About Bloomington Brands
Bloomington Brands’ primary objective is to enrich the educational curriculum of students at Indiana University's Kelley School of Business. At B2, students receive real-world, hands-on exposure to brand management.
How Bloomington Brands Works
Bloomington Brands manages Osmocote® Plant Food, a brand under the Scotts Miracle-Gro Company. Scotts owns the trademark and provides essential business functions like R&D, purchasing, manufacturing, inventory control, sales, order fulfillment, and collections. B2 handles marketing functions such as brand strategy, consumer communications, trade and consumer promotional activities, sizing, pricing, product formulation, packaging and trade dress.
A Unique Experience
From a Kelley student perspective, working at Bloomington Brands is an experience that cannot be gained at any other institution. Brand team members actively participate, real-time, in the management of a national brand for one academic year.
Just a sampling of some past team members’ projects include:
- Creating a new SKU
- Implementing a consumer sweepstakes promotion
- Developing Osmocote’s social media strategy
- Expanding the PlantersPlace website
- Writing newsletters and magazine articles
- Managing an online advertising campaign
- Redesigning product labels
Brands/Products
Most plant foods unleash a spike of nutrition in the first few days and then fizzle out. But with Osmocote® Plant Food, plants get continuous and consistent nutrition for up to four full months. Each granule is coated with a unique resin that controls nutritional release. This means that plants get what they need, when they need it.
Under the Osmocote® brand, B2 handles the following products:
- Osmocote® Outdoor & Indoor
- Osmocote® Flower & Vegetable
- Osmocote® Plus
- Osmocote® PotShots