Head of marketing Paul Lerigo said the company had invested heavily to better understand the preferences and behaviours of consumers in the core product areas of weedkillers, insecticides, houseplant feeds and garden plant feeds. “We have used the insights gained to evolve our product ranges, the packaging and merchandising,” he said. “Trials have already shown good results and we expect this approach to deliver dividends for both ourselves and our retail partners.”
Shopper insight research has revealed that consumers are often confused by the weedkiller fixture. Having come in store with a particular task in mind, for example clearing the drive or patio of weeds, they find it difficult to select a product and more often than not leave without making a purchase. Bayer has subsequently simplified the category and segmented it according to task, re-designed the packaging to give at a glance information and developed a new fixture layout supported by POS materials. The results are impressive; the walkaway rate has dropped from 70% to just 46%.
Meanwhile, Baby Bio’s brand partnership this summer with the hit movie, EPIC, created a major hike in sales; in June sales were 53% up compared to the same month a year ago. Sales for the first seven months of the year were also up by almost 20% and during the weekend the film opened nationwide there was a 600% rise on average daily traffic to the Bayer Garden website.
Baby Bio Drip Feeders have already driven a 12.6% increase (GfK Houseplant care YTD Jan-July 2013) in the houseplant care category. “We are also researching the houseplant care market,” explained Product Manager, Alison Mulvaney. “We know there is potential for growth and are conducting the research to identify and be able to capitalise on new opportunities.”
At the heart of the strategy for Provado insecticides is the message that thiacloprid, the active ingredient in Provado Ultimate Bug Killer, is an entirely new sub-class of neonicotinoid considered to have a good profile for bees. The company’s new Bee Care Centre will help educate consumers and retailers.
A number of promotions on the popular Phostrogen brand are planned.
