Trident's Website Strategy Case Study

Site Map by Diana

Trident's user-friendly site map  
 

After reading my Starbucks post, you ran out to purchase a Pumpkin Spice Latte, no? It is the season… Regardless of if you just drank coffee, ate onion, or didn’t brush your teeth (which you should), Trident is here for you! Like coffee, it is a must. Whether to pass time, for a fresh breath, or because someone offered one, I chew Trident on a daily basis.

Trident's website logo

The opening quote on Trident’s home page says it all: “Do not open around friends, family, and the neighbors down the street. They’ll all want a piece.” This slogan already intrigues, making you wonder what about this gum are you missing out on. It’s time to get personal as you scroll through all the colorful and attractive flavors, conveniently organized “for every occasion:” Trident Layers, Trident Vitality, Trident Extra Care, Trident White, Trident Splash, and Trident Long Lasting. Each of the “more info” tabs includes a humorous note related to its flavor (similar to Dove’s sayings). For example, children might choose the Orange Swirl as it takes you on a “merry-go-round for your mouth,” women the Zen as it “helps locate your inner chi,” and manly men the Xtra Care as it “swears allegiance to your mouth” with its “electric force.” The Vigorate might suit you before an important meeting as it “makes you want to high five everyone.” Lastly, if you prefer the whitening benefits, choose the Wintergreen to have “snowflakes whiten your teeth.” This strategy is clever as it helps a simple product appeal to many different demographics, each with their own needs, age, and mood. 



One of Trident's many humorous notes...who knows where this gum will take you?

The FAQ tab is a good strategy as it answers useful questions that may have previously restrained you from buying Trident gum. It includes its amount of carbohydrates, sugar, calories, whether or not it is gluten free, kosher, etc. This appeals to people who care about those details when purchasing gum. Whether you are on a diet, want to be aware, a gluten-intolerant, or a mother looking out for your children’s cavities, we all have reasons. Regarding the White line, the facts say two pieces four times a day for four weeks can result in stain reduction. This strategy clearly pushes consumption, as the gum intake needed per day/per week is a lot compared to the amount in one pack. Stating stain reduction (not removal), and emphasizing regular chewing, hints that more gum helps for optimal results. Lastly, some flavors are ADA Accepted, meaning they are safe and effective for your teeth. Now that all questions are answered, no excuses to not chew Trident!

The third main tab is about Trident’s partnership with Smiles Across America, an Oral Health America Program, whose goal is to educate unprivileged children about teeth protection. This might impress mothers, teachers and dentists, who would be more inclined to buy this “humane” gum. Their slogan “Smiles are what we love. Helping to protect them is what we do,” takes this gum company to a whole new level. It is it there for you when you need a laugh, a fresh breath, less stains, something to offer to someone you flirt with, and it cares about children. Definitely offer some Trident to your in-laws to impress them… 

The main tabs

Lastly, the most notable smaller tabs are the links to Facebook, YouTube, Flickr, and twitter, as they target a modern crowd that surfs the internet and uses social media platforms to stay connected.

Everyone has time for a few laughs:

Starbucks Case Study

I laugh at my father when he spends more on one French Evian water bottle instead of a twelve-pack of Publix ones, as I am not a walking brand. I am a big coffee drinker, therefore I can’t be picky when it comes to my morning coffee. Coffee is coffee. However, I am not opposed to having Starbucks coffee if I come across one.

Starbucks logo through the years

The Starbucks Corporation is an American global coffee company that is dedicated to “inspiring and nurturing the human spirit. One person, one cup, and one neighborhood at a time.” It is committed to serving the finest coffee and creating an exceptional customer experience. While this is poetic and touching, let’s look at how this brand made a name for itself, stole millions of customers’ palates, and is one of the world’s Top 50 most innovative, ethical, and sustainable companies.  

Starbucks opened its first store in 1971 in Seattle, Washington. After Howard Schultz bought the brand in 1987, it expanded throughout the United States and overseas, and rebranded many existing coffee companies into its own. Still, it had to stand out next to many other competitors out there. As the Internet is an indispensable (and inexpensive) communication tool, in 2008, the community website “My Starbucks Idea” was launched to obtain customers’ feedback and suggestions. Exchanges on various topics such as ads, food, and store atmosphere make it an interactive and proficient communication. Of course, Facebook and Twitter have also joined the party and promote new products, offer online coupons, and are platforms for real-time customers feedback as well. In addition, a loyalty program was made available, and enables free access to WIFI thanks to partnerships with AT&T and Yahoo! In 2012, Starbucks and Duracell partnered to test Powermat charging surfaces on Starbucks’ tables in Boston, which add the "eco-friendly" and "responsible" qualities to the brand.

Now in 61 countries, Starbucks is a globally present brand. In 2010, it partnered with Southern Sun Hotels South Africa in time for the 2010 FIFA World Cup, to reach traveling customers as well as sports-fanatics. Then, its partnership with Royal Caribbean International allowed the first Starbucks at sea (the siren logo makes more sense now, no?).

Another notable partnerships is with Apple on the “coffeehouse experience.” Since 2006, the iTunes Store has a Starbucks Entertainment area with songs similar to those playing in the stores, making a simple trip to Starbucks an emotional and memorable experience. To take new media even further, some stores have LCD screens displaying songs information available for purchase. In 2007, Starbucks initiated the "Song of the Day" and "Pick of the Week" promotion for free song downloads, and developed its own retail music concept: Hear Music. Last but not least (yet expected at this point), the iPhone App Store has a Starbucks app…shocking.


Convinced?

Intimidated?

In terms of the “4 P’s” of marketing, Starbucks got it right.
The Product is simple: coffee. Yet, it comes in sizes Short, Tall, Grande, Venti, and Trenta for the thirsty coffee-addicts.
The Price is similar to competitors’, but stresses the quality and experience that goes with it. In a way, you get more for what you pay.
The Place is everywhere. Whether it’s at the corner of your street, in a pedestrian’s hand, or on TV, you can’t miss it.
Lastly, the Promotion is through a combination of traditional media for credibility and new media for innovation, and by partnering with marketing monsters, Starbucks is able to perfect its brand identity and connect with a worldwide public. Ill drink (coffee) to that, Starbucks!

Both?



Business Card Brainstorming

I know that having a business card with a black background is typically not suggested...and of course the first one I find that I am interested in has one. I like this one because it has the world map on it, yet it isn't too busy. It hints to an international and open-minded person, which I like to think I portray. Also, the text is centered and simple, and the font is thin, clean, and elegant. The color accents add to the card, and because they are bright and fun colors, they stand out and liven up the card.

The second business card I found is this one. Since I do not own a business, I wouldn't want a logo too specific that could mislead people on what my occupation is. I like the colored squares because they add some color, act as a little border, and are not a crazy design. I would change the pastel colors to more solid colors though, as think they would make the card a little more "grown up." I had a hard time choosing between this business card and this one. They both have their design on one side, and I really like that "D" written in that font (which I have a hard time doing myself...). However, I would change the gray background to white and the black font to white. 

The business card I like the most out of the three is this one.

Again, I did not do it on purpose, but it has a black background as well. However, I could settle for a white background, because it is the font and the size of the card that I like more than anything else (the rest of the contact information is on the back). I think the handwritten font with no capital letters could make people think of a dynamic young adult starting in the workforce. It isn't childish either, so it shouldn't give off the vibe of someone inexperienced. Also, the size and shape of the card make it modern and interesting. If I stuck with the black background, I would probably want the writing to be a in a bright color (such as one from the first business card), but if it was white I would leave the writing black.