Brand Perceptions of Leading Scientific Instrumentation Suppliers
December 16 2004 - 11:25AM
PR Newswire (US)
Brand Perceptions of Leading Scientific Instrumentation Suppliers
ARLINGTON, Va., Dec. 16 /PRNewswire/ -- The life science
instrumentation market is characterized by sectors with varying
levels of competitive intensity, but across the market as a whole,
a number of suppliers have established dominant brands, including
Applied Biosystems (NYSE:ABI), Beckman Coulter (NYSE:BEC), Bio-Rad
(AMEX:BIO), GE Healthcare (NYSE:GE), and Agilent Technologies
(NYSE:A). To help life science executives understand where
companies are positioned in the market, BioInformatics, LLC
(http://www.gene2drug.com/) has published "Brand Perceptions of
Life Science Instrumentation Suppliers." Based on a survey of more
than 1,800 life scientists, the report provides an in-depth look at
nine instrumentation categories -- from basic instruments like
centrifuges to cutting-edge technologies like DNA microarray and
high- throughput screening instruments. "The benchmarks provided in
this report will help suppliers identify those core elements that
contribute positively to their overall brand perception and where
they are performing relative to both their competitors and customer
expectations. With this information, steps can be taken to address
any weaknesses that are likely to contribute to customer defections
and lost share or it may be used to help exploit the weaknesses of
their competitors," said Bill Kelly, President of BioInformatics,
LLC. One area that scientific researchers are less than satisfied
with is the level of post-sales support they receive from their
instrumentation suppliers -- specifically instrument calibration,
technical support, replacement parts and service, and warranties.
This finding suggests that while suppliers may view a sale as a
culmination of a customer relationship, customers view the sale as
the beginning of a relationship and have unmet expectations. To
increase satisfaction and customer loyalty, suppliers should strive
to have ongoing interactions with their customers and offer
considerable assistance in the optimal use of the instrument for
each customer's unique applications. The survey also finds that
customers have varying degrees of loyalty to their suppliers of
instrumentation, and in some sectors, there are signs that current
leaders are facing pressure from competitors. For example, based on
who customers believe they will purchase instruments from in the
future, Agilent appears to be poised to challenge Waters
(NYSE:WAT), a leading supplier of chromatographs, and Applied
Biosystems appears to be generating improved brand awareness for
its DNA microarray instruments, placing pressure on the current
leader, Affymetrix (NASDAQ:AFFX). Another indicator of changes in
the competitive landscape stems from an analysis of the suppliers
scientists associate with different types of instruments and those
companies they predict they will purchase from in the future. For
example, although Beckman Coulter is the supplier most closely
associated with cell analysis systems, BD Biosciences (NYSE:BDX) is
both the current top supplier and most frequently mentioned future
supplier in this category -- an indication of the strength of the
BD Biosciences brand. As another example, few respondents (7%)
associate Thermo Electron (NYSE:TMO) with mass spectrometers;
however, Thermo was tied with Applied Biosystems as the most often
mentioned future supplier of these instruments. This analysis can
be used to spot competitive threats as well as measure the
effectiveness of a company's brand strategies. "The results of this
survey confirm that brand perceptions affect the success of
commercial suppliers in the instrumentation market. Innovations and
advanced technology are undoubtedly important to life scientists,
but performance is the measure by which instrumentation suppliers
are most often judged. Strong brands help simplify the choices a
customer needs to make by providing reassurance that the progress
of research will not be impeded by sub-par performance by a
supplier and its instrumentation," concluded Kelly. For a
complimentary Executive Summary of this report, please visit:
http://www.gene2drug.com/reports.84.html ABOUT BIOINFORMATICS, LLC
BioInformatics, LLC (http://www.gene2drug.com/) is a market
research firm located in Arlington, Virginia. BioInformatics
supports marketing, sales and R&D executives in the life
science, medical device and pharmaceutical industries through
published reports, custom research and consulting. BioInformatics
sponsors the world's largest market research panel of scientific
customers -- The Science Advisory Board
(http://www.scienceboard.net/) -- which consists of more than
22,000 scientists, physicians and other life science and medical
professionals from 62 countries who participate in surveys that
address emerging technologies, test customer reactions to new
product concepts, measure brand awareness and assess advertising
effectiveness. For more information, please contact: Alyssa Martin
BioInformatics, LLC 2111 Wilson Blvd., Suite 250 Arlington, VA
22201 703.778.3080 x12 (phone) 703.778.3081 (fax)
http://www.gene2drug.com/ Available Topic Expert(s): For
information on the listed expert(s), click appropriate link. Robin
Rothrock, Ph.D. http://www.profnet.com/ud_public.jsp?userid=499178
Tamara Zemlo, Ph.D. M.P.H
http://www.profnet.com/ud_public.jsp?userid=499186 William T. Kelly
http://www.profnet.com/ud_public.jsp?userid=499193 DATASOURCE:
BioInformatics, LLC CONTACT: Alyssa Martin of BioInformatics, LLC,
+1-703-778-3080, ext. 12, Fax: +1-703-778-3081, or Web site:
http://www.gene2drug.com/ http://www.scienceboard.net/
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