Vistakon

Authors:
Larson, Philip






Vistakon: 1 mean solar day Acuvue Disposable Contact Lenses
Marketing scheme: Orhun FINAL EXAM










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Vistakon has created a daily disposable lens at a time when the market for disposable lenses is declining and the market for frequent replacements is developing (see Figure 1). It must identify the target consumer segment(s) that benefit more or less from its primary differentiators and solidify its positioning and pricing strategies for national launch. For odd-job(prenominal) users, Vistakon has the unique capacity to provide the most comfortable and favorable 1-day disposable lenses in mass market volumes at the utmost price. Vistakon should 1) target irregular users of contacts who Vistakon is uniquely positioned to serve, 2) position 1 Day Acuvue around the primary unmet needs of this segment, convenience and comfort, and 3) implement insight pricing in a progressive regional rollout to essay price sensitivity and product diffusion prior to a full national rollout.
I.



Vistakon Should Target the Part-Time User ingredient with Positioning Around Comfort and Convenience
While traditional synopsis of the vision correction market does not segment parttime from full-time users of contact lenses, there is strong evidence that part-time users represent a large and growing segment of the existence (64% of patients during the Western Rollout wore contacts less than 7x per week and 18% were dropouts). This segment represents a large profit opportunity for Vistakon because part-time users place great value on convenience and comfort, the two primary benefits of 1 Day Acuvue. These needs be currently underserved in the corrective lens market (see Figure 2). One Day Acuvue lenses are far more convenient than other contact lenses for many another(prenominal) reasons including: no...If you want to get a full essay, order it on our website: Orderessay



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