Color speaks volumes!
Agilent’s Competitive Positioning
Competitor:
Hamilton
• Exceptional top-of-mind share and brand recognition • Seen as “the” syringe company in analytical labs
• Cone, bevel, LC, luer
Removable and Fixed Needles Plunger protection to prevent bending Economical 6 and 10 packs for most popular syringes
Agilent Manual Syringes Total Product Color Speaks Volumes!
Color Speaks Volumes!
Agilent Manual Syringes – Agilent Added Value
• Same high precision and accuracy of sample delivery • Syringe color visible through package making it easier to get the right syringe • Convenient bench storage unit to store syringe between use • Recyclable, eco-friendly packaging • No styrofoam • Quality Assurance • Lot tracking • NIST traceable with Certificate of Conformance
• No increase in price for existing Agilent customers – Track market leader in some parts – Higher for some, lower for others
How will we increase our market share? New …. Agilent Manual Syringes ….
brighten sample prep for HPLC, GC and MS analysis
Easy and fun to use manual syringes featuring • Color coding by syringe volume for quick and easy identification • Eco-friendly packaging made of recyclable plastic and paper has dual purpose – Protects syringe during shipment – Serves as bench top storage between use • Full offering – 0.5 ul to 50 ml with a variety of fixed, removable or luer lock needles • Accuracy and precision as expected from Agilent Technologies
• Broad chromatography portfolio • Reputation for high quality, durable and exacting products • Strong ALS market share • First-to-market with color coding on syringe barrel • Virtually no awareness of GP syringes with IB, channel partners or competitive base • Weak market share (~3%) • Shared channels with Hamilton • With a broad selection of syringes for manual and auto injection, Agilent has what you need for accurate and effective sampling
Care and use sheet with link Syringe stand & packaging
Color code for syringe volume
Agilent Confidential Page 7
Target Customers
Secondary: Laboratory technicians and bench chemists WW working
with Agilent GC, LC & MS systems who use a varied range of manual syringes for sample manipulation and injection but may not be buying large amounts of manual syringes. Also, small to mid-size channel partners who aren’t allied with Hamilton brand.
Tertiary: Lab technicians and bench chemists WW who are using
manual syringes for all or a portion of their sample preparation needs but may not be aware that Agilent offers a full suite of syringe solutions.
• “Velvet Feel” – messaging highlights • Quality manufacturing, accurate the ease of use, precision and results smooth glide of syringe plunger
Pricing Strategy
SGE
Agilent
• Strong brand equity • Large base of GC/LC Instruments WW
• Quality products
• Strong channel relationships for supplies
Key Strengths:
• Quality products • Strong channel presence • Strong media presence – both print and electronic in LG/GC and trade supplies publications
Objective –
• Capture revenue growth opportunity • Expand wallet share
Increase Agilent market share from < 3% to > 10% within 5 years
Page 3
Agilent Confidential
Primary: Laboratory technicians and bench chemists WW in Agilent
installed base who are working with Agilent GC, LC & MS systems in commercial, government, and educational applications and currently using/buying our ALS syringes but NOT buying our manual syringes.
Agilent Manual Syringes: A Sales and Marketing Project !
Relaunch and Revitalize Agilent’s offering in manual syringes
• Approximately 100 new PNs covering 3 major styles • Ranging in volume 0.5 ul to 100 mL • Obsolete 70 existing Agilent PNs using “replace by” to secure current share
• “Old” products with same look for decades Key Weaknesses
• Brand not strong enough to penetrate Hamilton dominance • Shared channels with Hamilton
Messaging
Agilent Manual Syringe Relaunch Revenue Growth Opportunity By Increasing Wallet Share
Manual Syringe Market Opportunity
• General purpose syringes are used by LC and GC chemists to prepare samples, transfer standards, extractions, and dilutions • Vast majority of customers choose Hamilton for their general laboratory syringes – Estimated market share for Hamilton is 90+% ! • While Agilent brand is strong, there is no awareness of manual syringes – Awareness of Agilent’s current line of general laboratory syringes is very low among end-users, distributors and even Agilent’s own direct sales force – No past marketing effort – no sales! • Agilent estimated market share for manual syringes -- only 3% ! – Sales unit volume static for last 3 years