Download

BIOPURE – STRATEGIC MARKETING






Advertisement
/ 22 []
Download Presentation
Comments
bessie
From:
|  
(680) |   (0) |   (0)
Views: 239 | Added: 24-02-2012
Rate Presentation: 1 0
Description:
BIOPURE – STRATEGIC MARKETING. BA 160 – Marketing Berkeley, 07-17-2002 Lars Eiermann, Eric Hirschberger, Alexander Mantzsch, Carsten Müller, Kristian Radic, Malte von Reden. AGENDA. I. Introduction a. Product comparison b. Key issues II. Qualitative points of view a. SWOT analysis
BIOPURE – STRATEGIC MARKETING

An Image/Link below is provided (as is) to

Download Policy: Content on the Website is provided to you AS IS for your information and personal use only and may not be sold or licensed nor shared on other sites. SlideServe reserves the right to change this policy at anytime. While downloading, If for some reason you are not able to download a presentation, the publisher may have deleted the file from their server.











- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - E N D - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -




Slide 1

BIOPURE – STRATEGIC MARKETING

BA 160 – Marketing

Berkeley, 07-17-2002

Lars Eiermann, Eric Hirschberger, Alexander Mantzsch, Carsten Müller, Kristian Radic, Malte von Reden

Slide 2

AGENDA

I. Introduction

a. Product comparison

b.Key issues

II. Qualitative points of view

a. SWOT analysis

b. Value benefit analysis

III. Quantitative points of view

a. Break even analysis

IV. Strategic recommendation

Biopure Marketing Strategy

Slide 3

INTRODUCTION

  • To February 1998 Biopure had spent over $ 200 million on developing Hemopure

  • During the development process Oxyglobin was discovered

  • Biopure has not brought a product to market yet

  • Funds are sufficient to operate for two more years

  • Hemopure will probably receive approval during 1999 while Oxyglobin is approved and ready to launch

Biopure Marketing Strategy

Slide 4

GENERAL BENEFITS OF BLOOD SUBSTITUTES

  • Blood substitutes are universal

  • Free of threads like AIDS

  • Storable for up to 2 years

  • Immediately 100% efficient at transporting oxygen

  • Further benefits due to smaller molecules

Biopure Marketing Strategy

Slide 5

Criterion

REGULAR BLOOD

BAXTER

HemAssist

NORTHFIELD

PolyHeme

BIOPURE

Hemopure

storage temperature

2 - 4° C

< 4° C

2 - 30° C

< 4° C

Origin

human blood

Outdated human blood

Outdated human blood

cattle blood

potential bottlenecks

Seasonal variations

Outdated blood containers

Outdated blood containers

None

procurement costs of basis

medium

medium

high

low

Price

$ 125 - 425

$ 600 - 800

$ 600 - 800

$ 600 - 800

PRODUCT COMPARISON - HEMOPURE

Biopure Marketing Strategy

Slide 6

PRODUCT COMPARISON - OXYGLOBIN

  • Many advantages of Oxyglobin compared to regular blood

  • Oxyglobin is ready to launch

Biopure Marketing Strategy

Slide 7

Conclusion

KEY ISSUES I

  • Should BIOPURE introduce Oxyglobin at all?

Reasons for the introduction of products in general

Ability to

spread risk

Opportunities

in market

Revenues

Experience /

Best practice

Oxyglobin should be introduced!

Biopure Marketing Strategy

Slide 8

late1999

February 1998

KEY ISSUES II

  • When would be the best point of time to introduce Oxyglobin?

Biopure Marketing Strategy

Slide 9

AGENDA

I. Introduction

a. Product comparison

b.Key issues

II. Qualitative points of view

a. SWOT analysis

b. Value benefit analysis

III. Quantitative points of view

a. Break even analysis

IV. Strategic recommendation

Biopure Marketing Strategy

Slide 10

SWOT ANALYSIS - BIOPURE

Strengths

Weaknesses

Opportunities

Threads

Biopure Marketing Strategy

Slide 11

  • Time & development advantage on animal market

  • Both products are nearly identical in terms of production processes

  • Funds are sufficient for 2 years

S

W

O

T

STRENGTHS

Biopure Marketing Strategy

Slide 12

  • Dissension within BIOPURE’ s top management

  • No distribution network

  • No experience in going to market

  • Stockholders with high expectations

  • Enlargement of production plant needed for expansion

S

W

O

T

WEAKNESSES

Biopure Marketing Strategy

Slide 13

S

W

O

T

  • Innovative product

  • Demand on blood that cannot be satisfied due to periodic shortage and anemia

  • High benefits for autologous donators

OPPORTUNITIES

Biopure Marketing Strategy

Slide 14

S

W

O

T

  • Uncertain market price

  • Hemopure’s market entry depends on the FDA approval process

  • Competitor with production capacity three times larger, established distribution network and additional products in other markets

THREADS

Biopure Marketing Strategy

Slide 15

Criterion

Rating

Oxyglobin

ASAP

Oxyglobin

later

Gain of experience

26

2 x 26 = 52

1 x 26 = 26

Generate revenues / profit

25

50

25

Pricing of Hemopure

25

25

50

Position in Market

8

16

8

Customer Awareness

8

16

8

Usage of production capacity

4

8

4

Flexibility of production plant & administrative effort

4

4

8

100

171

129

VALUE BENEFIT ANALYSIS

Biopure Marketing Strategy

Slide 16

AGENDA

I. Introduction

a. Product comparison

b.Key issues

II. Qualitative points of view

a. SWOT analysis

  • Value of benefit

    III. Quantitative points of view

    a. Break even analysis

    IV. Strategic recommendation

Biopure Marketing Strategy

Slide 17

BREAK EVEN POINTS FOR DIFFERENT PRICES

Assumption : Marketing costs = 5% of max. revenue

Biopure Marketing Strategy

Slide 18

„BREAK-EVEN PERCENTAGE“

Biopure Marketing Strategy

Slide 19

PRICING OF OXYGLOBIN

Oxyglobin should be introduced at a price of $ 200 per unit

  • Demand exceeds break-even point

  • Pet Owners are willing to pay even more

  • Price Range of Oxyglobin - Hemopure

  • Assuming maximum sales, profit turns out to be $ 37.050.000 p.a.

  • Influence of Oxyglobin’s price on Hemopure is questionable

Biopure Marketing Strategy

Slide 20

AGENDA

I. Introduction

a. Product comparison

b.Key issues

II. Qualitative points of view

a. SWOT analysis

b. Aspects of different options

III. Quantitative points of view

a. Break even analysis

b. Nutzwertanalyse

IV. Strategic recommendation

Biopure Marketing Strategy

Slide 21

STRATEGIC RECOMMENDATIONS

  • Introduce Oxyglobin as soon as possible at $ 200

  • Launch a market research to receive more detailed information on the Hemopure market

  • Marketing department should distinguish Oxyglobin and Hemopure as two independent products

  • Advertisement for Oxyglobin should consist of adds in veterinary journals and practices as well as of attendance at veterinary trade shows

Biopure Marketing Strategy

Slide 22

DISCUSSION

KRISTIAN.RADIC@GMX.DE

Biopure Marketing Strategy


Copyright © 2014 SlideServe. All rights reserved | Powered By DigitalOfficePro