Download Word document

Positioning Products to Customer in the Target Markets
Varian HPLC systems are used around the world in many different industrial, research and
educational settings. There is steady growth of the number of installed systems for
conventional HPLC and Semi Prep LC – made up of genuine growth in the total number of
systems and replacement of existing older systems.
The new integrated systems have significant benefits to customers. The general benefit
bundles are different common across the markets for the analytical customer and the semiprep customer.
Analytical
Benefit
Features
Expected Performance
Waters/Agilent
State of play with specs equivalent or better than
Viable Data solution
Client server, compliant and fully featured with improved
ease of use
Vendor support
Consumables, service, training, support world wide and at a
consistently high level
Semi Prep to Prep
Benefit
Features
Versatility
Extended detection, materials and flow range via options
Reliability
New fraction collector and advanced control of collection
Easy scale-up
Fully automated scale up through Scale-Up Module and
Galaxie
Environmental
The environmental application area is very significant for Analytical HPLC systems today.
Nearly one quarter of the demand for HPLC comes from independent testing laboratories,
government regulated sites and industry effluent test labs. Low detection limits, regulatory
compliance and high productivity are the key drivers for the analysts. Our new HPLC offers
competitive detection limits with improved system reliability and productivity
Common applications  Trace organic pollutants in drinking water, ground and surface water, effluents, toxic
wastes, soils and seawater.
There are a variety of well established regulatory methods for PAHs, PCBs etc around the
world with EPA, DIN and other regulatory organizations. Reference list on this DVD.
Customer Benefit Bundles –
The most important benefits for the environmental market are highlighted below:
 Performance – sensitivity and precision
 Data compliance and features - for regulated methods
 Reliability and low operating costs – for throughput and low downtime
Key Competitors –
Waters and Agilent have the largest shares of the environmental market worldwide.
Shimadzu is strong in Asia.
Varian’s Offering The most appropriate system for environmental applications contains a gradient pump with
degas, autosampler, column oven and both absorbance and fluroscence detection with
Galaxie software and Varian applications columns. The choice of PDA or Variable UV driven
by need and budget.
Varian Customer Examples –
PPS Water Authority, Korea
Institute Sea Research (CNR), Italy
Zhuhai Water Supply Co., China
Gewasser und Bodenschutz, Switzerland
Sierra Environmental Monitoring, USA
Ministry of Environment & Energy, Canada
Heritage Labs, USA
Water Eco Science, Australia
Pennsylvania American Water, USA
Korea Water Resources Corp., Korea
Department of Underground Water, Thailand
Chemical & Petrochemical
This market has been very soft in recent years due to low product prices and high raw goods
prices. There is a significant quantity of old equipment in these accounts that is due for
replacement when the economy favors this segment.
Most chemical industry applications are for QA/QC or environmental monitoring - the latter is
certainly a target market. In addition low and room temperature GPC and petrochemical
characterization are specific niche markets that the PL line of products targets.
There is a tendency for instrumentation to be regarded as a “tool” so systems dedicated to an
application function are common.
Common applications  Environmental effluent monitoring as per regulated methods
 Production raw materials, final product, inorganic and organic impurities. Competitive
product analysis. Fine chemicals where purity is an issue - photographic,
petrochemicals, plastics, catalysts.
 Dissolved materials in organic solvents and cleaning solutions
Customer Benefit Bundles –
The most important benefits for the chemical / petrochemical market are highlighted below:
 Performance – in terms of separation
 Price – justified by productivity gains
 Reliability – long life and up time in challenging environments
Key Competitors –
Waters, Agilent and Shimadzu. Waters is particularly strong in polymer characterization.
Dionex for IC applications
Varian’s Offering The integrated or modular system offerings. Isocratic and Gradient pumps are relevant
depending on the application. Injection automation improves productivity and specific add on
detectors in addition to UV are widely used – ELSD and RI are the most popular. Application
specific columns for GPC and Galaxie applications for petrochemicals should be considered.
Varian Customer Examples Ricca Chemicals, USA
Poco Graphite, USA
Union of German Cement Factories, Germany
Merck, France
Ciba Specialty Chemicals, Switzerland
Santoku Chemical Industries Co., Japan
Agriculture & Food
These applications areas have much in common with Pharma and Environmental. Many of
the water and soil pollutant environmental analyses are relevant to food analysis. Similarly
most agro chemicals are very similar to comparable work done for pharma samples.
Food and Beverage analysis for various forms of sugars, vitamins, amino acids and organic
acids is a rich area for HPLC.
Common applications  Soils, crops, feed, fertilizer for pollutants and major components
 Simple sugars and organic acids for foods
 Trace contaminants in food
 Beverage analysis for organic acids, sugars and alcohols
 Major and minor components in agricultural pharmaceuticals
Customer Benefit Bundles –
The most important benefits for the agriculture / food market are highlighted below:
 Price in terms of cost per sample vs the product quality benefit
 Ease-of-use in the hands of technicians or factory staff
 Performance for the challenging matricies
Key Competitors –
Agilent, Waters, Dionex, Shimadzu. Waters was historically very strong in the food area,
Dionex for complex high resolution saccharides.
Varian’s Offering The integrated system offering allows dedicated “analyzer” like operation for these customers.
Gradient pumps are relevant for demanding applications. Injection automation improves
productivity and specific add on detectors in addition to UV/PDA are widely used – ELSD and
RI are the most popular.
Varian Customer Examples –
Agriquem, Spain
Forschungsanstalt Agriculture, Germany
University for Agriculture Science, Germany
Pepsi (JVA), Ireland
Ag Labs (Agmin Chelates), Australia
University of Giessen, Germany
Government & Academic
Applications are numerous and varied, including basic analysis, environmental and biological
research, measurement, agricultural / food samples, i.e., covering all of the market segment
applications discussed in this document.
Common applications  Universities and regional colleges including consulting labs and analytical chemistry
courses
 University research especially environmental studies, pharmacy, biology
 Forensic science
 Government research labs
 Medical research
 Life sciences
Customer Benefit Bundles –
The most important benefits for the government & academic market are highlighted below:
 Performance – rangeing from student teaching to high end research
 Price – driven by fixed grants and budgets
 Reliability – for low consumables costs
Key Competitors –
Waters, Shimadzu, Dionex and Agilent with a host of other low cost vendors.
Varian’s Offering For teching labs the modular systems will remain popular – for research purposes full loaded
systems with gradient pumps, degas, cooled autosamplers with PDA detection will be
relevant. Secondary detection including Fluorescence and ELSD will be of value in many
cases.
Varian Customer Examples MultiLab (State Veterinary Inst.), Liechtenstein
University of Melbourne, Australia
Laurentian University, Canada
Max Planck Institut Fuer, Germany
State Agency for Standardization & Metrology, Bulgaria
University of West Virginia, USA
University of Colorado, USA
Songkhla University, Thailand
University of Bordeaux, France
University of Nebraska, USA
Pharmaceutical
This market is the most visible user of conventional HPLC and semi-preparative LC.
Generally divided down the lines of small molecule drugs or biomolecule theraputics in terms
of applications. Small molecule drug makers remain the major users of LC.
Common applications –

Impurity analysis at the 0.1% level for final products and process control

Research and Development of new pharmacueticals including analysis and
preparation
Cleaning validation and FDA driven tests
Dissolution testing
Discovery and Medicinal Chemistry analysis for characterization and purification of
reaction products



Customer Benefit Bundles –
The most important benefits for the metals & engineering market are highlighted below:
 Performance in terms of adequate sensitivity and rock solid precsion
 Data – compliance and complete feature set for processing and auditing data
 Reliability – both instrumental and service response and attentiveness
Key Competitors –
Waters and Agilent are dominant players – with software being a very significant element to
control of accounts.
Varian’s Offering –
Integrated Analytical systems with Gradient degas, automated injection, pda detection and
column heating. Galaxies compliance features for IMS, IQ/OQ and CFR are frequently critical
items.
For Semi prep systems – binary gradient with automated sample injection and fraction
collection, UV detection and the automation of scale up with the SUM and Galaxie bring a
new level of productivity and unattended operation to these semi prep users
Varian Customer Examples Pfizer, USA
GSK, UK
Novartis, Switzerland