Essay About Indian Company And New Cancer Drug

Biocon : Launching a New Cancer Drug in India.
Falcons..!!Prerna Thakkar                   Mandar DeshpandePriya Singh                      Rohit DeshpandeAathira Suresh                    Amrut MotadeAyushi Vachher                  Pankaj NalawadePriya Sharma                     Sagar AjmeraMarketing Management Case Study – IBiocon : Launching a New Cancer Drug in India.Facts BIOCON (Est. 1979)CEO: Dr. Kiran Mazumdar-Shaw.India’s first manufacturer and exporter of enzymes U.S. & European market.Also first Indian company to be approved by U.S. (FDA). Experts in fermentation.In 1997 entered in biopharmaceutical market.1997 : Statins ; 2001: Insulin Second Indian company to cross $1 billion on the day of listing.First Indian company who launched proprietary drug.Willing to launch drug BIOMab  specially aimed at head and neck cancer treatment. Targeted area: India                           21% of these cases                           27% of deaths worldwide from head and neck cancer          India 28.1% cancer patinas are head and neck cancer and 26.73% has same cause of death.Problems Merck, well established competitor in oncology market.Use of new technology.Approval of drug.Where to launch? How to launch? What to launch? How to promote? What should be the price? Alternative for Problem Simultaneous LaunchImmediate launch.Launch of generic product before launching BIOMAb.Recommendation Product:  Launch after 3rd phase report.Launch other generics to develop the sales     and to be in touch with customer.Price: Launch with low price compare to competitor. Place:  Built fully prepared sales team.Take support of CFAThe product should be sold directly to doctors, it will help to reduce cost.Promotion: Promote the benefit of drug that it has no skin   rashes. Built the confidence and trust among the doctors, patients and their families. Convey the 2nd phase result that having 100% response when used with both radio and chemotherapy.THANKS..!!