Scotts had the challenge of creating new sales in the soluble plant food market by creating a new appeal to experienced gardeners and newcomers who would appreciate the no mess, no measuring benefits of a ready-measured dose of Miracle-Gro Soluble Plant Food. Convenience is also an attractive benefit for garden owners who have never fed their plants in the past. This new product was designed to provide retailers with an impulse-purchase item that has high-gloss appealing packaging, could be sold at a reasonable price and would increase the retailers' profitability of new Miracle-Gro Plant Food sales.
The packaging of single-dose Miracle-Gro Soluble Plant Food was sourced within Scotts' existing production facilities where the benefits of existing large-scale production provided valuable costs savings compared to outsourcing. A pack of Miracle-Gro Singles retails at £4.99, providing retailers with a useful margin. Each pack contains 20 pre-measure sachets that will make up to 20 gallons of plant food.
In-store displays of the product were helped by providing clip strips in each pack so the product could be displayed in fresh areas where the standard cardboard carton of Miracle-Gro Plant Food could not be easily displayed. Ideas for retailers to display included displaying alongside watering cans or hanging baskets. Miracle-Gro Singles also provided a summer till-end impulse purchase.
Scotts marketed the product as part of "It's Gro Time" with 50,000 leaflets providing a 50p-off voucher. Scotts erected 250 display stands in garden centres.
Amateur Gardening had 80,000 sachets attached to its 2 May issue.
GfK sales data shows Miracle-Gro Singles is now number eight in the chart of best-selling plant foods, way ahead of the next-best competitor at number 33. Miracle-Gro Singles sells 10 times better than its nearest competitor.
Garden Innovations - The Grow Tube
The Scotts Miracle-Gro Company - Miracle-Gro Organic Choice
Vital Earth - Peat-free John Innes equivalents
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