Developing a volume estimation procedure for new agrichemicals

Date of publication: June 15, 1988


The Agrochemical division of Monsanto in Europe were looking to develop a means to evaluate their new herbicides in terms of their likely volume potential in the market. Research International was briefed to adapt a simulated test market procedure that had been developed for fast-moving consumer goods to the specific requirements of agrochemicals. MicroTest was therefore adapted to evaluate Azural, a new Monsanto brand planned for launch in France in the near future. From this research project volume estimates for the brand were made.

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