Biopure Corp
Focus Marketing efforts on non-critical dogs Pourer should start by targeting emergency care vet practices as blood transfusion are more common there, 150 transfusion/year as compared to 17 at vet GAP, penetration to this market will measured by unit sold per care center and lower reliance on animal donors. To increase the market share further large vet practices with 3+ doctors as according to exhibit 7 peg 17 of the case, these practices have the highest “average monthly case load” of about 450 dogs per month, it’s imperative to measure a rapid incline in uptake of our product by these practices.
Based on the analysis in Appendix 1, it is clear that setting the price at $100 is more lucrative but we have to plan for the launch of Humored and therefore we should consider setting the price at $200 to Justify its launch at $600 to $800 in 2 years.
We should monitor the sales of Globing at this price and monitor if the uptake from vets is increasing from the 5% predicted by the market analysis (table A).
Finally, focusing the marketing effort on non-critical dogs is crucial as they are a sizeable market and because although veterinarians can Justify using this product to critical dogs, it’s art to Justify that for non-critical dogs (pricing and efficacy should help support that). The cease of using animal donors in these clinics will show that Globing is successfully replacing this old practice. Alternatively it is important to think about the possibility of setting the price of Globing at $100 to reap as much benefit from Dealing ten TLS Ana only vet Dildo-stoutest, In ten event Tanat Humored doesn’t get approval from the FDA.
It’s highly probable that Humored won’t be successful in the clinic because it’s of cattle origin, they changed the formulation to be stable at room imperative (expedients could be toxic) and the concentrations used are much higher than their human counterparts.
In this case and to mitigate this risk, lowering the price to a $100 will help the sales and uptake of the product by a larger market. The market research conducted prior to launch (Table A and B) shows that a high number of veterinarians and pet owners will use the product at the $100/$200(xx) price.
Based on the calculations in Appendix 1, it is clear that setting the price at $100 is more lucrative to Pourer than pricing it at $1 50 or 200$ because of the double price rule which affects the uptake by both pet owners and vets. To be cognizant and not to Jeopardize the future Humored launch, I recommend that we set the price at $200, because there is a need for a blood substitute as 84% of the vets are reporting overall dissatisfaction with the blood transfusion alternatives available in the marketplace.
Secondly, Globing provides an alternative for animal blood donated by other animals which incurs the risk of matching and potential transfer of diseases.
The storage at room temperature adds value as this will reduce the need to buy expensive refrigerators that need calibration, validation and maintenance. Finally, there no assurance that vets will automatically double the price of the product especially if they foresee a high demand by pet owners, a practice that we should encourage and help the vets appreciate the upside.
Although blood transfusions in the veterinary market are infrequent and the market scope is limited, Globing has the potential to become a lucrative investment for Pourer. It is possible that Humored will not be licensed by the FDA, that humans will resist buying a product of cattle origin especially that human hemoglobin’s will be available around the same mime by competitors and that physicians will not prescribe it for the reasons described above.
