inqaba biotec

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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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inqaba biotec

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