Case | HBS Case Collection | August 2007 (Revised November 2008)

Biocon: Launching a New Cancer Drug in India

by Sunil Gupta and Das Narayandas

Abstract

Kiran Majumdar-Shaw, the CEO of Biocon has to make product launch timing, pricing, channel, and communications mix decisions relating to the launch of BioMAb, a new cancer drug in India.

Keywords: Price; Health Care and Treatment; Marketing Strategy; Product Launch; Planning; Biotechnology Industry; Pharmaceutical Industry; India;

Citation:

Gupta, Sunil, and Das Narayandas. "Biocon: Launching a New Cancer Drug in India." Harvard Business School Case 508-026, August 2007. (Revised November 2008.)