Steven LaMonte
Analyst · Bank of America Merrill Lynch
Thanks, Lori. Let me begin by saying our Garden results were unacceptable. While sales on a 13-week comparative basis were relatively flat and SG&A as a percentage of sales excluding the goodwill charge improved, Garden margins fell well below acceptable levels. Working with John and the management team, we've developed a plan and are taking action to increase gross margin, further reduce SG&A and improve overall operating results. We believe, over time, our planned actions will improve Garden segment operating earnings to far more acceptable levels. Now turning to new products. As we discussed on prior calls, we introduced 2 new products in the spring of 2013, the AMDRO PowerFlex and the Pennington Smart Feed Sprayer. As we stated then, the adoption curve for new -- market-disruptive new products can be slow to build. While we had strong retailer enthusiasm and support for these new products, consumer takeaway fell well short of expectations. In hindsight, our expectations were just too high. Several factors contributed to poor year 1 consumer takeaway. Our belief in the products and our retailers' enthusiasm led us to ship them in 2013 versus waiting till the following season. However, the new products were late in the retailers' planning process for normal shelf placement. This resulted in products being placed in high-traffic locations in stores, but, importantly, away from the specific areas where consumers would normally shop for these types of products. We now know the in-store placement in 2013 was suboptimal. In addition, our overall go-to-market efforts fell short of driving consumers' willingness to move from their current brand solution to try a new unfamiliar one. Finally, the product did not reach retailer shelves until the garden season was already underway. Over the past few months, we've worked diligently to better understand the obstacles to driving consumer adoption. We have leverage lessons learned from our initial launch year. We've made significant improvements to our products, packaging and positioning. In addition, we've made changes to certain marketing strategy and tactics to be even more focused on driving consumer conversion to these new products going forward. Importantly, we've worked closely with our retail partners to strengthen performance. We continue to have strong support from our 2 largest retailers. As a result, they provided more favorable shelf position, where consumers are seeking specific solution for their garden needs. This allows for better visibility and stronger comparisons to competing products. While the investments in performance surrounding these 2 new products came at a high cost to 2013 Garden results, we believe that the changes we have made will generate improved sales going forward. With that, I'll turn it over to Lori.