College

College of Agricultural, Food, and Environmental Sciences

Department

Agricultural Education and Communication Department

Degree Name

BS in Agricultural Communication

Date

3-2018

Advisor(s)

Megan Silcott

Abstract/Summary

Launching any type of new product poses a risk of failure. To ensure success, it is important to know the audience to which a company is launching a product. In Joshua Grossnickle’s book The Handbook of Online Marketing Research: Knowing Your Customer Using the Net he writes, “It's the first rule of business: Know your customer.” It is significant to not only know what makes up an effective product launch, but what the target customers believe make an effective product launch. The chemical company Syngenta is about to launch a new insecticide “Minecto Pro.” Direct feedback from customers about this product, the insecticide spray program, and reasoning for customer responses and marketing strategies were analyzed. The author will study the product launch of Minecto Pro, analyze the new sales and gauge the success of the new insecticide.

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