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Biocon India Case Study

This document is a case study presentation about Biocon India Group, an Indian biopharmaceutical company, and its options for expansion circa 2000. It provides background on the Indian pharmaceutical industry and Biocon's history and culture. The case study then outlines Biocon's consideration of expanding into clinical trials and animal studies segments through further growing its Clinigene division. However, there are concerns this could distract from Biocon's core competencies. The presentation recommends that in the short term, Biocon could cautiously expand Clinigene, but in the long run it should look beyond Clinigene and focus on innovation, strategic partnerships, and brand building to drive sustainable growth.

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Amit Jha
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383 views12 pages

Biocon India Case Study

This document is a case study presentation about Biocon India Group, an Indian biopharmaceutical company, and its options for expansion circa 2000. It provides background on the Indian pharmaceutical industry and Biocon's history and culture. The case study then outlines Biocon's consideration of expanding into clinical trials and animal studies segments through further growing its Clinigene division. However, there are concerns this could distract from Biocon's core competencies. The presentation recommends that in the short term, Biocon could cautiously expand Clinigene, but in the long run it should look beyond Clinigene and focus on innovation, strategic partnerships, and brand building to drive sustainable growth.

Uploaded by

Amit Jha
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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BIOCON INDIA

GROUP
Marketing Management Case Study 1

Under the Guidance of


Prof. R. Srinivasan

Presented by :
Apoorvaa
Anurag
Dhiraj
Manoj
CONTENTS
1. Indian Pharmaceutical Industry
2. Biocon India Group Past, Present and the
Future
3. Case Study Overview
4. The Burning Questions, circa 2000
INDIAN
PHARMACEUTICAL
INDUSTRY
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
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.
BIOCON GROUP
CULTURE AT BIOCON
Earn as you Learn
Syngene
Innovation
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
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
Thank You

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