Alay Shah 2012068 Jayalaxmi Ganihar 2012079 Meghana Shetty 2012087 Priyank Gujrani 2012095 Sromona Dutta 2012114

Suchitra Thangarajan 2012115 Swayambhar Majumder 2012121

1. Should you wait for the phase three trials? Or launch it at the earliest? Elaborate your action plan
BIOMAb entering the market without phase 3 tests lacks the credibility that its competitor has. BIOCON shouldnt launch BIOMAb immediately and should go for phase 3. The phase 3 results will prove reliability of the medicine and help it level with its main competitor (Erbitux) in terms of credibility. Parallel with the phase 3 tests they must establish themselves in the market by launching cancer generic medicines. After completion of phase 3, BIOMAb can be launched. Its advantages over Erbitux in terms of lesser side effects and lower cost can help them to enter the market and compensate for their late entry.

2. What is the market size for BIOMAbs????

Incidence for head and neck cancer was highest in India 1900 patients can afford BIOMAb

Indian economy of was growing by 9% annually

Indian annual population growth rate of 1.4% could increase market potential for future

20,000 of 190,000 would be in advanced stages of cancer where BIOMAb in conjunction with radio or chemotherapy would be used.

3. Develop a launch plan detailing the price, channel & communication decisions
Price-$1000 Channel 1: Traditional
Biocon CFA Wholeseller Hospital Pharmacy Doctor

Channel 2: Direct customer

Contd. Communication- Detailing, help and support through website, consumer help lines, sales force and direct to consumer advertising, campaign using celebrities, sales rep spend 2-3 hours explaining the product to the patient.

4. Discuss BIOMAbs role in over strategy of Biocon?

Launch of BIOMAb at a time when Indian patent laws had changed which allowed reverse engineering and copying the latest blockbuster drugs developed in the West. New experience in marketing and selling oncology drugs. Learn mammalian cell technology. Look for interesting products to develop from all over the world. Firms that have discovered potential biotech drugs but do not have the ability to get the product through various trial phases and commercializing the drug can form a joint ownership with Biocon which will provide expertise in return for intellectual property. Manufacturing and getting marketing rights of the product for India and other geographies. US govt. had approved to license 3 drugs created by CIMAB.

THANK YOU