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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Case Study and Competitive Analysis
- 1. Message in a bottle A review of our main competitive brands…
- 2. Agenda
- 3. Agenda Case study Communication Conventions per category Interesting stuff Insights & Platforms
- 4. Agenda Case study Communication Conventions per category Interesting stuff Insights & Platforms
- 5. Agenda Case study Communication Conventions per category Interesting stuff Insights & Platforms Appendix: All Communication
- 6. Agenda Case study Communication Conventions per category Interesting stuff Insights & Platforms Appendix: All Communication
- 7. - Case Study LEARNING FROM OTHERS
- 9. So, why exactly are we looking at a case study?
- 10. Who are they?
- 11. Who are they?
- 15. Just another juice brand…?
- 17. And it all started when…
- 18. And it all started when…
- 19. And it all started when… …we gave up our jobs over nine years ago and started making innocent smoothies.
- 21. Innocent is all about being…
- 22. 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
- 24. 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
- 26. With a customer-Centric approach based on understanding people’s needs, Innocent continues to form bonds…
- 28. Innocent speak to people by…
- 29. Innocent speak to people by… face-to-face
- 30. Innocent speak to people by… face-to-face
- 31. Innocent speak to people by… It wasn’t until a few years after their founding did they release their first campaign face-to-face
- 33. Their logo Their packaging (even has jokes!)
- 35. Print Ad
- 38. Bored?
- 39. Blog: Daily Thoughts Getting people involved and more charity Getting people involved A book about them!
- 41. Extending out of traditional media…
- 42. Extending out of traditional media…
- 43. Resource efficient business
- 44. Taking communication even further with ethics… Sharing the profit Keeping things natural Resource efficient ethics business Sustainable packaging Responsible ingredients
- 46. Though, there were some failures…
- 47. Though, there were some failures… Partnership bashing!
- 49. So, what have we learned from Innocent?
- 50. So, what have we learned from Innocent? 1. Break the product-consumer barrier - connect with people
- 51. So, what have we learned from Innocent? 1. Break the product-consumer barrier - connect with people 2. Keep up a continuous two way dialogue
- 52. So, what have we learned from Innocent? 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!
- 53. So, what have we learned from Innocent? 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
- 54. So, what have we learned from Innocent? 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
- 55. So, what have we learned from Innocent? If innocent felt that they need to differentiate themselves so strongly, than we have all the more reason to!
- 56. Agenda Case study Communication Conventions per category Interesting stuff Insights & Platforms Appendix: All Communication
- 57. Agenda Case study Communication Conventions per category Interesting stuff Insights & Platforms Appendix: All Communication
- 58. PET CONVENTIONS
- 59. Common Claims
- 60. Common Claims Purity Natural Healthy
- 61. Natural Their logo: Pure natural mineral water 100% Natural
- 62. …it’s base is natural. Natural mineral water from the volcanoes
- 63. Natural source of youth
- 64. Keeps you hydrated and healthy Healthy
- 65. All the health and guaranteed purity The refreshing way to good health
- 69. Executional Applications The Water Bottle
- 70. The Water Bottle
- 71. Zulal Jeema The Water Bottle Jeema Nova
- 72. The Color Blue
- 73. The Color Blue
- 74. The Color Blue
- 75. Visual Cues
- 76. Visual Cues Zulal Jeema TVC
- 79. Visual Cues (flavored water)
- 80. Visual Cues (flavored water)
- 81. 5G CONVENTIONS
- 83. Executional Applications The Water Bottle
- 84. The Water Bottle
- 85. The Water Bottle
- 86. Promotions
- 87. Promotions Save on coupons in bulk
- 88. Buy two coupon booklets to get a free mug Special price for schools, companies, and wedding venues and on coolers
- 91. A Premium Message Apollinaris Perrier
- 92. Horeca and B2B
- 93. Packaging
- 94. Dominated by International Brands
- 95. Dominated by International Brands
- 97. Sponsorships
- 99. Promotions
- 100. New target
- 101. CSR
- 102. CSR
- 104. 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 vice reduce, re use and re cycle the UAE reducin g PET waste in
- 107. Challenges
- 108. Challenges
- 109. Challenges
- 110. Challenges
- 111. Challenges
- 112. Prestige tie-ups
- 113. Interactive websites… why History Drink recipes Party ideas
- 114. Agenda Case study Communication Conventions per category Interesting stuff Insights & Platforms Appendix: All Communication
- 115. Agenda Case study Communication Conventions per category Interesting stuff Insights & Platforms Appendix: All Communication
- 117. Who’s transmitting what? Insight: Masafi is the accepted and established brand within the community and expected to represent its needs
- 118. 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.
- 120. 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
- 121. 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.
- 123. 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.
- 124. 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
- 126. 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
- 127. 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.
- 129. Who’s transmitting what? Insight: In an increasingly urban world, people are reassured when elements originate from the farthest points of nature
- 130. 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
- 132. Who’s transmitting what? Insight: If you look trendy, act trendy and speak trendy, you can be trendy too!
- 133. 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
- 134. Agenda Case study Communication Conventions per category Interesting stuff Insights & Platforms Appendix: All Communication
- 135. Agenda Case study Communication Conventions per category Interesting stuff Insights & Platforms Appendix: All Communication
- 136. APPENDIX I: All Communication
- 138. masafi
- 142. Al Ain
- 145. Aquafina
- 147. Zulal
- 150. evian
- 151. evian
- 153. Jeema
- 155. Nova
- 156. Volvic
- 157. Volvic
- 158. Volvic
- 159. Volvic
- 160. Volvic
- 161. valais
- 162. Nestle
- 163. Baraka
- 164. Danah
- 165. All 5G Communication
- 166. Nestlé
- 167. Masafi
- 168. Al Ghadeer
- 169. Al Qattara
- 170. Al Bayan
- 172. Perrier
- 174. Apollinaris
- 176. Masafi
- 177. Al Ain
- 178. evian
- 179. Nestlé
- 180. Aquafina
- 181. Perrier
Editor's Notes
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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? &#x2013; 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? &#x2013; 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? &#x2013; 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? &#x2013; 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? &#x2013; 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? &#x2013; 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? &#x2013; 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? &#x2013; 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? &#x2013; 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? &#x2013; 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&#x2019;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&#x2019;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&#x2019;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&#x2019;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&#x2019;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&#x2019;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&#x2019;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&#x2019;ve seen how the brand&#x2019;s positioning and all its attributes have come from a very human approach\n
- sampling used heavily\nand even events such as &#x201C;Fruitstock&#x201D; (a play on woodstock) to get people&#x2019;s attention, raise awareness, and build our brand\n
- sampling used heavily\nand even events such as &#x201C;Fruitstock&#x201D; (a play on woodstock) to get people&#x2019;s attention, raise awareness, and build our brand\n
- sampling used heavily\nand even events such as &#x201C;Fruitstock&#x201D; (a play on woodstock) to get people&#x2019;s attention, raise awareness, and build our brand\n
- sampling used heavily\nand even events such as &#x201C;Fruitstock&#x201D; (a play on woodstock) to get people&#x2019;s attention, raise awareness, and build our brand\n
- sampling used heavily\nand even events such as &#x201C;Fruitstock&#x201D; (a play on woodstock) to get people&#x2019;s attention, raise awareness, and build our brand\n
- sampling used heavily\nand even events such as &#x201C;Fruitstock&#x201D; (a play on woodstock) to get people&#x2019;s attention, raise awareness, and build our brand\n
- sampling used heavily\nand even events such as &#x201C;Fruitstock&#x201D; (a play on woodstock) to get people&#x2019;s attention, raise awareness, and build our brand\n
- sampling used heavily\nand even events such as &#x201C;Fruitstock&#x201D; (a play on woodstock) to get people&#x2019;s attention, raise awareness, and build our brand\n
- sampling used heavily\nand even events such as &#x201C;Fruitstock&#x201D; (a play on woodstock) to get people&#x2019;s attention, raise awareness, and build our brand\n
- sampling used heavily\nand even events such as &#x201C;Fruitstock&#x201D; (a play on woodstock) to get people&#x2019;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&#x2019;s our chance to stand out\nand it fits so well with who we are; we&#x2019;re a local brand who&#x2019;s not above people\n
- water is even less differentiated than juice!\nnobody here is doing this, it&#x2019;s our chance to stand out\nand it fits so well with who we are; we&#x2019;re a local brand who&#x2019;s not above people\n
- water is even less differentiated than juice!\nnobody here is doing this, it&#x2019;s our chance to stand out\nand it fits so well with who we are; we&#x2019;re a local brand who&#x2019;s not above people\n
- water is even less differentiated than juice!\nnobody here is doing this, it&#x2019;s our chance to stand out\nand it fits so well with who we are; we&#x2019;re a local brand who&#x2019;s not above people\n
- water is even less differentiated than juice!\nnobody here is doing this, it&#x2019;s our chance to stand out\nand it fits so well with who we are; we&#x2019;re a local brand who&#x2019;s not above people\n
- water is even less differentiated than juice!\nnobody here is doing this, it&#x2019;s our chance to stand out\nand it fits so well with who we are; we&#x2019;re a local brand who&#x2019;s not above people\n
- water is even less differentiated than juice!\nnobody here is doing this, it&#x2019;s our chance to stand out\nand it fits so well with who we are; we&#x2019;re a local brand who&#x2019;s not above people\n
- water is even less differentiated than juice!\nnobody here is doing this, it&#x2019;s our chance to stand out\nand it fits so well with who we are; we&#x2019;re a local brand who&#x2019;s not above people\n
- water is even less differentiated than juice!\nnobody here is doing this, it&#x2019;s our chance to stand out\nand it fits so well with who we are; we&#x2019;re a local brand who&#x2019;s not above people\n
- water is even less differentiated than juice!\nnobody here is doing this, it&#x2019;s our chance to stand out\nand it fits so well with who we are; we&#x2019;re a local brand who&#x2019;s not above people\n
- water is even less differentiated than juice!\nnobody here is doing this, it&#x2019;s our chance to stand out\nand it fits so well with who we are; we&#x2019;re a local brand who&#x2019;s not above people\n
- water is even less differentiated than juice!\nnobody here is doing this, it&#x2019;s our chance to stand out\nand it fits so well with who we are; we&#x2019;re a local brand who&#x2019;s not above people\n
- water is even less differentiated than juice!\nnobody here is doing this, it&#x2019;s our chance to stand out\nand it fits so well with who we are; we&#x2019;re a local brand who&#x2019;s not above people\n
- water is even less differentiated than juice!\nnobody here is doing this, it&#x2019;s our chance to stand out\nand it fits so well with who we are; we&#x2019;re a local brand who&#x2019;s not above people\n
- water is even less differentiated than juice!\nnobody here is doing this, it&#x2019;s our chance to stand out\nand it fits so well with who we are; we&#x2019;re a local brand who&#x2019;s not above people\n
- water is even less differentiated than juice!\nnobody here is doing this, it&#x2019;s our chance to stand out\nand it fits so well with who we are; we&#x2019;re a local brand who&#x2019;s not above people\n
- water is even less differentiated than juice!\nnobody here is doing this, it&#x2019;s our chance to stand out\nand it fits so well with who we are; we&#x2019;re a local brand who&#x2019;s not above people\n
- water is even less differentiated than juice!\nnobody here is doing this, it&#x2019;s our chance to stand out\nand it fits so well with who we are; we&#x2019;re a local brand who&#x2019;s not above people\n
- water is even less differentiated than juice!\nnobody here is doing this, it&#x2019;s our chance to stand out\nand it fits so well with who we are; we&#x2019;re a local brand who&#x2019;s not above people\n
- water is even less differentiated than juice!\nnobody here is doing this, it&#x2019;s our chance to stand out\nand it fits so well with who we are; we&#x2019;re a local brand who&#x2019;s not above people\n
- water is even less differentiated than juice!\nnobody here is doing this, it&#x2019;s our chance to stand out\nand it fits so well with who we are; we&#x2019;re a local brand who&#x2019;s not above people\n
- water is even less differentiated than juice!\nnobody here is doing this, it&#x2019;s our chance to stand out\nand it fits so well with who we are; we&#x2019;re a local brand who&#x2019;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&#x2019;re seeing \n
- While blue and white are the dominant conventions in the market, slowly we&#x2019;re seeing \n
- While blue and white are the dominant conventions in the market, slowly we&#x2019;re seeing \n
- While blue and white are the dominant conventions in the market, slowly we&#x2019;re seeing \n
- While blue and white are the dominant conventions in the market, slowly we&#x2019;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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