Bloomington Brands LLC (B2) provides two services, strategic management of consumer brands and tactical consulting support for consumer product M & A efforts.  

B2 currently manages the Osmocote(r) Plant Food brand under contract to The Scotts Miracle-Gro Company (NYSE).  The Bloomington-based student brand team is responsible for the selection of product formulations, sizes, brand logo, positioning, pricing, trade dress, packaging, sales materials, both trade and consumer promotional activity, consumer advertising including selection of media and creative, market research, and the brand's web sites -- all the ususal components that a brand group controls.  P & L responsibility includes revenue, standard costs and direct brand marketing support.    

To make this all work, the student brand team works closely with Scotts infrastructure -- creative services, package engineering, R & D, regulatory, sales, market research, the legal department, and most importantly, the Scotts Plant Food SBU.  It communicates dailey with representative in each of these functions.  In addition, B2 has forged a close relationship with the brand's advertising agency, Engauge in Columbus, OH.

Throughout the management process, the team's recommendations are reviewed and approved by the client's marketing representative.  Periodic reports and business updates are part of the brand management responsibility.

Consulting services within recent years have been focused upon both brand and corporated acquistions -- valuation, due diligenced and post-acquisition integration planning.