Erox Corporation is a biotechnology start-up, which creates products containing synthetic human pheromones. It was founded in 1989, went public in 1993, and led the team to turn in 1994. Sales increased from $ 110,000 in 1993 to more than $ 1 million in 1994, prospects for hypergrowth. Pheromones are odorless biochemical signals released people and animals, to influence the behavior of other individuals of the same species. Biotechnologists have discovered human pheromones and Erox has patents protecting its use of synthetic human pheromones for men and women in cosmetic products, such as perfumes, colognes and body lotions. Realm prepares national U.S. retail launch of its fragrance product lines: real for women and for men Realm. Michael Stern, vice president of marketing and sales, developed a successful direct marketing campaign using 30-minute infomercial. Its task is to develop a leveraged marketing communications campaign to support the launch Realm in Bloomingdales. "Hide
by Thomas J. Kosnik, Gary Frank Source: Harvard Business School 16 pages. Publication Date: March 1, 1996. Prod. #: 596046-PDF-ENG
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