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SUMMARY
Positioning is how a brand appears in relation to other brands in the market.
It is influenced by the experiences customers have with a brand's products,
services, advertising and promotional material, and representatives over time.
Using advanced statistical analysis this report will examine brand positioning
in the instrumentation for genomic analysis category.
We have defined this market as primarily composed of the capital equipment
(i.e., costing greater than $25,000 and with a shelf-life of at least 2 years)
used to manipulate nucleic acids, determine genetic sequences, or monitor gene
expression levels. Some examples of instruments used for genomic analysis
include DNA sequencers, DNA microarray scanners, genotyping or fragment
analysis systems, and real-time PCR equipment.
From the perspective of North American life scientists who use instrumentation
for genomic analysis, this report will:
- Establish a brand's major benefits and advantages from the customers'
perspective
- Explore a brand's customer mindshare using metrics that approximate a
brand's performance in the market: promotion, product, price, placement, and
service
- Assess brand personality as a critical determinant of value creation and
brand differentiation
- Reveal the demographics of a brand's most bonded customers
- Ascertain customer perceptions of inter-brand differentiation
- Identify a brand's main competitors
- Analyze brand equity to determine a brand's customer appeal
TABLE OF CONTENTS
Section 1: Analysis and Interpretation of
- Survey Results
- Overview
- Making a Distinctive Impression
- Customer Awareness of Inter-Brand Differentiation
- Embodying Desirable Qualities
- Customer-Perceived Brand Advantages
- Brand Personality Composite
- Delivering on a Brand's Promise
- Market Performance Evaluation
- Maintaining a Durable Presence
- Brand Use Over Time
- Brand Equity Valuation
- Adopting a Brand Positioning Strategy
- Brand Profiles
- Affymetrix
- Agilent Technologies
- Applied Biosystems
- Beckman Coulter
- Bio-Rad Laboratories
- GE Healthcare
- Illumina
- Molecular Devices (MDS Analytical Technologies)
- Stratagene
Section 2. Study Methodology and Demographics
- Methodology
- Definition of Terms
- Demographics
- Questionnaire
Section 3. Presentation of Survey Data
- Brand Usage
- Use of Specific Brands
- Years using brand
- Frequency of brand usage
- Usefulness of brand to research
- Satisfaction with brand
- How often brand provides critical advantages in
- research
- Ability to conduct research without brand
- Brand Comparisons
- Degree of difference or similarity between brands
- Brand Personality
- Brand Experience
- Familiarity with products from brand
- Happiness with performance of brand
- Acceptability of prices of brand
- Ease of obtaining brand's products
- Helpfulness of service and support from brand
- Demographics
Section 4. Appendices
- Insights and Perspectives
- Other Recent Publications
- About BioInformatics
- Our Valued Clients
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