

review process.

Visual Appeal:

Initial impressions suggest a lack of visual appeal and user-friendliness.

Accessibility:

The website lacks comprehensive accessibility features, potentially

excluding users with disabilities who rely on screen readers or have

mobility impairments.

Strengths:

Effective categorization technique facilitates easy navigation.

 CreamBell, a renowned ice cream brand celebrated
for its delectable and inventive flavors, is the
subject of this review. The website primarily serves
to inform users about CreamBell products.

Several key criteria were evaluated during the

review process.

Weaknesses:

Limited mobile optimization

Lack of visual appeal

Unclear content

Insufficient accessibility features

WHY I CHOSE AS THE COMPETITOR

Vadilal, with a legacy dating back to 1903, boasts a long-standing presence in

the ice cream industry. In contrast, Creambell entered the industry much later, in
2003
Vadilal and Creambell engage in direct competition, both renowned for their
premium ice cream offerings, driving innovation and quality in the market
Vadilal holds a larger share of the ice cream market compared to Creambell
Both corporations aim their marketing efforts towards children and young adults
from the middle and upper-middle class demographics.

 Vadilal is a renowned Indian ice cream brand with a

rich history dating back to 1903. The website offers

details about its product range, store locations, and

promotional videos.

Several key criteria were evaluated during the

review process.

Unique Selling Proposition (USP):

Eye-catching Design & Functionality: The website stands out with

its remarkable creativity and innovation, offering a user experience that is

both visually engaging and functionally intuitive.

Loading Time:

Impressively Fast Loading Times: Users can access information quickly and

efficiently, enhancing their overall experience.

User-Friendliness:

Vadilal's website offers an interactive experience that is highly engaging

and entertaining. However, at times, the website can be slightly confusing

to navigate.
 Vadilal is a renowned Indian ice cream brand with a

rich history dating back to 1903. The website offers

details about its product range, store locations, and

promotional videos.

Several key criteria were evaluated during the

review process.

Clarity:

While the website excels in user-friendliness, there is an opportunity to

improve clarity by placing the product tab directly on the front

page instead of requiring users to navigate through the menu. This

would streamline the user journey and allow them to access product

information more quickly and easily.

Mobile Optimization:

The website is optimized for various devices, ensuring a seamless and

consistent user experience whether accessed on a laptop, mobile phone,

or tablet.
 Vadilal is a renowned Indian ice cream brand with a

rich history dating back to 1903. The website offers

details about its product range, store locations, and

promotional videos.

Several key criteria were evaluated during the

review process.

Visual Appeal:

Dynamic animations elevate the website's aesthetics, making it visually

captivating and setting it apart from competitors.

Accessibility:

The website lacks comprehensive accessibility features, potentially

excluding users with disabilities who rely on screen readers or have

mobility impairments.

Strengths:

Impressively Fast Loading Times:

Exceptional User-Friendliness

Striking Visual Appeal:

Innovative Design:

Accessibility Features:

Mobile Optimization:
 Vadilal is a renowned Indian ice cream brand with a
rich history dating back to 1903. The website offers
details about its product range, store locations, and
promotional videos.

Several key criteria were evaluated during the

review process.

Weaknesses:

Clarity for Product Access

Sometimes confusing to navigate

 TRAFFIC AND ENGAGEMENT

CreamBell Vadilal
Total Visits
6.8K 23.5K

Last Month Change

48.54%
43.48%

Avg Visit Duration

00:03:20
00:00:45

Pages per Visit

11.52
1.86
Bounce Rate
42.64%
53.48%

CreamBell Website Rank

Vadilal Website Rank

Global Rank - #2,167,956

Global Rank - #1,038,422

India Rank - #270 India Rank - #81

 RATING

3.5/5

JUSTIFICATION

Simplicity in N av i g a t i o n : C re a m B e l l ' s website is commendable for

its s t ra i g h t f o r w a r d n av i g a t i o n system, with products well-

c a t e g o r i z e d f o r e a s y a c c e s s . H o w e v e r, i m p r o v e m e n t s c o u l d b e m a d e

i n e n h a n c i n g t h e o v e ra l l u s e r e x p e r i e n c e

Loading T i m e : W h i l e t h e f r o n t p a g e l o a d s s w i f t l y, t h e l o a d i n g t i m e

for product pages is re l a t i ve l y s l o w. This impacts the user

e x p e r i e n c e a n d d e t ra c t s f r o m t h e w e b s i t e ' s o v e ra l l p e r f o r m a n c e

Visual Appeal: The website lacks visual appeal and user-

friendliness upon initial inspection. Enhancements in design

elements and aesthetics could s i g n i fi c a n t l y improve the website's

a t t ra c t i v e n e s s a n d e n g a g e m e n t

C o n t e n t C l a r i t y : T h e c o n t e n t r e g a r d i n g p r o d u c t s i s s o m e w h a t c l e a r,

but t h e re a re instances w h e re c o n t ra s t levels a ff e c t r e a d a b i l i t y.

C l e a re r content p re s e n t a t i o n could enhance user c o m p re h e n s i o n

an d s at i s fac t i o n

Ac c e s s i b i l i t y a n d M o b i l e O p t i m i z a t i o n : T h e w e b s i t e ' s a c c e s s i b i l i t y

f e a t u re s a re limited, potentially excluding users with disabilities.

Ad d i t i o n a l l y, mobile optimization is lacking, re s u l t i n g in a subpar

user experience for mobile users. Improving accessibility and mobile

o p t i m i z a t i o n w o u l d e n h a n c e i n c l u s i v i t y a n d o v e ra l l

u s e r s a t i s f a c t i o n .

 RATING

4/5

JUSTIFICATION

I n n o v a t i v e I n t e ra c t i v i t y : T h e w e b s i t e o ff e r s i n n o v a t i v e i n t e ra c t i v e

f e a t u re s that enhance user engagement and enjoyment,

c o n t r i b u t i n g p o s i t i v e l y t o t h e o v e ra l l u s e r e x p e r i e n c e

Entertainment Va l u e : Va d i l a l ' s website provides entertaining

content and f e a t u re s , such as i n t e ra c t i v e games or immersive

multimedia elements, which captivate visitors and keep them

engaged

User-Friendly N av i g a t i o n : Despite occasional confusion, the

website g e n e ra l l y maintains a user-friendly i n t e r fac e and

n a v i g a t i o n s t r u c t u r e , m a k i n g i t r e l a t i v e l y e a s y f o r u s e r s t o fi n d t h e

i n f o r m a t i o n t h e y n e e d a n d e x p l o r e d i ff e r e n t s e c t i o n s o f t h e s i t e

Rich Content: The website is rich in content, providing

c o m p re h e n s i ve information about products, ser vices, promotions,

and company background, ensuring that users h ave access to

v a l u a b l e a n d re l e v a n t i n f o r m a t i o n

O v e ra l l Appeal: With its combination of i n t e ra c t i v i t y,

e n t e r t a i n m e n t , u s e r - f r i e n d l y n a v i g a t i o n , a n d r i c h c o n t e n t , Va d i l a l ' s

website delivers a highly satisfying and enjoyable online

experience
THANK YOU