Kevita competitor website analysis
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Kevita competitor website analysis

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Kevita competitor website analysis Kevita competitor website analysis Presentation Transcript

  • KEVITA COMPETITOR WEBSITE ANALYSIS Sharon Tam
  • WEBSITE GOALS Strengthen Online Presence Build Brand Equity Communicate Compelling Brand Positioning Differentiate Product
  • BEVERAGE COMPETITORS Naked Juice Snapple Dry Soda High Country Kombucha GT’s Kombucha Buchi
  • WEBSITE EVALUATION MATRIX User Friendly Interface: Organization, navigation, “look and feel” Web 2.0 Integration/ Push Medium: How well does it engage the consumer, complexity of website features, web apps Content: Well written and clear website copy, personality Social Media Integration: Prominence or inclusion of Twitter, Facebook, Blogs etc
  • WEBSITE EVALUATION MATRIX 1-10 points possible in each category
  • NAKED JUICE (16.2/18.7) Associations:  Active, Healthy Lifestyle, Sustainable, Fresh, Feel Good Pros:  Well organized and professional  Engages people who strive to live a healthy and active lifestyle Cons  N/A Best Pages  Product Page  Store Locator  Social Media “Follow the Chatter”  News
  • NAKED JUICE- PRODUCT PAGE Pictures make the ingredients seem more relatable and naturalSocialmediaintegration Helpful similar Well organized product drop down recommendations menus
  • NAKED JUICE-STORE LOCATOR Pop up window
  • NAKED JUICE-STORE LOCATOR
  • NAKED JUICE-STORE LOCATOR
  • NAKED JUICE- FOLLOW THE CHATTER Integrated social media medium
  • NAKED JUICE- FRESH NEWSRelevant news categories to targethealth conscious individuals Tags increase web presence and direct consumers to the website
  • SNAPPLE (16.0/18.7) Associations  Fun, Gimmicky, Socially and Culturally Relevant Pros:  Strong social media presence  Creative and engaging campaigns and web apps Cons:  Not as informative  Confusing and cluttered layout Best Pages  Half and Half  “Best Stuff Productions
  • SNAPPLE- HALF AND HALFResponse shows upon your respectiveteam Lemon and Teapot fight! You tweet either “lemonade” or “tea” as your favorite
  • SNAPPLE- BEST STUFF PRODUCTIONS A group of five Snapple themed web app games engages users and entices them to return to the website
  • DRY SODA (12.9/18.9) Associations  Minimalistic, natural Pros:  Organized Cons:  Website lacks personality Best Pages  Main Page  Product Page
  • DRY SODA-MAIN PAGE(FIRST HALF) Product photos utilize push mediums
  • DRY SODA-MAIN PAGE(SECOND HALF) Facebook ad gif Integrated iPhone app Email subscriptions
  • DRY SODA-PRODUCT PAGE Clean, Simple and Organized Design
  • DRY SODA-PRODUCT PAGE
  • HIGH COUNTRY KOMBUCHA (11.6/18.9) Associations:  All Natural, Fresh, Flavorful Pros:  Vibrant Background and Color Usage  Professional  Short and Direct Copy  High Quality graphics Cons:  Not very interactive (web 2.0 integration)  Products page is just a list and doesn’t focus on the individual flavors
  • HIGH COUNTRY KOMBUCHA Best Pages:  Main Page  Q&A Page
  • HIGH COUNTRY KOMBUCHA-HOME PAGE Vibrant BackgroundClear and organized socialmedia integration
  • HIGH COUNTRY KOMBUCHA-Q&A PAGE Answers drop down when you click on a question
  • GT’S KOMBUCHA (10.1/18.7)  Associations  Timeless, Centuries of Tradition, Credibility, Community  Pros:  Professional and Sleek Design  Inviting and Short Copy  Engaging (Rotating Community Fan Photos, “Whats Your Story Campaign” )  High Resolution Product Graphics  Easy to Navigate  Readable, Uniform and Clean San Serif Font
  • GT’S KOMBUCHA  Cons  Minimal Social Media Integration  Best Pages  Main Page  Products Page
  • GT’S KOMBUCHA- HOME PAGE Rotating consumer photos show community and GT’s fan diversity Easy link to submit photos
  • GT’S KOMBUCHA- HOME PAGEGreat product flow organization Product glows when selected
  • GT’S KOMBUCHA- HOME PAGEInformative serving suggestions Rotating fan photos
  • BUCHI (9.7/18.7) Associations:  Mysterious, Shadowy, Earthy and Mystical Pros:  Vivid use of flash  Strong copy personality  Products are portrayed uniquely with elemental theme Cons:  Small text  Some pages ( Folk Tradition, Sustainability) are too basic and boring  Navigation bar is cluttered  Appeals to a niche demographic
  • BUCHI Best Pages:  Location “Find Buchi” Page  Product Page  About Page: Brewery
  • BUCHI- FIND BUCHI PAGE Two consumer viewing options When selected, icon brings you to a informational page about the store
  • BUCHI- FIND BUCHI PAGE (2)
  • BUCHI- FIND BUCHI PAGE (MAP VIEW)
  • BUCHI- PRODUCT PAGE Copy uses rich descriptive Nutritional facts words pop up in separate window
  • BUCHI- PRODUCT PAGE (NUTRITION)
  • BUCHI- BREWERY PAGE Simple flowchart allows consumers to easily see exactly how the product is made
  • RECOMMENDATIONS Integrate Facebook, Twitter and our Blog into the website Include social sharing buttons into the blog and email subscriptions Have a contest or promotion that engages consumers  Live Twitter feed of consumers tweeting about KeVita or sharing fan pictures  Definition Contest: “What does Healthy Living Mean to You” the winner with the most re-tweets or likes wins a month of KeVita Add tags to all the photos on the website