Presentation by: Group 10, Section E Group Members: Karthik Narayanan P.

Hitesh Chittara Bikramjit Chaudhury Sanjay Malode Ajay Kumar K.S. Ashima Sharma

Biopure Corporation

MARKET ANALYSIS

Veterinary Blood Market

No current competition No competition in the near future High price sensitivity as few people have medical insurance for pets

Human Blood Market

Overall demand projected to increase Blood substitutes have better advantages Two possible competitors

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6 September,2011

Biopure Corporation

COMPANY ANALYSIS

No Revenue generated till date Availability of $50 million to support operations for two years Expected FDA approval in two years for Hemopure Stakeholders interested in taking the company public Lack of experience in marketing

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6 September 2011

Revenue Calculations REVENUE CALCULATION FROM OXYGLOBIN

Number of Veterinary Practices Number of Primary care Practice Number of Emergency Care Practice Units of Canine Blood transferred in Primary care Units of Canine Blood transferred in Emergency care Total units of blood transferred for Canines 15000 14250 750 17 150 354750

Percentage of Canine cases Total Units of blood transferred for all cases
Percentage of veterinary doctors dissatisfied Probable number of units of Oxyglobin that can be sold Price of each Oxyglobin unit Total revenue that can be generated in one year

50% 709500
84% 595980 $150 8,93,97,000

Biopure Corporation

PROS & CONS

Pros Generation of revenues of around $180 million in 2 years First mover advantage Platform to identify their marketing flaws and a learning ground for the company. Opportunity to recover a major part of its investment costs Ability of Oxyglobin to support the company if Hemopure fails to get FDA approval Capture the interest of prospective investors when the company goes public Cons May not be able to justify the high price of Hemopure
Marketing-I 6 September 2011

Biopure Corporation

RECOMMENDATION
Launch

Oxyglobin at a price of $150 per unit Set up training centres to train sales representatives Use extra revenue generated from the sales to market Hemopure at the time of its launch Highlight the distinguishing features of Oxyglobin and Hemopure before launching the latter

Marketing-I

6 September 2011