Case Study Number - 11

Group Members: 1. 2. 3. 4. 5. 6. Deepak Kumar Mall Anil Hembrom Nibin Isaac Rajat Arora Shivam Nayak Vimal Kumar – PGP/13/142 – PGP/13/132 – PGP/13/152 – PGP/13/162 – PGP/13/172 – PGP/13/182

Major Issues When to launch BIOMab: Immediately after the phase II trials or after the completion of phase III trials. .  What should be the launch strategy  product portfolio  Price  channel(place)  marketing communication (promotion).

Price The product shall be priced at $ 1000 compared to international prices of $ 4000-$5000.Recommendations      Launch BioMab immediately after approval to gain the first mover’s advantage. Place Ternary health care centers in India targeting oncologists directly. . CME (Continued Medical Education) can be a medium to promote the product. Promotion Target doctors by educating them about the product so that they become knowledgeable and then use it in their practice. Product Launch BioMab as a stand-alone product in the Head & Neck Cancer Drug market.

along with generics it will be a case of under- selling your block buster product  Price:  We price it at $1000 to maintain a competative advantage over Erbitux.Justifications If BIOMab launches immediately after approval it will gain the first movers advantage. when it enters the market  Place:  Direct e selling to oncologists & ternary health centers will reduce costs and provide better market penetration.  The pharma drugs market is characterized in a manner that the Proprietary drug is in advantage only if it is the first mover. The mass market is catered by the generic manufacturers. The estimated market potential is 1900 patients (head & neck).  Product:   If we launch BIOMab. .  Promotion:  Since BIOMab is a first of a kind in indian market it makes more sense to educate doctors about it rather than spread its awareness in mass public directly.

05% 32.57% 55.88% 90% 100% 10260000 11400000 58.72% 52.67% 24.78% 50% 60% 70% 80% 5700000 6840000 7980000 9120000 44.29% .Market Potential Calculation  Potential Market Market Share 10% 20% 30% 40% 1900 Revenue (in $) 1140000 2280000 3420000 4560000 (Head & Neck Cancer Patients) Share of BioMab 13.76% 61.19% 48.20% 38.

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