Biocon Essay

958 Words4 Pages
Question 1: How has Biocon’s positioning and strategy evolved over the years? What role does BIOMAb play in Biocon’s overall strategy? How big is the current and future market opportunity for BIOMAb? Biocon was found in Nov 1978, as a joint venture with Biocon Biochemicals of Ireland, and was primarily an enzyme manufacturing company and exported to food processing industries in USA and Europe. During the mid 90s they positioned themselves as a specialty enzyme company. In 1996 they leveraged their technology platform in fermentation to enter biopharmaceuticals. They entered biopharmaceuticals market as manufacturers of generic drugs especially small molecules like statins. Following success of small molecules, Biocon sought to diversify and leveraged its expertise of fermentation process to enter the large molecules market especially Insulin. Biocon then decided to develop proprietary drugs. Positioning was always based on the product features and the initial strategy was to continue the company on a growth path by entering new product markets where it could leverage its existing capabilities. There was a continuous evaluation and the company was quick to spot when the market for a product was about to reach the maturity stage Biomab would allow Biocon to learn about the mammalian cell technology, which is the future of biotech industry. In addition it would give Biocon a chance to develop a new market and build new research and marketing capabilities, essential for ensuring the long term success of the company. Biocon would also get the distinction of being the first company to launch a proprietary drug in India through Biomab. Currently the company plans to sell in India and the available market in India as estimated by Biocon for Biomab is 1900 patients in the first year. However offlabel usage for other cancer indications would raise this figure. There

More about Biocon Essay

Open Document