Agency: BLM Authors: Guy Abrahams and Kate Williams

How Roundup Conquered the Weedkiller Market

INTRODUCTION

In just two years, Roundup conquered the Weedkiller market, and went from a failing outsider to market leader1.

In doing so Roundup delivered:

  • An 85% sales lift in year one2.

  • The five-year plan in two years3.

  • Immediate payback with over $1m of additional net profit in year two4.

This was achieved despite the odds being stacked against them as they had: