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 shouldn’t 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 BIOMAb’s????
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

Hospital
Biocon CFA Wholeseller Doctor
Pharmacy

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 BIOMAb’s 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