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Bio Case Questions

Autor:   •  September 17, 2015  •  Coursework  •  763 Words (4 Pages)  •  1,293 Views

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Biocon Case Questions

1. First answer the following questions:

        a. Who are the customers, what are their needs and how many of them are there?

        b. Who are the competitors and how do their offering compare to BIOMAb?

        c. How many treatments of BIOMAb would Biocon have to sell in order to break even? Be ready to show your calculations to the class.

2. Based on your assessment of customer needs, the competitive environment, and the strengths and weaknesses, should Biocon immediately release BIOMAb if Biocon receives approval for the drug?

3. If the product is released, what marketing programs should be used to support it? How should it be prices? Where should it sold? How should it be promoted?


Marketing 550K   -   Marketing Analysis

You are bound by the honor code not to share this information with anyone outside your class.

Biocon Breakeven

Fixed Costs = $25,000,000

Variable Costs/treatment :        

CGS

$192

R&D

 116

Marketing

 192

Total

$500

Prices and Markups:

Retail

$1000

CFA

  1%

Distributor

10%

Pharmacy

12%


Marketing 550K   -   Marketing Analysis

You are bound by the honor code not to share this information with anyone outside your class.

Figuring out Wholesale Price

Retail Price  = Biocon’s Price + Markup

       (RP)                (WP)

Markup is figured o retail price

Thus

RP = WP + RP*Markup

WP =  RP – RP*Markup

WP = RP(1-Markup)

Biocon’s Price = 1000(1-.01-10-.12)

                $770


Marketing 550K   -   Marketing Analysis

You are bound by the honor code not to share this information with anyone outside your class.

Break Even Analysis at $1000 Retail

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