Professional Documents
Culture Documents
Submitted By
Anish Narula – B17007
Deepika Rawal – B17016
Pooja Patil – B17035
Prathamesh Kadam – B17037
Saee Diwan – B17045
Samir Goyal – B17046
About BIOCON
1994 – ‘Syngene’ research company established 2000 – ‘Clinigene’ clinical trials company established
1996: Entered
2002:Development of
1978- 1997: Evolution Biocon biopharmaceuticals with 2000- Insulin Market
proprietary drugs(BIOMAb)
Statins
• 1st Indian company to • Global biopharmaceuticals • Reasons: Large global market, • Reason: Price pressure
manufacture & export to the US industry by 2016 ~$80 billion Diabetics to grow to 79 million on generic product
& Europe enzymes • Challenges: Technology & by 2030 & capability to • BIOMab – a proprietary
market development ferment 100000 litres drug for head and neck
• 1994 – ‘Syngene’ research cancer
• Expertise in various
fermentation process company established • Required high clinical trials
• Lovastatin, Simvastatin &
Pravastatin – Patent set to • 2004 -10% share in insulin
• Market opportunity in enzyme
expire market
industry low • 1st Indian company to get US
FDA approval • First time marketing
• Maximum potential for Biocon • 15%-20% statin share in the experience
~ $100 - $150 million US 7 Europe
About BIOMAb
In 2002…
CIMAB
• Research on BIOMab with promising phase 1
results
• Has the patent New Additional Brand Diversification
• Evaluation of trade off between waiting for 3rd trial or • No experience in selling oncology drugs
launching after 2nd trial • Need to setup new channels to connect to
• No prior experience in manufacturing drugs for oncologists
mammalian cells and hence low credibility of product • Anticipated shipping volumes were very low
• Time and money spent in conducting 3rd trial would • Decision of Indirect versus Direct selling
give first mover’s advantage to Erbitrux
Place Promotion
• Directly to doctors using clearing and forwarding agents. • Traditional detailing (communicating benefits to oncologists)
(cost-effective) • Also, help, support and information to patients and families
• Traditional channel option through website, consumer help lines , sales force and direct
• Biocon – CFA- wholesaler-retail/hospital pharmacy-doctor to consumer advertising.
(leveraging on relationship between doctors and
pharmacies)
GE Model - Market Attractiveness vs Company Strength
Market Attractiveness
Biocon should not launch BIOMab and strengthen Biocon should launch generic products
their R&D and Sales capabilities followed by BIOMab after phase-3 trials
Time to strengthen their sales capability, while Ebitrux entry will facilitate the process of
they can asses the market impact of generic drugs educating the doctors and patients with this
and use the knowledge in launching BIOMab. new method of treatment.
THANK YOU