MKTM503 : ACADEMIC

TASK I

Student name- RIA HEMBROM Roll no.- A-01

Registration no. – 12102014 Assigned Company- BIOCON

A. Identify any one product/brand from the assigned company as per your liking and list the
product/brand below:

Name of the Chosen Product/Brand: BIOCON / INSUGEN

Question 1: Which orientation is primarily been followed by the organization? Proper

justification to support your answer must be provided.
[5 Marks]

Product Identified Orientation and with proper justification

/Brand of your answer

BIOCON/ Biocon follows the Marketing orientation concept

INSUGEN
because BIOCON’s business and market values are
woven around its commitment to core values of
quality, affordability, reliability and innovation. As its
strategy focuses on to provide affordable access to
advanced biopharmaceuticals for global patient
populations. Therefore I think that the organization focuses
on marketing concept. Biocon not only holds the key to
achieve organizational goal but also focuses on their
customer needs, the profitability, and the process of
integrated marketing and targets their stipulated market
too.
Question 2: Identify the two most important environmental factors affecting your selected
product/brand. Clearly give justification of your answer.
[10 Marks]
Environmenta Environmental factors affecting your selected
l Factor
product/brand
Socio culture environmental factor - There was a need of
quality insulin’s across the globe and thus Biocon seeked to shift
the access paradigm for it through its “ Mission 10
cents” program . The company started the program and partnered
with Philippines’s government for long term to enable affordable
access for patients.
I chose this factor because sociocultural environment factor deals
Factor 1
with the characteristics of the society and the culture that reflects
their values and beliefs. Here in the above statement it clearly shows
that there was a need for
affordable insulin’s in Philippines and thus Biocon extended their
program to support low and middle income parts of the country to
build a sustainable healthcare ecosystem and thereby helping the
society.

Economic environmental factor – Due to Covid related

operational challenges in Biocon, the company saw a muted
growth in the API’s facilities in Bangalore and Hyderabad.
Q1FY22 P&L was effected by a share loss in its Boston based
associate start up entity.
I chose this as an economic environmental factor because the losses
that the company has faced in the year 2021 will also be affecting
Factor 2
the year 2022. And this is affecting the economy of the company
worldwide.
Question 3: Identify the biggest competitor of your allocated organization in the
category of your selected product/ brand. What do you feel is the future of this
competition?
[5 Marks]
Specify the name of company considered as relevant
competition: NOVO NORDISK
The increasing commonness of diabetes and obesity across the world is one
of the main factor which is driving the growth of the market. Looking at the
active lifestyles of people, growing geriatric population and unhealthy dietary
habits, a large number of people are suffering from chronic lifestyle diseases,
and thus increasing the demand for insulin therapeutics. The competitive
landscape of the industries was examined in which Biocon and Novo Nordisk
seems to have a relevant competition because of the growing requirement for
biosimilar drugs, which is owing to their high efficiency and cost
effectiveness, and is provided by the company to boost the market growth.
Question 4: For your selected product/brand, identify primary value addition activities
performed by the organization in creating the value at each stage starting from receipt of
raw material to delivery to end customer
[10 Marks]
Stages Value addition activities

The activities of Biocon are related with storing, receiving

and dissementing the inputs of the products. Biocon has now
outsourced many of its inbound logistics activities and thus
Inboun mainly includes the warehousing of physical products,
d
Logistic
architectures to receive and store customer’s information for
s digital media company and material handling too.

Biocon’s manufacturing operations are supported by a

strong quality culture that helps to transform raw materials
into finished and fine products. It has a consistent track
record of regulatory compliance which enables the company
Operations
to efficiently manufacture and supply differentiated complex
products and help them to emerge as a strong player.
Biocon has 5 state of art facilities across Bangalore,
Hyderabad and Vishakhapatnam in India that manufacture
high quality products with efficiency and reliability.

Outbound logistic’s activities involves wholesalers and

Outboun retailers order fulfillment, processing, scheduling ,
d
Logistics
distribution networking and warehousing. Biocon performs
these activities to distribute finished products to channel
partners and then final buyers.
 The activities here are involved to generate a mean through
which buyer can buy a firm’s product. Activities include
Marketing promotion, channel selection, marketing, advertising,
& Sales
promotion, sales force management etc.
Biocon is committed to work with end-consumers (B2B and
B2C sales) and customers to ensure the products are
delivered to them safely and timely.

Biocon provides the value chain to supply pharmaceutical

in bulks to develop proprietary molecules and to form their
Service own branded formulations. Biocon too needs to provide
maintenance of successful usage of product and after sales
services.