Biopure

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Set the price:

Biopure may produce two different types of products. One type has normal cost, and the other type is improved a bit by adding some extra cost.

For the normal type, Biopure can set the price at $100 first, because at the introduction-stage of the new product, the company should not make the price too high for the customer to accept. According to the Exhibit 8, before Oxyglobin is released to the market, the small-animal owners usually take the blood transfusion in the expense of $100. Therefore, when Oxyglobin is priced at $100, it seems a substitute for the old blood transfusion process and not so expensive to have a try on it. Then the advertisements that Oxyglobin has more advantages than the donated animal blood will drive the veterinarians and pet owners to the company’s new product.

To maximize the profit, the company can make some improvements on the normal type to differentiate between products. For the improved type, the price may be set to $200 or even higher. From Table B we can find that the price elasticity of demand for the new product is below 1. That is to say, the demand of blood transfusion is inelastic, which means increasing the price of Oxyglobin will also increase the total revenue of the company. The reason may be that the pet owners don’t care how much it will take to cure their lovely animal babies. After the introduction of the product and the advertisements, it is not surprising that the price would be at a high level of more than $400.

针对不同血型

即时供血

不同的犬型

细分市场的老大对上市有帮助。

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