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 instrumentation for protein analysis.
We have defined this market as being primarily composed of the capital
equipment (i.e., costing greater than $25,000 and with a shelf-life of at
least 2 years) used for detecting and/or quantifying proteins. Mass
spectrometers, high performance liquid chromatography (HPLC), and other
chromatographic equipment are examples of instruments in this category.
From the perspective of North American life scientists who use instrumentation
for protein analysis, 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
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