Case Study and Competitive Analysis

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This is a presentation I put together in 2009 for a client of mine, Oasis (a bottled water company in Dubai, UAE).

The Innocent Smoothies case study was used in an effort to convince Oasis to take a similar "human" approach to communication by proving that FMCG/CPG products can be successfully differentiated in such a manner.

It is then followed by a competitive analysis.

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  • Its because we want to look at and learn from a brand that has managed to stand out and make a lasting impression on people being in a similar category to water\n\nthat at face value is banal because everybody is saying the same thing, because there is little to say about the category, and because any additional added values have been copied, recopied and recycled again.\n
  • They are a smoothies/juice brand\nAll their drinks are 100% fruit juice\nAnd they are healthy\n\nDoes any of this sound like a major competitive advantage over any other juice available in the market? – not to me. But innocent took it a HUGE step further\n
  • They are a smoothies/juice brand\nAll their drinks are 100% fruit juice\nAnd they are healthy\n\nDoes any of this sound like a major competitive advantage over any other juice available in the market? – not to me. But innocent took it a HUGE step further\n
  • They are a smoothies/juice brand\nAll their drinks are 100% fruit juice\nAnd they are healthy\n\nDoes any of this sound like a major competitive advantage over any other juice available in the market? – not to me. But innocent took it a HUGE step further\n
  • They are a smoothies/juice brand\nAll their drinks are 100% fruit juice\nAnd they are healthy\n\nDoes any of this sound like a major competitive advantage over any other juice available in the market? – not to me. But innocent took it a HUGE step further\n
  • They are a smoothies/juice brand\nAll their drinks are 100% fruit juice\nAnd they are healthy\n\nDoes any of this sound like a major competitive advantage over any other juice available in the market? – not to me. But innocent took it a HUGE step further\n
  • They are a smoothies/juice brand\nAll their drinks are 100% fruit juice\nAnd they are healthy\n\nDoes any of this sound like a major competitive advantage over any other juice available in the market? – not to me. But innocent took it a HUGE step further\n
  • They are a smoothies/juice brand\nAll their drinks are 100% fruit juice\nAnd they are healthy\n\nDoes any of this sound like a major competitive advantage over any other juice available in the market? – not to me. But innocent took it a HUGE step further\n
  • They are a smoothies/juice brand\nAll their drinks are 100% fruit juice\nAnd they are healthy\n\nDoes any of this sound like a major competitive advantage over any other juice available in the market? – not to me. But innocent took it a HUGE step further\n
  • They are a smoothies/juice brand\nAll their drinks are 100% fruit juice\nAnd they are healthy\n\nDoes any of this sound like a major competitive advantage over any other juice available in the market? – not to me. But innocent took it a HUGE step further\n
  • They are a smoothies/juice brand\nAll their drinks are 100% fruit juice\nAnd they are healthy\n\nDoes any of this sound like a major competitive advantage over any other juice available in the market? – not to me. But innocent took it a HUGE step further\n
  • this really sets the tone for the brand: down to earth, open dialogue, and one-to-one communication in order to really understand people!\n\nIts not a product customer relationship, it’s a friendship\n
  • this really sets the tone for the brand: down to earth, open dialogue, and one-to-one communication in order to really understand people!\n\nIts not a product customer relationship, it’s a friendship\n
  • this really sets the tone for the brand: down to earth, open dialogue, and one-to-one communication in order to really understand people!\n\nIts not a product customer relationship, it’s a friendship\n
  • this really sets the tone for the brand: down to earth, open dialogue, and one-to-one communication in order to really understand people!\n\nIts not a product customer relationship, it’s a friendship\n
  • this really sets the tone for the brand: down to earth, open dialogue, and one-to-one communication in order to really understand people!\n\nIts not a product customer relationship, it’s a friendship\n
  • this really sets the tone for the brand: down to earth, open dialogue, and one-to-one communication in order to really understand people!\n\nIts not a product customer relationship, it’s a friendship\n
  • this really sets the tone for the brand: down to earth, open dialogue, and one-to-one communication in order to really understand people!\n\nIts not a product customer relationship, it’s a friendship\n
  • Background of the brand \nHow they maintain their relationship\n
  • Background of the brand \nHow they maintain their relationship\n
  • Background of the brand \nHow they maintain their relationship\n
  • Background of the brand \nHow they maintain their relationship\n
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  • We’ve seen how the brand’s positioning and all its attributes have come from a very human approach\n
  • sampling used heavily\nand even events such as “Fruitstock” (a play on woodstock) to get people’s attention, raise awareness, and build our brand\n
  • sampling used heavily\nand even events such as “Fruitstock” (a play on woodstock) to get people’s attention, raise awareness, and build our brand\n
  • sampling used heavily\nand even events such as “Fruitstock” (a play on woodstock) to get people’s attention, raise awareness, and build our brand\n
  • sampling used heavily\nand even events such as “Fruitstock” (a play on woodstock) to get people’s attention, raise awareness, and build our brand\n
  • sampling used heavily\nand even events such as “Fruitstock” (a play on woodstock) to get people’s attention, raise awareness, and build our brand\n
  • sampling used heavily\nand even events such as “Fruitstock” (a play on woodstock) to get people’s attention, raise awareness, and build our brand\n
  • sampling used heavily\nand even events such as “Fruitstock” (a play on woodstock) to get people’s attention, raise awareness, and build our brand\n
  • sampling used heavily\nand even events such as “Fruitstock” (a play on woodstock) to get people’s attention, raise awareness, and build our brand\n
  • sampling used heavily\nand even events such as “Fruitstock” (a play on woodstock) to get people’s attention, raise awareness, and build our brand\n
  • sampling used heavily\nand even events such as “Fruitstock” (a play on woodstock) to get people’s attention, raise awareness, and build our brand\n
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  • The communication is very in line with their equity and the identity: \nEquity: fun and naturally functional\nidentity: simple, humorous, convenient\n
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  • Source: http://www.innocentdrinks.co.uk/us/ethics/\n
  • Source: http://www.innocentdrinks.co.uk/us/ethics/\n
  • Source: http://www.innocentdrinks.co.uk/us/ethics/\n
  • Source: http://www.innocentdrinks.co.uk/us/ethics/\n
  • Source: http://www.innocentdrinks.co.uk/us/ethics/\n
  • Source: http://www.innocentdrinks.co.uk/us/ethics/\n
  • Source: http://www.innocentdrinks.co.uk/us/ethics/\n
  • Source: http://www.innocentdrinks.co.uk/us/ethics/\n
  • Source: http://www.innocentdrinks.co.uk/us/ethics/\n
  • Source: http://www.innocentdrinks.co.uk/us/ethics/\n
  • Source: http://www.innocentdrinks.co.uk/us/ethics/\n
  • Source: http://www.innocentdrinks.co.uk/us/ethics/\n
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  • water is even less differentiated than juice!\nnobody here is doing this, it’s our chance to stand out\nand it fits so well with who we are; we’re a local brand who’s not above people\n
  • water is even less differentiated than juice!\nnobody here is doing this, it’s our chance to stand out\nand it fits so well with who we are; we’re a local brand who’s not above people\n
  • water is even less differentiated than juice!\nnobody here is doing this, it’s our chance to stand out\nand it fits so well with who we are; we’re a local brand who’s not above people\n
  • water is even less differentiated than juice!\nnobody here is doing this, it’s our chance to stand out\nand it fits so well with who we are; we’re a local brand who’s not above people\n
  • water is even less differentiated than juice!\nnobody here is doing this, it’s our chance to stand out\nand it fits so well with who we are; we’re a local brand who’s not above people\n
  • water is even less differentiated than juice!\nnobody here is doing this, it’s our chance to stand out\nand it fits so well with who we are; we’re a local brand who’s not above people\n
  • water is even less differentiated than juice!\nnobody here is doing this, it’s our chance to stand out\nand it fits so well with who we are; we’re a local brand who’s not above people\n
  • water is even less differentiated than juice!\nnobody here is doing this, it’s our chance to stand out\nand it fits so well with who we are; we’re a local brand who’s not above people\n
  • water is even less differentiated than juice!\nnobody here is doing this, it’s our chance to stand out\nand it fits so well with who we are; we’re a local brand who’s not above people\n
  • water is even less differentiated than juice!\nnobody here is doing this, it’s our chance to stand out\nand it fits so well with who we are; we’re a local brand who’s not above people\n
  • water is even less differentiated than juice!\nnobody here is doing this, it’s our chance to stand out\nand it fits so well with who we are; we’re a local brand who’s not above people\n
  • water is even less differentiated than juice!\nnobody here is doing this, it’s our chance to stand out\nand it fits so well with who we are; we’re a local brand who’s not above people\n
  • water is even less differentiated than juice!\nnobody here is doing this, it’s our chance to stand out\nand it fits so well with who we are; we’re a local brand who’s not above people\n
  • water is even less differentiated than juice!\nnobody here is doing this, it’s our chance to stand out\nand it fits so well with who we are; we’re a local brand who’s not above people\n
  • water is even less differentiated than juice!\nnobody here is doing this, it’s our chance to stand out\nand it fits so well with who we are; we’re a local brand who’s not above people\n
  • water is even less differentiated than juice!\nnobody here is doing this, it’s our chance to stand out\nand it fits so well with who we are; we’re a local brand who’s not above people\n
  • water is even less differentiated than juice!\nnobody here is doing this, it’s our chance to stand out\nand it fits so well with who we are; we’re a local brand who’s not above people\n
  • water is even less differentiated than juice!\nnobody here is doing this, it’s our chance to stand out\nand it fits so well with who we are; we’re a local brand who’s not above people\n
  • water is even less differentiated than juice!\nnobody here is doing this, it’s our chance to stand out\nand it fits so well with who we are; we’re a local brand who’s not above people\n
  • water is even less differentiated than juice!\nnobody here is doing this, it’s our chance to stand out\nand it fits so well with who we are; we’re a local brand who’s not above people\n
  • water is even less differentiated than juice!\nnobody here is doing this, it’s our chance to stand out\nand it fits so well with who we are; we’re a local brand who’s not above people\n
  • water is even less differentiated than juice!\nnobody here is doing this, it’s our chance to stand out\nand it fits so well with who we are; we’re a local brand who’s not above people\n
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  • Inclusive of Flavored water\n
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  • While blue and white are the dominant conventions in the market, slowly we’re seeing \n
  • While blue and white are the dominant conventions in the market, slowly we’re seeing \n
  • While blue and white are the dominant conventions in the market, slowly we’re seeing \n
  • While blue and white are the dominant conventions in the market, slowly we’re seeing \n
  • While blue and white are the dominant conventions in the market, slowly we’re seeing \n
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  • Source: http://www.cnn.com/2007/HEALTH/07/27/pepsico.aquafina.reut/\n
  • Source: http://www.cnn.com/2007/HEALTH/07/27/pepsico.aquafina.reut/\n
  • Source: http://www.cnn.com/2007/HEALTH/07/27/pepsico.aquafina.reut/\n
  • Source: http://www.cnn.com/2007/HEALTH/07/27/pepsico.aquafina.reut/\n
  • Source: http://www.cnn.com/2007/HEALTH/07/27/pepsico.aquafina.reut/\n
  • Source: http://www.cnn.com/2007/HEALTH/07/27/pepsico.aquafina.reut/\n
  • Source: http://www.cnn.com/2007/HEALTH/07/27/pepsico.aquafina.reut/\n
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  • Inclusive of Flavored water\n
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  • Inclusive of Flavored water\n
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  • Case Study and Competitive Analysis

    1. 1. Message in a bottleA review of our main competitive brands…
    2. 2. Agenda
    3. 3. AgendaCase studyCommunication Conventions per category Interesting stuffInsights & Platforms
    4. 4. AgendaCase studyCommunication Conventions per category Interesting stuffInsights & Platforms
    5. 5. AgendaCase studyCommunication Conventions per category Interesting stuffInsights & PlatformsAppendix: All Communication
    6. 6. AgendaCase studyCommunication Conventions per category Interesting stuffInsights & PlatformsAppendix: All Communication
    7. 7. - Case StudyLEARNING FROM OTHERS
    8. 8. So, why exactly are we looking at a case study?
    9. 9. Who are they?
    10. 10. Who are they?
    11. 11. Just another juice brand…?
    12. 12. And it all started when…
    13. 13. And it all started when…
    14. 14. And it all started when… …we gave up our jobs over nine years ago and started making innocent smoothies.
    15. 15. Innocent is all about being…
    16. 16. Innocent is all about being… Naturally functional: “no magic ingredient X” and it’s made of unadulterated goodness Fun: Down-to-earth, funny, quirky, and surprising in all their communication
    17. 17. Convenience An on-the-go and single-serve format All the benefits of it’s fresh fruit and its award winning taste Both social and environmental Fruit Ethics
    18. 18. With a customer-Centric approach based on understanding people’s needs, Innocent continues to form bonds…
    19. 19. Innocent speak to people by…
    20. 20. Innocent speak to people by… face-to-face
    21. 21. Innocent speak to people by… face-to-face
    22. 22. Innocent speak to people by…It wasn’t until a few years after their founding did they release their first campaign face-to-face
    23. 23. Their logoTheir packaging (even has jokes!)
    24. 24. Print Ad
    25. 25. Bored?
    26. 26. Blog: Daily ThoughtsGetting people involved andmore charity Getting people involved A book about them!
    27. 27. Extending out of traditionalmedia…
    28. 28. Extending out of traditionalmedia…
    29. 29. Resource efficient business
    30. 30. Taking communication evenfurther with ethics… Sharing the profitKeeping things natural Resource efficient ethics business Sustainable packagingResponsible ingredients
    31. 31. Though, there were some failures…
    32. 32. Though, there were some failures… Partnership bashing!
    33. 33. So, what have we learned fromInnocent?
    34. 34. So, what have we learned fromInnocent? 1. Break the product-consumer barrier - connect with people
    35. 35. So, what have we learned fromInnocent? 1. Break the product-consumer barrier - connect with people 2. Keep up a continuous two way dialogue
    36. 36. So, what have we learned fromInnocent? 1. Break the product-consumer barrier - connect with people 2. Keep up a continuous two way dialogue 3. Be down-to-earth and speak the people’s language with consistency!
    37. 37. So, what have we learned fromInnocent? 1. Break the product-consumer barrier - connect with people 2. Keep up a continuous two way dialogue 3. Be down-to-earth and speak the people’s language with consistency! 4. Continuously engage and keep them interested
    38. 38. So, what have we learned fromInnocent? 1. Break the product-consumer barrier - connect with people 2. Keep up a continuous two way dialogue 3. Be down-to-earth and speak the people’s language with consistency! 4. Continuously engage and keep them interested 5. Always be customer-centric and human with every decision
    39. 39. So, what have we learned fromInnocent?If innocent felt that they need to differentiate themselves so strongly, than we have all the more reason to!
    40. 40. AgendaCase studyCommunication Conventions per category Interesting stuffInsights & PlatformsAppendix: All Communication
    41. 41. AgendaCase studyCommunication Conventions per category Interesting stuffInsights & PlatformsAppendix: All Communication
    42. 42. PET CONVENTIONS
    43. 43. Common Claims
    44. 44. Common Claims PurityNatural Healthy
    45. 45. NaturalTheir logo: Pure natural mineral water 100% Natural
    46. 46. …it’s base is natural. Natural mineral water from the volcanoes
    47. 47. Natural source of youth
    48. 48. Keeps you hydrated and healthy Healthy
    49. 49. All the health and guaranteed purity The refreshing way to good health
    50. 50. PurityGuaranteed purity
    51. 51. Drink pureReigning purity
    52. 52. Executional Applications
    53. 53. Executional Applications The Water Bottle
    54. 54. The Water Bottle
    55. 55. ZulalJeema The Water Bottle Jeema Nova
    56. 56. The Color Blue
    57. 57. The Color Blue
    58. 58. The Color Blue
    59. 59. Visual Cues
    60. 60. Visual Cues Zulal Jeema TVC
    61. 61. Visual Cues (flavored water)
    62. 62. Visual Cues (flavored water)
    63. 63. 5G CONVENTIONS
    64. 64. Executional Applications
    65. 65. Executional Applications The Water Bottle
    66. 66. The Water Bottle
    67. 67. The Water Bottle
    68. 68. Promotions
    69. 69. Promotions Save on coupons in bulk
    70. 70. Buy two coupon booklets to get a free mug Special price for schools, companies, and wedding venues and on coolers
    71. 71. SPARKLING CONVENTIONS
    72. 72. A Premium Message
    73. 73. A Premium Message ApollinarisPerrier
    74. 74. Horeca and B2B
    75. 75. Packaging
    76. 76. Dominated by International Brands
    77. 77. Dominated by International Brands
    78. 78. Interesting stuff
    79. 79. Sponsorships
    80. 80. Promotions
    81. 81. New target
    82. 82. CSR
    83. 83. CSR
    84. 84. Shrink-A-Bottle campaign
    85. 85. Al Ain water sponso r of the AlAin Aero batic show ttle by 80 -90 per cent. reduces th e size of the PET bo Shrink-A-Bottle campaign a bottle shrinking de vicereduce, re use and re cycle the UAE reducin g PET waste in
    86. 86. Interesting Campaigns
    87. 87. Challenges
    88. 88. Challenges
    89. 89. Challenges
    90. 90. Challenges
    91. 91. Challenges
    92. 92. Prestige tie-ups
    93. 93. Interactive websites… why History Drink recipes Party ideas
    94. 94. AgendaCase studyCommunication Conventions per category Interesting stuffInsights & PlatformsAppendix: All Communication
    95. 95. AgendaCase studyCommunication Conventions per category Interesting stuffInsights & PlatformsAppendix: All Communication
    96. 96. Who’s transmitting what?
    97. 97. Who’s transmitting what? Insight: Masafi
is
the
accepted
and
established
brand
within
the
community
and
expected
to
 represent
its
needs
    98. 98. Who’s transmitting what? Insight: Masafi
is
the
accepted
and
established
brand
within
the
community
and
expected
to
 represent
its
needs Communica;on
pla<orm: A
pure
and
natural
water
that
cares
about
the
community.
    99. 99. Who’s transmitting what?
    100. 100. Who’s transmitting what? Insight: With
food
and
drinks
having
entered

the
age
of
ar;ficially
enhanced
formulas,
purity

 (natural
state)
is
becoming
increasingly

important
when
talking
health
    101. 101. Who’s transmitting what? Insight: With
food
and
drinks
having
entered

the
age
of
ar;ficially
enhanced
formulas,
purity

 (natural
state)
is
becoming
increasingly

important
when
talking
health Communica;on
pla<orm: Purity
that
enables
you
and
your
family
to
live
healthily
with
vitality.
    102. 102. Who’s transmitting what?
    103. 103. Who’s transmitting what? Insight:People
are
aware
that
water
is
good
for
them
in
general,
but
don’t
know
the
extent
and
 the
specifics
of
its
benefits.
    104. 104. Who’s transmitting what? Insight:People
are
aware
that
water
is
good
for
them
in
general,
but
don’t
know
the
extent
and
 the
specifics
of
its
benefits. Communica;on
pla<orm: Besides
just
being
a
refreshing
product,
Al
Ain
provides
the
goodness
of
water
in
its
 en;rety
    105. 105. Who’s transmitting what?
    106. 106. Who’s transmitting what? Insight:With
indulgence
normally
coming
at
the
expense
of
health,
people
are
looking
to
indulge
 in
a
way
that
is
good
    107. 107. Who’s transmitting what? Insight:With
indulgence
normally
coming
at
the
expense
of
health,
people
are
looking
to
indulge
 in
a
way
that
is
good Communica;on
pla<orm: Pure
indulgence.
    108. 108. Who’s transmitting what?
    109. 109. Who’s transmitting what? Insight:In
an
increasingly
urban
world,
people
are
reassured
when
elements
originate
from
the
 farthest
points
of
nature
    110. 110. Who’s transmitting what? Insight:In
an
increasingly
urban
world,
people
are
reassured
when
elements
originate
from
the
 farthest
points
of
nature Communica;on
pla<orm: Vitality
from
nature

    111. 111. Who’s transmitting what?
    112. 112. Who’s transmitting what? Insight: If
you
look
trendy,
act
trendy
and
speak
trendy,
you
can
be
trendy
too!

    113. 113. Who’s transmitting what? Insight: If
you
look
trendy,
act
trendy
and
speak
trendy,
you
can
be
trendy
too!
 Communica;on
pla<orm: Refreshingly
trendy

    114. 114. AgendaCase studyCommunication Conventions per category Interesting stuffInsights & PlatformsAppendix: All Communication
    115. 115. AgendaCase studyCommunication Conventions per category Interesting stuffInsights & PlatformsAppendix: All Communication
    116. 116. APPENDIX I: All Communication
    117. 117. All PET Communication
    118. 118. masafi
    119. 119. Al Ain
    120. 120. Aquafina
    121. 121. Zulal
    122. 122. evian
    123. 123. evian
    124. 124. Jeema
    125. 125. Nova
    126. 126. Volvic
    127. 127. Volvic
    128. 128. Volvic
    129. 129. Volvic
    130. 130. Volvic
    131. 131. valais
    132. 132. Nestle
    133. 133. Baraka
    134. 134. Danah
    135. 135. All 5G Communication
    136. 136. Nestlé
    137. 137. Masafi
    138. 138. Al Ghadeer
    139. 139. Al Qattara
    140. 140. Al Bayan
    141. 141. All Sparkling Communication
    142. 142. Perrier
    143. 143. Apollinaris
    144. 144. Appendix II: Websites
    145. 145. Masafi
    146. 146. Al Ain
    147. 147. evian
    148. 148. Nestlé
    149. 149. Aquafina
    150. 150. Perrier

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