Brief Description: In just two years, Roundup used killer insight to conquer the weedkiller market, and went from a failing outsider to market leader. In doing so, the campaign delivered an 85% sales lift in year one and the five-year plan in two years. Payback was immediate with over $1m of additional net profit in year two. This success was achieved despite having no advantage in any part of the marketing mix aside from advertising ;---(TAGS)--- Full Title: How Roundup conquered the weedkiller market. ; Number: 2004/10 ; Brand Name: Roundup Weedkiller ; Client: Roundup, Monsanto ; IPA_ProductCoding: Gardening products (Garden chemicals) ; Agency: BLM ; Author: Kate Williams, Guy Abrahams ;