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Published byEaster Booth Modified over 9 years ago
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2 Objective/Strategy OBJECTIVE: Address Independent Retailer concerns! 1. Introduces the Garden Pro and Independent Retailer to lines that will complement Scotts 2. Addresses Independents’ unique needs with specially- selected products and differentiated marketing from “big box” offerings. 3. Offers a complete array of products. 4. Has products with consumer-recognized, “heritage” brands. 5. Has enhanced margins and exclusive availability in Independents. 6. Is supported with a strong promotional plan. STRATEGY: Create an INDEPENDENT-EXCLUSIVE product line that…
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3 1. The 2011 Line-up will contain 23 new SKU’s! 2. 19 of 23 SKUs will be newly offered to Independents! 3. The remaining 4 SKU’s are replacements for existing products. Introducing the Products… Designed for Garden Pro Retailers Miracle-Gro (Plant Foods): 2 new SKUs; 4 replacement SKUs Osmocote (Soils): 3 new SKUs; NO replacement SKUs Designed for Independent Retailers Ortho (Controls): 8 new SKUs; NO replacement SKUs Whitney Farms (Controls): 6 new SKUs
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4 GardenPro/Independent Retailer Designation Explanation Non-Pesticide Products Pesticide Products
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5 Pro heritage Can be combined with Miracle-Gro Soils to ship. Speak to the gardening consumer High margins Exclusive to Independents Osmocote Soils ® ®
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6 Enriched with Osmocote Smart-Release Plant Food! Potting Soil Feeds up to 6 FULL MONTHS! Helps promote strong roots and continuous growth. Specially Blended Formula. Contains rich organic materials. The sphagnum peat moss boosts water retention and the perlite improves drainage. Case Pack6/Case44/pallet Item #7277894972759940 Size:8qt.1.5 CF List Price$3.30$6.55 ®® Osmocote Potting Soil ®
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7 Planting Soil Feeds up to 6 FULL MONTHS! For in-ground plantings of flowers, fruits and vegetables. Helps improve soil quality. Specially Blended Formula. Contains rich organic materials, including sphagnum peat moss. Case Pack60/pallet Item #73451940 Size:1 CF List Price$3.85 Osmocote Planting Soil ® Enriched with Osmocote Smart-Release Plant Food! ®®
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8 Return of the popular “B-Gon” sub-brand. Assortment created from retailer requests. Label design reflects latest Ortho design and logo. Value “Bonus” sizes on concentrates and RTU’s. High margins Designed for Independent Retailers. Ortho Controls ® ®
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9 Garden Pro and Independent Retailer Product Recommendations for Central WA 116001 Garden Pro Miracle-Gro Water Soluble All Purpose Plant Food1 LB12 126001 Garden Pro Miracle-Gro Water Soluble All Purpose Plant Food4 LB6 226001 Garden Pro Miracle-Gro Water Soluble All Purpose Plant Food Display4 LB72 136001Garden Pro Miracle-Gro Water Soluble Bloom Booster1 LB12 146001Garden Pro Miracle-Gro Water Soluble Bloom Booster4 LB6 156001 Garden Pro Miracle-Gro Water Soluble Miracid Plant Food1 LB12 166001 Garden Pro Miracle-Gro Water Soluble Miracid Plant Food4 LB6
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10 1601110Ortho Bug-B-Gon 3-in-1 Rose & Flower Care RTU32 OZ12 1602010 Ortho Bug-B-Gon Insect & Disease Control for Rose & Flowers Concentrate (NA: NY)40 OZ12 9990510 Ortho Bug-B-Gon Year-Long Tree & Scrub Insect Control Concentrate40 OZ12 1600710Ortho Bug-B-Gon Garden Insect Killer RTU32 OZ12 1600810Ortho Disease-B-Gon Garden Fungcide Concentrate16 OZ12 1600910Ortho Disease-B-Gon Copper Fungcide Concentrate16 OZ12 1601010Ortho Disease-B-Gon Copper Fungcide RTU32 OZ12 Garden Pro and Independent Retailer Product Recommendations for Central WA
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11 Garden Pro Soils Recommended for Central WA 72778949Garden Pro Osmocote Potting Soil8 QT6 72759940Garden Pro Osmocote Potting Soil1.5 CF48 73451940 Garden Pro Osmocote Flower & Vegetable Planting Soil1 CF60
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12 Case Pack6/case Item #091031005 Size:32oz. RTU List Price$4.18 Whitney Farms 3-in-1 Rose & Flower Care ® Controls Diseases, Insects and Mites! 3-in-1 Rose & Flower Care 0.20% Sulfur and 0.01% Pyrethrins May be used up to the day before harvest. Controls black spot, powdery mildew, rust, aphids, mites, caterpillars and other listed pests. Can be used on roses, vegetables, fruits and ornamentals. For use on indoor and outdoor plants.
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13 Whitney Farms Controls Product Recommendations for Central WA 0901210Whitney Farms Outdoor Insect Killer RTU32 OZ6 0901610Whitney Farms Insecticidal Soap RTU32 OZ6 0910310Whitney Farms 3-in-1 Rose and Flower Care RTU32 OZ6 0901110Whitney Farms Lawn Weed Killer RTU32 OZ6 0901410Whitney Farms Slug & Snail Killer2 LB6 0901510Whitney Farms Slug & Snail Killer4 LB6
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14 Program Benefits GardenPro/Independent Retailers do more than just sell high quality Scotts products. They connect with customers, build relationships with them and welcome them back to their stores year after year. In an effort to solidify and nurture those critically important relationships, GardenPro/Independent Retailers will be able to receive the full support and training available at the exclusive Scotts Training Institute (STI). STI is where Scotts Lawn Pro retail owners and employees can learn all about today's hottest-selling products and are shown how to turn that knowledge into sales.
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15 Email video newsletter program SOLE sponsor “Prescriptions for Profit” (Retail Rx) ONE email per week 12 weeks 10,000 desktops circulation www.anla.org www.anla.org ANLA Email Newsletter Sponsorship EXCLUSIVE PARTNERSHIP FOR INDEPENDENT GROWTH!
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16 $5M Advertising and Promotions Launch Plan! Radio $3M in major markets throughout the United States! Utilize “influencing” independent reatilers as spokesman. Regional radio support of popular “Garden Gurus”. Interactive Dedicated consumer micro site containing product information! Newsletters, email blasts and testimonials. Print Postcard Mailer with EXCLUSIVE offerings. Valassis FSIs. Partnerships with “other” advertising companies. Consumer Communication Strategy
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