Biocon : Launching a New Cancer Drug in India.
Autor: Mandar Deshpande • August 30, 2016 • Case Study • 457 Words (2 Pages) • 828 Views
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Falcons..!!
Prerna Thakkar Mandar Deshpande
Priya Singh Rohit Deshpande
Aathira Suresh Amrut Motade
Ayushi Vachher Pankaj Nalawade
Priya Sharma Sagar Ajmera
Marketing Management
Case Study – I
Biocon : Launching a New Cancer Drug in India.
Facts
- BIOCON (Est. 1979)
- CEO: Dr. Kiran Mazumdar-Shaw.
- India’s first manufacturer and exporter of enzymes U.S. & European market.
- Also first Indian company to be approved by U.S. (FDA).
- Experts in fermentation.
- In 1997 entered in biopharmaceutical market.
- 1997 : Statins ; 2001: Insulin
- Second Indian company to cross $1 billion on the day of listing.
- First Indian company who launched proprietary drug.
- Willing to launch drug BIOMab specially aimed at head and neck cancer treatment.
- Targeted area: India
21% of these cases
27% of deaths worldwide from head and neck cancer
India 28.1% cancer patinas are head and neck cancer and 26.73% has same cause of death.
Problems
- Merck, well established competitor in oncology market.
- Use of new technology.
- Approval of drug.
- Where to launch? How to launch? What to launch? How to promote? What should be the price?
Alternative for Problem
- Simultaneous Launch
- Immediate launch.
- Launch of generic product before launching BIOMAb.
Recommendation
- Product: Launch after 3rd phase report.
- Launch other generics to develop the sales and to be in touch with customer.
- Price: Launch with low price compare to competitor.
- Place: Built fully prepared sales team.
- Take support of CFA
- The product should be sold directly to doctors, it will help to reduce cost.
- Promotion: Promote the benefit of drug that it has no skin rashes.
- Built the confidence and trust among the doctors, patients and their families.
- Convey the 2nd phase result that having 100% response when used with both radio and chemotherapy.
THANKS..!!
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