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Please read the case in attachment then answer two questions.
For this case write-up, do not use any outside information as stated above. Only use information from the
case for this write-up, and the time to consider is the time of the case.
Please do not simply repeat case facts! Rather, use these case facts to answer the questions. You can refer
to page numbers or exhibits in the case, as needed. Do not retype any exhibits from the case etc. in your
write-up!
All calculations need to be clearly explained! You must indicate in the explanation of the calculation
where in the case you got the specific data from (which page number or exhibit number etc.) and what
calculations you performed on this given data. Calculations without clear explanations will not be given
any credit!
Question 1) should be only one page, on page 1, Question 2) should be only one page on page 2
IMP! Please do not exceed page limits! Extra work will not be read.
Question 1:
Assume BIOMab is approved for launch by Indian drug authorities and is going to be launched.
What is your recommended Marketing Strategy for the launch? Propose a launch plan that addresses the
following issues:
a. Timing – Should BIOMab launch immediately or wait for phase-3 results? Explain your response.
b. Product – Should the company launch a complementary suite of generic drugs along with BIOMab?
Why? Give reasons.
c. Price? (Price/dose) Why? Give reason for your choice.
d. Channels of Distribution? Existing vs. New? Why? Give reasons Explain your choice
e. Marketing Communications? Why? Give reasons for your choice.
Note: You must give brief explanations such as a sentence or two, for the choice of each of your
recommended actions based only on evidence from the case and at the time of the case!
Question 2:
who will be involved in the purchase decision for BIOMab? How can Biocon effectively market to
them? Consider BIOMab’s positioning relative to Erbitux.
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