Retail Merchandiser - March/April 2016 - 31


SCOTTSMIRACLE-GRO

M

aintaining a beautiful lawn
and garden that you can
truly be proud of and
enjoy does not have
to be a complicated and daunting task. ScottsMiracle-Gro
offers consumers a wide range
of products that help simplify
that process, making gardening
and lawn care more enjoyable
and, overall, more successful. For
nearly 150 years, the company
has built trust and brand loyalty
among consumers by continuously
delivering on its promise of offering
products that provide superior performance
and exceed expectations. Now, ScottsMiracle-Gro is building on that trust in new categories through
its licensing program.
"Consumers have relied upon ScottsMiracle-Gro for
generations, and ScottsMiracle-Gro is committed to
enabling gardeners to be successful through convenient
and innovative products," says Glenn Neilson, director of
marketing for licensing programs at ScottsMiracle-Gro.
When developing new, innovative products and exploring
key licensing partnerships, ScottsMiracle-Gro keeps its core
consumer in mind. The Scotts® brand focuses on lawn and
backyard care and skews slightly more male while the Miracle-Gro® brand focuses on garden care, skewing more female.
In addition to the Scotts® and Miracle-Gro® brands,
ScottsMiracle-Gro boasts several other leading brands
within the company's portfolio, including RoundUp®,
TOMCAT® and Ortho®. "Determining how those brands
best fit within the broader licensed assortment is a priority
for our team this year," Neilson continues.
Initially, ScottsMiracle-Gro had a handful of legacy
licensees in place, but the company really ramped up its
licensing efforts in 2012. At that time, ScottsMiracle-Gro
enlisted the assistance of The Seltzer Licensing Group, a
global brand extension and licensing consultancy based in
New York City, to help focus on expanding the portfolio

Key Licensees

ScottsMiracle-Gro awarded its Licensing Awards at its latest
licensing summit at the company's headquarters in Marysville,
Ohio. The awards were given to:
* Swan Hose, LLC: 2015 Top Performing Licensee
* Techtronic Industries (TTI): 2015 Best Packaging Design
* Westchester Protective Gear: 2015 Best Hardware Show
Display
* Bond Manufacturing Company: 2015 Best In-Store Display

through strategic licensing partnerships.
ScottsMiracle-Gro recognized a need
to reach consumers outside of its
traditional product categories,
and, perhaps more importantly, a desire among consumers
to engage with the brand
across more lawn and garden
products.
"Seltzer was brought in
to analyze what the potential could be for a licensing
program," says Ricky Yoselevitz,
vice president of brand strategy
and business development for the
Seltzer Licensing Group. "We believed,
like the ScottsMiracle-Gro team, that consumers had an interest in the brand in other categories, so Seltzer began conducting due diligence and analysis
with the goal of answering two key questions: What categories do consumers allow the brands to extend into? And
what is the potential success - royalty revenue or otherwise -
ScottsMiracle-Gro might expect to achieve by extending its
brands? Seltzer's extensive research yielded a list of 12 to 15
key categories that made sense to pursue. We then set out to
secure the best companies in those categories."
"Because consumers trust our brands, we saw an opportunity to assist them by making the entire lawn and garden
experience much more intuitive," Neilson explains. "We
know we have a huge following of brand loyalists, and our
goal in licensing is to enable them to follow our brands
into new categories. ScottsMiracle-Gro views its licensing
program as a way of providing the complete experience
to its consumers."
Neilson adds that the
company is "being selective
when evaluating licensing
partners. We want to
ensure we are working
with companies who
care about the end
result as much as
we do. Any licensees with whom
ScottsMiracle-Gro
partners have to be best in
class and more importantly,
their products have to be truly
innovative and bring something
March/April 2016

RETAIL-MERCHANDISER.COM

31


http://www.RETAIL-MERCHANDISER.COM

Table of Contents for the Digital Edition of Retail Merchandiser - March/April 2016

Contents
Retail Merchandiser - March/April 2016 - Cover1
Retail Merchandiser - March/April 2016 - Cover2
Retail Merchandiser - March/April 2016 - 1
Retail Merchandiser - March/April 2016 - 2
Retail Merchandiser - March/April 2016 - Contents
Retail Merchandiser - March/April 2016 - 4
Retail Merchandiser - March/April 2016 - 5
Retail Merchandiser - March/April 2016 - 6
Retail Merchandiser - March/April 2016 - 7
Retail Merchandiser - March/April 2016 - 8
Retail Merchandiser - March/April 2016 - 9
Retail Merchandiser - March/April 2016 - 10
Retail Merchandiser - March/April 2016 - 11
Retail Merchandiser - March/April 2016 - 12
Retail Merchandiser - March/April 2016 - 13
Retail Merchandiser - March/April 2016 - 14
Retail Merchandiser - March/April 2016 - 15
Retail Merchandiser - March/April 2016 - 16
Retail Merchandiser - March/April 2016 - 17
Retail Merchandiser - March/April 2016 - 18
Retail Merchandiser - March/April 2016 - 19
Retail Merchandiser - March/April 2016 - 20
Retail Merchandiser - March/April 2016 - 21
Retail Merchandiser - March/April 2016 - 22
Retail Merchandiser - March/April 2016 - 23
Retail Merchandiser - March/April 2016 - 24
Retail Merchandiser - March/April 2016 - 25
Retail Merchandiser - March/April 2016 - 26
Retail Merchandiser - March/April 2016 - 27
Retail Merchandiser - March/April 2016 - 28
Retail Merchandiser - March/April 2016 - 29
Retail Merchandiser - March/April 2016 - 30
Retail Merchandiser - March/April 2016 - 31
Retail Merchandiser - March/April 2016 - 32
Retail Merchandiser - March/April 2016 - 33
Retail Merchandiser - March/April 2016 - 34
Retail Merchandiser - March/April 2016 - 35
Retail Merchandiser - March/April 2016 - 36
Retail Merchandiser - March/April 2016 - 37
Retail Merchandiser - March/April 2016 - 38
Retail Merchandiser - March/April 2016 - 39
Retail Merchandiser - March/April 2016 - 40
Retail Merchandiser - March/April 2016 - 41
Retail Merchandiser - March/April 2016 - 42
Retail Merchandiser - March/April 2016 - 43
Retail Merchandiser - March/April 2016 - 44
Retail Merchandiser - March/April 2016 - 45
Retail Merchandiser - March/April 2016 - 46
Retail Merchandiser - March/April 2016 - 47
Retail Merchandiser - March/April 2016 - 48
Retail Merchandiser - March/April 2016 - 49
Retail Merchandiser - March/April 2016 - 50
Retail Merchandiser - March/April 2016 - 51
Retail Merchandiser - March/April 2016 - 52
Retail Merchandiser - March/April 2016 - 53
Retail Merchandiser - March/April 2016 - 54
Retail Merchandiser - March/April 2016 - 55
Retail Merchandiser - March/April 2016 - 56
Retail Merchandiser - March/April 2016 - 57
Retail Merchandiser - March/April 2016 - 58
Retail Merchandiser - March/April 2016 - 59
Retail Merchandiser - March/April 2016 - 60
Retail Merchandiser - March/April 2016 - 61
Retail Merchandiser - March/April 2016 - 62
Retail Merchandiser - March/April 2016 - 63
Retail Merchandiser - March/April 2016 - 64
Retail Merchandiser - March/April 2016 - 65
Retail Merchandiser - March/April 2016 - 66
Retail Merchandiser - March/April 2016 - 67
Retail Merchandiser - March/April 2016 - 68
Retail Merchandiser - March/April 2016 - 69
Retail Merchandiser - March/April 2016 - 70
Retail Merchandiser - March/April 2016 - 71
Retail Merchandiser - March/April 2016 - 72
Retail Merchandiser - March/April 2016 - 73
Retail Merchandiser - March/April 2016 - 74
Retail Merchandiser - March/April 2016 - 75
Retail Merchandiser - March/April 2016 - 76
Retail Merchandiser - March/April 2016 - 77
Retail Merchandiser - March/April 2016 - 78
Retail Merchandiser - March/April 2016 - 79
Retail Merchandiser - March/April 2016 - 80
Retail Merchandiser - March/April 2016 - Cover3
Retail Merchandiser - March/April 2016 - Cover4
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_20171112
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_20170910
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_20170708
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_20170506
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_20170506_v2
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_20170304
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_20170102
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_20170102_v2
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_20161112_v2
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_20161112
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_20160910_globalsen
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_20160910_v2
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_20160910
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_20160708
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_20160506_nextgen
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_20160506_v2
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_20160506
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20160304
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20160304_v2
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20160102_v2
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20160102
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20151112_v3
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20151112_v2
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20151112
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20150910_v2
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20150910
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20150708_v2
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20150708
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20150506_v3
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20150506_v2
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20150506
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20150304_v2
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20150304
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20150102
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20150102_v2
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20141112_newnotable
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20141112
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20140910_newnotable
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20140910
http://www.nxtbook.com/nxtbooks/phoenix/rm_20140708_reprint
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20140708
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20140708_v2
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20140506
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20140506_v2
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20140506_v3
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20140304
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20140102
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20131112
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20130910
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20130708
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20130506
http://www.nxtbook.com/nxtbooks/phoenix/rm_mediakit2013
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20130304
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20130102
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20121112
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20120910
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20120708
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20120506
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20120304
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20120102
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20111112
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20110910
http://digital.retail-merchandiser.com/nxtbooks/redcoat/rm_20110708
http://digital.retail-merchandiser.com/nxtbooks/redcoat/rm_50thanniversary
http://digital.retail-merchandiser.com/nxtbooks/redcoat/rm_20110506
http://digital.retail-merchandiser.com/nxtbooks/redcoat/rm_20110304
http://digital.retail-merchandiser.com/nxtbooks/redcoat/rm_20110102
http://digital.retail-merchandiser.com/nxtbooks/redcoat/rm_20101112
http://digital.retail-merchandiser.com/nxtbooks/redcoat/rm_20100910
http://digital.retail-merchandiser.com/nxtbooks/redcoat/rm_20100708
http://digital.retail-merchandiser.com/nxtbooks/redcoat/rm_20100506
http://digital.retail-merchandiser.com/nxtbooks/redcoat/rm_20100304
http://digital.retail-merchandiser.com/nxtbooks/redcoat/rm_20100102
http://www.nxtbookMEDIA.com