Essential reading for retailers and suppliers in the home improvement market

Brand share gains for Bayer Garden

Published: 15 August 2007
Bayer Garden says it has bucked the downward trend in overall sales of pest and weed control products and achieved an increase in market share.
Brand share gains for Bayer Garden
Despite a decline in 2007 compared with the same January to June period last year, Jane Lawler, head of marketing at Bayer Garden said listening to and reacting to the needs of the gardening consumer has been fundamental to its success in 2007.

"A continuous process of profiling the consumer has demonstrated that they are increasingly looking for quick and easy ways to select the right product and then get the job done with the minimum of fuss.

"This means making sure that the product is easy to understand and the label information is easy to get to and highly compelling.

Bayer Garden cited an investment in developing new packaging – with key information in picture format, and using the front, sides and back of pack – instrumental in driving sales.

Ms Lawler added Bayer is now evaluating the results of further research during 2007 and working on additional improvements for 2008.

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