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Biocon BIOMAb Launch Strategy Analysis

This document discusses the options for Biocon to either launch their new drug BIOMAb immediately after phase 2 trials or wait for phase 3 trials. Launching immediately could allow them to be early market leaders but risks safety issues and negative marketing if competitors' products are more proven. Waiting for phase 3 trials allows specifying treatment costs and highlighting lack of side effects with proven results, but risks losing market share if competitors enter first. The document analyzes advantages and disadvantages of both options.

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Dakshin Sudarshan
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10 views6 pages

Biocon BIOMAb Launch Strategy Analysis

This document discusses the options for Biocon to either launch their new drug BIOMAb immediately after phase 2 trials or wait for phase 3 trials. Launching immediately could allow them to be early market leaders but risks safety issues and negative marketing if competitors' products are more proven. Waiting for phase 3 trials allows specifying treatment costs and highlighting lack of side effects with proven results, but risks losing market share if competitors enter first. The document analyzes advantages and disadvantages of both options.

Uploaded by

Dakshin Sudarshan
Copyright
© All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd

Product & Brand

Management
Case Discussion - 1
Biocon
By:
Group - 2
QUESTION - 1
Whether to launch BIOMAb immediately after
approval (based on phase – 2 trails) or wait for
phase 3 trails ? Explain rationale and implication

Date 2
Market Attractiveness
INCIDENCE & PREVALENCE (POTENTIAL)
01 Cancer is one of the leading causes of death in developing countries

SURVIVAL & PREVENTION (PRODUCT)


02 Depends upon the type of cancer and stage of diagnosis

TREATMENT (PRICE)
03 Expensive treatment make it unavailable to everyone

COMPETITION
04 Erbitux is a major established renowned competitor.

[Link]
IMMEDIATE LAUNCH
DISADVANTAGES
ADVANTAGES  Safety and security aspects
 Can enjoy the benefits of being were at stake.
the market pioneers for treating  Competitors product has
head and neck cancers.
 Can proudly leverage BIOMAb’s UP proven results, which can lead
to negative marketing of
BIOMAb thereby damaging
“ Indian” Origins, it being the
first ever proprietary drug the brand image leading to
developed and marketed by an
Indian firm for Indian patients. DOWN destruction of future scope
too!
 Conducting 3rd trail will be a
time consuming, challenging
process, they may miss out on
the market share by then!
 Lack of proper and strong
sales team which a serious
player in oncology
marketplace so possess like.

[Link]
LAUNCH AFTER 3rd TRIAL
ADVANTAGE DISADVANTAGES
 6- dose treatment which will  If Erbitux entered into
help specify the exact cost of the market then
the treatment. BIOMAb may miss out
 No side effect like skin rashes, the opportunity to reach
etc can be highlighted with out to a wider audience.

UP
proven test results
 Competitive pricing with proven
reports will explore the market
potential.
 There is also a possibility of
identifying that how BIOMAb
can be used to treat cancers
DOWN
other than head and neck
cancers, thus exploiting that
potential opportunity also.
 Can develop a strong sales team
like a one which a serious player
in the oncology marketplace
possess.
 Can come up with competitive
pricing strategy

[Link]
Date Your Footer Here 6

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