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Marketing Case Study

Bio Pure
Ritika ABM13022
Chandralekha PGP31147
Navya PGP32210
Vivek PGP32220
Aayushi PGP32230
Vineet PGP32240
Bio pure: First mover in Blood
substitute
Initially specialised in ultra-purification of proteins for humans
and veterinary use
-

Invested $ 200 mn for blood substitute


Currently no revenue with little debt
Anxious investors to go public

Oxyglobin Hemo pure


Animals Humans
Price $150/unit $600-800 /unit
FDA Approval Granted (1997) Third stage clinical trial
(expected 1999)
Human Blood Market
Market
of ____ gap of ______
Demand of RBCs to go high by 2030

Blood Transfusion: Problem?


Short Shelf life
Reduced oxygen carrying efficiency
Need for cross match
Risk of disease transmission

Biopure,NorthField Lab and Baxter Int.


proposed blood substitutes to overcome
above problems
Oxyglobin
Approx 15000 small animal vet practices
in 1995
Blood availability more constrained than
human blood market
Traditional Donation: Donor animal system
84 % vet doctors reporting overall
dissatisfaction with current blood
transfusion
Priced at $160 as against charges in
emergency of $130-$170
Hemopure : Oxyglobin + removed small
hemoglobin clusters

Universal Blood substitute


Free of infections
Increased shelf life
100% efficiency at transporting
oxygen
FACTOR BIOPURE NORTHFIELD BAXTER
Product Name Hemopure & PolyHeme HemAssist
Oxyglobin
Source of Bovine Blood Outdated RBC of Human blood
Hemoglobin
Cost of Production $15 mn $70 mn $ 50mn
Raw material cost $1.5 per Unit $26 per Unit $8 per Unit
Storage Stable at room Need to be frozen
tempererture at <4C till used
Clinical Trail Oxyglobin All Phase 3 Clinical Phase 3 Clinical
phase cleared trail in 1998 trial in 1996
Hemopure
Phase 3
Clinical trials in
1998
Expected Launch Oxyglobin Late 1999 or early 2000
Ready
Hemopure late
1999
Pricing Oxyglobin Upto $600-$800 $600-$800
$200
Hemopure- $600-
$800