Download - Kevita competitor website analysis
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KEVITA COMPETITOR WEBSITE ANALYSIS
Sharon Tam
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WEBSITE GOALS
Strengthen Online Presence Build Brand Equity Communicate Compelling Brand Positioning Differentiate Product
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BEVERAGE COMPETITORS
Naked Juice Snapple Dry Soda High Country Kombucha GT’s Kombucha Buchi
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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
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WEBSITE EVALUATION MATRIX
1-10 points possible in each category
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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
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NAKED JUICE- PRODUCT PAGE Pictures make the ingredients seem more relatable and natural
Well organized drop down menus
Helpful similar product recommendations
Social media integration
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NAKED JUICE-STORE LOCATOR
Pop up window
1
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NAKED JUICE-STORE LOCATOR
2
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NAKED JUICE-STORE LOCATOR
3
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NAKED JUICE- FOLLOW THE CHATTER
1
2
Integrated social media medium
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NAKED JUICE- FRESH NEWS Relevant news categories to target health conscious individuals
Tags increase web presence and direct consumers to the website
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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
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SNAPPLE- HALF AND HALF
You tweet either “lemonade” or “tea” as your favorite
1
Response shows up on your respective team
2
3Lemon and Teapot fight!
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SNAPPLE- BEST STUFF PRODUCTIONS
A group of five Snapple themed web app games engages users and entices them to return to the website
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DRY SODA (12.9/18.9)
Associations Minimalistic, natural
Pros: Organized
Cons: Website lacks personality
Best Pages Main Page Product Page
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DRY SODA-MAIN PAGE(FIRST HALF)
Product photos utilize push mediums
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DRY SODA-MAIN PAGE(SECOND HALF)
Integrated iPhone app Email subscriptions
Facebook ad gif
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DRY SODA-PRODUCT PAGE
Clean, Simple and Organized Design
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DRY SODA-PRODUCT PAGE
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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
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HIGH COUNTRY KOMBUCHA
Best Pages: Main Page Q&A Page
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HIGH COUNTRY KOMBUCHA-HOME PAGE
Vibrant Background
Clear and organized social media integration
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HIGH COUNTRY KOMBUCHA-Q&A PAGE
Answers drop down when you click on a question
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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,
“What's Your Story Campaign” ) High Resolution Product Graphics Easy to Navigate Readable, Uniform and Clean San Serif Font
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GT’S KOMBUCHA
Cons Minimal Social Media Integration
Best Pages Main Page Products Page
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GT’S KOMBUCHA- HOME PAGE
Easy link to submit photos
Rotating consumer photos show community and GT’s fan diversity
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GT’S KOMBUCHA- HOME PAGEGreat product flow organization
1 2
3 4
Product glows when selected
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GT’S KOMBUCHA- HOME PAGE
Rotating fan photos
Informative serving suggestions
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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
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BUCHI
Best Pages: Location “Find Buchi” Page Product Page About Page: Brewery
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BUCHI- FIND BUCHI PAGETwo consumer viewing options
When selected, icon brings you to a informational page about the store
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BUCHI- FIND BUCHI PAGE (2)
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BUCHI- FIND BUCHI PAGE (MAP VIEW)
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BUCHI- PRODUCT PAGE
Copy uses rich descriptive words
Nutritional facts pop up in separate window
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BUCHI- PRODUCT PAGE (NUTRITION)
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BUCHI- BREWERY PAGE
Simple flowchart allows consumers to easily see exactly how the product is made
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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