When brothers James H. and George Wurz started Bonide Products in 1926, they could not have imagined the growth and changes that the industry would see in the following 87 years. Those changes have seen Bonide thrive and expand its operation and offering to what is today, one of the main lawn and garden companies in the country.
Bonide’s growth started expanding incrementally in the late 1990’s when independent lawn and garden and hardware dealers started looking for alternatives to the margin challenged portfolio of national brands that were available at big box stores. Taking on the multi-national big business brands that dominated the consumer products category in lawn and garden required a well-executed growth strategy. The strategy needed to identify and then provided what independent retailers felt were necessary to survive.
Bonide’s first step was to evaluate its offering and upgrade and expand the products that it offered to retailers. New formulations with replacement chemistry for chemicals like Diazinon and Dursban were important additions to the Bonide line. New labeling and updated packaging also helped modernize the Bonide look and offering.
To deal with the new opportunities that the product upgrade and increased demand from retailers brought, Bonide started to expand its field sales team. Bonide hired sales managers from existing industry players, and capitalized on candidates with strong local knowledge of pest problems. From the mid 2000’s to today, Bonide has added over 30 market-savvy sales experts to manage their growing business.
As Bonide’s controls business expanded, so did the need to broaden their offering to other categories. In late 2011, Bonide announced that it would add a full line of turf care products to its product lineup under the DuraTurf brand. DuraTurf products, including quality lawn fertilizers, pre and post emergent weed controls, granular insect controls and other turf related products was an instant hit with customers. Bonide rolled out its own “4-Phase” program to help consumers understand lawn care items correctly. The 4-Phase program is supported by a unique redeemable gift card that gives the consumer a rebate if they purchase all 4 phases at the same time. The rebate is in the form of a gift card to the selling retailer.
Bonide DuraTurf Grass Seed is also a part of the new DuraTurf line. Seed is high quality and is blended in formulations that are suited to specific growing needs. In addition to the traditional Sun, Shade, and Sun/Shade mixes, DuraTurf offers consumers seeds blended for Heat and Drought, High Traffic, Quick Growing, and Triple Rye as well as a Premium Estate Lawn mixture. Seed is available in package sizes from 3/4 lb. shakers to 50 lb. bags.
Bonide marketing has also evolved dramatically in the past 5 years. In 2009, Bonide offered retailers the first fully-functional on-shelf problem solver. This interactive video unit encourages consumers to solve their own lawn and garden problems at the shelf, simply by touching an image of the insect, weed, disease, or other problem on the screen and being directed to the right product to solve the problem. Consumers and retailers found the “Bonified Touch Screen” to be a valuable asset at store level.
In 2010, Bonide launched its first app for iPhone and Android phones and PDA’s. By putting the information into the hands of consumers and retailers at the shelf, or even at home, Bonide is helping people make informed gardening decisions, and is taking the mystery out of garden care products.
Bonide’s May 2012 purchase of the Revenge brand of nuisance pest control products and the immediate redesign of the packaging for that 90-year-old company further illustrates Bonide’s evergreen approach to traditional and cutting edge technology in a category that is surging in sales as a result.
2014 will see Bonide expand its radio advertising programs to over 800 markets in the US, and will also see their historic first TV ad.
Advertising, cutting edge technology, field sales experts, customized programs and delivering a quality product every time insures that Bonide will continue to grow and thrive in the competitive consumer lawn and garden industry.
For more information, visit the Bonide website www.bonide.com for updates and contact information.
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