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Objective/StrategyObjective/Strategy

OBJECTIVE: Address Independent Retailer concerns!

1. Introduces the Garden Pro and Independent Retailer to lines that will complement Scotts

2. Addresses Independents’ unique needs with specially-selected products and differentiated marketing from “big box” offerings.

3. Offers a complete array of products.

4. Has products with consumer-recognized, “heritage” brands.

5. Has enhanced margins and exclusive availability in Independents.

6. Is supported with a strong promotional plan.

STRATEGY: Create an INDEPENDENT-EXCLUSIVEproduct line that…

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1. The 2011 Line-up will contain 23 new SKU’s!

2. 19 of 23 SKUs will be newly offered to Independents!

3. The remaining 4 SKU’s are replacements for existing

products.

Introducing the Products…Introducing the Products…

Designed for Garden Pro RetailersMiracle-Gro (Plant Foods): 2 new SKUs; 4 replacement SKUs

Osmocote (Soils): 3 new SKUs; NO replacement SKUs

Designed for Independent RetailersOrtho (Controls): 8 new SKUs; NO replacement SKUs

Whitney Farms (Controls): 6 new SKUs

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GardenPro/Independent Retailer Designation Explanation

Non-Pesticide Products

Pesticide Products

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Pro heritage

Can be combined with Miracle-Gro Soils to ship.

Speak to the gardening consumer

High margins

Exclusive to Independents

Osmocote Soils®

®

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Enriched with Osmocote Smart-Enriched with Osmocote Smart-Release Plant Food!Release Plant Food!

Enriched with Osmocote Smart-Enriched with Osmocote Smart-Release Plant Food!Release Plant Food!

Potting Soil

Feeds up to 6 FULL MONTHS!

Helps promote strong roots and

continuous growth.

Specially Blended Formula.

Contains rich organic materials. The

sphagnum peat moss boosts water

retention and the perlite improves

drainage.Case Pack 6/Case 44/pallet

Item # 72778949 72759940

Size: 8qt. 1.5 CF

List Price $3.30 $6.55

®®®®

Osmocote Potting Soil®

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Planting Soil

Feeds up to 6 FULL MONTHS!

For in-ground plantings of flowers,

fruits and vegetables.

Helps improve soil quality.

Specially Blended Formula. Contains rich organic materials,

including sphagnum peat moss.

Case Pack

60/pallet

Item # 73451940

Size: 1 CF

List Price

$3.85

Osmocote Planting Soil®

Enriched with Osmocote Smart-Enriched with Osmocote Smart-Release Plant Food!Release Plant Food!

Enriched with Osmocote Smart-Enriched with Osmocote Smart-Release Plant Food!Release Plant Food!

®® ®®

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Return of the popular “B-Gon” sub-brand.

Assortment created from retailer requests.

Label design reflects latest Ortho design and logo.

Value “Bonus” sizes on concentrates and RTU’s.

High margins

Designed for Independent Retailers.

Ortho Controls®

®

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Garden Pro and Independent RetailerProduct Recommendations for Central WA

116001Garden Pro Miracle-Gro Water Soluble All Purpose Plant Food 1 LB 12

126001Garden Pro Miracle-Gro Water Soluble All Purpose Plant Food 4 LB 6

226001Garden Pro Miracle-Gro Water Soluble All Purpose Plant Food Display 4 LB 72

136001 Garden Pro Miracle-Gro Water Soluble Bloom Booster 1 LB 12

146001 Garden Pro Miracle-Gro Water Soluble Bloom Booster 4 LB 6

156001Garden Pro Miracle-Gro Water Soluble Miracid Plant Food 1 LB 12

166001Garden Pro Miracle-Gro Water Soluble Miracid Plant Food 4 LB 6

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1601110 Ortho Bug-B-Gon 3-in-1 Rose & Flower Care RTU 32 OZ 12

1602010Ortho Bug-B-Gon Insect & Disease Control for Rose & Flowers Concentrate (NA: NY) 40 OZ 12

9990510Ortho Bug-B-Gon Year-Long Tree & Scrub Insect Control Concentrate 40 OZ 12

1600710 Ortho Bug-B-Gon Garden Insect Killer RTU 32 OZ 12

1600810 Ortho Disease-B-Gon Garden Fungcide Concentrate 16 OZ 12

1600910 Ortho Disease-B-Gon Copper Fungcide Concentrate 16 OZ 12

1601010 Ortho Disease-B-Gon Copper Fungcide RTU 32 OZ 12

Garden Pro and Independent RetailerProduct Recommendations for Central WA

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Garden Pro Soils Recommended for Central WA

72778949 Garden Pro Osmocote Potting Soil 8 QT 6

72759940 Garden Pro Osmocote Potting Soil 1.5 CF 48

73451940Garden Pro Osmocote Flower & Vegetable Planting Soil 1 CF 60

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Case Pack 6/case

Item # 091031005

Size: 32oz. RTU

List Price $4.18

Whitney Farms 3-in-1 Rose & Flower Care

®

Controls Diseases, Insects and Mites! Controls Diseases, Insects and Mites! Controls Diseases, Insects and Mites! Controls Diseases, Insects and Mites!

3-in-1 Rose & Flower Care

0.20% Sulfur and 0.01% Pyrethrins May be used up to the day before

harvest. Controls black spot, powdery mildew,

rust, aphids, mites, caterpillars and other listed pests.

Can be used on roses, vegetables, fruits and ornamentals.

For use on indoor and outdoor plants.

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Whitney Farms ControlsProduct Recommendations for Central WA

0901210 Whitney Farms Outdoor Insect Killer RTU 32 OZ 6

0901610 Whitney Farms Insecticidal Soap RTU 32 OZ 6

0910310 Whitney Farms 3-in-1 Rose and Flower Care RTU 32 OZ 6

0901110 Whitney Farms Lawn Weed Killer RTU 32 OZ 6

0901410 Whitney Farms Slug & Snail Killer 2 LB 6

0901510 Whitney Farms Slug & Snail Killer 4 LB 6

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Program BenefitsProgram Benefits

GardenPro/Independent Retailers do more than just sell high quality Scotts products. They connect with customers, build relationships with them and welcome them back to their stores year after year.

In an effort to solidify and nurture those critically important

relationships, GardenPro/Independent Retailers will be able to receive the full support and training available at the exclusive Scotts Training Institute (STI). STI is where Scotts Lawn Pro retail owners and employees can learn all about today's hottest-selling products and are shown how to turn that knowledge into sales.

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Email video newsletter program

SOLE sponsor

“Prescriptions for Profit” (Retail Rx)

ONE email per week

12 weeks

10,000 desktops circulation

www.anla.org

ANLA Email Newsletter SponsorshipANLA Email Newsletter Sponsorship

EXCLUSIVE PARTNERSHIP FOR INDEPENDENT GROWTH!

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$5M Advertising and Promotions $5M Advertising and Promotions Launch Plan!Launch Plan!

$5M Advertising and Promotions $5M Advertising and Promotions Launch Plan!Launch Plan!

Radio $3M in major markets

throughout the United States!

Utilize “influencing” independent reatilers as spokesman.

Regional radio support of popular “Garden Gurus”.

Interactive Dedicated consumer

micro site containing product information!

Newsletters, email blasts and testimonials.

Print Postcard Mailer with EXCLUSIVE

offerings. Valassis FSIs. Partnerships with “other” advertising

companies.

Consumer Communication StrategyConsumer Communication Strategy

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