Scanning Electron Microscop... - Lambda Photometrics

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Marketing Plan for FEI Company Phenom Desktop SEM 10 th March 2009 1.0 Executive Summary Lambda Photometrics has been appointed as a UK & Ireland distributor for FEI Company for sales and support of its Phenom Desktop SEM product. The primary marketing objectives of this plan are to generate 200 sales leads and to achieve first‐year UK & Ireland sales of 10 units. The primary financial objectives are to achieve first year sales revenues of £480,000 (FEI Company) maintaining a margin of 23% (Lambda Photometrics). 2.0 Situation Analysis FEI Company have been well‐established in the electron microscopy market since 1971 and launched their groundbreaking Phenom Desktop SEM in 2007. Although the SEM market is mature, the desktop SEM market is less so and whilst there is strong competition, we can compete because of our high specifications, usability and reputation. 2.1 Market Summary Phenom’s market consists of industrial and scientific users who wish to obtain high resolution images of a range of samples. Potential customers may be existing SEM users who require a smaller, user‐friendly system to perform quick and easy imaging, or non‐SEM users who do not have the expertise or resources required to operate a full size SEM system and require high throughput. 2.2 SWOT Analysis We have several strengths on which to build, however, our major weakness is price. The major opportunity is market size; however we also face threats from the current economic climate. Strengths • Product specifications: Phenom has excellent specifications, including 20,000x magnification, high contrast, fastest time to data of only 30 seconds and an intuitive user‐friendly interface. • Brand awareness: FEI is a well‐known and respected manufacturer of EM products. Lambda Photometrics is also a well‐known and trusted distributor to the scientific & industrial community. • Wow factor: The Phenom has wow factor which we will exploit with customer demonstrations. Weaknesses • Price: Phenom is approximately 15 – 20% (1,2) more expensive than the competition. The higher price can be justified in part by the features; however we need to ensure our prices are competitive. • Lack of brand awareness: Lambda is not known as an SEM supplier, which we will address via promotion. Opportunities • Demand: The UK SEM market is healthy and we are confident we can gain a sizable share of this market. • Customer base: Lambda Photometrics has a large customer base which we will exploit via promotion. • Diverse markets: A desktop SEM is an attractive product to many industries which we currently sell to. • Cross‐sell: There are opportunities to cross‐sell Phenom to existing Zygo, APE, PI, etc. customers. Threats • Economic climate: The UK economy is now in recession, industrial customers’ budgets are restricted and capital purchase justifications will become ever stricter. However, the UK Government has guaranteed to maintain the level of grant funding to UK Universities via the research funding bodies (e.g. EPSRC, BBSRC). • Increased competition: Hitachi and JEOL offer stiff competition, with Nikon heavily promoting the JEOL Neoscope. In addition, Evex have started to promote their Mini‐SEM product. Lambda Photometrics Ltd Lambda House Batford Mill Harpenden Hertfordshire AL5 5BZ United Kingdom E: info@lambdaphoto.co.uk W: www.lambdaphoto.co.uk T: +44 (0)1582 764334 F: +44 (0)1582 712084 A Polytec PI Company Registered Office: Lambda House Batford Mill Harpenden Hertfordshire AL5 5BZ Registered in England No: 1332370 16
2.3 Competition There are two main competitors, namely JEOL/Nikon and Hitachi. A third competitor, Evex, have recently begun promoting their desktop SEM product. A full competitor analysis to be provided by FEI at the training session: • JEOL JCM‐5000 NeoScope: This is the main competitor, provides 20,000x magnification and is being heavily marketed by Nikon Instruments who are distributing in Europe. 15% cheaper 1 than Phenom • Hitachi TM‐1000: This system provides a lower magnification (10,000x), less wow‐factor and less intuitive software than the Phenom. 15 ‐ 20% cheaper 2 than Phenom • Evex Mini‐SEM: Promoted as a low‐cost bench top SEM, 30,000x magnification. Claim world‐wide distribution, unsure of distribution/representation in the UK and price. • NovelX MySEM: ?? 2.4 Product Offering Phenom Desktop SEM is a high‐resolution desktop imaging tool that is fast, affordable, and easy to use and offers: • 20,000x magnification with 12x digital zoom • Fastest time to data with 30 second sample loading • High brightness thermionic source • Multi‐mode detector for topographic imaging • Motorized stage for easy navigation • Low vacuum design for a wide variety of samples 3.0 Marketing Strategy 3.1 Objectives We have set both leads and sales volume objectives as follows: • Generate 200 sales leads via marketing projects • Achieve first year sales of 10 Phenom systems The sales leads target is based on 200 leads providing 50 projects which, with a 1 in 5 conversion ratio, will generate sales of 10 Phenom systems. 3.2 Target Markets Segments being targeted in year one include UK & Ireland University Researchers in Physical & Biological and Chemical sciences, Automotive Manufacturers and Pharmaceutical Manufacturers. We will also target those existing contacts/leads generated via LOT Oriel UK as provided by FEI Company. 3.3 Positioning Phenom is positioned at the top end of the desktop SEM market as its features and specifications are superior to the competition. 3.4 Strategies The main strategy is to get as many customers in front of the instrument as possible. Phenom is a system that customers have to see and use as part of the sales process, with the wow factor providing an additional incentive to buy. Due to the competitive nature of the market and economic threats, we may need to offer discounts to some customers, especially in strategic geographic locations or industry sectors that will provide useful customer reference sites. Activities include: Lambda Photometrics Ltd Lambda House Batford Mill Harpenden Hertfordshire AL5 5BZ United Kingdom E: info@lambdaphoto.co.uk W: www.lambdaphoto.co.uk T: +44 (0)1582 764334 F: +44 (0)1582 712084 A Polytec PI Company Registered Office: Lambda House Batford Mill Harpenden Hertfordshire AL5 5BZ Registered in England No: 1332370 17
Page 1 and 2: PHENOM Marketing Meeting Lambda Hou
Page 3 and 4: Phenom desktop SEM now available fr
Page 5 and 6: Scanning Electron Microscope by Lam
Page 7 and 8: Scanning Electron Microscope by Lam
Page 9 and 10: Campaign Management https://adwords
Page 11: Introducing Phenom desktop SEM http
Page 19: • Newsletter: Phenom TM will be i

Scanning Electron Microscop... - Lambda Photometrics

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