Biocon case research essay

Condition Analysis:

• Biocon is definitely an Indian Drug organization that has developed over the years:

▪ It was a great enzyme manufacturer for meals industry and developed knowledge in various fermentation processes

▪ In order to get to a bigger & faster growing market, it started manufacturing small molecule generic medications like Statins and gained 15-20% discuss of the market

▪ Later it created large substances market just like Insulin because of a huge global market and a growing diabetic population in India. Its expertise in fermentation process helped this in the production of insulin.

It captured 10% market share by costs the product twenty percent lesser than competitors

▪ Because the Indian drug market was maturation, Biocon desired to produce exclusive drugs like oral insulin and BIOMAb cancer medication which offered higher results.

• Today it has created an cha?non with CIMAB to develop a new drug referred to as BIOMAb pertaining to treating head and neck cancer.

▪ As part of their medium to long term technique, Biocon wanted to develop goods in effort with other partners.

▪ BIOMAb would give this expertise in Mammalian cell technology, which has been the future of Biotechnology.

▪ It will also be an opportunity to develop a new market and make new research and promoting capabilities that are essential long lasting success in the company.

Marketplace Opportunity of BIOMAb

• Head and Neck cancers is one of the most prevalent types of cancer in India, accounting for 28% of cancer incidences and 26% of total deaths.

• At present Biocon can be planning to start the product in India.

• Around 1% (1900) from the total cancer patients were expected to manage to afford BIOMAb in 3 years ago.

• The increasing population and growing economy will increase the industry size intended for BIOMAb.

• In future, Biocon may check out launching the drug far away in Asia and The african continent.

Prospective Potential buyers and Decision Making Units

Biocon is targeting the American indian market as of this moment and programs to increase the same in other geographies. India provides a very high prevalence for head and neck cancers when compared with other countries. However , the cancer treatment drugs getting very expensive, just one percent with the affected patients can afford this. This amount is likely to go up with all the growing economic climate (9%) and population (1. 4%).

Your decision making unit in this case will be the oncologists. Considering they are specialists through this field, the patients will not give a second thought to all their decisions. As, Biocon is usually entering a completely new market and hence, this did not have got a good bottom for entering into the oncology market. Therefore , they had to target the doctors first.

Benefits:

• Doctors: They will provide better alternative to get cancer treatment. BIOMAb’s trial was based upon a six-dose treatment. Therefore, doctors can provide a clearer picture of the cost of the total treatment.

• Sufferers: As per the second phase outcomes, the medication proved proved to be a relatively powerful drug in killing the tumor. Therefore , it was an affordable drug for cancer individuals. Also, as an local drug, it was expected to be more affordable than its foreign alternative.

Phase-3 Assessments

Biocon has to conduct the phase-3 assessments because of the under reasons:

• Its competition, Erbitux, was already recognized for its cancer treatment drugs, was also making a drug in head and neck tumor treatment. Completely already done the stage III checks for a new head and neck tumor treatment drugand had extremely convincing effects.

• The doctors had been already skeptic when the second phase checks were being carried out. Hence, that they needed to decrease the skepticism among the oncologists.

Launch plan for BIOMAb:

Biocon may launch BIOMAb in the pursuing steps:

• Launch Common drugs

▪ Biocon can easily launch common cancer medicines sourced from other manufacturers instantly (in late 2006)

▪ This would help Biocon in developing it is sales force and in addition get a existence in the tumor drug marketplace

▪ During this time period, the third period testing for BIOMAb can be achieved.

• Release BIOMAb

▪ BIOMAb may be launched in mid 2007 by which time the results of the third phase screening would have arrive.

Pricing

• The competitor for BIOMAb is priced at $4000-$5000 per medication dosage.

• Biocon’s objective is to provide an inexpensive and competitive product.

• At the same time it takes to make sure that it will not fall into the reduced quality photo.

• It could price the drug for $2000 every dose in order that it is considerably cheaper than the competition and it can break-even in a few years.

Assumptions:

• Biocon catches 75% business of Head and Neck Cancer drugs

• 6 amounts for cancers treatment

Channel

• The organization should directly deliver the prescription drugs to the Doctors which will help to slice down the channel margins and has significant economic benefit to the customer.

• As it needs to be refrigerated constantly and should be handled thoroughly, local pharmacists will be adding very little benefit.

• Because the number of cancers specialists in India is less, it is better to reach them directly rather than the traditional alternative.

Communication System

• While the decision makers are doctors, most of the hard work of the promoting team must be directed at all of them.

• While cancer can be described as life threatening disease, it triggers anxiety among the list of patients and the families. Thus Biocon ought to provide these people needed support and coaching.

• The sales staff must go through product related training which enable them to educate and influence doctors, sufferers and their people regarding the disease and BIOMAb.

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