Abstract
Overview
Size determination and quantification of DNA
Size determination is the principal reason respondents use DNA molecular
weight markers, however, nearly half of all respondents also use markers to
quantify DNA. With this report, find out which customer segments use which
types of markers (e.g. DNA ladders vs. DNA digests, mass standards vs. label
standards). This analysis can allow suppliers to customize their product
offerings to meet the needs of the overall market and of specific customer
segments.
The Market for DNA Molecular Weight Markers presents segmentation analysis
that allows suppliers to maximize the effectiveness of their marketing
efforts--by reaching out to scientists who are like existing customers--and
optimize their product offerings according to customer needs. Additionally,
differences in usage and preferred suppliers across market segments can be
tracked against internal sales data to monitor changes in market share.
Invitrogen is the most commonly used brand of markers This report also shows
important differences in market share across different segments. In addition,
the market share evaluation provided can be used as inputs for internal
size/share models for 2006 projections, sales targets, and more.
Most usage rates are expected to remain constant over the next year--but specific applications show growth potential
Knowing where the market is growing--and where it's not --allows suppliers to
stay ahead of the curve. By knowing which areas are most likely to grow over
the next 12 months, suppliers can ensure that production capacity can keep up
with demand and also match marketing and sales efforts accordingly.
Only 23% of respondents are very satisfied with the markers from their primary supplier
Knowing which particular factors--of the brand and of the product--work for
and against your company (and your competitors) is key to maintaining and
growing market share. Differentiate your product and brand from your
competitors, and match your marketing communications to the most important
attributes. Perhaps most importantly, keep your customers happy and gain your
competitors' unhappy customers.
The Kano Model: Linking Product Attributes to Customer Satisfaction
"Essential" product attributes are those that absolutely must exist in a
product, but their essential nature means that they are taken for granted to
an extent, so they do not contribute much to customer satisfaction.
"Differentiating" product attributes, on the other hand, are those that make
one product better than another--at least in the eyes of the customer. These
differentiating attributes allow suppliers to compete more effectively,
particularly when combined with segmentation analysis.
Know which customer segments are most loyal to your brand
Customer loyalty is incredibly valuable--it costs more to attract new
customers than to retain current customers. With this report's analysis of
customer loyalty, suppliers can measure the loyalty of their own customers,
compare customer loyalty across suppliers, and target customers who are not
loyal to their current brand. From the perspective of researchers who use DNA
molecular weight markers, the primary objectives of this
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