細胞生物学関連キット&試薬のブランドポジショニング

Abstract

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 cell biology kits and reagents category.

We have defined this market as being primarily composed of consumable products used to study the physiological properties of cells such as their structure and organelles, their environment and interactions, their life cycle, division, function and death. Examples of such products include apoptosis assay kits, cytokine detection assays, signal transduction assays, and transfection reagents.

From the perspective of North American life scientists who use cell biology kits and reagents, 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
  • BD Biosciences
  • Cell Signaling Technology
  • GE Healthcare
  • Invitrogen
  • Pierce Biotechnology (Thermo Scientific)
  • Promega
  • Qiagen
  • R&D Systems
  • Roche Applied Science
  • Sigma-Aldrich

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
  • Descriptions of brand
• 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