The Taq Wars: Competitive Intelligence on How to Survive

Published by: BioInformatics, LLC

Published: Nov. 1, 2005 - 123 Pages

Table of Contents

Section 1. Analysis and Interpretation of Survey Results

1-1 Executive Summary

1-2 Study Objectives and Significant Findings

1-3 Taq DNA Polymerase Usage

1-5 Current Taq DNA Polymerase Consumption Rates

1-6 Future Taq DNA Polymerase Consumption Rates

1-8 Leading Suppliers of Taq DNA Polymerase

1-9 Factors Influencing Selection of Top Suppliers of Taq DNA Polymerase

1-11 Taq DNA Polymerase Brand Satisfaction

1-13 Impact of Taq DNA Polymerase Patent Expirations

1-15 Factors Considered When Switching Brands of Taq DNA Polymerase

1-16 Taq DNA Polymerase Brand Strength

1-19 Taq DNA Polymerase Pricing

1-22 Conclusion

Section 2. Study Methodology and Demographics

2-1 Methodology

2-6 Definition of Terms

2-7 Demographics

2-8 Questionnaire

Section 3. Presentation of Survey Data
Taq DNA Polymerase Usage

3-1 Categories of techniques performed using Taq DNA polymerase

3-2 Percent of usage associated with each technique

3-3 Amount of Taq DNA polymerase used per week

3-4 Expected change in amount of Taq used

3-6 Brands of Taq DNA polymerase used and primary brand used

3-10 Relative importance of factors related to brand decision

3-11 Length of time using primary brand of Taq DNA polymerase

3-12 Recent changes of primary brand

3-16 Major reason for changing primary brand

3-18 Brand respondents would switch to if changing primary supplier

3-20 Price paid per unit for Taq DNA polymerase

3-21 Expected change in number of reactions if price were 20% lower

3-23 Level of satisfaction with supplier and product

3-27 Breakdown of types of enzymes used

3-28 Satisfaction with specific features of primary brand of Taq DNA polymerase

3-30 Overall satisfaction with primary brand

3-31 Brand/supplier loyalty

3-32 Awareness of change in patent status in the United States for PCR

3-33 Likelihood of changing from primary brand because of the change in patent status

Setting the Price

3-34 Price point that is so cheap that quality would be doubted

3-35 Price point at which Taq DNA polymerase would be a great value for the money

3-36 Price point at which Taq DNA polymerase is expensive but worth considering

3-38 Price point at which Taq DNA polymerase would be too expensive to buy

About You

3-40 Number of years using Taq DNA polymerase

3-41 Type of work performed using Taq DNA polymerase

3-43 Role in selecting reagents/enzymes used in the lab

Demographics

Section 4. Appendices

4-1 Insights and Perspectives

4-10 Cross-Tabulations of Survey Data

4-24 Other Recent Publications

4-26 About BioInformatics

4-27 Our Valued Clients

Abstract

Since March 28, 2005, researchers no longer need a license to practice the basic PCR amplification process, which was covered by U.S. Patents 4,683,195, 4,683,202 and 4,965,188. This much-anticipated opportunity has opened the door for an influx of suppliers hoping to provide Taq DNA polymerase (without the constraints of a license) to scientists for this specific application. Once Taq DNA polymerase has been incorporated into a scientist’s toolbox, it likely remains there for many years, if not for their entire research career. In fact, 33% of respondents have been using Taq polymerase for more than 10 years in their research. Suppliers hoping to secure market share will find The Taq Wars: Competitive Intelligence on How to Survive, a new report produced by BioInformatics, LLC, an indispensable guide to successfully selling this commodity product.

Based on a 28-question survey of researchers who use Taq DNA Polymerase, the report examines what motivates scientists to purchase Taq DNA polymerase from one supplier over another and whether these decisions are influenced by market segment, job position and the length of time scientists have been using the enzyme. It provides insights into whether access to less expensive Taq DNA polymerase will change scientists’ purchasing preferences. The report also presents a detailed analysis of price sensitivity and elasticity in regard to the demand for Taq DNA polymerase in three different market segments: industrial, government and academia. By examining the relationship between price and performance, it offers a comprehensive assessment of market expectations, which will allow suppliers to retain their current customer base and acquire new customers.

The report also profiles the top suppliers of Taq DNA Polymerase and what product attributes contribute to their brand’s success. It provides critical information as to what factors place suppliers at risk for losing customers to their competitors. By understanding how their products are used, suppliers can better position Taq DNA polymerase to meet their customers’ needs. For example, academic scientists spend a greater percentage of their time using Taq DNA polymerase for classic end-point PCR than industrial of governmental scientists. In contrast, industrial scientists spend an increased percentage of their time using Taq DNA polymerase for real-time PCR and sequencing than academic scientists. By examining current and future enzyme consumption rates, the report provides insights into which market segments have the greatest profit potential.

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