BIOPURE STRATEGIC MARKETING

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BIOPURE – STRATEGIC MARKETING BA 160 – Marketing Berkeley, 07-17-2002 Lars Eiermann, Eric Hirschberger, Alexander Mantzsch, Carsten Müller, Kristian Radic, Malte von Reden

AGENDA I. Presentation a. Product correlation b. Key issues II. Qualitative perspectives a. SWOT examination b. Value advantage investigation III. Quantitative perspectives a. Break even investigation IV. Strategic proposal Biopure Marketing Strategy

INTRODUCTION To February 1998 Biopure had spent over $ 200 million on creating Hemopure During the improvement procedure Oxyglobin was found Biopure has not put up an item for sale to the public yet Funds are adequate to work for two more years Hemopure will presumably get endorsement amid 1999 while Oxyglobin is affirmed and prepared to dispatch Biopure Marketing Strategy

GENERAL BENEFITS OF BLOOD SUBSTITUTES Blood substitutes are widespread Free of strings like AIDS Storable for up to 2 years Immediately 100% effective at transporting oxygen Further advantages because of littler atoms Biopure Marketing Strategy

Criterion REGULAR BLOOD BAXTER HemAssist NORTHFIELD PolyHeme BIOPURE Hemopure capacity temperature 2 - 4° C < 4° C 2 - 30° C < 4° C Origin human blood Outdated human blood Outdated human blood cows blood potential bottlenecks Seasonal varieties Outdated blood holders Outdated blood compartments None acquirement expenses of premise medium high low Price $ 125 - 425 $ 600 - 800 $ 600 - 800 $ 600 - 800 PRODUCT COMPARISON - HEMOPURE Biopure Marketing Strategy

PRODUCT COMPARISON - OXYGLOBIN Many focal points of Oxyglobin contrasted with consistent blood Oxyglobin is prepared to dispatch Biopure Marketing Strategy

Conclusion KEY ISSUES I Should BIOPURE present Oxyglobin by any stretch of the imagination? Explanations behind the presentation of items when all is said in done Ability to spread hazard Opportunities in market Revenues Experience/Best practice Oxyglobin ought to be presented! Biopure Marketing Strategy

late 1999 February 1998 KEY ISSUES II When might be the best purpose of time to present Oxyglobin? Biopure Marketing Strategy

AGENDA I. Presentation a. Product examination b. Key issues II. Qualitative perspectives a. SWOT examination b. Value advantage investigation III. Quantitative perspectives a. Break even examination IV. Strategic proposal Biopure Marketing Strategy

SWOT ANALYSIS - BIOPURE Strengths Weaknesses Opportunities Threads Biopure Marketing Strategy

Time & improvement advantage on creature advertise Both items are almost identical in terms of generation forms Funds are adequate for 2 years S W O T STRENGTHS Biopure Marketing Strategy

Dissension inside BIOPURE' s beat management No dissemination organize No involvement in going to market Stockholders with high expectations Enlargement of creation plant required for extension S W O T WEAKNESSES Biopure Marketing Strategy

S W O T Innovative item Demand on blood that can't be fulfilled due to occasional deficiency and sickliness High advantages for autologous donators OPPORTUNITIES Biopure Marketing Strategy

S W O T Uncertain market value Hemopure's market passage depends on the FDA approval handle Competitor with generation capacity three circumstances bigger, established appropriation network and extra products in different markets THREADS Biopure Marketing Strategy

Criterion Rating Oxyglobin ASAP Oxyglobin later Gain of experience 26 2 x 26 = 52 1 x 26 = 26 Generate incomes/benefit 25 50 25 Pricing of Hemopure 25 50 Position in Market 8 16 8 Customer Awareness 8 16 8 Usage of creation limit 4 8 4 Flexibility of generation plant & regulatory exertion 4 8 ∑ 100 171 129 VALUE BENEFIT ANALYSIS Biopure Marketing Strategy

AGENDA I. Presentation a. Product examination b. Key issues II. Qualitative perspectives a. SWOT investigation Value of advantage III. Quantitative perspectives a. Break even examination IV. Strategic suggestion Biopure Marketing Strategy

BREAK EVEN POINTS FOR DIFFERENT PRICES Assumption : Marketing costs = 5% of max. income Biopure Marketing Strategy

„BREAK-EVEN PERCENTAGE" Biopure Marketing Strategy

PRICING OF Oxyglobin ought to be presented at a cost of $ 200 for each unit Demand surpasses earn back the original investment point Pet Owners will pay significantly more Price Range of Oxyglobin - Hemopure Assuming most extreme deals, benefit ends up being $ 37.050.000 p.a. Impact of Oxyglobin's cost on Hemopure is sketchy Biopure Marketing Strategy

AGENDA I. Presentation a. Product examination b. Key issues II. Qualitative perspectives a. SWOT investigation b. Aspects of various alternatives III. Quantitative perspectives a. Break even examination b. Nutzwertanalyse IV. Strategic proposal Biopure Marketing Strategy

STRATEGIC RECOMMENDATIONS Introduce Oxyglobin as quickly as time permits at $ 200 Launch a statistical surveying to get more itemized data on the Hemopure showcase Marketing office ought to recognize Oxyglobin and Hemopure as two autonomous items Advertisement for Oxyglobin ought to comprise of includes veterinary diaries and practices and also of participation at veterinary public expos Biopure Marketing Strategy

DISCUSSION KRISTIAN.RADIC@GMX.DE Biopure Marketing Strategy