Planting the Seed for a Successful Product Launch
Strategic marketing planning | product launch | consumer insights | Repositioning | go-to-market strategy
Scotts was about to launch a new lawn fertilizer that would be a triple threat to lawn nuisances and needed to ensure marketing communications, operations, and sales were all ready to go for a successful launch.
Packaging was finalized, an online presence was established – complete with early consumer reviews, shipping and advertising was scheduled, and sales support was managed.
Concurrently, a legacy fertilizer product was experiencing falling sales and was ready for a revitalization. A million dollar opportunity was identified to update the product to better fit today’s consumers’ needs. The repositioning strategy was completed with a packaging update and communication plan.
