In order to determine the relative competitiveness of biopreservation media providers, we focused on several relevant parameters, such as, product portfolio strength (in terms of number of biopreservation media offered, preservation condition, presence of serum, type of biological sample, maximum packaging volume and area of application) and partnership strength (in terms of number of partnerships and type of agreement).
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Additionally, the insights on company competitiveness have been presented in the form of a 2*2 matrix, with the company’s experience (abscissa) on the x-axis and competitiveness (ordinate) on the y-axis.
As per our proprietary scoring criteria, amongst small companies engaged in this domain, XXX emerged as the most prominent player based on company competitiveness. The company offers 12 serum containing media that support cryogenic preservation of somatic cells for use in research and development. In addition, the company has signed XX partnerships during the period 2015-2021. Examples of other prominent small players in this domain include (arranged in decreasing order of competitiveness) Cell Applications, XXX, XXX, XXX, and Revive Organtech. It is also worth mentioning that a majority of firms in this peer group are based in North America.
During our research, we came across several partnerships and collaborations that have been inked between various stakeholders engaged in providing biopreservation media. Out of all the partnerships, manufacturing and supply agreement has emerged as the most popular (45%) type of partnership signed by players engaged in providing biopreservation media. The industry has also witnessed five instances of acquisitions in the given time period. This trend reflects the fact that companies are continuously striving to expand their existing service offerings. It is worth highlighting that the stakeholders in this industry are increasingly establishing long term strategic collaborations to better align their service offerings with the current market demand.
It was observed that majority (64%) of biopreservation media providers were mid-sized companies forming alliance with industry players. Only XX small companies formed alliance with non-industry players. In addition, it was observed that majority of the agreements related to biopreservation media were signed between companies located in the same region (50% in North America and 7% in Europe). Further, in most (21%) of the intercontinental agreements, the service provider was observed to be based in North America, while its collaborator was headquartered in Europe.
The Bowman’s Strategy Clock is a comprehensive and easy to use marketing model with which a company can analyze its position in relation to its competitors based around product price and perceived value.
The Bowman strategy clock has eight positions for competitive positioning of biopreservation media. These are (in clockwise direction) as follows:
§ Low Price and Low Added Value (Position 1)
§ Low Price (Position 2)
§ Hybrid (Position 3)
§ Differentiation (Position 4)
§ Focused Differentiation (Position 5)
§ Risky High Margins (Position 6)
§ Monopoly Pricing (Position 7)
§ Loss of Market Share (Position 8)
It is worth mentioning that average price of biopreservation media for refrigerated condition is higher than other preservation condition. However, we believe that the price of biopreservation media intended for cryogenic storage will be higher, followed by deep frozen, cold chain and refrigerated condition due to the inverse relation between the temperature of preservation condition and duration of biopreservation. In addition, the average price is the least for biopreservation media containing fetal calf serum. Such pricing can be attributed to the fact that biopreservation media devoid of serum are preferred amongst the consumers so as to avoid any animal component led contamination in the preserved entities.
Further, average price per mL for biopreservation media supporting tissues are priced higher than those supporting germline cells / stem cells and somatic cells. Less number of biopreservation media are offered by the companies for the preservation of higher level of organized structure, including tissues. This can be attributed to the challenging process of biopreservation of these biological samples that can impact their structure, leading to physical damage or distortion, cell shrinkage. Additionally, average price for biopreservation media packaged in bag is comparatively highest amongst the packaging formats. Whereas average price is lowest for biopreservation media packaged in bottle. This can be attributed to the fact that bottle is the most preferred format for the packaging of biopreservation media
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Ben Johnson
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ben.johnson@rootsanalysis.com
Roots Analysis
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