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Biopure. Berkeley Consultant Group. Nell Financial Consultant Stephen Risk Consultant Amy Marketing Consultant Fevzi General Consultant Tuba Marketing Consultant Hye Young Chief Consultant Hakan Marketing Consultant. Content. Introduction. Dimensions. Decision. Marketing Strategy.

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Presentation Transcript
slide1

Biopure

Berkeley Consultant Group

Nell Financial Consultant

Stephen Risk Consultant

Amy Marketing Consultant

Fevzi General Consultant

Tuba Marketing Consultant

Hye Young Chief Consultant

Hakan Marketing Consultant

slide2

Content

  • Introduction
  • Dimensions
  • Decision
  • Marketing Strategy
  • Financial Analysis
  • Conclusion

Marketing BA 160

company background
Company background

Privately owned biopharmaceutical firm

Potential products:

  • Content
    • Introduction
    • Company Background
    • Problem
    • Recommen- dation
    • Dimensions
    • Decision
    • Marketing strategy
    • Financial Analysis
    • Conclusion

Hemopure

Oxyglobin

For Human usage

Awaiting approval by FDA

For animal usage

Ready to launch

Marketing BA 160

slide4
Should we launch Oxyglobin?

If we launch Oxyglobin, at what price?

How should we market Oxyglobin?

  • Content
    • Introduction
    • Company background
    • Problem
    • Recommen- dation
    • Dimensions
    • Decision
    • Marketing strategy
    • Financial Analysis
    • Conclusion

Problem

Marketing BA 160

slide5

Content

    • Introduction
    • Company background
    • Problem
    • Recommen- dation
    • Dimensions
    • Decision
    • Marketing strategy
    • Financial Analysis
    • Conclusion

Recommendation

Launch Oxyglobin now !

Retail priced at $200 !

Marketing BA 160

slide6
Product-analysis

Market-analysis

Consumer behaviour

Competitors

  • Content
    • Company background
    • Problem
    • Dimensions
    • Decision
    • Marketing strategy
    • Financial Analysis
    • Conclusion

Dimensions to consider

Marketing BA 160

slide7

Content

    • Company background
    • Problem
    • Dimensions
    • Product-
    • Analysis
    • Market Analysis
    • Consumer Behavior
    • Competition Analysis
    • Decision
    • Marketing strategy
    • Financial Analysis
    • Conclusion

Strengths

Weaknesses

-„universal“ blood substitute

- reliable and stable suppliers

- free of contamination

- storable up to 2 years at room temperature

- 100% efficient at transporting oxygen

- short half-life

- potential for higher toxicity

Product-Analysis

Marketing BA 160

slide8
Human

- 40% of the market is for individuals over 65

- 65 and over cohort is expected to double by 2030

- Risk of disease transmission discouraged rates of donation

  • Content
    • Company background
    • Problem
    • Dimensions
    • Product-
    • Analysis
    • Market Analysis
    • Consumer Behavior
    • Competition Analysis
    • Decision
    • Marketing strategy
    • Financial Analysis
    • Conclusion

Market-Analysis

Decreasing number of donors but increasing number of recipients

  • Animal
  • - 15,000 veterinary practices are present
  • Approx. 350,000 units per year just for dogs
  • alternatives priced $ 80 - $120 for primary care practices
  • alterantives priced $130 - $ 170 for emergency care practices
  • 84% of veterinarians are dissatisfied with the current process

Marketing BA 160

slide9
High price sensitivity for animal market

Low price sensitivity for human market

Fear of contracting diseases

In critical cases, 85% of owners are willing to pay $200/unit of Oxyglobin

  • Content
    • Company background
    • Problem
    • Dimensions
    • Product-
    • Analysis
    • Market Analysis
    • Consumer Behavior
    • Competition Analysis
    • Decision
    • Marketing strategy
    • Financial Analysis
    • Conclusion

Consumer Behavior

Marketing BA 160

slide10
Human Market

Competitors

Baxter International

Northfield Labs

Cost advantage (raw material)

Independent from human blood

Does not require refrigeration

Animal Market

No competition in terms of blood substitutes

  • Content
    • Company background
    • Problem
    • Dimensions
    • Product-
    • Analysis
    • Market Analysis
    • Consumer Behavior
    • Competition Analysis
    • Decision
    • Marketing strategy
    • Financial Analysis
    • Conclusion

Competition Analysis

Marketing BA 160

slide11

Content

    • Company background
    • Problem
    • Dimensions
    • Decision
    • Reasons
    • Risks
    • Marketing strategy
    • Financial Analysis
    • Conclusion

Reasons to launch now

  • Establish „Biopure“
  • Test out the

marketing strategy

  • Test out the manufacturing machines
  • Create revenue
  • Avoid negative press
  • Gain experiences with the blood substitute market

Marketing BA 160

slide12
Unrealistic price expectations for Hemopure

Solution: Communicate the difference between Oxyglobin and Hemopure

  • Content
    • Company background
    • Problem
    • Dimensions
    • Decision
    • Reasons
    • Risks
    • Marketing strategy
    • Financial Analysis
    • Conclusion

Risk: Price Difference

Marketing BA 160

slide13
Oxyglobin fails

Solution: The lack of competition and sufficient demand minimizes the risk of failure

  • Content
    • Company background
    • Problem
    • Dimensions
    • Decision
    • Reasons
    • Risks
    • Marketing strategy
    • Financial Analysis
    • Conclusion

Risk: Product Failure

Marketing BA 160

slide14
Stereotyped as animal care supplier

Solution: Well tailored marketing strategy

  • Content
    • Company background
    • Problem
    • Dimensions
    • Decision
    • Reasons
    • Risks
    • Marketing strategy
    • Financial Analysis
    • Conclusion

Risk: Image Stereotyped

Marketing BA 160

slide15

Content

    • Company background
    • Problem
    • Dimensions
    • Decision
    • Marketing strategy
    • Financial Analysis
    • Conclusion

Marketing strategy overview

  • Image
  • Mediums
  • Distribution channel

Marketing BA 160

image
Life saver, not just pet saver

Revolutionary practice of medicine

Innovative, first mover

  • Content
    • Company background
    • Problem
    • Dimensions
    • Decision
    • Marketing strategy
    • Image
    • Mediums
    • Distribution Channel
    • Financial Analysis
    • Conclusion
Image

Marketing BA 160

slide17

Content

    • Company background
    • Problem
    • Dimensions
    • Decision
    • Marketing strategy
    • Image
    • Mediums
    • Distribution Channel
    • Financial Analysis
    • Conclusion

Mediums

  • Trade publications
  • Journals
  • Pamphlets
  • Web site

Marketing BA 160

slide18
Distributors

30% of price per unit

Settled distribution system

Experienced

Economies of scale

  • Content
    • Company background
    • Problem
    • Dimensions
    • Decision
    • Marketing strategy
    • Image
    • Medium
    • Distribution Channel
    • Financial Analysis
    • Conclusion

Distribution channels

  • 30% of price per unit
  • Settled distribution system
  • Experienced
  • Economies of scale

Manufacturer direct

  • $10 - $15 per unit + expenses for sales force
  • Better for well established and high volume products

Marketing BA 160

financial analysis
Price of $200

unit price $100.00

unit variable cost

distributors $ 30.00

raw material $ 1.50 unit contribution $ 68.50

Fixed cost

production $ 15 m

marketing budget $ 1 m

  • Content
    • Company background
    • Problem
    • Dimensions
    • Decision
    • Marketing strategy
    • Financial Analysis
    • Conclusion
Financial Analysis

Marketing BA 160

slide20

Content

    • Company background
    • Problem
    • Dimensions
    • Decision
    • Marketing strategy
    • Financial Analysis
    • Break even
    • Conclusion

234,000

Break-even

Marketing BA 160

slide21
Use Distributors

Marketing activities

Implementation of company sales force, after products are established

Use profits from Oxyglobin to expand capacity

Launch Oxyglobin, retail-priced at $200

  • Content
    • Company background
    • Problem
    • Dimensions
    • Decision
    • Marketing strategy
    • Financial Analysis
    • Conclusion

Conclusion

Marketing BA 160

slide23

Appendix

Calculation for dogs

14,250 (95% of 15,000 practices) x 17(units per practices) x 0.4 + 750(5% of 15,000 practices) x 150(units per emergency practice) x 0.85 = 192,525

192,525 x 4.5 / 2.5 = 346,545 units

Assumptions:

4.5 of acute blood loss get a transfusion (84% of veterinarians are dissatisfied with current process)