Continued Growth in Lawns
The Scotts® brand has been trusted by generations of consumers. That trust has propelled our growth and helped make the Lawns business the largest and most profitable segment of our product portfolio. But, with all of our success, we know more is possible.
Targeting consumers with geographically specific lawn care needs will be a key part of our growth strategy. In 2005, we will reach out to consumers in the southeastern U.S., where lawns are more difficult to maintain and pests pose a significant problem. New products, including Turf Builder® plus Fire Ant Killer, Southern Turf Builder® and Scotts Pure Premium® Heat-Tolerant Blue™–a new variety of grass seed–will be supported with in-store marketing and regional advertising to drive sales.
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Regardless of geography, timing is often critical in lawn care. Throughout the country, we will continue to refine the timing of our advertising messages based on seasonal, geographic and weather-related buying patterns in a specific area. |
Our efforts will also include reminding consumers that feeding their lawn throughout the season is key to maintaining healthy turf. Communicating the benefits of regular feeding not only will help consumers create the lawn they want but will be key to driving our growth. |
