Marketing planning NMP 31

Team – Lakshya

1. Abhishek Singh (05)

“BIOPURE CORPORATION” 2. Suresh Jassani (51)

3. Swardesh Jha (52)

4. Vinay Thakur (56)

Biopure Corporation : Decision Dilemma
• Weather & When to launch Oxyglobin.
• Should they postpone the launch of Oxyglobin until after
Hemopure had established itself in the market place?

“Or”

• They should immediately launch oxyglobin and reap the

near term benefits?
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 Biopure Corporation
Factors/
Source of Cost of Expected Launch Expected
Storage USP
hemoglobin production time Pricing
Competitors

can be stored at already halfway reached by

Biopure Late 1999 or
cattle RBC 51.5 $/unit normal $600-$800 successful FDA apprval of
Corporation early 2000
temperature 'oxygloban'

market leader in
Baxter outdated Need to be frozen Late 1999 or development, manufacture
58 $/ unit $600-$800
international Human RBC <4 0c until used early 2000 and sale of blood related
products
Dedicated towards a single
Northfield outdated Need to be frozen Late 1999 or
126 $/unit $600-$800 product only - human blood
laboratories Human RBC <4 0c until used early 2000
substitute
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 SWOT Analysis : Biopure
Strengths
 First of its kind FDA approved, blood substitute for vets.
 Technical expertise to develop blood substitute form bovine blood.

Weakness
 No infra for sales and distribution.
 Whole organization is a cost center ( No source of revenue)

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 SWOT Analysis
Opportunity
 If there is an acceptance for oxyglobin, it will help to gain brand equity and
Revenue.
 Will exploit first mover advantage.
 It will give Biopure an opportunity to get in place marketing team and distribution
channel ready for Hemopure launching

Threats
 If Oxyglobin does not Pick the market then it could create a negative perception
about Hemopure.
 Uncertainty looms over the approval of Hemopure by FDA.

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 Critical Analysis : Effect on Hemopure IF…
IF OR
Oxyglobin launched immediately postpone the launch of Oxyglobin
Market Biopure can Build up Market reputation before the launch of
Product awareness will take some time.
Development Hemopure
Resource In case of parallel launch resources would be
Resources can be utilized dedicatedly, for each product
allocation divided
Consumer Consumer behavior and acceptance towards blood substitute No idea or analysis will be available for consumer
behavior can be analyzed & strategically can be a huge advantage mindset towards blood substitute
Distribution Distribution network will already be in place before launch Distribution network will have to be developed from
channel of Hemopure. start for Hemopure.
Revenue will be generated and can be utilized for
Revenue zero cash inflow and depletion of investor’s money
Hemopure’s development and marketing
Opportunity Loss of Opportunity cost for Oxyglobin, in case of
opportunity cost utilized
cost failure of Hemopure’s FDA approval

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 Proposed Strategy
Oxyglobin can be launched immediately as a pilot product and
utilize the first mover advantage.
Hemopure will be used as and when its ready for market launch,
with the selling & Distribution experience of Oxyglobin.
Launch of First of its kind, breakthrough product, Oxyglobin would
be able to build trust in the minds of investors

People should be made aware about the classification of both

products.

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Thank you

NMP 31