Team:ITESM-Guadalajara/Marketing

MARKETING

Sales Plan

Biophrame’s products will be offered online through an online store supported by Shopify. Investment for this online store will be 4,000.00 MXN. Our products are going to be displayed in our online catalog where customers can view and order our products. Customers can get the products shipped for an additional cost or can pick them up from our headquarters.

We will also aim to increase our customer awareness trhough scientific catalogs and journals, trusting mouth-to-mouth promotion of out product.

Brand and Pricing Strategy

Biophrame’s flagship product is BioK, which is going to be sold in two presentations: medium-low purity and high purity Chitosan. Both presentations have medium molecular weight.

Our pricing strategy consists in introducing the product at lower prices. BioK medium purity will be sold at $1,500 MXN per bottle of 100 g. On the other hand, BioK high purity will be sold at $3,000 MXN for bag of 1 g.

Chitosan market prices for medium purity Chitosan is on average $15 MXN per gram (unit cost of 194%) and $200 MXN (unit cost of 8$) per gram for high purity Chitosan, which places our prices lower than the market average. We expect to increase the price once we increase the customer awareness and our market share. During our go-to-market period, our market share for medium purity Chitosan will be of 2.17% for phase 1 and 1% phase 2.