A Sharper Focus in Ortho®
Helping consumers create pest-free lawns and gardens is the foundation of our Controls business. The Ortho® and Roundup® brands are market leaders in their respective categories. However, consumer confusion is high in this category, which is populated with dozens of products on the retail shelf, some with non-descriptive names. Our success is based on overcoming that confusion with a strategy based on easy-to-understand messages about easy-to-use products.
This strategy was evident in 2004 when we reported a 16 percent increase in consumer purchases of Ortho® products.
Our marketing efforts behind Ortho® Season-Long Weed and Grass Killer and Ortho® Bug B Gon® Max™ conveyed simple and powerful messages. The packaging of these products was attractive and stood out on the shelf.
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In 2005, we will continue to introduce a new look for the rest of the Ortho line. New packaging for our Home Defense® and Weed B Gon® products will distinguish them from competitive products on the retail shelf. We also plan to introduce new packaging for Roundup. Messages for all three products also will convey clear consumer benefits about both efficacy and ease of use. In addition, we are working with our retail partners to create point-of-sale displays that help drive sales |
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