MicroEssentials Case Study

The Mosaic Company

MicroEssentials® Product Launch

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Background: Cargill’s Crop Nutrition division and Mosaic entered into a joint project to produce and market a breakthrough fertilizer — MicroEssentials — that uses a nutrient layering process previously unknown in plant nutrition.

Challenge: Because MicroEssentials was a new, value-added fertilizer, the brand needed to be established in the marketplace on two levels. Both growers and dealers were unfamiliar with the product.

Solution: IQ developed a launch kit that communicated MicroEssentials’ value to growers and their crops, while also focusing on the business benefits for dealers.

Results: Working closely with Mosaic, IQ Marketing staff was able to narrow the initial audience down to the 15 most influential dealers who could facilitate a quick product launch.

  • All 15 of those dealers identified took on MicroEssentials.
  • All the networks of those influential dealers began carrying this new product.
  • Sales goals for the initial launch were met.