kevita competitor website analysis
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 natural
Well organized drop down menus
Helpful similar product recommendations
Social media integration
NAKED JUICE-STORE LOCATOR
Pop up window
1
NAKED JUICE-STORE LOCATOR
2
NAKED JUICE-STORE LOCATOR
3
NAKED JUICE- FOLLOW THE CHATTER
1
2
Integrated social media medium
NAKED JUICE- FRESH NEWS Relevant news categories to target health 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 HALF
You tweet either “lemonade” or “tea” as your favorite
1
Response shows up on your respective team
2
3Lemon and Teapot fight!
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)
Integrated iPhone app Email subscriptions
Facebook ad gif
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 Background
Clear and organized social media 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,
“What's 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
Easy link to submit photos
Rotating consumer photos show community and GT’s fan diversity
GT’S KOMBUCHA- HOME PAGEGreat product flow organization
1 2
3 4
Product glows when selected
GT’S KOMBUCHA- HOME PAGE
Rotating fan photos
Informative serving suggestions
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 PAGETwo 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 words
Nutritional facts 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