Establishing strong brand equity must be a central goal of any supplier' s
corporate strategy. Based on a 19-question survey of over 1,500 life scientists,
Building Brand Equity in the Molecular Biology Market is designed to help
marketers understand what factors play into a scientist' s decision to choose
one supplier over another when purchasing molecular biology products. For an
in-depth look at the market, the results are analyzed both in
aggregate?molecular biology products as a whole?and by individual segment based
on the following ten product categories:
- cDNA Synthesis and Cloning Products
- DNA Microarray Analysis Products
- Enzymes
- Nucleic Acid Blotting, Labeling, Hybridization and Detection Products
- Nucleic Acid Electrophoresis Systems, Standards and Reagents
- Nucleic Acid Purification Products
- PCR and RT-PCR Products
- Protein Analysis and Purification Products
- RNAi Products
- Sequencing, Genotyping and Fragment Analysis Products
Additionally, this report thoroughly examines the relationship between
product attributes, supplier attributes, satisfaction and loyalty, as well as
the characteristics associated with corporate brands of life science suppliers.
By helping executives understand where leading suppliers are positioned in the
market, this report will better enable companies to refine their current
strategies and develop more effective marketing communications.
For ten individual product categories, as well as the molecular biology
market as a whole, the major objectives of this report are as follows:
- Understand the frequency of use of molecular biology products and identify
which companies are most strongly associated with ten individual product
categories
- Determine budget allocations for molecular biology products and
anticipated growth over the next year
- Assess customer satisfaction with key attributes of molecular biology
products
- Identify from whom researchers are buying, and which suppliers are
preferred
- Recognize which supplier attributes are of greatest importance and
identify where supplier performance falls above or below the expectations of
their molecular biology customers
- Determine the characteristics most closely associated with corporate
brands in the molecular biology market
- Evaluate the level of customer loyalty towards, and satisfaction with,
suppliers
- Measure the overall brand equity of leading molecular biology suppliers
based on customer perceptions of corporate brand image and brand strength
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