Biocon:Biocon:LAUNCHING A NEW CANCER LAUNCHING A NEW CANCER

DRUG IN INDIADRUG IN INDIA

Group Members:

1.Adarsh N 2.Deepak Jangid3.Gaurav Chand4.Hemant Kumar5.Krit N Yadav

Strategic VisionStrategic Vision• Building Strong fermentation platforms.• Leveraging technology for product differentiation.• Creating long term value through quality and

innovation.• Charting an integrated product development

pathway

Major IssuesMajor Issues• When to launch BIOMab: Immediately after the

phase II trials or after the completion of phase III trials.

• What should be the launch strategy-o product portfolioo Priceo Channelo marketing communication (promotion)

Analysis - BIOMAb launched after phase IIAnalysis - BIOMAb launched after phase II Pros

BIOMAb’s phase II results had 100% response when used with chemo and radiotherapy

BIOMAb had lesser side effects Price of BIOMAb was lesser as compared to its competitor’s

price Full treatment cost could be provided to the patient and their

family as BIOMAb’s phase II results yielded 100% response based on six dose treatment plan

Cons Biocon had not completed phase III testing of BIOMAb and

hence its competitors could use it to tarnish Biocon’s image. This makes the product less credible

Biocon was relatively new in the market as compared to its competitor, Erbitux

Biocon did not have past experience in manufacturing, marketing and selling oncology drugs

Analysis - BIOMAb launched after phase IIIAnalysis - BIOMAb launched after phase III

Pros Completing Phase III of clinical tests for BIOMAb increases the

credibility of the product As the concept of EGFR(drug based therapy) was new in the

market, making a late entry will have the advantage of the competitor bearing the cost of educating the market

With less number of dosages and lower price BIOMAb has an advantage even if it makes a late entry

Making a late entry will also allow Biocon to study the market size and evaluate other segments of the market

Cons Biocon will lose out on the first mover advantage on the

market

RecommendationsRecommendationsLaunch BioMab immediately after approval to gain the first mover’s advantageProductLaunch BioMab as a stand-alone product in the Head & Neck Cancer Drug market

PriceThe product shall be priced at $ 1000 compared to international prices of $ 4000-$5000.

RecommendationsRecommendations PlaceTernary health care centers in India targeting

oncologists directly.

Promotion Target doctors by educating them about the

product so that they become knowledgeable and then use it in their practice. CME (Continued Medical Education) can be a medium to promote the product.

JustificationsJustifications If BIOMab launches immediately after approval

it will gain the first movers advantage. The estimated market potential is 1900 patients (head & neck)

The pharma drugs market is characterized in a

manner that the Proprietary drug is in advantage only if it is the first mover. The mass market is catered by the generic manufacturers.

RationaleRationale Product: If we launch BIOMab, along with generics it will be a case of

under-selling your block buster product Price: We price it at $2000 to maintain a competitive advantage

over Erbitux, when it enters the market Channel: Direct selling to oncologists & ternary health centers will

reduce costs and provide better market penetration. Promotion:Since BIOMab is a first of a kind in Indian market it makes

more sense to educate doctors about it rather than spread its awareness in mass public directly.

Thank You