It is All About the Product, Right?
Article Jan 11, 2016
Having a great product is essential to a company’s success, but it is not the only factor. It is the powerful combination of understanding the market you are selling to and then giving customers what they need when they need it, that drives real results. When considered from this angle, it is clear to see how marketing drives the business.
The true meaning and power of marketing for an analytical instrumentation company
The development of successful products is, more often than not, a direct result of the marketing activities that preceded it; how it is manufactured completes the trifecta.
Technology Networks met with Waters Corporation at its head office in Milford, MA to better understand how it uses marketing excellence, customer-led product development and in-house manufacturing to drive business success.
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What we found was a case study that any MBA course would be proud of: How to develop a product that meets the ever evolving needs of customers, and how to control the manufacturing process to optimize reliability and accessibility.
Why in-house manufacturing brings unique benefits to customers
We spent time with the Senior Directors of Manufacturing from both Waters' Massachusetts facilities, who demonstrated how close control of manufacturing results both in a better product and a closer relationship with the customer. This was reinforced in discussions with R&D, who explained how co-locating manufacturing with the development teams enables new products, and revisions to existing products, to be brought to market in weeks, as opposed to the months or years often associated with outsourced manufacturing.
Discussions with, Dr. Rohit Khana, Waters VP of Worldwide Marketing and Informatics really drove home why marketing, brand and culture are at the heart of commercial success, and, crucially, help drive better product development – benefitting you, the customer.
Why a clear brand identity is critical to differentiate a company in a crowded marketplace
Waters Corp., a publicly traded company headquartered in Milford, Massachusetts, holds worldwide leading positions in complementary analytical technologies - liquid chromatography, mass spectrometry, rheometry and microcalorimetry. Specifically, the company designs, manufactures, sells and services ultra performance liquid chromatography (UPLC), high performance liquid chromatography (HPLC), chromatography columns and chemistry products, mass spectrometry (MS) systems, thermal analysis and rheometry instruments. The company also develops and sells workstation and client-server-based software for managing chromatographic and mass spectrometric test results for both regulated and non-regulated laboratories.
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