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Delegates were invited to attend a press conference on 28 September 1994, hosted by Hoechst UK Ltd, to launch a new horse health care product. They were presented with a full press pack on arrival, containing press releases, photos, slides and information leaflets. During the conference, delegates were introduced to the issues of parasite related health problems in the equine industry. There followed a report on consumer buying behaviour (based on a market research initiative commissioned by Hoechst, and conducted by the Centre for Agri-Food Business Research). Finally, they were informed of the release of a new product for the horse wormer market-place: Panacur Equine Guard. This case offers a wealth of information and a study should begin by inviting the student to determine the relevant areas of content for the particular topic of study. Specific teaching objectives may include: strategic management (to illustrate the step-by-step process by which the company delivers a new product to the market place); discussion of the role of marketing management in the search for innovation, growth, new market opportunities and sustained competitive advantage; market research (to identify methods of research analysis, planning and implementation); differentiation between user, buyer, decider and influencer in order to identify and analyse consumer buying behaviour. This case offers a wealth of opportunity for small group activity. The teaching note identifies a variety of potential uses for the case and suggests various methods of introduction - including small group discussion, seminar presentation and role play activity. It comes complete with three exhibits.