Marketing Strategy in Bloom
Strategic marketing planning | digital marketing | product launch | email marketing
A joint venture between Scotts Miracle-Gro and the Kelley School of Business at Indiana University, Bloomington Brands managed the Osmocote plant food line of business for Scotts with the help of IU students.
The Osmocote brand has a loyal following among expert gardeners. This fan base is fostered by a monthly e-newsletter with information and articles from master gardeners. However, the brand struggles to obtain new consumers.
An updated strategy plan for the next few years addressed these issues and offered solutions focusing on communications, distribution, and promotions.
Bloomington Brands was also preparing to launch Garden Select for Blue Hydrangeas, a soil amendment that alters the ph balance of soil in order to turn hydrangea blooms blue. Consumer surveys informed messaging, packaging, pricing and distribution decisions for the new product.