Biopure Market Potential Exercise Suggested Solution Question 1) How would you revise the market potential for Hemopure? The best four-segment solution to the usage problem includes these categories: elective surgery; emergency surgery; in field trauma; and chronic anemia. Current Usage Change Potential Usage Trauma (in field) 200‚000 *10 2‚000‚000 Currently only 10% of trauma cases get blood transfusions in the field. With better storage potential and no need for blood
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Marketing Management – Assignment No. 2 Topic – Product Pricing (Biopure Case) CASE ANALYSIS for Biopure with respect to Pricing of Oxyglobin Our group analyzed the case and concluded that price of oxyglobin should be determined on perceived value approach. We calculated perceived value from case data and arrived at a price of $181. We are planning to launch it at a price of $175 to Vet so that there is some customer incentive to purchase and at same time‚ there is minimum ‘money left
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Biopure Corporation Case Study Richard Addington PHD Table of Contents 1. Executive Summary 2. Situation Analysis a. Human Blood Demand b. Human Blood Pricing c. RBC limitations 3. Internal Environment d. Strengths and weaknesses of Oxyglobin e. Strengths and weaknesses of Hemopure 4. External/Competitive Environment f. Baxter g. Northfield h. Biopure 5. Animal Blood Market 6. Marketing Plan i. Positioning j. Pricing
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Background Analysis Company Biopure Corporation (“Biopure”) was founded in 1984 with the primary goal of developing a human blood substitute‚ a product with the oxygen-carrying property of blood but without many of the limitations of donated blood. No blood substitute has received approval for any use anywhere in the world‚ but Biopure is one of three promising competitors in the field. After many years of research and development‚ Biopure just received FDA approval for the commercial launch of
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INTEROFFICE MEMORANDUM TO: CARL RAUSCH‚ CEO‚ BIOPURE FROM: XXXXXXXXXX‚ MARKETING ANALYST‚ BIOPURE SUBJECT: OXYGLOBIN LAUNCH DATE: 50 4/22/2010 This memorandum is to propose that Biopure prepare to launch Oxyglobin as quickly as possible. The product should be priced at approximately $150 per unit and be advertised and distributed to emergency care veterinarians for use in dogs. Significant efforts need to be made in trade publications to educate veterinarians in this
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In addressing the issue‚ the following were considered: a sensitivity analysis for potential consumption of different price series‚ associated revenues and costs‚ and gross profit from different distribution methods. It is recommended that Biopure: 1. Introduce Oxyglobin immediately at a price of $100 to veterinarians. 2. Have an independent sales force distribute the product to maximize profits. 3. Advertise Oxyglobin in both veterinarian journals and trade shows. 4. Establish
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Brief Overview: Biopure has two new products namely Oxyglobin and Hemopure. Oxyglobin is a first of its kind‚ new blood substitute for the veterinary market and has passed all the tests and is ready for consumer use. Hemopure is another such blood substitute for the human market and it will take a minimum of two years to launch the product from now. There is a concern about creating an unrealistic price expectation for Hemopure by marketing Oxyglobin before Hemopure. Whereas another point of view
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Decision Sheet – Biopure Corporation Marketing Objective – Whether to launch Oxyglobin now or delay it till the approval of Hemopure. If yes‚ then devise a marketing plan for Oxyglobin. Options – 1. Launch Oxyglobin in the market immediately. 2. Defer the launch of Oxyglobin now till Hemopure release. Recommendation – Biopure Corporation should immediately launch Oxyglobin priced at $200. Rationale – Applying SWOT Analysis to the situation: Strengths 1. FDA approval has already come
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Biopure Corporation Written Case Study I. Current Situation Audit A. Issue Oxyglobin and Hemopure are two blood substitutes that Biopure Corporation was developing. Oxyglobin was recently approved by the FDA for veterinary use while Hemapure is estimated to be approved in two years for human use. If Oxyglobin is launched it will be the first blood substitute for the veterinary market a small and price sensitive market. There is a perceived risk by Ted Jacobs‚ the VP of Human Clinical Trials
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Biopure Case Study Executive Summary * Biopure Corporation developed two new products to enter into the field of blood substitutes: Hemopure‚ directed to the human market and Oxyglobin‚ for the veterinary market. Through the end of 1997 no blood substitute had received approval for use anywhere in the world. * What distinguishes both products from other “hemoglobin-based” blood substitutes is the fact that they are “bovine-sourced” as opposed to “human-sourced”‚ i.e. they are derived from
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