Biocon Case Analysis
Biocon: Launching a New Cancer Drug in India
Section E
Group 5
Ankita Khandelwal (255)
Bojja Raghavendar Reddy (265)
Hitesh Chopra (275)
Nikhil Singh Rawat (285)
Raghavan K. V. (295)
Vaibhav Saxena (305)
Situation Analysis:
• Biocon is an Indian Drug company that has evolved over the years:
▪ It was an enzyme manufacturer for food industry and developed expertise in various fermentation processes
▪ In order to get into a bigger & faster growing market, it started manufacturing small molecule generic drugs like Statins and gained 15-20% share of the market
▪ Later it entered into large molecules market like Insulin because of a huge global market and a growing diabetic population in India. Its expertise in fermentation process helped it in the production of insulin. It captured 10% market share by pricing the product 20% lesser than competitors
▪ Because the Indian drug market was maturing, Biocon wanted to produce proprietary drugs like oral insulin and BIOMAb cancer drug which offered higher returns.
• Now it has formed an alliance with CIMAB to develop a new drug called BIOMAb for treating head and neck cancer.
▪ As part of its medium to long term strategy, Biocon wanted to develop products in collaboration with other partners.
▪ BIOMAb would give it expertise in Mammalian cell technology, which was the future of Biotechnology.
▪ It would also be a chance to develop a new market and build new research and marketing capabilities which are essential long-term success of the company.
Market Opportunity of BIOMAb
• Head and Neck cancer is one of the most prevalent forms of cancer in India, accounting for 28% of cancer incidences and 26% of total deaths.
• Currently Biocon is planning to launch the product in India.
• Around 1%
Section E
Group 5
Ankita Khandelwal (255)
Bojja Raghavendar Reddy (265)
Hitesh Chopra (275)
Nikhil Singh Rawat (285)
Raghavan K. V. (295)
Vaibhav Saxena (305)
Situation Analysis:
• Biocon is an Indian Drug company that has evolved over the years:
▪ It was an enzyme manufacturer for food industry and developed expertise in various fermentation processes
▪ In order to get into a bigger & faster growing market, it started manufacturing small molecule generic drugs like Statins and gained 15-20% share of the market
▪ Later it entered into large molecules market like Insulin because of a huge global market and a growing diabetic population in India. Its expertise in fermentation process helped it in the production of insulin. It captured 10% market share by pricing the product 20% lesser than competitors
▪ Because the Indian drug market was maturing, Biocon wanted to produce proprietary drugs like oral insulin and BIOMAb cancer drug which offered higher returns.
• Now it has formed an alliance with CIMAB to develop a new drug called BIOMAb for treating head and neck cancer.
▪ As part of its medium to long term strategy, Biocon wanted to develop products in collaboration with other partners.
▪ BIOMAb would give it expertise in Mammalian cell technology, which was the future of Biotechnology.
▪ It would also be a chance to develop a new market and build new research and marketing capabilities which are essential long-term success of the company.
Market Opportunity of BIOMAb
• Head and Neck cancer is one of the most prevalent forms of cancer in India, accounting for 28% of cancer incidences and 26% of total deaths.
• Currently Biocon is planning to launch the product in India.
• Around 1%