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www.industriouspublication.com issUe 00 | 2013 THe inDUsTRiOUs
PUBLicATiOn 00
inqABA www.inqababiotec.co.za
00 THe inDUsTRiOUs PUBLicATiOn issUe 00 | 2013
www.industriouspublication.com
Supporting Science and Genomics
Private company Inqaba Biotechnical Industries has grown to be a
leader in the field of genomics throughout the continent of Africa.
Beginning life as a venture that strove to
offer locally produced oligos and DNA Sanger sequencing services
to South Africa, the company has grown into a sustainable business
that offers an extended range of services through distribution.
Sophie Roche spoke with Ms Ratti, the companys
spokesperson, to discuss Inqabas plans for the future.
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inqABA www.inqababiotec.co.za
www.industriouspublication.com issUe 00 | 2013 THe inDUsTRiOUs
PUBLicATiOn 0000 THe inDUsTRiOUs PUBLicATiOn issUe 00 | 2013
www.industriouspublication.com
Meaning rare or precious in Xhosa, the word inqaba was a clear
name choice for the company; a name that highlights its south
African heritage and the uniqueness of the business. To ensure it
remains successful, inqaba markets through its many
representatives, who work closely with its customers via a number
of mediums: seminars, one-on-one contact, exhibitions and
workshops. Attending such seminars and exhibitions makes certain
that the company is always visible to buyers on the market, which
is highly important in the field of genomics. For short-term
marketing, Inqaba offers clients promotional offers; however
long-term, the company focuses on selling onsite-docking systems
and invests into expanding its range. The aim is to make a wide
range of products easily accessible through online marketing,
promotional codes and statistics pages to ensure clients can buy
the required goods at their convenience.
MARkeTing AnD LAUncHesexhibitions are very important to inqaba,
which accrues clients at said events; it is crucial that potential
customers recognise the company as being present commercially
so that they may trust and be knowledgeable about its products.
inqaba also holds its own personal conferences to share product
information and on-going market research. it is very important to
carry out market research and follow global trends to test what
works and does not work, particularly for promotional offers. For
example, if the company has found, through market research, that a
5 percent discount on a certain product has not been popular, it
will rethink its strategy and look into what is generally
preferred, such as a free gift or 3-for-2 on stock. Trends and
product lines are ever changing; therefore inqaba must keep
up-to-date with market movements to remain current and in
demand.
Once a product has been decided upon following extensive market
research, inqaba enlists a team of sales and marketing
representatives to improve existing marketing models and campaigns.
Discussing ideas to increase sales, as a small to medium company,
it does not come up against much red tape and thus does not require
permission to embark on most advertising strategies. As a result,
the company utilises its own graphic designers and follows the
suppliers criteria to launch a product successfully. Once a product
is launched, inqaba prides itself on being able to readily supply
clients with goods; stocking onsite to make certain of reliability
and punctuality.
eARLy invesTMenT AnD THe evOLUTiOn oF ScIenceWhen the company
was first established, inqaba received an investment from the
Department of science and Technology. This was used to acquire a
next generation technology-sequencing platform, which helped the
company to remain up-to-date and relevant, both traits that are
very important to the business. science and technology have
progressed continually since the company began in 2002 and
suppliers have improved their products accordingly. To comply with
such improvements, Inqaba now offers its suppliers mastermixes,
which enable them to merely upload templates, rather than input
data from scratch, then the company does the rest. This mastermix
technology is just one of the ways that inqaba ensures it is
current for its suppliers.
inqaba makes sure to maintain contact with its suppliers at all
times; it is one of the most important elements of being a
distributor. it is crucial to stay in touch with them to remain
knowledgeable about their specifications and demands, which the
company is able to do online and through one-on-one meetings.
According to inqaba, the customer is king and is valued by the
company. it recognises them as individuals and treats them as such,
supporting what they do and complying accordingly for long-lasting
mutual satisfaction.
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