Biopure Overview: * Biopure Corporation is a privately owned biopharmaceutical firm specializing in the ultrapurification of proteins for human and veterinary use. * It is one of the three legitimate contenders in the emerging field of “blood substitutes”. * Their products Oxyglobin and Hemopure are blood substitutes for the animal and the human market respectively. * Oxyglobin has just received final FDA approval for commercial release and is ready for launch. Hemopure would soon
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Q1. Should Biopure launch Oxyglobin? Why? Support your arguments with quantitative analysis (ie. calc. of market potential). We believe that Biopure should launch Oxyglobin now. First of all‚ the potential market demand is huge. While current annual demand is 354‚750 units (95% primary care practices x 17 units canine blood/primary care practice + 5% specialty care practices x 150 units canine blood/specialty care practice)i accounting for only 2.5% of the cases‚ potential market demand including
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Biopure Case Analysis Group 1‚ Section B The analysis deals with the Target Markets and their different segments for the two products of Biopure Corporation‚ namely Oxyglobin and Hemopure. Oxyglobin -‐ Used as a substitute for blood transfusion in dogs. -‐ Target market is 30% of all the
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Carl Rausch President and CEO of Biopure Corporation FROM: Hoang‚ Ann and Mishra‚ Ravi RE: Whether and When to Launch Oxyglobin Biopure needs to determine the best course of action to launch two new products‚ Oxyglobin a blood substitute for the veterinary market and Hemopure a blood substitute for the human market. Oxyglobin has been approved for commercial use and is ready for launch while Hemopure is expected to be FDA approved within two years. Biopure needs to decide whether and when
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I will examine the challenges faced by Biopure in sequencing the release of 2 drugs. One ‚Oxyglobin‚ is ready for the Veterinary Market‚ and the other‚ Hemopure‚ whose success could rely on the brand management of the former. I will look at issues related to the success of the company and make the recommendation to launch Oxyglobin now. Currently Biopure creates blood products for two markets‚ human and veterinary. While Oxyglobin is ready to release for the veterinary market‚ Hemopure is 2 years
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Background Biopure Corporation a company founded in 1984 with the primary goal of developing a human blood substitute; a product that has oxygen-carrying property of blood without the harmful effects of donated blood. The company currently has two new products: Oxyglobin and Hemopure. Oxyglobin‚ blood substitute for the veterinary market and is ready for launch. Hemopure‚ another blood substitute but for the human market and it will take two years to launch the product; provided they get FDA approval
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Carl Rausch FROM: RE: Biopure Market Analysis DATE: Oct 31‚ 2013 Deciding whether to go into the veterinary blood market now or not is a critical decision to Biopure right now. To maximize the profits and capture the valuable opportunity‚ Biopure is recommended to step into the marketplace and be the first to offer Oxyglobin‚ blood substitute for the animal market. Pioneering the veterinary blood market is expected to generate gross profits of $26.55 miilion to Biopure annually‚ with a breakeven
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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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network would require a commission to the distributor of 20% to 30% of the selling price. At $200 and 300‚000 units‚ this would be between $9‚000‚000 and $13‚500‚000. It is more cost effective for Biopure to sell directly to the veterinary practices. This manufacturer direct model (Exhibit 4) will require Biopure to recruit and maintain a sales force of approximately 10 employees (at an estimate total cost of $100‚000 per) and carries a $10-$15 distribution cost per unit. With 750 emergency practices‚
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veterinarians and trade fair attracted 2‚000 to 10‚000 veterinarian each. In additional to all the strategies above‚ we recommend BioPure to launch campaign “Love Me Love My Pet” in order to increase awareness to people and encourage them to save pet’s life like our own. For people not to differentiate human life and animal life but rather think of it in the same aspect. BioPure should joint this campaign with non-profit organizer and government in order to emphasize the important of the issue publicly
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