Biocon:

LAUNCHING A NEW CANCER DRUG IN INDIA

Group Members: 1. 2. 3. 4. 5. Adarsh N Deepak Jangid Gaurav Chand Hemant Kumar Krit N Yadav

Strategic 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 Issues
When to launch BIOMab: Immediately after the phase II trials or after the completion of phase III trials.

What should be the launch strategyo o o o product portfolio Price Channel marketing communication (promotion)

Analysis - BIOMAb launched after phase II

Pros

BIOMAbs 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 competitors price Full treatment cost could be provided to the patient and their family as BIOMAbs phase II results yielded 100% response based on six dose treatment plan Biocon had not completed phase III testing of BIOMAb and hence its competitors could use it to tarnish Biocons 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

Cons

Analysis - 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 Biocon will lose out on the first mover advantage on the market

Cons

Recommendations
Launch BioMab immediately after approval to gain the first movers advantage Product Launch BioMab as a stand-alone product in the Head & Neck Cancer Drug market Price The product shall be priced at $ 1000 compared to international prices of $ 4000-$5000.

Recommendations
Place Ternary 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.

Justifications
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.

Rationale
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