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The case of Fran W Horner Ltd

About the author

MANAGER- SALES
Level
General public
Study
management
School/University
IIM INDORE

About the document

Published date
Language
documents in English
Format
Word
Type
term papers
Pages
3 pages
Level
General public
Accessed
1 times
Validated by
Committee Oboolo.com
  1. Summary
  2. Concerns related to accuracy
  3. Initial communication strategy
  4. Competition
  5. The 1978-79-communication strategy
  6. Conclusion

Frank W Horner Ltd was founded in 1912; Horner distributed a variety of ethical and OTC (over the counter) pharmaceutical products to 4000 pharmacies across Canada through a sales force of 65 persons. Only 10% of sales volume was distributed through wholesales. By 1977, sales in Canada had reached $ 15 million.

In 1976, Horner executives were investigating acquisition of the Canadian distribution rights to a new type of fever indicator developed by Eurand. The indicator consisted of a thin strip, which when applied to the forehead for 15 seconds, shows ?N? if the persons temperature is normal and ?F? if the person had a fever.

Horner executives conducted technical and market research. The important outcomes are listed below.

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