品牌差異化擴大市場佔有率：生命科學市場

品牌差異化擴大市場佔有率：生命科學市場 是由出版商BioInformatics, LLC在2006年05月所出版的。 這份英文市場調查報告書包含175 pages 價格從美金1600起跳。

簡介

目錄

Abstract

In a crowded life science market, lists of advantages and product features are no longer sufficient to differentiate one company' s offerings from another' s. How does a supplier capture potential customers' attention and ensure that scientists develop a positive impression of its brand? A strong corporate brand can have a halo effect on a company' s products across market segments, generating excitement and a premium on that company' s goods and services. Brands that can establish an emotional connection with customers benefit from the luxury of “earning” time with scientists to make a rational, persuasive case for buying their products. Without this close bond, however, a corporation' s product brands can get lost in the multitude of companies vying for scientists' attention.

BioInformatics' latest report, Maximizing Market Share Through Brand Differentiation, provides suppliers with a frank and unbiased assessment of how their customers perceive their corporate brands compared to competing corporate brands. These insights will help suppliers better differentiate themselves from their closest competitors because they detail what elements are most critical in building customer loyalty and what brand characteristics customers most prefer.

Based upon the opinions of over 1,000 life scientists globally, this report provides an overall brand “scorecard” based upon key performance metrics. This scorecard can be used to determine broad areas in which specific suppliers require attention (e.g, promotion strategies, product strategies, price strategies, place strategies, or service strategies) in order to improve a supplier' s brand image. The report also includes a special focus on “differentiation mapping,” which depicts brand relationships based upon similarities and differences between corporate brands. This information will provide suppliers with insight into understanding their competitive position and that of their key rivals in the market. It will enable suppliers to strengthen both their offensive strategy (i.e., From which companies can market share be taken?) and defensive strategy (i.e., From which companies should market share be protected?). Also unique to this report is measurement of each brand' s equity in relation to other brands.

From the perspective of life scientists, this report analyzes the performance and perceptions of 17 corporate brands in the life science market.

This report delivers the following:

• Estimates market share for different market segments and geographic regions using a set of hierarchical customer-based factors
• Assesses brand personality as a critical determinant of value creation and brand differentiation
• Examines market factors that influence a customer' s decision to purchase one brand over another
• Reveals customer perceptions of inter-brand differentiation
• Analyzes customer-based brand equity to determine the appeal of a brand by specific market segments
• Evaluates customer retention rate and average customer life on a per brand basis
• Calculates a brand' s customer value score globally and for segmented customer profiles

1054 scientists completed a 29-question survey conducted by BioInformatics, LLC (Arlington, Virginia, USA) between March 30 and April 6, 2006.

The electronic questionnaire was fielded to registered members of The Science Advisory Board. BioInformatics sponsors The Science Advisory Board, an online community of more than 29,000 scientists, physicians and healthcare professionals from around the world. The Science Advisory Board is divided into two panels (Research and Clinical) and “convenes” regularly via the World Wide Web to voice their opinions on a wide variety of issues relating to biomedical research and clinical technologies. These experts- representing all aspects of the life sciences and medicine- have agreed to make themselves available to participate in our online research activities. The Science Advisory Board members who participated in this study were drawn from the Board' s Research Panel.

Utilizing six key analyses to explore brand differentiation and evaluate the market share of the top 17 life science corporate brands, this report

• Develops in-depth customer profiles based upon detailed segmentation for each brand
• Estimates market share for each brand using a set of hierarchical customer-based factors
• Assesses brand personality as a critical determinant of value creation and brand differentiation
• Examines market factor(s) that influence a customer' s decision to purchase one brand over another
• Reveals customer perceptions of inter-brand differentiation
• Analyzes customer-based brand equity to determine the appeal of a brand
• Measures each brand' s customer value

Table of Contents

• Executive Overview
• Study Objectives
• Life Science Brand Usage
• 5 Elements of Brand Health
  • Standing
  • Status
  • Perception
  • Profitability
  • Strength
• Conclusion

• Executive Overview
• Study Objectives
• Life Science Brand Usage

[Note: Data is from respondents who have used each brand.]

• Brand Usage
  • Brands currently used
• Brand Experience (by brand)
  • Percentage of life science laboratory budget spend per brand
  • Number of years products from each brand have been used by customers
  • Perceived usefulness of products to customers' research
  • Familiarity with products
  • Satisfaction with the benefits of products
• Purchasing Behavior (by brand)
  • Acceptability of prices of products
  • Convenience of obtaining products
  • Helpfulness of customer service
  • Helpfulness of technical support
  • Recency of last order placed by customers' labs
• Brand Comparisons (by brand)
  • Degree of similarity/difference in customers' comparisions of each of 17 brands
• Brand Personality (by brand)
  • Evaluation of brand 15 personality traits of brands
  • Descriptiveness of each trait in portraying each brand
• Brand Satisfaction (by brand)
  • Satisfaction with 9 attributes of products from each brand
  • Overall satisfaction with products from each brand
  • Frequency that each brand offers critical advantages that other brands do not
  • Likelihood of recommending brand used to colleagues
• Demographics
  • Years conducting research
  • Role in selection of consumables used in lab
  • Role in selection of instrumentation
  • Annual operational lab research budget in 2006
  • Percentage of research budget devoted to capital equipment
  • Total researchers in respondents' lab or group
  • Total researcher in respondents' organization
  • Gender, Age, Market Segment, Job Position, Geographic Region
  • Areas of research

• Insights and Perspectives
• Cross-Tabulations of Survey Data
• Differentiation Charts by Brand
• Share Index Tables by Brand
• Satisfaction Quadrants by Brand
• Other Publications
• About BioInformatics
• Our Valued Clients

相關商品

BioInformatics, LLC發行的生物科技相關市場調查報告書

全球的次世代定序展望：使用・偏好・預算

The Global Outlook for Next Generation Sequencing: Usage, Preferences, & Budgets

價格 : US $ 3200

出版日期 : 2011年10月

生命科學儀器市場之市場佔有率最大化

Maximize Your Share of the Life Science Instrumentation Market

價格 : US $ 3200

出版日期 : 2011年06月

生命科學產品之客戶服務&技術支援：客戶喜好

Customer Service & Technical Support for Life Science Products: Customer Preferences

價格 : US $ 3200

出版日期 : 2011年04月

Email Alert(Email 通知) - 最新市場調查報告書

GII 將每天定期更新最新市場調查報書資訊，選擇您有興趣的市場分類，我們將用Email的方式讓您收到最新訊息!