E-COMMERCE

ITC LTD VS BRITANNIA

INDIVIDUAL ASSIGNMENT - 2 | Vijayavarman(14MBA0146)

INTRODUCTION:

WHAT IS THE 7C 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 studys 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:

CONTEXT

CONTENT

CUSTOMIZATION

COMMERCE

CONNECTION

COMUNITY

7C ' S

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 sites 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 users lowbandwidth 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 companys 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 sites 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 users 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.

Web interface: http://www.britannia.co.in

Web interface: http://www.itcportal.com

Analysis:

From the official website of Britannia and ITC Ltd, 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 these
competing companies.

7 Cs

Britannia

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.

CONTEXT

CONTENT

COMMUNITY
CUSTOMIZATION

COMMUNICATION

CONNECTION

ITC Ltd

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.
The site is not too sophisticated This site is too simple and does
for the user to handle but still not
an
aesthetic
or
gives an aesthetic and functional sophisticated look.
feel.
There is a full description of all The website only provides
products and services provided what is needed and there is no
along with pictorial as well as full description. There is also
graphical representation.
not
much
of
pictorial
representation.
There is no user to user Here also there is no user to
communication link available.
user link available.
There is no scope for the Website cannot be modified or
customer to make any changes customized by the user.
in the website.
There is a contact us link Only a contact us link is
provided. Apart from that, there provided.
is also a consumer feedback
register.
There exists links to other sites There are links which lead to
such as ihealthu.com etc.
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.
Britannia has 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, ITC 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 Britannia. The location of
their retailers and dealers are clear and better presented than Britannia.
In both websites, there are connection links which leads the prospective customer to other similar sites
such as Sunfeast, ihealthu.com etc.

Reference:

1. www.britannia.co.in
2. www.itcportal.com
3. https://www.scribd.com/doc/29704487/ITC-Case-Study
4. http://www.icmrindia.org/casestudies/catalogue/Marketing/ITC%20Foods%20Marketing%20
p2.htm