In overwhelming numbers, consumers turn to The Scotts Company when they consider which products to use for their lawn and garden needs. Consumer awareness of our brands is as high as most other consumer brands in America and significantly higher than our competitors.
We drive that awareness with an annual investment in advertising of nearly $100 million. More than just knowing us, consumers trust us. They know we offer the best solutions available to help them create thick, green lawns and beautiful gardens. And they know that Scotts shares their commitment to maintaining a healthy environment.
Our recipe for ongoing success relies on our ability to leverage our ever-stronger relationship with homeowners to achieve three primary goals:
1. Increase household penetration. Even with our industry-leading market shares, our products are used in fewer than 25 percent of households. Some of our effort will be focused on developing region-specific products and marketing programs in areas where we have the greatest potential to expand our reach.
2. Move consumers up the value chain. We will continue to develop and market products that make lawn and garden care simpler. Improving sales of value-added products provides benefits for our consumers, for our retail partners and, of course, for Scotts.
3. Intensify use of our products. Homeowners enter each spring intent on creating the best lawn or garden possible. Many start the process but don’t follow through. Our marketing efforts will work to encourage and educate homeowners to use products throughout the season–consistent with best management practices for lawn and garden care–in order to achieve the results they really want.
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