BAYER GARDEN'S STRATEGY FOR 2010
05 February 2010
Garden care company Bayer Garden has evolved its ‘we can help’ campaign this year. It is building on the success of the category management and sales-oriented retailer training programmes of last year by concentrating on applying its research into what consumers want.
This approach has been brought to life by the introduction of appealing promotions, new products, better point of sale and improved two-way online communication with consumers.
‘Win-a-Shed-Load’ and ‘Win a Beetle’ are the two flagship promotions. Purchasers of the one litre pack of Provado Ultimate Bug Killer Ready To Use will have the chance to win a Volkswagen NEW Beetle, while purchasers of the 1kg and 700g packs of Slug Bait and Slug & Snail Killer could win a shed full of gardening equipment. There are also 100s of giant garden games for the runners-up of the ‘Win-a-Shed-Load’ promotion.
Other promotions are the inclusion of a free pack of Phostrogen Solos with the 80 can pack of Phostrogen and 30% extra free Path Weedkiller, Super Strength Glyphosate and Long Lasting Ground Clear in selected packs.
Bayer Garden is supporting these promotions with advertising, PR and point of sale materials.
After tracking the trends and matching its product range against the needs of consumers, Bayer Garden has introduced new products and extended existing ranges to give shoppers choice and fulfil their needs. The new products include:
• Green Cleaner, which is ideal for consumers looking for an easy way to get rid of green algae, moss, lichen, mould and fungal stains from all kinds of hard surfaces
• Baby Bio for Herbs, a new formulation that extends the brand and taps into the growing enthusiasm for herbs
• Fruit & Vegetable Disease Control, which protects a whole range of crops from fungal disease and so is particularly suited to novice ‘grow your own’ enthusiasts
• Greenfly Killer, which solves all common garden pest problems and provides up to four weeks protection against new attacks. It too is ideal for ‘grow your own’ and allotment enthusiasts
Bayer Garden has also introduced a new dosing cap for both Slug Bait and Slug & Snail Killer. The dosing cap makes it simple for consumers to make sure they are using only the recommended amount of the product. This minimizes further the risk to children and pets caused by the inaccurate application of slug pellets.
Bayer Garden’s own research has shown shoppers spend just a few seconds choosing the right product and if they can’t find what they want they just walk away. Chemicals and fertilisers are particularly complicated and so Bayer Garden has invested in more in point of sale materials that will educate shoppers and quickly and easily communicate the salient points helping them make the right choice.
Filling the Bifenthrin gap
Bayer Garden has addressed the withdrawl of bifenthrin-based products, introducing effective new solutions.
• Multirose Bug Killer eliminates the threat of aphids and other problem pests on ornamental plants with a rapid action and long lasting protection. It replaces Multirose Ready to Use and has the same look and feel.
• Fungus Fighter Disease Control is ideal for occasional, new and other non-expert gardeners who are not sure of the problem and so don’t know what to use. In combination with Multirose Bug Killer, this product replaces Bug & Disease Killer.
• Organic Bug Free’s performance and appearance mirrors that of Bug Free, which it replaces. It can be used on ornamentals and many edibles right up to harvest.
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