Roundup wanted a product that was easy to use and highly effective, but was also as quick as a RTU and as precise as hand weeding. Roundup Gel was created after several months of intensive development and consumer research.
The product aimed to appeal to existing weedkiller users as well as non-users. It has enabled retailers to reach millions of new customers with consumer research showing that 72 per cent of those people who do not use a weedkiller saying they would try Roundup Gel, equating to 8.6 million potential new customers.
The £8.99 product was promoted through TV advertising, national press ads, online ads and the Roundup Gel website, extensive PR, QR codes, 460 in-store demonstration days, trade communication and compelling POS.
The product sold 212,886 units by May 2012 at a retail value of £1.76m, making it the number two seller behind Roundup one litre RTU in GfK lists for value sales. Roundup increased it market share form 31.1 per cent to 38.6 per cent for January-May 2012 (GfK).
- Judge's comment
"Good application of a demand product" - Paul Pleydell
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