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Brand Perceptions of Leading Scientific Instrumentation Suppliers
ARLINGTON, Va., Dec. 16 /PRNewswire/ -- The life science instrumentation
market is characterized by sectors with varying levels of competitive
intensity, but across the market as a whole, a number of suppliers have
established dominant brands, including Applied Biosystems (NYSE:ABI), Beckman
Coulter (NYSE:BEC), Bio-Rad (AMEX:BIO), GE Healthcare (NYSE:GE), and Agilent
Technologies (NYSE:A).
To help life science executives understand where companies are positioned in
the market, BioInformatics, LLC (http://www.gene2drug.com/) has published
"Brand Perceptions of Life Science Instrumentation Suppliers." Based on a
survey of more than 1,800 life scientists, the report provides an in-depth look
at nine instrumentation categories -- from basic instruments like centrifuges
to cutting-edge technologies like DNA microarray and high- throughput screening
instruments.
"The benchmarks provided in this report will help suppliers identify those core
elements that contribute positively to their overall brand perception and where
they are performing relative to both their competitors and customer
expectations. With this information, steps can be taken to address any
weaknesses that are likely to contribute to customer defections and lost share
or it may be used to help exploit the weaknesses of their competitors," said
Bill Kelly, President of BioInformatics, LLC.
One area that scientific researchers are less than satisfied with is the level
of post-sales support they receive from their instrumentation suppliers --
specifically instrument calibration, technical support, replacement parts and
service, and warranties. This finding suggests that while suppliers may view a
sale as a culmination of a customer relationship, customers view the sale as
the beginning of a relationship and have unmet expectations. To increase
satisfaction and customer loyalty, suppliers should strive to have ongoing
interactions with their customers and offer considerable assistance in the
optimal use of the instrument for each customer's unique applications.
The survey also finds that customers have varying degrees of loyalty to their
suppliers of instrumentation, and in some sectors, there are signs that current
leaders are facing pressure from competitors. For example, based on who
customers believe they will purchase instruments from in the future, Agilent
appears to be poised to challenge Waters (NYSE:WAT), a leading supplier of
chromatographs, and Applied Biosystems appears to be generating improved brand
awareness for its DNA microarray instruments, placing pressure on the current
leader, Affymetrix (NASDAQ:AFFX).
Another indicator of changes in the competitive landscape stems from an
analysis of the suppliers scientists associate with different types of
instruments and those companies they predict they will purchase from in the
future. For example, although Beckman Coulter is the supplier most closely
associated with cell analysis systems, BD Biosciences (NYSE:BDX) is both the
current top supplier and most frequently mentioned future supplier in this
category -- an indication of the strength of the BD Biosciences brand. As
another example, few respondents (7%) associate Thermo Electron (NYSE:TMO) with
mass spectrometers; however, Thermo was tied with Applied Biosystems as the
most often mentioned future supplier of these instruments. This analysis can
be used to spot competitive threats as well as measure the effectiveness of a
company's brand strategies.
"The results of this survey confirm that brand perceptions affect the success
of commercial suppliers in the instrumentation market. Innovations and
advanced technology are undoubtedly important to life scientists, but
performance is the measure by which instrumentation suppliers are most often
judged. Strong brands help simplify the choices a customer needs to make by
providing reassurance that the progress of research will not be impeded by
sub-par performance by a supplier and its instrumentation," concluded Kelly.
For a complimentary Executive Summary of this report, please visit:
http://www.gene2drug.com/reports.84.html
ABOUT BIOINFORMATICS, LLC
BioInformatics, LLC (http://www.gene2drug.com/) is a market research firm
located in Arlington, Virginia. BioInformatics supports marketing, sales and
R&D executives in the life science, medical device and pharmaceutical
industries through published reports, custom research and consulting.
BioInformatics sponsors the world's largest market research panel of scientific
customers -- The Science Advisory Board (http://www.scienceboard.net/) -- which
consists of more than 22,000 scientists, physicians and other life science and
medical professionals from 62 countries who participate in surveys that address
emerging technologies, test customer reactions to new product concepts, measure
brand awareness and assess advertising effectiveness.
For more information, please contact:
Alyssa Martin
BioInformatics, LLC
2111 Wilson Blvd., Suite 250
Arlington, VA 22201
703.778.3080 x12 (phone)
703.778.3081 (fax)
http://www.gene2drug.com/
Available Topic Expert(s): For information on the listed expert(s), click
appropriate link. Robin Rothrock, Ph.D.
http://www.profnet.com/ud_public.jsp?userid=499178 Tamara Zemlo, Ph.D. M.P.H
http://www.profnet.com/ud_public.jsp?userid=499186 William T. Kelly
http://www.profnet.com/ud_public.jsp?userid=499193
DATASOURCE: BioInformatics, LLC
CONTACT: Alyssa Martin of BioInformatics, LLC, +1-703-778-3080, ext. 12,
Fax: +1-703-778-3081, or
Web site: http://www.gene2drug.com/
http://www.scienceboard.net/