Comparison of two different website in terms of: corporate identity, linguistic features, approach to the customers and no verbal communication

1. Two website in comparison

2. 1. Presentation of Vinamilk and Granarolo:
• Website Structure
• History
• Products
• Improvement and innovation
2. Comparison between the Companies
OUTLINE:

3. GRANAROLO’S HOMEPAGE

4. Website structure
Link to Social media
Drop-down menu
Search field
Navigation bar
Lower toolbar
Brands

5. Homepage
 Interactive slideshow of
images/videos
 Focus on: lastest products and
innovative technology
 Color: Neutral, harmonious
 Customer-oriented approach

6. VINAMILK’S HOMEPAGE

7. Homepage
 Visual images and video
 Focus on: Achievement and
global certification
 Color: Fresh, eco-friendly

8. Website structure
Navigation bar
Lower toolbar

9. Granarolo
The 60th anniversary.
We have grown with you.
2017 opens with a series of initiatives to celebrate Granarolo's 60th anniversary.
On 15 March the inaugural event was held, with the participation of a group of 1,000
representatives of the company - including farmer shareholders and employees from all over Italy -
in an audience with His Holiness Pope Francis.
• Use of We in order to transmit
sense of belonging
• Stakeholders’ importance

10. Intesa Sanpaolo S.p.A. becomes Granarolo shareholder
Intesa Sanpaolo S.p.A becomes a Granarolo shareholder. The agreement
signed between the Bank and Granarolo is supposed to rescue Yomo and
provide financial coverage for the operation. Intesa subscribes a capital
increase of around 70 million thus acquiring a 19.8% share. As a result of the
conclusion of the operation two representatives of the Bank join the Board of
Directors of Granarolo S.p.A.. With the acquisition of Yomo, the Centro
Sperimentale del Latte (CSL) also joins Granarolo's corporate orbit, part of the
Yomo galaxy that aims to promote studies and scientific applications on lactic
acid bacteria and moulds to improve dairy, agro-livestock and
pharmaceutical products. CSL is then sold to the Group Sacco in 2013.
Timeline
• The timeline shows a clearer
development history for
website visitors.
• Complicated events are
explained with technical
words and complex
structure.

11. HistoryVinamilk history
• Idea of growth, movement and improvement
• National identity underlined

12. Vinamilk history
Acquiring the remaining 30% stake in Driftwood Dairy Holding,
Vinamilk raised its ownership to 100%. Vinamilk officially
introduced condensed milk and creamer under Driftwood
brandname to US market.
Vinamilk has become a familiar brand to Vietnamese and
international consumers after 38 years of continuous innovation
and development.
Vinamilk has been proving itself of strong spirit of constantly
improving, innovating, seeking new directions so that the
Company gets stronger and stronger.
Vinamilk built Nhu Thanh dairy farms in Thanh Hoa.
• Vinamilk speak
about itself as a
strong company
without use the
sense of belonging
with his costumer
• Use “Vinamilk”
instead of using
pronouns
• Complicated events
are explained with
common words and
easy structure
Vertical timeline design

13. Granarolo products
GOODNESS IN EVERY DROP
Milk is still the best source of calcium and always will be. Milk isn’t
just nutritious and tasty to drink, it’s a versatile ingredient too. It
can make your coffee deliciously creamy, or turn a handful of fruit
into a wonderful smoothie. However you enjoy it, it’s the perfect
way to get the nutrients and wholesome goodness of dairy. Our
UHT milk is made from 100% fresh milk, with no powders or
preservatives.
Our UHT milk sold abroad is 100% imported from Italy and it
comes in three types: Full Fat, Semi-Skimmed and Skimmed.
• Informal style
• Eveluative and emotionally
words
• Advice on use Granarolo
products (drink, coffee, fruit,
…)
• Reference to quality
• Nationality underlined

14. Yomo has been authentic Italian yogurt since 1947. Yomo
Yogurt is proof that classic is always a good choice: 100%
natural, still made with its original recipe with no
preservatives, colourings, flavourings or thickeners.
Each pot is bursting with delicious, flavoursome creaminess
that isn’t just good, it is delicious!
• Focus on national identity
• Confidential tone →
exclamation mark.
• Friendly approach
• Emotionally words

15. PRODUCTS
Passion for perfection
To an enterprise, striving continuosly for perfection in its
products and services to enhance its values given to customers
is the vital goal and the guideline in all development
strategies.
Vinamilk provides customers with the diversification in its
product portfolio, the variety in nutritional options and the
trust in health concerns by the endeavor to satisfy the most
stringent requirements on safety and quality as well as the
faithfulness Inn clearly showing every product detail to
customers.
All these values are expressed fully in its motto of “Quality”.
• Evaluative and emotionally words
• Reference to the quality of products

16. Vinamilk products
Use of Vietnamese in the english
version website

17. Fresh milk
a delightful taste to enjoy
A Gift of Health 3 NO's From Nature
Vinamilk 100% Fresh Milk is not only delicious
& rich in natural nutrients with strict "3 No's
standard"
but also enhanced with Vitamin D3 as
recommended by EFSA to support your
immune system, so that your family stays
healthy every day.
• Informal style
• Confidential tone
• Use of “you”
• Reference to high-quality
• Focused on a specific target
costumers→ your family
• Technical language
• Focus on health benefits

18. Vinamilk yogurt are produced under
natural fermentation technology with
calcium and vitamin D3 for strong bones.
Vinamilk yogurt
• Simple structure
• Focus on health benefits
• Informal style

19. GRANAROLO
The radicated aim of Granarolo: a merge
between innovation and sustainability

20. Suddivision into
steps to make the
message clearer
Research and innovation by Granarolo aimed at the
development of new products through careful analysis of
consumer needs, taking into account the needs of specific
segment of population.

21. High Commitment in:
- incresed products and
processes quality;
- Create an innovative
packaging for long-life
milk.
Technical vocabulary

22. sustainability
Carbon Footprint Project
Reference to the standard quality
of their products;
Use of strong verb, like:
- Evaluation
- Examine
- reduce

23. Portobello is a community project involving citizens, businesses, associations and institutions.
In order to help the new poor, people who are not accustomed to asking for help from social services or their
parishes, the voluntary associations in Modena, with the support of the Centre for Volunteer Service, Conad
and Granarolo, have launched the Portobello project.
This is a charity supermarket where you can go shopping, choose products and pay with “points” charged to
your tax code card, awarded based on the household members and stopped up every month for six months.
Attempt to involve the
customers by making
them the users of the
community services
made by the Company.

24. The project: «breastfeed me»
was set up as a
human milk
Sense of responsability for the
community and the use of an emotional
approach

25. VINAMILK
Research and Innovation
As the society is in the continuous development, nutrition and health are always the first concerns to ensure quality of
life. Vinamilk always pay attention to good criteria for health by reducing sugar, reducing fat (monounsaturated fat)
but still meeting the requirements of the product’s flavor and tastes of consumers in the research and development
strategies of products.
Committment from the
CEO of the Company.
Presence of an important
person who guides the
dynamic innovation

26. Innovation based on sustainabile
development
As one of the leading companies in Vietnam, Vinamilk is
highly aware if its influence to the community and the
sustainable development of the society. We understand
that the success of a business Is reflected in not only its
financial performance in each annual report but also,
and more importantly, in the prominent and
sustainable values that could bring to people.
• National identity underlined
• Use of «we» as a Company
• The Sustaining approach bring
closer The Company to people.

27. Planet, partner to sustainability
Land, air, water, energy and underground minerals are indispensable
components, which are exploited and used to serve the lives and development
of human society. Therefore, for each country, natural resources are very
important sources of assets, resources and natural capital to build and
develop the country.
When natural resources are finite and human needs are infinite, every action
of using and exploit natural resources must always be linked to sustainable
development. Vinamilk clearly recognizes and appreciates the value and role
of nature in its whole supply chain.
 More formal style and complexity of
the structure.
 Sense of global commitment

28. Corporate identity
Vinamilk Granarolo
• Environment
• Authenticity
• National identity
• Local tradition
• Organic
• The Sustaining approach bring closer The
Company to people.
• National identity
• Research and Innovation
• Internationalization
• Sustainability
Approach to the customer
• Distant approach
• Use of a unique website to comunicate with national
and international customers: some sentences are not
translated
• Focused on family target
• Asymmetrical relationship between the company
and the customer. Use of the company’s name
instead of «we», in addition the company use «its»
instead of «our» to describe the products and other
situations.
• Emotional and customer oriented approach
• Different website for Granarolo.it and
Granarolo.com
• Focused on customer’s needs
• Use of «we» and «our» as a Community

29. Linguistic features
Vinamilk Granarolo
• Some sentences are not translated in English
• Use “Vinamilk” instead of using pronouns
• Complicated events are explained with common
words and easy structure
• Commitment from the CEO of the Company
• No technical vocabulary
• Technical vocabulary
• Complicated events are explained with
technical words and complex structure.
• Emotionally and friendly approach
No verbal communication
• Links to social media (FB, YT)
• Use of videos and images focused on enviroment,
natural products and family
• Inefficient horizontal timeline design
• Links to social media (FB, YT, IN)
• Use of images focused on national identity and
innovation
• Efficient vertical timeline design

30. Student’s name and registration number
• Elena Filippi 114207
• Andrea Madini 115256
• Francesco Passerini 105039
• Trang Thu Tran 101472