Subject Index
 

The Scotts Company, later to be named Scotts Miracle-Gro Company, had been a leading manufacturer of lawn-and garden-care products since 1868. It sold grass seed, fertilizers, herbicides, and potting ...

In 2002, Monsanto launched a new campaign for their weed-killer, Roundup. While other brands pussyfooted around the subject, BLM’s ads were straight talking. Roundup was a killer, and BLM weren’t afra ...

This case tells how in two years, Roundup attained dominance in the weedkiller market, and went from a failing outsider to market leader. In doing so, it delivered: an 85% sales lift in year one; the ...

TV campaign for Weedol weedkiller, based on the insight that for gardeners, zapping weeds (which they hate) is enjoyable. Brief evidence of good tracking and PR results. Silver and special prize for b ...

Campaign for the Flowers and Plants Association, to persuade people (especially women) of the value of buying flowers more regularly than for limited special occasions. Low budget campaign in women’s ...

Although this brand enjoyed 60% of the market the objectives of the campaign were to increase both sales and awareness. Monsanto was aware that whilst being in a dominant position there was danger th ...

Gardena is Europe's largest manufacturer of gardening equipment. While it has a huge share in Germany and a healthy share in continental Europe, in the UK it is substantially smaller than the leading ...

Roundup was launched in September with limited distribution, limited ranging and at a 40% premium compared to the market leader. By the end of December it was the second best selling weed killer in t ...

Fertiliser manufacturers have been blamed for being environmentally uncaring. This campaign for the FMA (fertiliser Manufacturers Association, the trade association) defended the industry by presentin ...

1989 small budget campaign for Westwood Tractors. Direct response advertising 1986-8 had produced market share growth from 30% to 45%. It was then decided, based on research, that greater advertising ...

1986 corporate campaign which turned Schering, a previously unknown company, into the acknowledged leader in the crop protection market. In September 1986 the name was changed from FBC to Schering Agr ...