Waters

Rationalizing a Diverse Product Portfolio

What we did:
Messaging Strategy • Portfolio Positioning • Attitudinal Insights • Creative Development

Challenge

Waters offers a broad portfolio of liquid chromatography systems, but there is general confusion—internally and externally—regarding which system is best for each customer.

Insight

Good analytical decisions require more than just raw technical performance specs. Chromatography performance depends on the software, consumables, and services in the platform ecosystem.

Solution

Position the Waters LC Portfolio as a set of systems designed to answer the particular analytical questions users are asking.

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