Ascend Sport Website

March 2007 - Present. Currently Active.

http://www.ascendsport.com.au

Solutions involved

• Digital Strategy
• E-Commerce
• Online Advertising

With a new brand, product and audience, Areeba were brought in to assist MG Nutritionals launch Ascend to the world.

History

MG Nutritionals is a subsidiary of the Murray Goulburn Co-operative, one of the world's largest dairy producers. Its core business is the creation of dairy based products that improve human health and wellbeing. Already supplying the bulk of the wholesale market with its products, MG Nutritionals made the decision in 2007 to launch into the consumer market with its own brand. The Ascend range of products is the result of a multi-million dollar research and development program into the benefits of bioactive milk components which assist in bone health, muscle function, weight management and infant nutrition.

Challenge

Being a fledgling brand, Ascend's marketing and brand assets were minimal, with little else but a newly created logo being delivered at project inception. Competition for the brand was fierce in a crowded market dominated by well known products using established distribution channels. Areeba became involved early in the brand's life to offer strategic advice and guidance on the creation of a cost effective delivery model for its products. Central to this strategy was the creation of an e-commerce website as the distribution and information vehicle for all enquiries and processing of orders.

Solution

Areeba worked closely with MG Nutritionals to create a strongly branded website targeted toward the elite athlete market and an online store application, designed to showcase their products with supporting information and in-depth research for the user to explore. Built using ASP.NET & SQL technologies, the site caters to repeat visitors with a `Quick Buy' area which presents all the products in a grid with prices and sizes linking directly to the online store. Technically, Areeba collaborated with Murray Goulburn to ensure the e-commerce and fulfilment experience was secure, auditable and integrated with the back office SAP ERP environment.