• Scope and Methodology
  • Market Parameters
  • Study Methodology
• The Overall Market
  • Market Size and Growth
  • Factors in Future Growth
  • Projected Market Growth
  • Number of Marketers
  • Size of Marketers
  • Retail Channels: Equipment/Supplies
  • The Consumer: Number of Owners, Purchasers
• Lawn and Garden Equipment
  • Equipment Category: Three Segments
  • Category Size and Growth
  • OPE the Largest Segment
  • OPE Unit Share by Product Type
  • Major OPE Marketers
  • Major Tools/Implements Marketers
  • Major Watering Equipment Marketers
  • Competition Centers on Product Development
  • OPE Product Trends
  • Consumer Advertising Expenditures
  • Primary Retail Outlets
  • Home Centers Pull Ahead of Discounters
  • The Consumer: Factors Favoring OPE Ownership
  • The Consumer: Factors Favoring Tools/Implements Ownership
• Lawn and Garden Supplies
  • Two Product Segments: Fertilizers/Growth Media;
  • Pest Control Supplies
  • Category Size and Growth
  • Fertilizers/Growth Media Up; Pesticides Down
  • Scotts the Undisputed Leader in Supplies
  • Competition: Fertilizers
  • Competition: Growth Media
  • Competition: Pesticides
  • Consumer Advertising Expenditures
  • A Wide Range of Retail Outlets
  • Mass Retailers Lead in Share
  • The Consumer: Factors Favoring Purchasing of Supplies
• Professional Lawncare Services
  • The Services: Defined
  • Category Size and Growth
  • Size and Types of Marketers
  • TruGreen-ChemLawn with Lion's Share
  • Consumer Advertising Expenditures
  • The Consumer

• Introduction
  • Scope of Study
  • Areas Not Included
• The Products
  • Three Categories: Equipment, Supplies, and Services
  • The Equipment Category: Three Segments
  • Outdoor Power Equipment (OPE)
  • Tools and Implements
  • Watering/Spraying Equipment
  • The Supplies Category: Two Segments
  • Fertilizers/Growth Media
  • Pest Control Products
  • The Services Category: Professional Lawncare Services
• Government Regulation
  • The Federal Level
  • The EPA
  • The State Level
  • The Local Level
  • California (CARB) As Trendsetter
• Market Size, Growth, and Composition
  • Estimating Market Size Is Notoriously Difficult
  • L&G Market Rises to $25 Billion in 1998
  • Table 2-1: Estimated Retail Sales of U.S. Lawn and Garden Market by Category, 1994-1998 (dollars): Equipment, Supplies, Lawncare Services, Total
  • A Strengthening Growth Pattern
  • Figure 2-1: U.S. Lawn and Garden Retail Sales, 1994-1998 (dollars)
  • Services Enjoy Greatest Gains
  • Equipment and Supplies Continue Moderate Growth
  • Category Share: Equipment Dominates
  • Figure 2-2: Share of U.S. Lawn and Garden Retail Sales by Category, 1998 (percent): Professional Lawncare Services, Supplies, Equipment
  • Retail Share: Home Centers Challenge Discounters for Lead
  • Table 2-2: Estimated Retail Share of U.S. Lawn and
  • Garden Sales by Outlet Type, 1998 (percent): 8 Types, Other
  • Seasonality: Most Sales in Spring and Early Summer
  • Regionality: Even Distribution by Population Patterns
• Factors in Future Growth
  • Overview: Outlook Bright for Lawn and Garden
  • The Fundamental Positive: An Aging Population
  • The Aging Baby Boomers
  • Table 2-3: Percent Distribution of U.S. Population by
  • Age Bracket, 1995-2005 (percent): Under 5, 5-13, 14-17, 18-24, 25-34, 35-44, 45-64, 65 and over
  • Expansion in Housing Starts a Huge Positive
  • Table 2-4: U.S. Housing Starts, 1991-1997 (thousands)
  • Table 2-5: U.S. Housing Starts by Month: 1997 vs. 1998 (thousands)
  • Record Number of Housing Sales in 1998
  • Homeowners Invested in Lawncare and Gardening
  • A Major Uncertainty: The Economy
  • An Even More Fundamental Uncertainty: The Weather
  • Regulations: Potentially Positive
  • Technological Innovation Stimulates Sales
  • Expanding Retail Presence a Positive Factor
  • Positive Cultural Trends: Integrating Ecology and Luxury
  • Consolidation in Services a Good Sign
  • Potential Trends: Water Gardening; "Lawnless Lawns"
  • On the Not-So-Distant Horizon: Bio-Engineering
• Projected Market Growth
  • Sales to Reach Almost $32 Billion by 2003
  • Services to Drive Growth
  • Figure 2-3: Projected Retail Sales of U.S. Lawn and Garden Market, 1998-2003 (dollars)
  • Table 2-6: U.S. Lawn and Garden Market: Projected Retail Sales by Category, 1999-2003 (dollars)
• The Marketers: Overview
  • Number of Marketers
  • Size of Marketers
  • Types of Marketers
  • Typological Overlaps
  • Most Marketers Are "Intensive Specialists"
  • The Rare Generalist
• Major Lawn and Garden Marketers
  • "Major Marketers": Explanations and Qualifications
  • Majors: Outdoor Power Equipment
  • Majors: Tools and Implements
  • Majors: Watering/Spraying Equipment
  • Majors: Supplies
  • Majors: Services
  • Majors: Private-Label Marketers
  • Table 2-7: Selected List of Major U.S. Lawn and Garden Marketers, Top Brands, and Product Specialization (22 Marketers)
• Distribution and Retail
  • Distribution Channels: Equipment/Supplies
  • Anomalous Distribution: Lawncare Services
  • Distribution Patterns: Direct vs. Intermediary
  • OPE Dealership Distribution
  • Distributors Still Play Vital Role
  • A Proliferation of L&G Retail Outlets
  • Home Centers the Rising Stars
  • Discount Chains Now No. 2 L&G Outlets
  • Adding Parking Lot Displays and Greenhouses
  • Traditional L&G Retailers under Assault
  • Sears: A Unique Case
  • Private-Label Programs at the Major Discounters
  • Regionality, Seasonality: North vs. South Retailing
• The Consumer: Overview
  • Flower Gardening a Popular Leisure Activity
  • Profile: Flower Gardeners
  • Vegetable Gardening as a Leisure Activity
  • Profile: Vegetable Gardeners
  • L&G Ownership and Purchasing Patterns
  • Consumer Retail Preferences

• The Products
  • Equipment Category: Three Segments
  • Outdoor Power Equipment: Brief Description
  • Gas-Powered Engines: Two-Stroke vs. Four-Stroke
  • Electric-Powered Engines: Corded and Cordless
  • Two OPE Classes: Large and Portable
  • Large OPE: Wheeled vs. Stationary
  • Large Wheeled OPE: Four Product Types
  • Mowers/Tractors: Four Classes
  • Walk-Behind Lawn Mowers
  • Riding Mowers
  • Lawn Tractors
  • Garden Tractors
  • Power Tillers/Cultivators
  • Snowthrowers
  • Power Spreaders/Seeders
  • Large Stationary OPE: Two Product Types
  • Chipper/Shredders
  • Power Composters
  • Portable OPE: Three General Product Types
  • Trimmers
  • String Trimmers
  • Trimmer/Brushcutters
  • Hand Trimmers
  • Blowers
  • Wood-Cutters
  • Tools/Implements: Description
  • Tools/Implements: Classifications
  • Cutting Tools
  • Cutting Tools on Wheels
  • Cultivating Tools
  • Weeding Tools
  • Digging Tools
  • Raking Tools
  • Wheeled Instruments
  • Stationary Composting Implements
  • Watering/Spraying Equipment: Classifications
  • Watering Equipment: Three Product Types
  • Garden Hoses
  • Aboveground Sprinklers/Drip Systems
  • Underground Irrigation Systems
  • Water Wands/Bubblers
  • Spraying Equipment: Product Types
• Government Regulations
  • Safety Standards
  • EPA and Phase I
  • EPA and Phase II
  • Tough New Rules by CARB
  • OPE's Pollution Contribution
  • CARB's Tier 2: Feasibility and Costs
  • California Shakeup in 1999
  • EPA's More Flexible Approach
  • Industry Input and SOPs
  • Leaf Blower Controversy in L.A.
  • Local Waste Restrictions
• Market Size, Growth, and Composition
  • Equipment Sales Nearly $18 Billion
  • Sales Trends by Segment
  • Table 3-1: U.S. Retail Sales of Lawn and Garden Equipment by Product Segment, 1994-1998 (dollars): Outdoor Power, Watering/Spraying, Tools/Implements
  • OPE the Largest Segment
  • Figure 3-1: Share of Dollar Sales of Lawn and Garden Equipment by Product Segment, 1998 (percent): Tools/Implements, Outdoor Power Equipment, Watering/Spraying Equipment
  • OPE Unit Share by Product Type
  • Table 3-2: Share of U.S. Outdoor Power Equipment Shipments by Product Type, 1998 (percent): 9 Types
  • Unit Share: Large OPE
  • Unit Share: Portable OPE
  • Retail Share: Rough Estimates
  • Private Labels Strong in Equipment
  • Equipment: Seasonality and Regionality
• Factors in Future Growth
  • Overview: Better-Than-Expected Growth in a "Mature" Category
  • Demographics Strong for Equipment
  • Whither the Economy?
  • Extreme Weather and Future Equipment Sales
  • Stricter Regulation a Positive Paradox
  • A Low-Tech Trend in Equipment
  • Retail Trends Will Heighten Equipment Visibility
• Projected Market Growth
  • Equipment Sales to Approach $22 Billion by 2003
  • Table 3-3: Projected Retail Sales of Lawn and Garden Equipment by Product Segment, 1999-2003 (millions): Outdoor Power, Watering/Spraying, Tools/Implements
• The Marketers
  • Number of Marketers
  • Size and Types of Marketers
  • Most Marketers are Manufacturers
  • Many Marketers Have Deep Historical Roots
  • Geography of Manufacturing
  • Domestic vs. Foreign Marketers
  • Most OPE Makers with Diversified Interests
  • Consumer Conglomerates in Tools/Implements
  • Industrial Conglomerates in Watering/Spraying Equipment
  • Marketers Specialize by Segment
• Marketers: OPE
  • Major Marketers
  • Second-Tier OPE Marketers
  • Marketers: Walk-Behind Rotary Mowers
  • Table 3-4: Marketers: Walk-Behind Rotary Mowers: Gas Powered, Electric Powered: List of 23 Marketers
  • Marketers: Riding Mowers and Lawn/Garden Tractors
  • Table 3-5: Marketers: Riding Mowers and Lawn/Garden Tractors: List of 13 Marketers
  • Marketers: String Trimmers
  • Table 3-6: Marketers: String Trimmers: Gas Powered, Electric Powered: List of 13 Marketers
  • Marketers: Chainsaws
  • Table 3-7: Marketers: Chainsaws: List of 8 Marketers
  • Marketers: Chipper/Shredders
  • Table 3-8: Marketers: Chipper/Shredders: List of 15 Marketers
  • Marketers: Power Tillers
  • Niche OPE Marketers
  • Major Engine Manufacturers
• Marketers: L&G Tools
  • Major Marketers
  • Second-Tier Tools Marketers
  • Significant Minors: Tools
  • Marketers: Reel Mowers
  • Marketers: Wheeled Implements
  • Marketers: Composters
• Marketers: Watering/Spraying Equipment
  • Watering Equipment Marketers
  • Marketers: Garden Hoses
  • Marketers: Sprinkler Systems
  • Marketers: Irrigation Systems
  • Marketers: Spraying Equipment
  • Table 3-9: Selected List of U.S. Lawn and Garden Equipment Marketers and Brands: 92 Marketers
• Marketer and Brand Shares
  • Only Mass-Retail Inferences Are Possible
  • Qualitative, Not Quantitative, Meaning of "Share"
  • "Share" Determination Based Solely on Home Centers
  • Share: Walk-Behind Mowers
  • Share: Riding Mowers
  • Share: Gas-Powered String Trimmers
  • Share: Electric-Powered String Trimmers
  • Share: Gas-Powered Leaf Blowers
  • Share: Electric-Powered Leaf Blowers
  • Share: Chipper/Shredders
  • Share: Cutting Tools
  • Share: Short-Handled Tools
  • Share: Long-Handled Tools
  • Share: Leaf Rakes
  • Share: Fertilizer Spreaders
  • Share: Garden Hoses
  • Share: Soaker Hoses
  • Share: Compressed Air Sprayers
• The Competitive Situation
  • Taking a "Product-Centered" Approach
  • Three-Tier Quality/Price Structure
  • Enhancing, Innovating, Extending Products
  • Pursuing Niche Strategies
  • Hedging Strategies
  • Restructuring
  • Shifting Competitive Trade Strategies
  • Marketing Efforts Focus on Trade Level
  • Competition: Tools/Implements
  • Competition: Hoses/Sprinklers
• Competitive Profile: The Toro Company
  • Brief History
  • Sales
  • Residential vs. Commercial
  • Three Consumer Brand Lines
  • Engineering Expertise
  • Marketing Innovator
  • Strategic Acquisitions
  • Expanding into Professional Landscaping
  • A Force in Commercial Equipment
  • Latest Consumer Products
  • Extending into Home Centers
• Competitive Profile: Electrolux AB
  • Global Leader in Appliances and Outdoor Goods
  • A Rich History of Invention
  • Strategic Acquisitions
  • Recent Complex Restructuring
  • Poulan/Weed Eater
  • Husqvarna Forest and Garden
  • American/European Collaboration
• Competitive Profile: Deere & Co.
  • A Global Equipment Powerhouse
  • Sales
  • In Lawn Care for Over 35 Years
  • Homelite and Sabre
  • Restructuring
  • Capacity Expansion
  • Commercial vs. Consumer Orientation
• Competitive Profile: MTD Products
  • Originally the Modern Tool and Die Co.
  • A Leader in Large OPE
  • Four Comprehensive Brand Lines
  • Concentrating on Mass Brands
• Competitive Profile: Murray Ohio Manufacturing Co.
  • First Lucrative Niche: Wheel Toys
  • Enters Lawn Mowers in '60's
  • Acquisition and Innovation
  • Intensive Consumer Focus
• Competitive Profile: Black & Decker Corp.
  • A Leader in Electric Tools, Appliances
  • Electric OPE in L&G
  • First in Cordless Mowers
  • The VersaPak Rechargeable System
• Competitive Profile: O. Ames Co.
  • World Leader in "Non-Powered" Tools
  • Wide Distribution, Constant Innovation
  • Strategic Acquisitions
  • Parent: U.S. Industries
• Competitive Profile: Fiskars Corp.
  • Old World Cutting Tool Major
  • Brief History
  • A Solid Presence in Contemporary L & G Tools
• Competitive Profile: UnionTools
  • A Leader in Long-Handled Tools
  • Differentiating, Expanding Tool Lines
• Competitive Profile: American Lawn Mower Co.
  • Monopoly in Reel Mowers
  • The Rise and Fall of Reel Mowers
  • Limping Along
  • Late 1990s: A New Boom
  • American/Great States: Nine Models
  • Customer Base
  • Behind the New Boom
• Competitive Profile: Colorite Plastics Co.
  • From Hula Hoops to Hoses
  • A Comprehensive, Innovative Line of Garden Hoses
  • Company Structure
• New Product Trends
  • OPE: Old vs. New Trends
  • Gas vs. Electric Power
  • Trends: Engine Design
  • Trends: Walk-Behind Mowers
  • Trends: Riding Mowers
  • Trends: Portable Power Equipment
  • Trends: Tillers
  • Trends: Tools
  • Table 3-10: Selected New Product Introductions: Lawn and Garden Equipment, 1997-1998 (21 Marketers)
• Advertising and Promotion
  • Consumer Advertising Expenditures
  • Toro, Snapper, and Deere the Leading Advertisers
  • Media Employed
  • Equipment Advertising Positioning
  • The Performance Theme
  • The Longevity Theme
  • Longevity Plus Performance
  • Secondary Themes: Value
  • Comfort
  • Environmental Benefits
  • The Direct Pitch
  • Few Consumer Promotions
  • Trade Advertising
  • Trade Promotion
  • Examples of Advertising
• Distribution and Retail
  • Standard Distribution
  • Primary Retail Outlets
  • Home Centers Pull Ahead of Discounters
  • Kmart's Response to Slippage
  • Brief Profile: Home Depot
  • Gradual Erosion of Dealers by Home Centers
  • Dealers Continue to Be Viable
  • Hardware Stores Suffer, But Some Survive Through Commitment
  • Survival Tactics for Hardware Stores
  • Sears Still Solid; Acquires Orchard
  • Catalogs/Boutique Stores: Smith & Hawken
• The Consumer
  • Explanatory Note on Simmons Market Research
  • Number of Equipment Owners
  • OPE: Number of Owners/Buyers/Renters
  • Number of OPE Owners by Product Type
  • Table 3-11: Outdoor Power Equipment: Number of Owners by Product Type, 1998 (U.S. Adults): 12 Types
  • Factors Favoring Ownership: Outdoor Power Equipment
  • Factors Favoring Ownership: Walk-Behind Gas Mowers
  • Factors Favoring Ownership: Riding Mowers/Lawn Tractors and Garden Tractors
  • Factors Favoring Ownership: Electric Mowers
  • Factors Favoring Ownership: Edge and Hedge Trimmers
  • Factors Favoring Ownership: Yard Trimmers-Gas vs. Electric
  • Factors Favoring Ownership: Leaf Blowers
  • Factors Favoring Ownership: Garden Tillers
  • Factors Favoring Ownership: Snowblowers
  • Tools/Implements: Number of Owners/Buyers/Renters
  • Number of Tool/Implement Owners by Product Type
  • Factors Favoring Ownership: Tools/Implements
  • Factors Favoring Ownership: By Product Type
  • Table 3-12: Demographic Characteristics Favoring Ownership of Lawn and Garden Equipment: By Product Type, 1998: Any Equipment, Outdoor Power Equipment, Tools/Implements
  • Table 3-13: Demographic Characteristics Favoring Ownership of Outdoor Power Equipment: By Product Type, 1998: (U.S. Adults): Walk-Behind Lawn Mower (Gas-Powered), Riding Mower/Lawn Tractor, Garden Tractor
  • Table 3-14: Demographic Characteristics Favoring Ownership
  • of Outdoor Power Equipment: By Product Type, 1998 (U.S. Adults): Walk-Behind Lawn Mower (Electric-Powered), Edge Trimmer, Hedge Trimmer
  • Table 3-15: Demographic Characteristics Favoring Ownership
  • of Outdoor Power Equipment (U.S. Adults): By Product Type, 1998: Yard Trimmer (Gas-Powered), Yard Trimmer (Electric-Powered), Leaf Blower
  • Table 3-16: Demographic Characteristics Favoring Ownership
  • of Outdoor Power Equipment: By Product Type, 1998 (U.S. Adults): Garden Tiller, Snowblower
  • Table 3-17: Tools/Implements: Number of Owners
  • by Product Type, 1998 (U.S. Adults): 12 Types
  • Table 3-18: Demographic Characteristics Favoring Ownership
  • of Tools/Implements: By Product Type, 1998 (U.S. Adults): Cultivator, Edger, Grass Mover
  • Table 3-19: Demographic Characteristics Favoring Ownership of Tools/Implements: By Product Type, 1998 (U.S. Adults): Hoe, Pitchfork, Pruner
  • Table 3-20: Demographic Characteristics Favoring Ownership of Tools/Implements: By Product Type, 1998 (U.S. Adults): Rake, Shears, Shovel
  • Table 3-21: Demographic Characteristics Favoring Ownership of Tools/Implements: By Product Type, 1998 (U.S. Adults): Spreader, Trowel, Wheelbarrow

• The Products
  • Two Product Segments: Fertilizers/Growth Media (F/GM);
  • Pest Control Supplies (Pesticides)
  • Fertilizers/Growth Media: Four Product Types
  • Fertilizers: Supplements, Not Foods
  • Fertilizers: Organic and Synthetic
  • Fertilizer Forms/Terminology
  • Growth Media
  • Soils
  • Soil Amendments
  • Mulches
  • Compost Accelerators
  • Pest Control Supplies: Three Product Types
  • Insecticides
  • Herbicides
  • Fungicides
• Government Regulation
  • Pesticide Registration
  • The Food Quality Protection Act of 1996
  • Multiple Chemical Sensitivity
  • Regulations: Packaging/Labeling
• Market Size, Growth, and Composition
  • Supplies Sales at $4.5 Billion
  • Table 4-1: Retail Sales of Lawn and Garden Supplies by Product Segment, 1994-1998 (dollars): Fertilizers/Growth Media, Pesticides
  • Fertilizers/Growth Media Up; Pesticides Slowing
  • Behind The Growth/Decline Trends
  • Share by Segment
  • Fertilizer Share: Lawn Fertilizers Most Popular Type
  • Pesticide Share: Insecticides Most Popular Type
  • Supplies: Retail Share
  • Regionality
  • Table 4-2: Product Type Purchasing Index of Lawn and Garden Supplies by Region, 1998: 9 Types
• Factors in Future Growth
  • Overview
  • Demographics Favorable
  • Homeownership Rates Positive
  • Climate Change Could Favor Supplies
  • Supplies Tied to Sinking Commodities
  • Environmental Awareness Not Particularly Favorable
  • Shift to Organic Solutions Would Be Positive
  • Retail Factors—A Mixed Picture
  • New Products Could Stimulate Growth at Margins
• Projected Market Growth
  • Sales to Reach Over $5 Billion
  • Table 4-3: Projected Retail Sales of Lawn and Garden Supplies by Product Segment, 1999-2003 (dollars): Fertilizers/Growth Media, Pesticides
• The Marketers
  • Number of Marketers
  • Size and Types of Marketers
  • Marketers Tend to Specialize
  • Scotts the Undisputed Leader in Supplies
  • Fertilizers: Pursell Now Alone in a Second Tier
  • Fertilizers: Significant Minors
  • Growth Media: Leaders by Selected Product Type
  • Pesticides: Significant Minors
  • Marketers of Professional Pesticide Products
  • Ringer on Top in Organic Supplies
  • Kmart Leads in Private Labels
  • Table 4-4: Selected List of U.S. Lawn and Garden Supplies Marketers and Brands (58 Marketers)
• Marketer and Brand Shares
  • Explanatory Note
  • Share: Lawn Fertilizers
  • Share: Plant Food
  • Share: Peat Moss
  • Share: Potting Soil
  • Share: Landscape Fabric
  • Share: Pesticides
• The Competitive Situation
  • Overview: Commodities Marketing in a Consumer Environment
  • Monsanto: Why the Sudden Exit?
  • Scotts: Why the Risky Gamble?
  • Competition: Fertilizers
  • Competition: Growth Media
  • Competition: Pesticides
• Competitive Profile: The Scotts Company
  • The Most Ambitious Player in Lawn and Garden
  • A Global Presence
  • Scotts Rules in Both Supplies Segments
  • Record 1998 Sales
  • Organizational Structure
  • U.S. and U.K. Brands
  • Brief History
  • The 1990s: A Case Study in M&A Strategy
  • Scotts' Big Move: The Miracle-Gro Merger
  • A New, Aggressive Management Team
  • 1997: Revving Up
  • 1998: A Series of Bold Acquisitions
  • The Master of the Supplies Universe Loaded With Debt
  • Enters 1999 As Dominant in U.S. and Europe
• Competitive Profile: Pursell Industries
  • World Leader in Time-Release Fertilizers
  • Flagship Brand: Sta-Green with Polyon
  • Other Pursell Brands
  • Acquires Vigoro in 1998
  • Focus: Vigoro
  • The New Pursell/Vigoro Combination Could Be Powerful
• New Product Trends
  • More Potent Products
  • More Convenient Products
  • New Niche Products
  • Safer Pesticides
  • Trends in Growth Media Products
  • Table 4-5: Selected New Product Introductions: Lawn and Garden Supplies, 1997-1998 (14 Marketers)
• Advertising and Promotion
  • Consumer Advertising Expenditures
  • Media Utilized
  • Advertising Positioning: Performance the Primary Thematic
  • The Professional Theme
  • The Superior Theme
  • The Humor Theme
  • Celebrity Endorsements
  • Huckster Ads
  • The Convenience Theme
  • Consumer Promotions
  • Trade Advertising
  • Examples of Advertising
• Distribution and Retail
  • Distribution Patterns
  • A Wide Range of Retail Outlets
  • Mass Retailers Lead in Share
  • Home Centers vs. Discounters
  • Retail Focus: Garden Centers
  • Garden Center Strengths
  • Differentiation Strategy
  • Garden Center Merchandising
• The Consumer
  • Overview
  • Number of Purchasers by Product Type
  • Table 4-6: Number of Purchasers of Lawn and Garden Supplies by Product Type, 1998 (U.S. Adults): 9 Types
  • Purchasing Patterns by Sex
  • Overall Factors Favoring Purchasing of Supplies
  • Factors Favoring Purchase: Weed/Feed Products
  • Factors Favoring Purchase: Flower Garden Fertilizer
  • Factors Favoring Purchase: Lawn Fertilizer
  • Factors Favoring Purchase: Insecticide (Synthetic)
  • Factors Favoring Purchase: House Plant Fertilizer
  • Factors Favoring Purchase: Vegetable Garden Fertilizer
  • Factors Favoring Purchase: Compost Products
  • Factors Favoring Purchase: Herbicides (Synthetic)
  • Factors Favoring Use: Insecticide (Organic)
  • Table 4-7: Demographic Characteristics Favoring Purchasing of Supplies: By Product Type, 1998 (U.S. Adults): Weed & Feed, Flower Garden Fertilizer, Lawn Fertilizer
  • Table 4-8: Demographic Characteristics Favoring Purchasing of Supplies: By Product Type, 1998 (U.S. Adults) Insecticide (synthetic), House Plant Fertilizer, Vegetable Garden Fertilizer
  • Table 4-9: Demographic Characteristics Favoring Purchasing of Supplies: By Product Type, 1998 (U.S. Adults): Compost, Herbicide (synthetic), Insecticide (organic)

• The Services
  • Category Definition
  • Focus: Professional Lawncare Services
  • The Standard Treatment Program
  • Synthetic vs. Organic Programs
• Government Regulations
  • Licensing
  • Disclosure Policies
  • Notification Policies
• Market Size, Growth, and Composition
  • Sales Jump to Near $2.7 Billion
  • Table 5-1: U.S. Sales of Professional Lawncare Services, 1994-1998 (dollars)
  • Standard vs. Customized Programs
  • Share: Residential vs. Commercial Sales
  • Seasonality
  • Regionality
• Factors in Future Growth
  • The More Money/Less Time Equation Is Positive
  • Economic Uncertainties Should Not Slow Growth
  • Hazard Awareness Favors Growth
  • Aging Population Positive
  • Consolidation Trend a Primary Positive
  • Climate Potentially Negative
  • A Big Uncertainty: The Tight Labor Market
• Projected Market Growth
  • Strong Growth Foreseen for Services
  • Table 5-2: Projected Sales of Professional Lawncare Services, 1999-2003: (dollars)
• The Marketers
  • Number of Marketers
  • Size and Types of Marketers
  • TruGreen-ChemLawn with Lion's Share
  • The Second Tier
  • Table 5-3: Selected U.S. Marketers of Professional Lawncare Services (33 Marketers)
• The Competitive Situation
  • The Old Days: A Metro-Based "Mom and Pop" Affair
  • The New Days: Transformation Through Consolidation
  • Easy to Enter, Hard to Grow
  • Safe Expansion; Risky Expansion
  • Barefoot and the Risky Approach
  • ServiceMaster Gobbles up Successful Firms
  • Vacuum in the Middle
  • In Walks Scotts
  • Consolidation: Pros and Cons
  • Debate Lightning Rod: TruGreen-ChemLawn
  • Locals Attempt to Stay Competitive
• Competitive Profile: ServiceMaster LP
  • From Servant to Master
  • Divisions and Companies
  • A Highly Unique Strategy
  • Rise to Dominance in Lawn Services
  • TruGreen-ChemLawn (TGCL): Overview
  • TGCL Strategically Diversifies Through Acquisition
  • The Recent LandCare USA Buyout
  • ServiceMaster Now Rules Both Lawncare and Landscape Services
• Competitive Profile: Turf's Up Lawn Service
  • Overview
  • A Classic Mom-and-Pop Operation
  • Filling the Wintertime Void
  • Expanding into Sports Turf
• Competitive Focus: Franchise Operations
  • Major Franchisers
  • Franchisee Benefits
  • Fees/Royalties
  • Profile: Lawn Doctor, Inc.
  • Profile: Spring-Green Lawncare Corp.
• Advertising and Promotion
  • Low Advertising Expenditures
  • Lawn Doctor the Only Big Advertiser
  • Marketing through Branding
  • Services Positioning
  • Services Promotion
  • Free Estimates, Discounts
• The Consumer
  • Number of Service Users
  • A Slight Skew to Women
  • Factors Favoring Use
  • Table 5-4: Demographic Characteristics Favoring Use of
  • Lawn Maintenance Services, 1998 (U.S. Adults)

Appendix I: Advertisements. This appendix appears in bound editions only.
Appendix II: Addresses of Selected Marketers