Agency: Bensimon-Byrne | Authors: Bill Parker, Byrne Peter and Jack Bensimon |
W. K. Buckley Limited
EXECUTIVE SUMMARY
W. K. Buckley is a 77 year-old family-owned Canadian company that manufactures cough remedies the same way the founder William Buckley did. It competes against half a dozen multi-national pharmaceutical companies in the cough/cold category. In 1987, the flagship brand, Buckleys Mixture, had a two percent share of English Canada. It was viewed as an out-of-date, non-clinical, essentially non-medicinal remedy. Worse, it was still being produced to its original formulation a throwback to the days when medicine tasted terrible.
One insight...