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