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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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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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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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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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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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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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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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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scenarios of Biopure’s products launching and provides marketing plan of the recommended one. The study shows that Biopure should immediately launch Oxyglobin rather than wait for Hemopure’s FDA Approval then launch both products simultaneously. The proposed price for Oxyglobin is $300 per unit with promotion campaign from time to time. With this set price of immediate launch‚ Biopure will reach breakeven point for Oxyglobin in year 2000 with the amount of 2.13 million USD. Targeting market for Oxyglobin
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Biopure Corporation: Case Write-Up Problem Definition In February 1998 Biopure Corporation faced a difficult decision regarding the launch of its newly developed “blood substitute” products. Biopure had developed “Hemopure”‚ a blood substitute for humans‚ and an ancillary product “Oxyglobin” for the veterinary market1. Hemopure was still in the process of gaining Federal Drug Administration (FDA) approval ‚ while Oxyglobin had already been approved and was ready to be launched1. FDA approval was
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