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Bayer Garden's new approach drives weedkiller sales

Published: 15 October 2014
Bayer Garden's year-on-year sales of weedkillers grew by 21% this year, compared with 9% for the category as a whole, which it says is down to its new approach to the weedkiller category.
Bayer Garden's new approach drives weedkiller sales
This includes a simplified range aligned to the tasks defined by consumers (lawn, growing areas, paths and patios, specialist areas); and in-store navigation, point of sale materials and category segmentation to make it easy for consumers to find the product they need. This has reduced the walkaway from 70% to 46% in multiples and from 64% to 45% in independents.

The company has also persuaded retailers to give more shelf space to path, patio and driveway weedkiller - the most frequently used - instead of general-purpose and sales have gone up as a result.

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