• Biopure
    that would benefit * 1.5 units per dog 3 Market Summary Animal blood substitute (Oxyglobin) 4 Market Summary Animal blood substitute (Oxyglobin) Obstacles to success in the animal market:  Proclivity of vets to not perform blood transfusions  Price of Oxyglobin (due to future release...
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  • Biopure
    price point, makes most sense between $200/unit and $400/unit, which is the “doubled” equivalent of $100/unit and $200/unit for veterinarians. The two tables cross-referenced results in an appropriate price point of $100-$150/unit, since very few veterinarians are willing to try Oxyglobin at $200...
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  • Biopure Case
    impinge BioPure's ability to price Hemopure when the product finally received approval. Given that the two products were almost identical in properties and function, it was thought that the early release of Oxyglobin would create an unrealistic price expectation for Hemopure if released first. Although...
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  • Corporate Finance
    touch the emotional chord of the consumer, which in this case is the pet owner. Biopure should launch Hemopure more as essential product while trying to highlight the relevance of blood substitutes in critical medical operations. Oxyglobin should be priced at $200 per unit while Biopure should price...
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  • Biopure Case Study
    Trials), is concerned about creating an unrealistic price expectation for Hemopure by marketing Oxyglobin before Hemopure. Whereas, Andy Wright, VP (Veterinary Products), believes that selling Oxyglobin has benefits as it will generate revenues that can be used for smooth operations of company & for...
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  • Biopure Solution
    , I agree with Andy Wright’s decision to begin by selling Oxyglobin. Ted Jacobs indicates that the veterinary market is small and price sensitive. He also believes that if the company prices Oxyglobin around $150, it will be very difficult to price Hemopure at $800 because of the huge difference in...
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  • Biopure
    must sell Oxyglobin at a price of at least $70 a unit, since the amount of sales required at lower prices exceed the overall output which BioPure can sustain. As can be seen in the attached exhibit, Oxyglobin requires a 5% market share to break-even, if the product is priced at the $100-$150 level...
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  • Oxyglobin
    Ted Jacobs, vice president for Human Clinical Trials at Biopure argued that the early release of Oxyglobin would jeopardize their ability to bring Hemopure at higher price. Carl Rausch, president and CEO of Biopure was thinking of leveraging the opportunity offered by Oxyglobin without jeopardizing...
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  • Corporate Finance
    touch the emotional chord of the consumer, which in this case is the pet owner. Biopure should launch Hemopure more as essential product while trying to highlight the relevance of blood substitutes in critical medical operations. Oxyglobin should be priced at $200 per unit while Biopure should price...
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  • Biopure Case Study
    The key issue is to determine when Oxyglobin should be introduced to the market without jeopardizing Hemopure’s potential and how it should be marketed. In addressing the issue, the following were considered: a sensitivity analysis for potential consumption of different price series, associated...
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  • Biopure Case
    . The proposed price for Oxyglobin is $300 per unit with promotion campaign from time to time. With this set price of immediate launch, Biopure will reach breakeven point for Oxyglobin in year 2000 with the amount of 2.13 million USD. Targeting market for Oxyglobin is emergency care practices as a...
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  • Biopure notes
    . Price of Oxyglobin (due to future release of Hemopure) 3. When Hemopure is introduced, production capacity of Oxyglobin will be constrained a. Use profits from Oxyglobin in first two years to increase production capacity Oxyglobin threats to Hemopure: Pricing deferential Negative public...
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  • Biopure Case
    Excusive Summary Biopure Corporation is now facing a hard decision of whether it should release one of its products or not. The product is named Oxyglobin, and it is designed as a blood substitute for small animals. The key issue here is whether to release or not; and if release, what price to...
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  • Biopure Case Study Report
    that the release of Oxyglobin should be done after Hemopure is approved to establish this product in the marketplace. Jacobs’ argument is based on the fact that both products have almost identical and physical properties and appearance that could create an unrealistic price expectation for Hemopure...
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  • Oxypure
    Hemoglobin would impinge BioPure's ability to price Hemopure when the product finally received approval. Given that the two products were almost identical in properties and function, it was thought that the early release of Oxyglobin would create an unrealistic price expectation for Hemopure if released...
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  • Biopure
    take a minimum of two years to launch the product from now. There is a concern about creating an unrealistic price expectation for Hemopure by marketing Oxyglobin before Hemopure. Whereas another point of view is that selling Oxyglobin will benefit the company by generating revenues that could be...
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  • Marketing
    might create an unrealistically low price expectation for Hemopure, given that the two products were nearly identical physically. Ted Jacbo, Biopure’s VP for Human Clinical Trials noted that pricing Oxyglobin at $150 would jeopardize the company’s ability to price Hemopure at a premium level of...
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  • Biopure’s Case Study
    strict and sensitive especially in human drugs. Thus, as a new product, is little possible to get FDA approval quickly. The biggest obstacle to success in the animal market is the pricing for Oxyglobin. It is the dilemma to price Oxglobin. If the price is too high, pet owners will not accept to use...
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  • Biopure
    people are real pet lovers, but when it comes to financial issue, they will think twice. The market for Oxyglobin is very small since pet owners are only willing to pay only a small amount per each visit. Therefore, not many pet owners will be able to afford a high price and could potential let the...
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  • Biopure
    – if the firm set a price of $150/unit, potential profit is up to $50 million. Demand could be stimulated further by marketing effort to raise product awareness. 2. Selling and distrubition of Oxyglobin: We could think about the 4P’s model as a guideline. Product: Oxiglobin is a product that...
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