タンパク質分離製品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 protein separation products.

We have defined this market as being primarily composed of products used for the purification and/or analysis of peptides or proteins. Examples of such products include kits, reagents, pre-cast gels, protein and/or antibody arrays, and apparatus for protein electrophoresis.

From the perspective of North American life scientists who use protein separation products, 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
  • Beckman Coulter
  • Bio-Rad Laboratories
  • GE Healthcare
  • Invitrogen
  • Novagen (EMD Biosciences, Merck Biosciences)
  • Pierce Biotechnology (Thermo Scientific)
  • Qiagen
  • Sigma-Aldrich
  • Whatman

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