Premia Foods
Overview
The new website of Premia Foods was designed to actively represent the umbrella brand Premia and its sub-brands on the Internet in a way that supported their image, raising both the value of the brands and customer loyalty.
The key values of the website are:
- simplicity, order and logic, but also scope (countries, languages, target groups and number range of products); and
- the fact that the website design is based on comprehensive analysis and meets the expectations of the target group. In terms of visual solution and openness to further development it is unique among websites in the Estonian foodstuffs sector.
The front page brings together both the Premia Foods corporate site and the country-based pages designed for ordinary users.
Values
- Comprehensive preliminary work. Analysis of the needs of business and target groups and thorough modelling of the environment.
- Simplicity, order and logic despite the scope (countries, languages, target groups and number range of products).
- The brands are well-presented on both the front page and through additional solutions (product selection by brand, plus a brands homepage which brings them together and introduces them individually).
- An extensive and detailed product portfolio and user-friendly presentation of product and ordering information. The differences between the profiles of the target groups and target countries formed the basis for the development of the following:
- a corporate website in five languages, with www.premiafoods.eu/est directed at investors and partners (subcontractors, suppliers etc.);
- pages for 3 countries designed for end consumers and clients: www.premia.ee, www.premia.lv, www.premia.lt;
- an umbrella page www.premiafoods.eu bringing together the sub-pages; and
- appropriate messages for the different target groups, bringing into focus information that is important to them and using crossover referencing between pages.
- Contact details are easy to find.
- Great potential for further development and updates (new language versions; new target countries; creation of consumer campaign pages; adopting a client database; integrating social media solutions; et al.).
- Options are also available to integrate interactive entertainment solutions.
- Added value is represented by Premia recipes, which highlight what makes them different or unique from other sites offering recipes (sample menus and information on nutritional value).
Goals
Active representation of the umbrella brand Premia and its sub-brands on the Internet in a way that supports their image.
- A key value of Premia Foods is strong brands, and the Internet is one channel to which we are contributing today with the aim of boosting the value of our brands and increasing customer loyalty.
- The focus on brands became one of the keywords of the site, as a result of which both the visual and verbal parts of the solution support the image of the brands, which are well presented on the front page and as part of additional solutions (selection of products by brand, plus the brands page, which brings them together and introduces them individually).
Sales support for the product portfolio.
- Presentation of the extensive range of products with detailed product and ordering information and contact details which are easy to find.
Client’s assessment
Kaidi Reinu
Marketing Manager
The project ran smoothly and successfully. We really valued the agency’s openness in terms of better solutions and changes to the team, despite the fact that the schedule was so tight. The project was fast-paced, which meant good planning was crucial and that everyone had to stick to their deadlines.
In hindsight it’s clear to see how important the preliminary work was – and how much of it there was! This included the information architecture and TOM model, which at times seemed to be doing little more than adding to the time it would take to get the website ready, but which in fact helped us put our goals in place for each target group and to make them more specific and achievable. We’d particularly like to emphasise the quality of the project management provided by ADM and of their work generally.
Results
A website meeting the expectations of the Premia Foods group and fulfilling the qualitative objectives set:
- a solution, visuals et al. supporting the image of the umbrella brand Premia (market leader, brand creator, pioneer in its field, quality food and moving from the image of an ice cream company to a foodstuffs concern);
- a technical and visual solution meeting the needs of subsidiaries (five markets, information and consumers differing by country but also shared values in the group as a whole);
- the site is clear, simple and attractive for users;
- the messages sent out to different target groups can be identified easily and logically (partners e.g. suppliers, investors, clients/stores and end consumers) – investors being an important target group with the launch of the company on the stock market; and
- thorough information about all products, able to be selected by country, brand and product group and later able to be easily administered (large number of products with product information, own products and distribution).
According to the client, the goals set for the website were achieved. This assessment was primarily based on feedback from visitors and employees, which was uniformly good. Statistics do not incorporate the highly popular consumer games ‘Little Tom’ (Estonia) and ‘Premia Game’ (Latvia).