Innovative Gardening Product Range Launch: Full Case Study

Agrevo’s head office in France set out to launch a new range of gardening products, using South Africa as an international test market. Whilst their formulations were excellent, they had no marketing knowledge in this sector.

Following discussions with Agrevo we evaluated what was a difficult and complex market that had seen the demise of many new entrants; before progressing further.

Having applied similar processes to other product and service areas I was confident I could add significant value to the project.

At the outset I recommended that should the proposed launch proceed (following intensive investigation), that it would be best to partner with an established participant in the sector.

Sakata- Mayford was approached and welcomed the opportunity. Not only was the company the market leader in this area but it also had entrée to channel distribution on a significant scale.

Having been appointed to manage the project, and considering the objectives, we progressed as follows:

• We conducted a comprehensive situational analysis in the following areas: macro economic, industry/sector, market (and potential market), competitor and an internal analysis using available research sources. I then presented my clients with an initial strategy document outlining the key requirements to move forward successfully, together with budget estimates,
• The overview included broad statistics, competitive analysis, (including brand platforms and advertising spend by media type, derived from Adindex) as well as targeting based on AMPS and Sociomonitor, from which user profiles of a demographic and psychographic nature were derived.
• In addition, I recommended a major market research at both consumer and trade levels, be conducted by AC Nielsen.
• We found (at both consumer and trade levels) that current brands in the market were perceived as being difficult to choose, use and comprehend. In simple terms there was too little differentiation and too much technical jargon which made customers feel uncomfortable. Furthermore, this restricted market expansion.
• As part of a detailed branding and marketing strategy that followed I recommended the branding platform: “Easy to Choose, Easy to Use,” for the entire range, consisting predominantly of distinctively identifiable beautifully coloured and labelled plastic shake and spray containers.
• Our objective was to acquire a 20% market share within two years.
• Whilst there were separate campaigns for trade and consumer the branding and positioning was consistent.
• Tactics included targeted campaigns in print, TV and radio as well as PR, editorial and promotions. The last mentioned was spearheaded by the opportunity to win a trip to the renowned Chelsea Garden Show.
• An innovative website also formed part of our recommendations as did a customer and trade phone in line as part of a CRM initiative.
• PR included meeting with journalists and editors and providing them with samples, and communications relevant to their respective audiences.
• In many instances leverage for editorial was obtained through my contacts in advertising, resulting in editorial and advertising appearing in close proximity, with outstanding synergy and outcomes.
• Below-the-line support took the form of leaflets; point of sale material, competition entries and incentives to the trade. Product labels were carefully designed to meet the desired image, and the entire launch and follow through was co-ordinated to maximise impact.
• Additional promotions took the form of prizes/ giveaways in gardening and consumer magazines at both national and local level. Media owners provided space to the retail value of the product offered or more. Additional tactics were adopted at local level.
• As this was both a new and seasonal product (spring peak) campaigns were front loaded.
• Initially print advertising focussed on the entire range, but later highlighted each category, (such as insecticide, fungicide, paving weed killer, etc) individually. There were common threads across all advertisements. These included consistent brand and corporate branding, as well as an easily common elements linking the range, thereby greatly enhancing brand awareness, image, promise, and positioning.
• Environmental issues were addressed and I arranged for the principals of both companies to utilise both print and electronic media to respond nationally and regionally, without cost. A website also played a crucial role in this regard.
• The branding proved most successful. Consumers and other stakeholders, like the trade, were able to identify with values such as: simplicity of use, high efficacy, low toxicity and excellent value.
• On an emotional brand level, consumers were also able to identify with the beautiful gardens featured in the communications.
• The full range of products was exhibited at gardening shows and exhibitions, together with display and other promotional material.
• Ongoing research also showed excellent results as regards awareness and brand image.
• We assessed the campaigns KPI’s and implemented change as necessary.

Local marketing and communication tactics for the above campaign

Regional marketing and communications tactics implemented included the following:

• Trade visits
• Campaigns to cooperatives
• Local PR in print and radio, the latter being interactive. This incorporated both product and environmental issues.
• Promotional activity including in-store competitions and related.
• Special in store display units and tailored point of sale material for local retailers.
• Incentives given to trade at local level included discounts and incentives.
• Exhibited at local gardening shows for both trade and public
• Garden of the year competition by region.
• Addressed local CRM needs by region and monitored stockist and competitor activity by area.
• Initiated sponsorships which included product given away at open garden days whereby outstanding gardens were opened to the public for a fee, the proceeds of which went to charity.
• Forged links with local garden clubs, horticultural societies and gardening professionals by region (such as landscapers, etc) thereby increasing our referral network even further.
• Conducted targeted sampling

The growth of the product exceeded all expectations and market share reached 27% within the two year period in a mature market.

As is evident from the above and other case studies, Optivance 360 is the ideal company to partner with for your organisation’s branding, marketing and communications needs, including digital, creative and full implementation.

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