Beruflich Dokumente
Kultur Dokumente
Team : Kurious Saikat Roy ( 10DM-197) Rudra Shankar Chowdhury ( 10FN 097)
Biocon A Timeline
1978 - Started a joint venture between Biocon Biochemicals of Ireland and Dr. Kiran Mazumdar Shaw. 1979 Becomes the first Indian company to manufacture and export to the United States and Europe , enzymes for the food processing industry. 1989 Unilever acquired Biocon Biochemicals and held an equity share in Biocon India 1978-1997 Two decade long experience as an enzyme manufacturing company, resulting in expertise in various fermentation processes. 1994 Syngene International established. 2000 Clinigene formed as subsidiary to conduct clinical trials of drugs in India. 2001 Unilever dilutes its holding in Biocon.
BIOMab An Overview
It is a proprietary drug for head and neck cancer. Conceptualized by CIMAB, the commercial branch of Centre of Molecular Immunology (CIM). Based on Monoclonal antibodies (Mabs) that could specifically target cancer cells. Already licensed to YM Bioscience of Canada for distribution throughout Europe, North America and the Pacific Rim except China Licensed to Biocon to develop and market the molecule in the Indian sub continent.
Launch
Alternatives: Launch BIOMab for Head and Neck cancer with Phase 2 results. Wait for the Phase 3 results. Invest in Phase 2 trials for other indications. Of the three alternatives waiting for the Phase -3 results to launch the drug for Head & Neck cancer is most appropriate. Explanation: Erbitux has already completed the Phase 3 tests. Thus launching BIOMab without similar kinds of tests will have an effect on its credibility.
Launch
Explanation Continued: Trials for studying the long term side effects of the drug were yet to be completed. Even a single case of bad side effects of the drug would seriously undermine the standing of the drug and the company alike Without proper proof about the effectiveness and safety of the drug it would not be possible to circumvent the skepticism of the doctors prescribing the drug. Minimal amount of trials might not be enough to convince oncologists to prescribe BIOMab over Erbitux. Even if Erbitux is launched before BIOMab, Biocon could always catch up by competitive pricing and with the USP of being home grown
Price
Alternatives: Setting the price equal to or higher than Erbitux i.e. 4000$ - 5000$ Setting it at a low price range of 1000$ Of the two alternatives a price point comparable to Erbitux is most appropriate. Explanation: The two tier price structure does not comply with the corporate objective of the company. A price higher than that of Erbitux would be expensive for most of the target customers.
Price
Explanation Continued: A low price however would also raise questions about the drugs credibility as it s a common psychology to link price with the quality of a product. Even if the price is on slightly higher side it was still cheaper in the long run as other conventional methods of cancer treatments were much more expensive. BIOMab also has the advantage of having been tried on a six dose treatment plan where as Erbitux was tried on a continuous treatment basis which further reduces the long the long term cost implications of BIOMab. Even if the higher price proves to be a deterrent to the sales it can always be adjusted later. But if a lower price is set now then increasing it at a later point of time would be very difficult without having an adverse effect on sales.
Channel
Alternatives: Directly through doctors Through the traditional pharma channel. Of the two alternatives distributing the drug directly through doctors is most appropriate. Explanation: Lack of required infrastructure at all pharmacies for storing such a specialized drug might be a constraint. Being a specialty drug wholesale distribution of the drug won t be necessary and as such the traditional route adds much less value Even if doctors prefer to procure the drugs from known pharmacies Biocon should be able to use its clout to influence doctors to procure the drug directly from them. Biocon might initially face problems in following this route of distribution but once the drug has a substantial standing it would be able to negotiate effectively with the doctors on ways to minimize its responsibility in the transportation of the drug.
Marketing Communication
Alternatives: Only target the doctors. Celebrity Endorsements. Targeting patients and their families along with the doctors. Of the three alternatives targeting patients and their families along with the doctors is most appropriate. Explanation: Cancer being a life threatening disease patients and families do have an interest in the treatment provided and also in certain cases it is necessary to acquire their consent before administering any kind of treatment. As result the patient and the family might play an important role to play as an influencer while selecting BIOMab. Celebrities might not have an impact on the decision as it s a life threatening disease. But a celebrity who has a history of Cancer survival might go a long way in promoting the drug.