Description
Marketing report on Biocon, Product, Promotion, communication. Kiran Mazumdar Shaw's role is also discussed.
Market
Several years ago The Economist had predicted that the 21st century would belong to developments in biology. That prophecy is already coming to pass in the first decade itself. From diagnosis to treatment, biotechnology is delivering on its promise of revolutionising research and development and creating innovative medicines. Worldwide the biotechnology industry is expected to grow at a compounded annual rate of between 6% and 9% through 2010, determined by two realities: the ageing population of the world and the rising demand for a better quality of life. It is expected that the emerging markets of Asia, Eastern Europe and Latin America would be the main demand creators (Source: industry data). India is already a major biotech player in the world. According to industry projections the business has a potential of generating revenues in excess of US$ 5 billion (Rs. 20,000 crore) and creating one million skilled jobs by 2010. In India, Biocon has been the driver of growth in the biotechnology sector. As a researchdriven, global health care company with a strong matrix of capabilities along the biopharmaceutical value chain, Biocon offers novel therapies, which stem from its focused drive towards affordable innovation. The company has a global footprint that spans 75 countries, with the US and the European markets accounting for more than 35% of its worldwide sales. For a country with a number of sunrise industries, biotechnology is, perhaps, India’s most important development as it alone envelopes the hope of bringing affordable relief to a world plagued with disease.
industrial enzymes. 30 eventful years later the company is a globally recognised, integrated biopharmaceutical company with a work force of 3900 including 900 scientists. The visionary who made this transition possible was Kiran Mazumdar-Shaw, declared in a recent international poll, to be one of the most influential professionals in biotechnology in the world. It is under her leadership that Biocon has emerged as the face of evolving India and has, not surprisingly, distinguished itself in several spheres. It was the first company to export microbial enzymes to the US and Europe. Syngene International, a Biocon Group company, is India’s first custom research company in drug discovery. Biocon’s proprietary bioreactor the PlaFractor received a US patent in the 1990s. Clinigene, another Biocon subsidiary, has the distinction of becoming the first Indian laboratory to receive accreditation from the College of American Pathologists. This has set a new benchmark for laboratories in India. In its drive to scale up to global demand and gain international recognition, Biocon has already emerged as the largest insulin, statin and perfusion-based antibody production facility in Asia. In 2004, the company moved up the value
chain by launching INSUGEN, a recombinant human insulin manufactured using a unique Pichia Expression system. Biocon set up an Oncotherapeutics division in 2006 and launched BIOMAb EGFR™ – a revolutionary monoclonal antibody to combat cancers of the head and neck. With this launch Biocon became the first Indian company to develop and manufacture monoclonal antibodies in accordance with stringent international guidelines. The drug received the Product of the Year Award in 2007 from Biospectrum, a leading trade periodical. This impassioned and unrelenting drive to achieve and succeed has seen Kiran MazumdarShaw receive two of India’s highest civilian honours – the Padma Shree in 1989 and the Padma Bhushan in 2005.
History
If Biocon is credited with starting the biotechnology revolution in India then it is a matter of record that this revolution started with a modest capital of US$ 1000 (then Rs. 10,000) on 29th November 1978 in a garage in Bangalore. The company was incorporated as a joint venture between a young woman entrepreneur, Kiran Mazumdar-Shaw and Biocon Biochemicals, a small Irish company. Biocon scripted a winning strategy by opting for specialty, low volume, high value enzymes for the food and beverage industry. This was a radical departure from the prevailing practice of supplying chemical process aids. By the 1990s Bangalore was becoming the knowledge capital of India. Seizing this emerging opportunity Biocon set up Syngene in 1994. It was India’s first contract research services company in early stage drug discovery. It then leveraged its fermentation-based enzyme capabilities and entered the biopharmaceutical space in 1998. It was here that Biocon launched two important R&D programmes for fermentation-based cholesterol-reducing statins and r-human insulin. In 2000 Biocon promoted a Clinical Research Organisation (CRO), Clinigene, to plug a large regulatory gap in clinical development. The CRO created in-house capabilities for clinical development and also provided clinical services to third parties, thus making it into a profit centre. As technology progressed and antibodies came to be recognised as a new class of
Achievements
With just three scientists at its core, Biocon began commercial operations in 1978 manufacturing
immunotherapeutic drugs, Biocon entered into a joint venture with the Centre for Molecular Biology, Cuba in 2003 to develop several novel antibodies. In 2004 Biocon went public as India’s first Biotech stock. The IPO unlocked a US$ 1 billion (Rs. 4000 crore) valuation on the Indian stock exchange. In 2006, Biocon acquired a large patent and IP portfolio from a US Biotech company, Nobex Inc., which enabled it to embark on a cutting edge Oral Insulin programme. In the same year it inked a co-development arrangement with Vaccinex Inc., another US company to develop a pipeline of humanised antibodies.
hub, incorporating state-of-the-art research laboratories, USFDA-qualified fermentation-based manufacturing plants and India’s first antibody manufacturing facility. 2007 was a year of intense activity as Biocon formed a joint venture to manufacture and market a range of biopharmaceuticals for the Gulf countries. It granted a marketing license in Pakistan and created a nephrology division which launched a comprehensive portfolio of renal therapy products. The year also saw Syngene enter into a research partnership with Bristol-Myers Squibb. In February 2008, Biocon catapulted into the European market by picking up a 70% stake in the German pharmaceutical company Axicorp. This addition will enable Biocon to synergise its low-cost manufacturing capabilities with Axicorp’s low-cost distribution model and access the European market for biosimilars like recombinant human insulin. The German acquisition came on the heels of Biocon’s strategic partnership with the US-based start up IATRICa Inc., in January 2008. This alliance was forged to co-develop an exclusive new class of immuno-conjugates for targeted immunotherapy of cancers and infectious diseases.
Product
Biocon’s diverse research base has enabled the development of a rich pipeline of products that encompass therapeutic areas like oncology, rheumatoid arthritis, autoimmune diseases and diabetes. Biocon has a key focus on generic and bio-similar drugs driven by its flagship products like Statins, Immuno-suppressants and Recombinant Human Insulin. Biocon is also developing an exciting portfolio of novel drugs like Oral Insulin and a number of monoclonal antibodies. Biocon’s BIOMAb-EGFR™ is the first indigenously developed humanised monoclonal antibody-based drug for treatment of solid tumours of epithelial origin. The drug has attained leadership in its segment and has provided affordable relief to cancer patients across the country. The company is now focused on marketing initiatives that are aimed at making its branded products like INSUGEN®, Statix, Erypro, Olisat and Metadoze into global brands.
Promotion
Biocon has two clear corporate missions: to follow best practices in fast tracking new generation biotherapeutic development and to project quality every time the company communicates as Brand Biocon. To ensure this, Biocon began with the most basic of communications tools – the logo – and worked upwards. In sync with its leap forward as a fully integrated biopharmaceutical company, Biocon acquired a new corporate identity in 2003. The new logo, christened the Dynalix denotes the two strands of DNA and stands for integrity and dependability – the two values Biocon believes are essential for conducting business in the 21st century. The logo, with its distinctive colours, stands out in the clutter of business-to-consumer brands. The next level of silent communicators were the company’s annual reports, websites and health care collaterals. Each of these, project quality by combining hi-visual appeal with simple messaging. Biocon’s interface with its customers are slickly presented continuous medical education programmes on product-related topics and sessions with key opinion leaders. At every one of these events Biocon emerges as a no-compromise company, dedicated to ensuring quality output. Events such as ‘Winning with Diabetes’ and its public interaction on World Cancer Day are held to increase awareness about these and other autoimmune diseases. Famous personalities like Shah Rukh Khan and Wasim Akram add to the brand’s recognition and appeal by being associated with key product launches. Without doubt the brand owes much of its global positioning and recognition to its founder, Kiran Mazumdar-Shaw, who has herself, won several accolades. She has been called India’s Biotech Queen by The Economist and Fortune magazines while the New York Times has christened her India's Mother of Invention.
communicate dynamism, cutting edge technology, research and development and innovation. Biocon’s rise to eminence is reflected in the building blocks of life itself – the DNA helix. In its infinite, outward spiral, the double helix symbolises the company’s mission to grow into a leading biopharmaceutical enterprise of global distinction. In its counter-form the Biocon mnemonic resembles the letter ‘B’, reinforcing the close relationship that exists between Biocon and biotechnology. The Biocon Foundation fulfils the company’s corporate social responsibility by making available medical assistance to the less advantaged, rural communities of India. The company’s brand values are reinforced through an integrated outreach strategy that focuses on social change and empowerment of rural communities through public health, sanitation and education programmes.
www.biocon.com
Recent Developments
In 2007, Biocon established India’s first biotechnology Special Economic Zone in Bangalore at a cost of approximately US$ 200 million (Rs. 800 crore). Spread over 90 acres, Biocon Park is an integrated biopharmaceutical
THINGS YOU DIDN’T KNOW ABOUT
Biocon
Biocon is India’s most admired biotechnology company The development and pioneering spirit of Biocon is a case study at business schools at Universities such as Harvard and Oxford The Biocon IPO was oversubscribed 33 times; it was only the second Indian company to cross the US$ 1 billion (Rs. 4000 crore) mark on day one of listing at the bourses Biocon was India's first biotech company and had a global rank of sixteen (Source: Biospectrum, July 2004) Nobel Laureate Prof. James D Watson visited Biocon on 9th January 1999 Dr. APJ Abdul Kalam, President of India, inaugurated Biocon Park in June 2006 Biocon is the first Indian company to launch an indigenously developed proprietary anti-cancer drug to the Indian market in 2006 – BIOMAb EGFR™
Brand Values
The name Biocon and the company’s promise – The difference lies in our DNA – are tied to the Group’s identity and commitment to good science. They
doc_997646404.pdf
Marketing report on Biocon, Product, Promotion, communication. Kiran Mazumdar Shaw's role is also discussed.
Market
Several years ago The Economist had predicted that the 21st century would belong to developments in biology. That prophecy is already coming to pass in the first decade itself. From diagnosis to treatment, biotechnology is delivering on its promise of revolutionising research and development and creating innovative medicines. Worldwide the biotechnology industry is expected to grow at a compounded annual rate of between 6% and 9% through 2010, determined by two realities: the ageing population of the world and the rising demand for a better quality of life. It is expected that the emerging markets of Asia, Eastern Europe and Latin America would be the main demand creators (Source: industry data). India is already a major biotech player in the world. According to industry projections the business has a potential of generating revenues in excess of US$ 5 billion (Rs. 20,000 crore) and creating one million skilled jobs by 2010. In India, Biocon has been the driver of growth in the biotechnology sector. As a researchdriven, global health care company with a strong matrix of capabilities along the biopharmaceutical value chain, Biocon offers novel therapies, which stem from its focused drive towards affordable innovation. The company has a global footprint that spans 75 countries, with the US and the European markets accounting for more than 35% of its worldwide sales. For a country with a number of sunrise industries, biotechnology is, perhaps, India’s most important development as it alone envelopes the hope of bringing affordable relief to a world plagued with disease.
industrial enzymes. 30 eventful years later the company is a globally recognised, integrated biopharmaceutical company with a work force of 3900 including 900 scientists. The visionary who made this transition possible was Kiran Mazumdar-Shaw, declared in a recent international poll, to be one of the most influential professionals in biotechnology in the world. It is under her leadership that Biocon has emerged as the face of evolving India and has, not surprisingly, distinguished itself in several spheres. It was the first company to export microbial enzymes to the US and Europe. Syngene International, a Biocon Group company, is India’s first custom research company in drug discovery. Biocon’s proprietary bioreactor the PlaFractor received a US patent in the 1990s. Clinigene, another Biocon subsidiary, has the distinction of becoming the first Indian laboratory to receive accreditation from the College of American Pathologists. This has set a new benchmark for laboratories in India. In its drive to scale up to global demand and gain international recognition, Biocon has already emerged as the largest insulin, statin and perfusion-based antibody production facility in Asia. In 2004, the company moved up the value
chain by launching INSUGEN, a recombinant human insulin manufactured using a unique Pichia Expression system. Biocon set up an Oncotherapeutics division in 2006 and launched BIOMAb EGFR™ – a revolutionary monoclonal antibody to combat cancers of the head and neck. With this launch Biocon became the first Indian company to develop and manufacture monoclonal antibodies in accordance with stringent international guidelines. The drug received the Product of the Year Award in 2007 from Biospectrum, a leading trade periodical. This impassioned and unrelenting drive to achieve and succeed has seen Kiran MazumdarShaw receive two of India’s highest civilian honours – the Padma Shree in 1989 and the Padma Bhushan in 2005.
History
If Biocon is credited with starting the biotechnology revolution in India then it is a matter of record that this revolution started with a modest capital of US$ 1000 (then Rs. 10,000) on 29th November 1978 in a garage in Bangalore. The company was incorporated as a joint venture between a young woman entrepreneur, Kiran Mazumdar-Shaw and Biocon Biochemicals, a small Irish company. Biocon scripted a winning strategy by opting for specialty, low volume, high value enzymes for the food and beverage industry. This was a radical departure from the prevailing practice of supplying chemical process aids. By the 1990s Bangalore was becoming the knowledge capital of India. Seizing this emerging opportunity Biocon set up Syngene in 1994. It was India’s first contract research services company in early stage drug discovery. It then leveraged its fermentation-based enzyme capabilities and entered the biopharmaceutical space in 1998. It was here that Biocon launched two important R&D programmes for fermentation-based cholesterol-reducing statins and r-human insulin. In 2000 Biocon promoted a Clinical Research Organisation (CRO), Clinigene, to plug a large regulatory gap in clinical development. The CRO created in-house capabilities for clinical development and also provided clinical services to third parties, thus making it into a profit centre. As technology progressed and antibodies came to be recognised as a new class of
Achievements
With just three scientists at its core, Biocon began commercial operations in 1978 manufacturing
immunotherapeutic drugs, Biocon entered into a joint venture with the Centre for Molecular Biology, Cuba in 2003 to develop several novel antibodies. In 2004 Biocon went public as India’s first Biotech stock. The IPO unlocked a US$ 1 billion (Rs. 4000 crore) valuation on the Indian stock exchange. In 2006, Biocon acquired a large patent and IP portfolio from a US Biotech company, Nobex Inc., which enabled it to embark on a cutting edge Oral Insulin programme. In the same year it inked a co-development arrangement with Vaccinex Inc., another US company to develop a pipeline of humanised antibodies.
hub, incorporating state-of-the-art research laboratories, USFDA-qualified fermentation-based manufacturing plants and India’s first antibody manufacturing facility. 2007 was a year of intense activity as Biocon formed a joint venture to manufacture and market a range of biopharmaceuticals for the Gulf countries. It granted a marketing license in Pakistan and created a nephrology division which launched a comprehensive portfolio of renal therapy products. The year also saw Syngene enter into a research partnership with Bristol-Myers Squibb. In February 2008, Biocon catapulted into the European market by picking up a 70% stake in the German pharmaceutical company Axicorp. This addition will enable Biocon to synergise its low-cost manufacturing capabilities with Axicorp’s low-cost distribution model and access the European market for biosimilars like recombinant human insulin. The German acquisition came on the heels of Biocon’s strategic partnership with the US-based start up IATRICa Inc., in January 2008. This alliance was forged to co-develop an exclusive new class of immuno-conjugates for targeted immunotherapy of cancers and infectious diseases.
Product
Biocon’s diverse research base has enabled the development of a rich pipeline of products that encompass therapeutic areas like oncology, rheumatoid arthritis, autoimmune diseases and diabetes. Biocon has a key focus on generic and bio-similar drugs driven by its flagship products like Statins, Immuno-suppressants and Recombinant Human Insulin. Biocon is also developing an exciting portfolio of novel drugs like Oral Insulin and a number of monoclonal antibodies. Biocon’s BIOMAb-EGFR™ is the first indigenously developed humanised monoclonal antibody-based drug for treatment of solid tumours of epithelial origin. The drug has attained leadership in its segment and has provided affordable relief to cancer patients across the country. The company is now focused on marketing initiatives that are aimed at making its branded products like INSUGEN®, Statix, Erypro, Olisat and Metadoze into global brands.
Promotion
Biocon has two clear corporate missions: to follow best practices in fast tracking new generation biotherapeutic development and to project quality every time the company communicates as Brand Biocon. To ensure this, Biocon began with the most basic of communications tools – the logo – and worked upwards. In sync with its leap forward as a fully integrated biopharmaceutical company, Biocon acquired a new corporate identity in 2003. The new logo, christened the Dynalix denotes the two strands of DNA and stands for integrity and dependability – the two values Biocon believes are essential for conducting business in the 21st century. The logo, with its distinctive colours, stands out in the clutter of business-to-consumer brands. The next level of silent communicators were the company’s annual reports, websites and health care collaterals. Each of these, project quality by combining hi-visual appeal with simple messaging. Biocon’s interface with its customers are slickly presented continuous medical education programmes on product-related topics and sessions with key opinion leaders. At every one of these events Biocon emerges as a no-compromise company, dedicated to ensuring quality output. Events such as ‘Winning with Diabetes’ and its public interaction on World Cancer Day are held to increase awareness about these and other autoimmune diseases. Famous personalities like Shah Rukh Khan and Wasim Akram add to the brand’s recognition and appeal by being associated with key product launches. Without doubt the brand owes much of its global positioning and recognition to its founder, Kiran Mazumdar-Shaw, who has herself, won several accolades. She has been called India’s Biotech Queen by The Economist and Fortune magazines while the New York Times has christened her India's Mother of Invention.
communicate dynamism, cutting edge technology, research and development and innovation. Biocon’s rise to eminence is reflected in the building blocks of life itself – the DNA helix. In its infinite, outward spiral, the double helix symbolises the company’s mission to grow into a leading biopharmaceutical enterprise of global distinction. In its counter-form the Biocon mnemonic resembles the letter ‘B’, reinforcing the close relationship that exists between Biocon and biotechnology. The Biocon Foundation fulfils the company’s corporate social responsibility by making available medical assistance to the less advantaged, rural communities of India. The company’s brand values are reinforced through an integrated outreach strategy that focuses on social change and empowerment of rural communities through public health, sanitation and education programmes.
www.biocon.com
Recent Developments
In 2007, Biocon established India’s first biotechnology Special Economic Zone in Bangalore at a cost of approximately US$ 200 million (Rs. 800 crore). Spread over 90 acres, Biocon Park is an integrated biopharmaceutical
THINGS YOU DIDN’T KNOW ABOUT
Biocon
Biocon is India’s most admired biotechnology company The development and pioneering spirit of Biocon is a case study at business schools at Universities such as Harvard and Oxford The Biocon IPO was oversubscribed 33 times; it was only the second Indian company to cross the US$ 1 billion (Rs. 4000 crore) mark on day one of listing at the bourses Biocon was India's first biotech company and had a global rank of sixteen (Source: Biospectrum, July 2004) Nobel Laureate Prof. James D Watson visited Biocon on 9th January 1999 Dr. APJ Abdul Kalam, President of India, inaugurated Biocon Park in June 2006 Biocon is the first Indian company to launch an indigenously developed proprietary anti-cancer drug to the Indian market in 2006 – BIOMAb EGFR™
Brand Values
The name Biocon and the company’s promise – The difference lies in our DNA – are tied to the Group’s identity and commitment to good science. They
doc_997646404.pdf