BIOCON: Launching a New Cancer drug in India

Group Number 1 Presented by: Anshuman Upadhyaya Dhrubajyoti Das Kalai Selvam K Manish Bhatt Mohnish Jaiswal

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Agenda
5Cs Analysis SWOT Analysis Growth Opportunities- Ansoff Matrix Market size/ Revenue Potential

4P Strategy

5C Analysis
Customer

Head and neck cancer patients in India Increase in expected age JV Biocon Biochemical (Ireland) and Ms. Shaw, now wholly owned by Ms. Shaw Long term strategy: Enzyme to biopharmaceutical
Erbitux Imclone Systems - Launch imminent in India Established product proven 3rd phase trial - life long doses CIMAB Cuban cancer research center Approved drugs by US govt. Cancer incidence on rise in India business potential Prominence of head and neck cancer

Company

Competitor

Collaborator

Context

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W T
Strengths
Industrial Enzyme company Integrated Biotech (Syngene, Clinigene) First Indian Proprietary cancer drug CIMABs cutting edge science Pros outweigh the cons of the BIOMAb drug Near 100% efficiency in Phase tests

No Skin rashes
Cure within 6 doses of medication Price advantage cheaper than erbitux

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O

W T
Weaknesses
No Prior Knowledge and experience in Proprietary drug space
No knowledge about patients and oncologists No marketing and sales capabilities Credibility factor in the cancer drug space Economics of BIOMAb - Fuzzy

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W T Opportunities
New Market New Opportunities
Developing a great marketing and sales force Testing BIOMAb as a cure for other cancers Opportunity to learn mammalian cell technologies Indias has one of the biggest cancer populations in the world

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O

W T
Threats
Erbitux Surgery radiotheraphy chemotheraphy

Convincing the oncologists

New generic drugs

Growth Opportunities
Market Development Diversification

Market Penetration

Product Development BIOMAb

Market Size / Revenue Potential

Growth of cancer deaths in India (till 16) - 1.71% pa Assumptions
Growth rate of affordability in next 10 years will follow the short

run GDP growth rate of India ~ 10%

Revenue potential figures have been calculated by assuming BioMab captures the entire market potential

Affordability increases from 1.81% pa to 4.28% pa in 10

years

Market Size
Market Size
480,000 460,000

440,000
420,000 400,000 380,000 Market Size

360,000
340,000

2007 2008 2009 2010 2011 2012 2013 2014 2015 2016

Revenue Potential
Revenues
25,000,000 20,000,000 15,000,000 10,000,000 5,000,000 0

Revenues

2007 2008 2009 2010 2011 2012 2013 2014 2015 2016

4P Strategy
Product

Launch of a group of generic cancer products After successful 3rd phase clinical trials, launch BIOMAb

$ 1000 per dose

Price

Direct distribution - through oncologists/cancer hospitals

Place

Cancer Awareness and participation programs Free diagnostic camps at hospitals, mobile promotion vans Promotion Television promotion and ads

Thank you