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

COMMERCE

The company has provided a link in the web site which provides the customer information about all the dealers available near their locality, all over the world.

The link which is provided in the website does not give the contact details of the dealers and only shows the locations where they are situated in the country.

CONTEXT

The site is not too sophisticated for the user to handle but still gives an aesthetic and functional feel.

This site is too simple and does not an aesthetic or sophisticated look.

CONTENT

There is a full description of all products and services provided along with pictorial as well as graphical representation.

The website only provides what is needed and there is no full description. There is also not much of pictorial representation.

COMMUNITYThere is no user to user communication link available.

Here also there is no user to user link available.

CUSTOMIZATIONThere is no scope for the customer to make any changes in the website.

Website cannot be modified or customized by the user.

COMMUNICATION

There is a ‘contact us’ link provided. Apart from that, there is also a complaint and feedback register.

Only a ‘contact us’ link is provided.

CONNECTIONThere exists links to other sites such as Berger etc.

There are links which lead to 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