Maximizing Market Share Through Brand Differentiation

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
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