Select a high involvement and a low involvement product being marketed or promoted on the web. How do the websites differ? Specifically, are their differences in (i) the amount of information offered? (ii) The types of information

Select a high involvement and a low involvement product being marketed or promoted on the web. How do the websites differ? Specifically, are their differences in (i) the amount of information offered? (ii) The types of information

Apple official website has provided enormous and specific information of Mac Book Pro. Apple offered customer information about Mac book pro feature. This include it is the battery life, graphic, running application speed and wireless built in. Furthermore, Apple provides information about Mac Book Pro technical specifications. For example, its size and the weight, processor and memory and builds in camera. Moreover, it also provides the Mac Book Pro design information and explains them in detail. For instance, explain the design of multi-touch track pad, the story behind each part of Mac book pro. Most importantly, other than showing only Mac book pro price, Apple has also provide other Mac book price.

Mac book pro is consider high involvement product which mean people do not always buying this kind of product and need a lot of information before making their decision. Therefore, Apple has offered all the specific detail that customer need it to decide well on which Mac book they want to buy. In addition, most of the people do not buy this kind of product frequently because it is costly. So, by offering the price there enable consumer to check whether it is within their budget.

Compare to Apple website, Coca-cola provide customer less amount of information. The type of information provided by the coca-cola official website is thing like their nutrition information such as why human need hydration when you feel thirsty and Sweeteners. Moreover, the product description and Coca-cola history. Coca-cola is known as low involvement product, so majority of the consumer will not really need a lot of information before buying it. Only for minority of customer will concern practice healthy lifestyle will need those nutrition information before making buying decision.

(iii) The number of links to other sites?

Apple has 2 links to other site which is facebook and digg. This 2 are known as social networking website. The reason why Apple is link to this 2 website is because social networking has become more and more popular. The number of people playing this social networking website had increasing rapidly, by link to this website, Apple can increase people awareness about their brand across the entire world..

Coca-cola has 7 links to other site but all are related to coca-cola. Different coca-coca link have provide consumer different source of information. For example, my coke reward website allow consumer to find out how they can get the reward by purchasing Coca-cola product. Another example, it is the coca-cola company website. This website is used to provide all Coca-Cola financial information to consumer.

How does the organization of each website differ?

Apple will categorize their variety product into different section. For example, there are a section is for iPod that mean the webpage is offered all the information about iPod. Also, Apple will place the product picture on the top of every webpage. Then provide the product information below the product picture. Product design is one of the essential components for customer to use for making buying decision. The main objective for Apple organise their website in this way is to attract customer vision on the product .Therefore, if customer like the product design, they will have the interest to read the information below.Futhermore, for every bottom of the webpage there will be an area that provide other useful information links that related to the product .This is to ensure there will be sufficient information provide to customer.

The way Coca-cola organise the   product information in the website is different from Apple .For example, there are a section called beverage line up that only show all the product picture .People have to click on the product then there will pop out a summary information of the product. Also, there is a sector called my coke stories. Instead of provide all the information like Apple, Coca-cola provides only a summary of the information with a PDF file. So, customer who wants to find out more about the Coca-cola information they need to download and open the PDF file. Therefore, this is the different on this 2 website differ.

(b) Is one site more focussed on brand equity than the other? Do the websites differ in the amount of promotional materials offered?

 Coca-cola website has focus on their brand equity. Coca-cola has a lot of promotion material in their website such video ad. The reason why Coca-cola need to acquire more brand equity is because they want Coca-cola to be a pure low involvement product. With the strong brand equity, Coca-cola can decrease other existing competitor power; build a strong entry barrier to new entries. In the end, become the market leader in beverage industry.

Apple website is focus a lot in their brand equity too. Mac Book Pro known as high involvement product, customer then need to think and research a lot before buying it .So, Apple need to acquire more brand equity, so customer can remember this brand in their memories. Therefore, they will make Apple brand as a first choice whenever they want to buy a labtop. Apple need increase their brand equity in order to shift their laptop from high involvement product to low involvement product.

In conclusion, both website are focus a lot in their brand equity because all of them want they product become as low involvement product as possible. Therefore, it is hard to distinguish which site is more focus on the brand equity.

Do the websites differ in the amount of promotional materials offered

Coca-cola website has variety of promotion method. First of all, Coca-cola has work with I phone to come out with I phone application such as magic coke bottle. Iphone had already become the market leader in the mobile industry in today world. By promote Coca through Iphone application; this can keep reminding their brand to Iphone user. So, whenever Iphone user wants to buy beverage they will straight thinking of Coca-cola.

Furthermore, Coca-cola had organised this Bamboozle road show 2010, invited celebrity group name “Boys like Girls” to help them promote their product. Coca-cola website has post all the video that record on that day, include “Boys like Girls” performance and their interview. By posting those video on the website, “Boys like Girls” fans will then visit Coca-cola website frequently to view the video, this can easily influence those fans to remember Coca-cola brand in their mind. 

Apple promotion material is different form Coca-cola. Apple has given IPod touch rebate to student who has purchase Mac book .For example, student buy the Mac book Pro first, then they send the receipt back to Apple to claim for $308 rebate. This mean you can use it to buy an iPod touch. By doing offering this promotion, Apple able to attract more students to buy Mac book.

Furthermore, Apple using video as a promotion material to promote their product. Whenever Apple introduces a new product, it will upload all the product ad video on the main page of Apple official website. In today’s society, most of the visitors do not like to read text contents as it is time consuming. A perfect video ad could be a better substitute to your text ad, which saves the time of visitors along with increasing their desire to purchase Apple product.