COP Outcome development and evaluation

Publicity

The overall platform name was used prominently, and somewhat suggestively, in the publicity for the product. The main vehicle was billboards in the largest New Zealand market (Auckland), just before and during the launch. It featured all manner of eager candidates for a ‘Bit on the Side’, initially without revealing that a sauce was involved; then the billboards were completed by adding pictures of the labelled bottle. The promotion certainly drew attention and aroused curiosity.

It was implied that competing sauces were ordinary, commonplace. These new Heinz Wattie’s products were, on the other hand, for ‘experiential’ eating; it was hoped that this would lead to repeat buying, and ultimately towards habits. There was also limited TV advertising, featuring brief cookery clips in a very prime time-slot.

The publicity proved to have been well targeted. Sales of the new products rose rapidly to brand leader within three months, and they have held a prime position on the New Zealand market ever since. Obviously a gap in the market had been correctly identified, and filled by satisfying products.

Range changes

Two of the sauces were subsequently withdrawn from the range. They were closest to the volume-market, and to Wattie’s previously existing sauces, which many customers had found satisfactory for their purposes. Perhaps there was not enough differentiation from these still very popular, and cheaper, products. More new flavours were added to the platform, giving the following range:

New Zealand
Launched 1997:
Sweet Chilli, Java Satay, Oriental Plum, Spicy Tomato, Gourmet BBQ (later deleted), Ketchup (later deleted)
Added 1999:
Sweet Mustard, Spiced Apricot, Cracker Cranberry
Added 2000:
Cool Mint, Absolutely Apple, Salsa (four varieties)

Australia
Launched 2000:
Sweet Chilli, Java Satay, Oriental Plum, Spicy Tomato, Gourmet BBQ
Added 2000:
Del Gourmet BBQ

Australian market

After two years’ success in New Zealand, a range of four Bit on the Side sauces was introduced to the Australian market. After trials the recipes were modified and the flavours adapted to meet different consumer expectations. Both qualitative and quantitative consumer research was undertaken.

The environment was different from that in New Zealand, with a more advanced, better developed variety sauce market. TV promotion was used at the launch, but the market impact was substantially less than that in New Zealand. Analysis attributed this inpart to the number of sauces available in Australia and the segmentation of the market. The campaign also did not build enough initial awareness, and the range offered was apparently not large enough there to have sufficient impact on the shelves. Also the local momentum of the Wattie’s brand, which had helped in New Zealand, was absent. The subsequent history showed less impact and yielded smaller market share.