Recent trends in analytical instrument's market and comparative analysis of marketing strategies of Bio-Rad and Beckman Coulter in Indian market

The recent increase in focus towards bio-analytical instrument industry is a result of increase in the requirement of sophisticated, multi-utility, portable and highly accurate instruments. The government research institutes and academic institutes are major buyers in India. In the midst of this positive growth, Bio-Rad and Beckman Coulter Inc. have emerged as prominent companies which are providing world class instruments and service. The competition in this sector cannot be ignored. Thus, while comparing the success of these two companies, it all comes down to their marketing strategies. For example, in case of Beckman Coulter, they were more focussed towards R&D whereas Bio-Rad released a series of videos on youtube and similarly looked for ‘easy to employ’ marketing strategies. A survey was conducted to perform a comparative analysis of marketing strategies of Bio-Rad and Beckman Coulter.