Website Evaluation - Case Study Example

Advair is a product of the famous multinational GSK. It has an elegantly designed website that centers on their product. Advair claims to provide solution to asthma patients through its Advair Diskus and it builds on this claim through an efficient explanation of the uses of the product and a description of merits of the drug in view of the experts. Customer satisfaction and comfort is at the core of modern marketing theory and this has been successfully addressed through online order facilities thereby protecting the customer from a physical venture to the pharmaceutical stores in search for the product.

Advair website makes a good use of the marketing mix utilizing almost all the P's with a special attention to the product as it gives a detailed explanation of the use of the product, its merits and a description of how it helps the asthma patients. In order to productively the gravity of the subject that is asthma has been briefly highlighted to encourage the customer into exploring greater details and motivating him/her to buy the product. Trust building is the most significant feature of operational marketing and in this regard an effectual use of the popular brand name, GSK, has been made.

GSK being one of the giants in the pharmaceutical industry worldwide the name itself offers credibility to the clients. A display of the logo at the bottom of the website clearly indicates the branding strategy of the company, and in the meantime would build the clients trust and would encourage him to test the drug by virtue of the developed brand name. Furthermore the site incorporates the segmentation policy by providing a list of eligibility rules and recommending an array of procedures with respect to the age of the patient.

To condense the review like many other corporate giants GSK has efficiently marketed its drug through its website and its policies promise to give Advair a competitive advantage in the industry. Singulair.com The second site that was chosen for the purpose of study was MERCK's Singulair.com. Unlike Advair, Singulair lacks competence and it fails to integrate a variety of marketing tools. The website fell short in concentrating on the product which is at the center of the marketing mix, a description of the product and a detail regarding its use seem to be the very important aspects that are missing, and neither does it outline the severity of asthma, like Advair.

Despite of the ignorance in these departments a number of positive characteristics can be identified that compensate for the drawbacks in the marketing mix. A particular branding strategy has been adopted and a greater use of the famous brand name MERCK has been made as compared to Advair. The display of the logo at the top of the website builds the drug's integrity in the minds of the customer from the very beginning and instigates him/her to anticipate a high product quality. An apparent segmentation has been done and it highlights the fact that it targets people from all age groups subsequently outlining the fact that asthma can attack anyone.

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