Strategic Brief

Project Definition

This project is about redesigning a commercial website of an organic shop, which is, Justlife (http://www.justlifeshop.com). Justlife sells organic products. Since this is a redesigning commercial website project but not a rebranding commercial website project, thus the identity of the company cannot be changed and the logo has to be remained. Or in other word, improve the original layouts with a better one. The project will be done as like stated in the Gantt chart. Last but not least, the duration given to complete this redesigning commercial website project (at least eight html pages) is eight weeks long.


Current Site’s Analysis Goals

This site provides information regarding the Justlife’s profile, products that can be found in Justlife, organic brands and outlet stores. Users may have the contacts for enquiry as well. For those who are unemployed, they can also look for meaningful jobs as there is a site of recruitment, too. In this site, there are also some photos of events update regarding saving our planet which are organized by Justlife.

The highlights or the promotions on the home page are too much and eventually, they tend to look as if like spam instead of promotional clips. The tone or manner of the site does not match with the identity of the company. There are too many kinds of typefaces being used in this site and the words are all cluttered together. No hierarchy. Eventually, users may not feel interested on reading the contents. Moreover, some of the texts are not in real text. There are also some hyperlinks which encountered linkage problem as well. The logo appears to be weird on the banner and thus, there is some improvement should be made. As for the arrangements of the images and words, it can be much interesting to draw the attention of the users. The products which can be found in Justlife should be more obvious as in like now, the images of the products are randomly arrange and users do not know which image refers to which certain product.


Client’s Analysis

In the year 1999, the first Justlife organic shop was started. During that moment, organic was still new to Malaysians. Justlife’s persistent effort in cultivating awareness for a chemical-free lifestyle and promoting values for authentic quality product remain strong after that. And today, Justlife is well-known and it is a name that stands for distinctive quality and inspiration for sustainable health. Each day, Justlife gains stronger support from thousands of their loyal customers. The numbers of Justlife supporters are increasing rapidly day by day. Justlife is also the first approved organic retail franchise by Ministry of Entrepreneur and Co-operative since February 2005. It is founded and under the management of Justlife Group Sdn. Bhd. The position and cultural value of Justlife is on the middle class.

Justlife’s concept is going beyond just selling organic products. Justlife reflects our passion for a career that inspires the love for nature and the respect for life. Buy organic goes beyond keeping chemical off. One can contribute to preserve the soil and protect the environment for our future generations. Justlife shares the passion in organic living by cultivating appreciation for Mother Nature, and inspiration for the joy of life. The USP of the company is healing the Earth by voting organic. Justlife rejects genetically modified organisms and artificial ingredients. However, Justlife fully supports authentic product values, make sound shopping decision as well as love the nature and at the same time, respect our life.


Short And Long-term Site Goals

For short term goal, the promotional clips can be improved by making it to be more interesting and locate in a better way to attract users’ attention. Right now, the promotional clips are too much and too messy. Some seasonal promotions or package sets can be introduced during certain festival as a gift for friends or relatives.

For long term goal to keep the users’ to be right back to the site again, the layouts designs should be more interesting. Besides that, vouchers and coupons can only be downloaded in its site. It might turn the users of the site to become the buyers of Justlife. The site should always be updated with latest news as well. Newsletter can be signed up so that users’ will be able to know about the latest news regarding the company or the products.


Target Audience

Justlife targeted those who support organics. In fact, organic stuffs are not cheap and so to be more exact, Justlife targeted those who support organic and affordable to buy organic stuffs from young age to old age.

Organic veggies and fruits can be seen in Justlife and eventually, it draws the housewives to shop there. Snacks like candies and chocolates can be found in Justlife as well thus it attracts kids to buy. There are some beauty or facial products in Justlife, too and so, it draws another group of target audience, which are beauty-addicts especially females. Normally, when people talk about organic, the first thing that comes to mind is organic food. But in fact, there are a wide range of organic stuffs and most of these can be found in Justlife.

As for the recruitment, Justlife targeted those who are unemployed and passion in saving our Mother Nature and go for organic.


Competitor’s Analysis

Primary- Country Farm (http://www.countryfarmorganics.com/)

Product range of Country Farm is as much as Justlife and eventually, Country Farm has become the primary competitor for Justlife. Unlike Justlife, Country Farm produces its own products and new products are often being introduced to the public. Country Farm often organizes some events and in the end, it turns up to be very impactful and successful. The tagline for Country Farm is “Bring Home Organic For Less!” because Country Farm believes that everybody should be able to eat organic food without having to pay exorbitant prices. Country Farm doesn’t only have retail outlet but also restaurant and juice bar. There are a lot of special offers during the coming of festivals or events which draws public’s attentions and increase the publicity indirectly.

Secondary- BMS Organics (http://www.bmsorganiccentre.com/)

The USP of BMS is high quality organic products. As like Justlife, BMS Organics does not produce its own products. However, BMS sells distinctive range of organic products. The retail outlets can be found easily in Klang Valleys. The top 20 popular products are listed as below:
1. Biogreen - 5 Grain Oatmilk
2. Biogreen - Green Balance
3. Organic Forest - 5 Grain Rice
4. Biogreen - Enrich Oatmilk
5. Biogreen - Organic Soy Milk ( Low Sugar)
6. Organic Forest - Zi Enzymes
7. Biogreen - Celtic Seasalt (Fine)
8. Voelkel - Gemusemost Vegetable Juice
9. Biogreen - Organic Oatmilk ( Canada)
10. Biogreen - Life Chilli Padi Sauce(Garlic)
11. Biogreen - Bio Enzymes
12. Organic Forest - Manuka Honey 20+
13. Biogreen - Propolis
14. Biogreen - Golden Flax Seed Oil
15. Biogreen - Prebalance Powder
16. Voelkel - Apple Carrot Juice
17. Organic Forest - Brewer Yeast Flakes
18. Biogreen - Organic Soy Milk (Sugar Free)
19. Organic Forest - Grape Seed Oil
20. Avalon - Facial Cleansing Gel

Tertiary- (http://www.zenxin.com.my/)

Zenxin Organic is popular for its down-to-earth reputation and tasty organic vegetables and fruits. It offers about 60 varieties of vegetables and fruits grown without chemical elements. Zenxin’s missions are to produce organically-grown products of the highest quality by disallowing the use of chemical fertilizers and pesticides, believe in making organically-grown products more affordable than ever to ensure people own the opportunity to enjoy more delicious and healthier food and to promote foods unadulterated by chemical fertilizer, pesticides, artificial additives and preservatives, for the healthier and happier life. Zenxin has its own farms as well. Unlike Justlife, personal care and snacks cannot be found in Zenxin. Only veggies and fruits can be found instead.