This project is to redesign Anakku's current website with a new concept that reflects the company's brand image, its website purpose and target audience.
CURRENT SITE'S ANALYSIS GOALS
Currently, the site has information for its customers on their products, store locations, contest results, membership registration and tips on taking care of a baby. Also, they have a business opportunity section for entrepreneurs and business registration.
To improve the website,
Since Anakku's mission and vision are appealing to its target audience, creating strong image of that statements will be effective and customers will be satisfied with being relating to it. To increase the site's hit rate and attract more regular users, it should be updated frequently on the latest promotion, sales and contest results. There can be newsletter subscription section to send these latest information.
Providing useful tips, advices, articles for parents and parents-to-be makes the current website engaging. To make it more effective, there can be simple illustration, diagram or image that conveys the same message in more interesting and quick way. Also, suggesting their product on these articles would be effective as well.
Providing detailed information about each product, its availability and price will gain visitors' trust. Making products purchasable by online would be more convenient.
There is “Join membership” banner is on some pages which is not that obvious/persuasive enough to convince visitors to become a member. To make it work, it should give reasons to become a member such as displaying membership benefits. Moreover, the site could have a special section only accessible for members to check their points, extra useful information, etc.
CLIENT'S ANALYSIS
Background Information
Anakku is the first local total baby-care product brand in Malaysia. Of its 36 years of history, has become widely accepted household name, Anakku Baby Connection (ABC.) In 1997 the company has opened its very first boutique and currently there are more than 102 boutiques throughout Malaysia. And the number is continually increasing.
Its products embody quality, safety, comfort and reliability. And they didn't only stop with comfortable, lasting attires but also introduced fashion-wear, feeding equipment, toiletries, diapers, accessories, strollers, playpens and more. As it grew, it has become a one-stop baby centre, having a full range of baby products, now offering more than 2000 items under the brand of Anakku, Disney Baby and a lot more.
Anakku has boutiques in all major towns as well as suburban areas all across the country.
Mission & Vision statement Anakku works to meet the needs and expectations of parents as it believes every baby deserves the best from their parents. Every Anakku product embodies the qualities of love, comfort and safety. All towards fulfilling the objective of Anakku as the centre “for all your expressions of love.”
Business target & aim
A retail concept targeting middle-income parents and parents-to-be.
Aim is to expand the business by having more boutiques and gain more trusted members /regular customers.
Unique Selling Point
A one stop baby centre at convenient location. Affordable, wide variety, fashionable, comfortable, safe, baby-care products.
Position and cultural value
A homegrown brand, the nation's first professionally organized one stop baby centre. Convenient, affordable products for all families.
SHORT & LONG-TERM SITE GOALS
Maintain the brand image and meet needs and expectations of customers.
Give detailed information about products and its availability.
Up-to-date contest results, news, latest promotions and sales.
Provide useful information for taking care of a baby and related up-to-date news.
Gain more customers and members.
Showcase latest promotion and sales.
Engage with targeted visitors by having useful frequently updated useful information and news.
Promote the products. (affordable, wide variety, fashionable, comfortable, safe)
Expand the business.
Show that the company is successful and has a long history.
Advantages of working with Anakku.
Attract qualified individuals who are passionate about retailing baby products and provide enough information about licensing.
TARGET AUDIENCE
Middle-income parents who has a newborn baby to 3-year-olds and parents-to-be. They can know the latest promotion and sales, find more about the products, read useful advices, check contest results and become a member on the site.
Entrepreneurs who can work with them. They can get information on licensing and contact through the site.
COMPETITOR'S ANALYSIS
Primary - BabyKiko
BabyKiko is relatively young brand but it is stated that “a leading kids apparel brand in Malaysia.” Its brand image, website strategy and range of products are quite similar to Anakku, stated that the brand is creating style & glamour, fun & comfort for the little ones. Difference between two brands is that BabyKiko has stores in other South East Asian countries and Australis while Anakku's boutiques are all local.
Its website design is safe, not having any broken link and consistent. The design can be improved since the brand is fun, glamour and stylish.
Secondary - Johnson's baby
A global brand which has a branch in Malaysia which has variety of toiletries products. Its website is well-designed, has categories of content, much useful information, convenient navigation and constantly updated. The design is appealing to its potential customers.
Tertiary - Poney Baby
Well-known Malaysian brand which offers high quality apparel and accessories for newborns, toddlers and kids. Its website has information of the company, events, and so on. However, products information is not included. Simple website with minimal colour scheme.
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