Brand audit of Vita Coco coconut water

1. +
Hughes Guan Huy Nguyen Tommy Than Duong “Lucy” Vo

2. +
How It All Started
■ It started in 2003 when Ira Liran and Michael Kirban was in a
bar talking to two young women from Brazil.
■ Asked them what they missed about their country and they said
agua de coco, “the most nutritious and delicious drink in the
world.”
■ One of the two women became his wife and they started
researching about branding coconut water for the American
market.

3. +
Company Background
■ Vita Coco was started in 2003, selling to stores and markets
on the East Coast.
■ 60,000 retail stores in the U.S.
■ Distributed in eco-friendly and sustainable Tetra Paks.
■ Product line:
■ Pure Coconut Water, Peach & Mango, Orange, Pineapple, and
Tropical Fruit.
■ Vita Coco Kids: Paradise Punch, Apple Island, & Very Cherry
Beach.

4. +
Research Objectives
■Measure consumer awareness and perception of Vita Coco.
■ Do consumers know that Vita Coco is a sports drink?
■Determine if Vita Coco current marketing design works
effectively.
■ Do consumers know the benefits of coconut water?
■Determine if Vita Coco current product line satisfy the
consumers.
■ Are they satisfy with the current formula?
■ Are they satisfy with the current flavors?
■ What new flavors should be implemented?

5. +
Research Design
■ Survey data:
■ 65 responses
■ 35 males and 30 females
■ 95% of our responders are
■ between the
age 16-30.

6. +
Consumer Awareness - and
Perception
■ In our research, we asked the consumer if they have ever
heard of coconut water.

7. +
Which Brands Are They Aware Of?
■ Diving further, we asked our respondents which of these
major brands have they heard of:
■ Zico is the most heard of
brand
■ Vita Coco and Naked tied
for second
■ 15% said they have never
heard of any of these brands.

8. +
Product Awareness - Flavors
■ When asked which flavors of Vita Coco they heard of,
59.38% did not answer.
■ We also got the same
number of skipped answers
when we asked if
they knew about the
"benefits" of Vita Coco.
■ From this, we can infer that
more than half of the
respondents are not aware of
the flavors and benefits that
Vita Coco offers.

9. +
Which Brands Do They "Like"?
■ When comparing which brands customers liked:
■ Vita Coco ranked FIRST
■ Followed by Zico in SECOND
■ Then Naked in THIRD

10. +
Consequently,
We would recommend management to market the nutritional
benefits of drinking Vita Coco, and the variety of flavors they
offer, as to capture consumer preference.

11. + Do Consumers Know Vita Coco is a Sport
Drink?

12. +
Marketing Strategy
■ Celebrity market endorsements
■ Josh Hamilton, Madonna, Demi Moore,
Red Hot Chilli Peppers,
and their ambassador Rihanna.
■ Rihanna has film ad campaigns
■ Extension to product line.
■ Adding an addition of two more
natural flavors, Acai & Pomegranate
and Passion Fruit.
■ Vita Coco Kids (Available on Amazon)

13. +
Benefits awareness
■ When asked which of the benefits of Vita Coco are they
aware of, 21% of respondents answers if its 100% Natural.
■ About 58% of respondent did not answer.
■ Possibly concludes that respondents are not aware of the
benefits.

14. + Consumers and Tastes
■ 22% of survey
responders say taste is
most important when
choosing a drink.

15. +
Consumers and Tastes
■ In response to Vita Coco concerning taste:
“It's a healthy alternative, but the taste makes it that less
appealing.”
“From the one flavor I've tried, I find it somewhat bland.”

16. +
Consumer Awareness of Flavors
■ Survey responders
recognize the Pure
Coconut Water brand the
most, but the flavors are
about evenly known.
■ Pure Coconut Water is the
one the responders tried
the most at 62%.

17. +
Are the Consumers Satisfied With
the Current Flavors?
■ According to the survey, the
consumers are satisfied with
the current flavors that Vita
Coco provide.
■ They would like more flavors
like cherry, passion fruit, and
strawberry.

18. +
Conclusion
■ Majority of respondents are familiar with coconut water but
have not heard of Vita Coco.
■ Consumers who tried Vita Coco
- Prefer over other coconut water brands
- Defines its functionality
■ Overall, Vita Coco needs to revamp their campaign to
increase the brand awareness against other competitors to
gain more consumers.