www.timberdisplays.co.uk Precisely targeting millions of new customers
At this year’s Glee, Roundup is set to unveil a product that will not only generate new revenue streams for retailers, but will also revolutionise the weedkiller market, creating an entirely new and unique product category of its own. Gary Philpotts, Roundup Lawn and Garden UK Business Director, tells us more…
F
eedback from consumers suggested that there was a gap in the market for a weedkiller that could provide three main benefits in one solution – ease of use, effectiveness to kill right down to the root and, most importantly, precise and accurate application. The challenge, then, for Roundup was to address this gap and develop a product that is quick and easy to use, kills the weed right down to the root and precisely targets weeds in awkward places, without causing accidental damage to nearby plants and flowers which can occur with sprayers or watering cans. It was obvious that if we were going to be able to develop a weedkiller that would offer those three benefits in one solution, we needed to create an entirely new weedkiller category. A product that would not only appeal to the existing 6 million weedkiller users in the UK but, perhaps most significantly, the 12 million who either use other methods or do not weed at all. Months of in-depth consumer research and market leading product
development, resulted in the product that could meet all the needs of all gardeners in one, easy-to-
Let the figures speak for themselves
use, innovative solution. That product is Roundup Gel and it will be officially launched at GLEE later this month.
So why is Roundup Gel so innovative? Well, the answer to that is simple. Roundup Gel is an entirely new and unique glyphosate formulation that offers accurate, controlled and efficient application with absolutely no waste. The formulation is applied directly to the leaf of the weed by the simple click of a button, delivering a precise and correct dosage of gel every time and using significantly less glyphosate, but still retaining the Roundup hallmark of outstanding root kill performance.
150ml of Roundup Gel is enough to kill up to 750 individual weeds and its application is precise enough to be used in borders, lawns, hedges, vegetable patches and even creeping weeds like bindweed without the risk of causing unwanted damage to nearby flowers and plants. Roundup Gel also offers far better weather resistance than any other spray liquid weedkiller. Once applied, Roundup Gel literally sticks to the leaf, providing better resistance to rain wash off and unlike sprays, it can even be applied in windy conditions.
So that’s the product and the stats, what about the marketing support?
Well, as you would expect from the number one weedkiller brand, we will be supporting our new product launch with an investment of £2million, including National TV advertising, innovative point of sale which will create additional merchandising space outside of the weedkiller section targeting new customers, QR codes on packaging driving consumers to
roundup-garden.com for product information and the ‘find a store’ feature plus consumer online and print campaigns driving traffic in store.
We are also providing additional retailer support with the launch of our brand new online Trade Information Centre where you can download all the collateral you need to help you promote Roundup Gel in store and find out the latest news on our entire range of products.
To find out more and be part of the Roundup Gel revolution come and see us at GLEE on stand B26/C25 Hall 5. And remember, a touch is all it takes!
[Source: ADquation Market Research. April 2009]
For information on the range of weed control products available from Roundup, visit
www.roundupgel.com or call 01483 410334
GCU AUGUST/SEPTEMBER 2011 5
Just one click
Delivers precise amount of gel
Touch the leaf
Gel sticks to the leaf
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