Greer Quinn, Public Relations Manager OzKleen
first saw the box of Oven Power printed I could not stop looking at it.
Mitara’s design and recommendations for the printing and packaging had
created a result that was absolutely beautiful. Just stunning. It was
good enough to hang on a wall.
All OzKleen’s products fall into the category known in the industry
as “Fast Moving Consumer Goods”, which means there is a great deal of
pressure to ensure the product is picked up from the shelf by the
consumer or there is a risk the supermarkets will de-list the product.
Demand for the product needs to be stimulated immediately upon the
products hitting the shelves through a range of marketing strategies,
but as a family-owned business we are never able to spend as much as
our multinational competitors. Our focus has always been on creating
products that are superior to anything else on the market and
consequently, we rely heavily on word-of-mouth. But as the cleaning
product industry has become increasingly competitive, we have been
forced to find new strategies to enhance our brand. In the instance of
Oven Power, we decided that packaging would form a key role in our
overall marketing strategy. We needed to spend money on packaging and
design anyway so we thought, why not make it exceptional?
At the time Oven Power hit the shelves at Coles Supermarkets, we had
not done any other marketing. So until word-of-mouth kicked in, uptake
was purely determined by the packaging and OzKleen’s existing
reputation. When the first sales’ figures started to come through
showing that Oven Power was ranked number-two in Coles’ Oven Cleaner
category with only 87 per cent distribution, even we were surprised.
Within just two months, with zero marketing and even without full
distribution, Oven Power had captured a 12.3 per cent market share in
the category, while sales continued to climb.
Judging by the testimonials, which are now coming in on a daily
basis word-of-mouth has now kicked in for Oven Power. The product is
exceptional and delivers exactly what the packaging portrays. It
Mitara Empresa achieved exactly what we wanted — the best possible
introduction to the market for Oven Power. Now the product can speak