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  • August 2007 (Revised November 2008)
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Biocon: Launching a New Cancer Drug in India

By: Sunil Gupta and Das Narayandas
  • Format:Print
  • | Pages:15
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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.)
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About The Authors

Sunil Gupta

Marketing
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Das Narayandas

Marketing
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