The Launch of Roundup Weedkiller

Jon McKie

INTRODUCTION

Monsanto is a large international manufacturer of agrichemicals. Through heavy investment in research and development it has been instrumental in bringing several new products to the international agrichemicals market.

One of the most significant products was an extremely effective weedkilling agent 'glyphosate'. Monsanto successfully marketed this to consumers under different brand names internationally, but in Australia acted only as a glyphosate supplier to other companies.

This is the story of Monsanto's entry into the Australian consumer gardening market and the launch of a glyphosate brand consumers didn’t need and the trade didn’t want. It is the story of how in an extremely tough market, advertising contributed toward making this brand the second biggest weedkiller brand in the market within three months of launch.

THE BUSINESS OPPORTUNITY