Essay About Retail Pricethus Rp And Assessment Of Customer Needs

Bio Case Questions
Biocon Case Questions 1. First answer the following questions:        a. Who are the customers, what are their needs and how many of them are there?        b. Who are the competitors and how do their offering compare to BIOMAb?        c. How many treatments of BIOMAb would Biocon have to sell in order to break even? Be ready to show your calculations to the class.2. Based on your assessment of customer needs, the competitive environment, and the strengths and weaknesses, should Biocon immediately release BIOMAb if Biocon receives approval for the drug?3. If the product is released, what marketing programs should be used to support it? How should it be prices? Where should it sold? How should it be promoted? Marketing 550K   –   Marketing AnalysisYou are bound by the honor code not to share this information with anyone outside your class. Biocon Breakeven Fixed Costs = $25,000,000Variable Costs/treatment :        CGS$192R&D 116Marketing 192Total$500Prices and Markups:Retail$1000CFA  1%Distributor10%Pharmacy12%Marketing 550K   –   Marketing AnalysisYou are bound by the honor code not to share this information with anyone outside your class. Figuring out Wholesale PriceRetail Price  = Biocon’s Price + Markup        (RP)                (WP) Markup is figured o retail priceThus RP = WP + RP*Markup WP =  RP – RP*Markup WP = RP(1-Markup)Biocon’s Price = 1000(1-.01-10-.12)                $770 Marketing 550K   –   Marketing AnalysisYou are bound by the honor code not to share this information with anyone outside your class. Break Even Analysis at $1000 Retail