AB-Biotics is a leading biotechnology company, with an international vocation, and it divides its activities into these two main business areas (probiotics & precision medicine) based on research, development, intellectual protection and the distribution of their own exclusive biotechnological solutions.
“To track probiotic ecommerce, this is the best tool we’ve tried. At the end of the day, it covers a lot of countries and products without losing accuracy.” – Jordi Riera, Chief Business Development Officer
Watch Jordi explain how AB-Biotics use Lumina:
In the past year, what have been the key objectives in your department?
In the past our business has been purely B2B, since we started we were relying on partners, distributors and promoter partners and brand holders to bring our products into the market. Now we are trying to better orient our efforts into business to consumer, this year of pandemics has helped us make the decision to go closer to the consumer, especially online. For us it is crucial to have the adequate resources to make this transition into our activities towards the end consumers. For this we rely on Lumina on helping us know better how consumers react to products and the benchmark of the products that are already available on the market.
How is Lumina supporting your business currently and helping achieve objectives?
Lumina was helping us a lot to understand the market better and especially the market of online activities, which is bringing the consumer and the technologies closer together, because the companies directly sell to consumers without so many steps in between. To know the market better we rely a lot on the benchmark of products that Lumina offers us and also into making strategy planning we found Lumina very helpful in understanding the adequate marketplaces, the markets that are emerging, the markets with matureness in the online segment and especially to decide what products among our line of products would be best to start the direct to consumer strategy. This is what Lumina is helping us with and in the future we expect it will help us monitor how we do with our branded products.
What features of Lumina offer the most value to AB-Biotics?
For sure the most valuable feature is that it is very much orientated to probiotics. I would say that this is the most complete database for probiotics that we have ever worked with. Very relevant for us and very valuable are the key country insights because it helps us much better understand the markets and for a company that has had a global perspective from the beginning this is extremely relevant to have a broad overview of the markets. Obviously to have this benchmark of key stakeholders and brands and SKUs in the field is very interesting and we always keep an eye on Lumina for anticipating the trends in probiotics. For sure anticipating trends helps us a lot, we have a very broad pipeline of development and we always need to prioritise and we rely on these trend reports to sometimes decide on what we develop first.
Would you recommend Lumina Intelligence? If so, why?
To track probiotic ecommerce, this is the best tool we’ve tried. At the end of the day, it covers a lot of countries and products without losing accuracy. We like that Lumina releases a lot of updates. For us it’s crucial to have timely updates of the data that is there. This is something we put high value on. We also like it when Lumina offer to work on specific reports such as COVID impact or skin microbiome so this is very interesting and important for making our strategic planning.
How does Lumina Intelligence help AB-Biotics day-to-day?
Benchmark products on the market
Anticipate trends in probiotics
Prioritise development pipeline
“We always keep an eye on Lumina for anticipating the trends in probiotics. We have a very broad pipeline of development and always need to prioritise – we rely on these trend reports to sometimes decide on what we develop first.”