Upon visiting the Pepsi, IKEA, and Dove websites, I had one definite conclusion: all three sites are extremely different. They each obviously have very different
audiences that they are trying to reach.
Whether their attempts are successful, I don’t know.
The first site I opened was the
Pepsi one. My first thought? Ooohhh, pretty colors. Followed by: what the heck
is going on here? Pepsi’s home page is a
covered in different, brightly colored boxes. It’s all crammed together and feels very
chaotic. Just looking at the home page alone, I have to wonder, does this
marketing strategy actually work? While
there are various Pepsi logos spread across the page, most of the page is taken
up with the colored boxes with Tweets about X-Factor. Someone searching for
information about the product itself has to go digging deeper into the
site. The bright colors and use of
popular media indicates that the intended audience is for teenagers through
young adults, but would these people be interested in the product behind
X-Factor? Because it seems to me, this site is promoting X-Factor more than trying
to sell Pepsi. I’m sure there’s some kind of brilliant marketing strategy
behind this. Maybe the “You like this? We like that too!” strategy.
I visited the IKEA site next. It
has a totally different feeling than Pepsi.
My first thought was that it looked a lot like the set up of Amazon or EBay.
It actually seems to be trying to sell products, rather than just promote
itself through popular media. With the
bright but still plain colors, I’m guessing the intended audience is older than
Pepsi’s. It’s not too old though, since
some of the products on the home page appeal to me. I noticed that on the big picture of various
products, there are some fun patterns on pillows and lampshades. This suggests that while the intended audience
is older than teenagers, college students and other young adults may still be
included. The fonts and layouts are also
very simplistic and much easier to follow than the pure chaos of the Pepsi
page.
Finally, I checked out the Dove
page, which feels like the middle ground between Pepsi and IKEA. Like IKEA,
Dove also shows some of their products on the home page. However, the site also
seems less product based like the Pepsi site.
For example, there are sections for tips, videos, and games. While Pepsi and IKEA’s intended audience was
for any gender, Dove is clearly geared towards women. The whites and simple colors of the site
(plus the large picture of a woman) only emphasize this fact. They do have some products for men but the
advertisement still says ‘your
football fan.’ Dove is also very
simplistic compared to the busy-ness of the Pepsi site.