BIOPURE CASE SUMMARY Course: Strategic Marketing Management Name: Firat Sekerli The Problem: Biopure Corporation has two new products that are. The study shows that Biopure should immediately launch Oxyglobin rather than wait for Hemopure’s FDA Approval then launch both products. View Test Prep – Biopure case analysis from COMM at University of British Columbia. Biopurecaseanalysis SizingthemarketforHemopure Analysis Launch.

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For example, Baxter International and Northfield Laboratories relied on human blood as their source of hemoglobin by developing a new technology to extract raw hemoglobin from outdated human RBCs. On the other hand, Andy Wright, vice president for Veterinary Products, believes biopue selling Oxyglobin has benefits for the company in terms of generating revenues for the use of launching Hemopure and learning how to market and make mistakes prior to the launch of Hemopure.

Especially in the emergency case, buyers have to accept the seller conditions. So the suppliers have more power to the sellers. Dtudy positive characteristics from lower risks and blood quality move Oxyglobin away from any direct competitor hence there is no perfect substitute exact identical product available.

The biipure of time for approval processing may take more than 2 or 3 years. Targeting market for Oxyglobin is emergency care practices as a higher price of blood substitute is more acceptable amongst pet owners. Thus, all practices can sub-segment into two segments base on demographic as follow: The motivation behind the push into digital was one of communicating and engaging with fans and potential fans around the world, as noted by Richard Lewis, Chief Executive of the AELTC.

This can be one of the attack point Biopure may xase from rivalries and protagonists.

These two products need to prove themselves of their effectiveness in blood transfusion market. When — Biopure should launch Oxyglobin into the market as soon as it is ready, given that the bipure has already been approved by the FDA.

Without strong establishment of effective result of using blood substitute instead of blood transfusion, the firm cannot go for premium prices in these markets.

Strategic Marketing Management Name: In this case, the actual donor animals are pets. Andy Wright and his team can have a successful launch for Oxyglobin by implementing the followings: Hemopure is very similar to Oxyglobin, therefore, a drawback of Oxyglobin will directly affect the price of Hemopure and it will definitely increase possibility of product failure.

This approval process will spend long time at least 2 or 3 years.


Biopure can enjoy low level of competition and gain first mover advantages. More people will know about and recognize the brand, the brand an be set to higher prices. The high demand of blood transfusion creates opportunities and higher chance of success for srudy Oxyglobin. The company can identify csse geographical regions with high demand, by following the population of veterinary clinics.

Buyers are not very price-sensitivity weak The most important thing for the pet owners is how to cure their pet to become healthy and they do not care about the price too much. Bipure company can enjoy the high sales volume and established networks for geographic coverage from the large distributors, while being affluence with high contribution from low bargaining power customer like the veterinary practices.

The company can increase the usage by attacking this segment with promotion campaigns like, contract with veterinarians to promote the use of Oxyglobin.

Uncertainty of market acceptance of blood substitute bioprue they confront deeply rooted blood transfusion treatment, which is proved to be very effective. Moreover, the company should ensure availability by supplying enough goods for the established customer. Moreover, as of right now, there will be no potential competitors for the next years, since there is no one engaging in animal blood substitute practices.

Biopure Case Analysis | Firat Sekerli –

Study and do market research —Every once in a while, marketing budget should go towards researching, studying the market. Advertise product and develop brand — Once customer is aware of our product, and have accessibility to buy our product, Biopure must then increase the tendency biopuge try out Oxyglobin by advertise, or promotion, biopur the same time start developing a well respectable veterinary brand. Household Pet Ownership, — as a percentage of total U.

The company must provide the supporting data to FDA to prove their product condition and quality to ensure that their products can use as the blood for medical treatment and this process may take in years. Because the blood substitute is the standard product that have to be concurrent with FDA conditions and cannot be differentiated, so the company can sell this item to every customer at the same quality with the same price.

Create awareness — That Oxyglobin is not only approved by the FDA, but also more effective than the regular currently available donor blood. Thus, the company could have a better chance to emerge its product to this area since prospect customers in casse area can afford a higher price for animal blood substitute.

On the other hands, if Oxyglobin does not work well in animal or drawback is founded, Biopure will have a chance to improve Oxyglobin and delay a launch of Hemopure. Increase availability and accessibility — After acquiring product awareness, Biopure must expand its market and increase distribution channels, especially where there is high demand.


Biopure Case

In conclusion, since the FDA approval for human blood substitute is still uncertain, Biopure should immediately launch Oxyglobin. Consequently the company soon has to further develop Oxyglobin, strengthen its unique characteristics, while ensuring the quality of the product, to move away from potential competitors. Our recommendation is at least dollars per unit, because the company cannot effort any lower price, in order to recoup the investment cost eg. Thus, if any one supplier attempts to raise prices by more than the costs of switching, firms will change the supplier.

According to five forces analysis of human and animal blood market [Exhibit 1], we have summarized key points of market attractiveness as follows: Biopure will be the first one to break through the animal blood substitution market given that Biopure currently is the only company who attains the FDA approval for animal blood substitute.

Slazenger had been the official and only supplier of tennis balls since Hence, the demand in animal blood transfusion is still high. Therefore, the blood bank and related organization have to give them some benefit or do some campaigns to motivate them to bring their dogs for donating bloods. The company should posit itself as a provider of the best animal blood substitute quality and product differentiation. How about receiving a customized one? Instead of making a contract with one of the distributors, Biopure should consider of distributing Oxyglobin by using its salesforces.

While the human blood substitutes or hemoglobin-based blood substitutes are developed by using the outdated human RBCs or cattle blood which give the longer shelf-life and also the universal blood substitutes that eliminate the need of blood typing and cross-matching.

As a result Biopure should launch itself into the market with Oxyglobin, not only because the market is small and still attractive, but also can generate revenue and possibly profit for further investment.

Blood substitute produced from human blood.

Exacerbating the problem is the nature of the biopharmaceutical industry, where product biooure is never a certainty until achieved. This animal blood substitute offer better benefits when compare with real blood.

Five forces analysis-Human blood market. Human donating bloods are donated voluntarily and collected by nonprofit organizations.