Biocon India Case Study
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![Page 1: Biocon India Case Study](https://reader031.fdocuments.in/reader031/viewer/2022012302/58cfaf391a28ab223a8b46cf/html5/thumbnails/1.jpg)
BIOCON INDIA GROUPMarketing Management Case Study 1
Under the Guidance ofProf. R. Srinivasan
Presented by :Apoorvaa Anurag
DhirajManoj
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CONTENTS1. Indian Pharmaceutical Industry2. Biocon India Group – Past, Present and the Future3. Case Study Overview4. The Burning Questions, circa 2000
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INDIAN PHARMACEUTICAL INDUSTRY
Political
Economical
Demographic
Sociological
Physical
Technological
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INDIAN PATENT REGIME & DPCO
• Drug Price Control Order (DPCO)• Indian Patent Act (1970)• Process based patenting• Prohibited patents for inventions related to food, medicine or
drug
• 1995 – 2005 • 2002 expanded to 20 year patent right
• The Patents (Amendment) Act 2005• Product and Process based patenting• Bans ever greening• Patent laws in conformity with TRIPS (trade related
intellectual property rights)• Exception to keep drug prices affordable
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INDIAN PHARMACEUTICAL INDUSTRY
• Generic drugs form the largest segment• With 70% of market share
(in terms of revenues).• India supplies 20% of global
generic medicines market exports in terms of volume,
• Skilled and Cost effective Labour
• Tax holidays & Tax deductions
• Research & Development, Clinical Trials,
Manufacturing – presence in full value chain
• Active Pharmaceutical Ingredients (API), nearly 85% come from China.
• FDI policy • allows 100% FDI under
automatic route in greenfield pharma.
• up to 100% (75% automatic & 25% govt. approval)FDI in brownfield pharma.
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BIOCON GROUP
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CULTURE AT BIOCON“Earn as you Learn”
Syngene (Chem & Bio
Res. )
Enzymes
Transparency
InnovationCollaborati
on
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CASE STUDY OVERVIEW• Biocon looking at new avenues of expansion• animal studies and clinical trials segments ??
• Broad questions in growth strategy : • How to expand for growth• Extent of expansion
• Dilemma : to expand Clinigene or not?• Verticalization• Defocus core competencies• Long term effects of such strategy
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BEST WAY TO EXPAND• Short term :• Passively-aggresively expand Clinigene with a 2-year window
of plans
• Long term :• Biocon should look beyond Clinigene in the long term for
expansion, and focus on innovation and build upon its core competencies
• Look out for Strategic Partners in developed countries to boost the revenues
• Partnering with incubators and research centers• Consciously try to build a brand
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Thank You