Marketing Management

Biocon:
Launching a
new cancer
drug in india
Presented by
KRIS MENDONSA
MAHENDRA SINGH
NISHITH K SHETTY
SARTHAK SINGH
SHUBHAM BHAMRE
Situation Analysiss
Biocon was the first Indian company to
manufacture and export enzymes to US and Europe
in the year 1979. It was primarily into enzyme
manufacturing from 1978 to 1997. Eventually, in
2001, it started manufacturing insulin. Formed a
Joint Venture with CIMAB to develop and market
BIOMAb in India
Problem Identification
To take a decision on whether BIOMAb should be launched
immediately after 2nd phase trials or wait for 3rd phase results
BIOMAb Price launch.
About BIOMAb:
A first proprietary drug to be launched by an Indian
Company. Provided an opportunity for Biocon to
learn about the mammalian cell technology. Would
help Biocon to build new research and marketing
capabilities. Specially aimed at head and neck
cancer treatment. Target segment for BIOMAb was
the strongest in India with 21% of cases and 27%
of deaths worldwide from head and neck cancer
occurring here. In India, head and neck cancer
constituted 28.1% of total cancer incidents and
26.73% of cancer deaths.
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PRICING STRATEGY:

PRICE:
We suggest BIOMAb's launch price should be $2500 per dose. It would
be cheaper than the international price of $4000-$5000. This would
be more suitable for the Indian Market.
This would ensure Biocon recovers its initial capital investment in
approximately 2 years 8 months.
Pricing at a lower than half the international rate will potray low
quality.