Vistakon 1 Day Acuvue Disposal Lenses Case Solution And Analysis, HBR Case Study Solution & Analysis of Harvard Case Studies

Vistakon 1 Day Acuvue Disposal Lenses Case Study Solution

Introduction

Vistakon is the market leader in contact lenses industry. It has specialty in manufacturing the customer oriented products for customers seeking eye care. Furthermore, Vistakon’s parent company is Johnson & Johnson (J&J) which is also known as the decentralized organizational structure in the market.

Indeed, Vistakon is one of leading contact lenses company in the US. Meanwhile, the increasing competition in the market has emphasized over the good pricing and positioning of the product in the market. As there is huge competition in the market, so the market segmentation becomes very important for company.

On the other hand, the eye contact lenses has become with an annual spending of $15 billion inclusive of sunglasses, and other over the counter products for the eye care. Furthermore, there were three types of vision corrections spectacles (Eye Glasses), contact lenses, and corrective surgery. Whereas, the spectacles are the eye glasses commonly wore by the people.

The contact lenses are small in size, fingernail lenses wore in the eyes to correct the vision. Meanwhile, there are two types of contact lenses one soft lenses, and hard lenses. Indeed, the hard lenses are inexpensive and also sometimes uncomfortable. But, the soft contact lenses are expensive and comfortable to wear.

The third category of the eye correction type was surgery through the laser to correct the vision, but this type of vision correction was very rare. Consequently, among these three categories, the spectacles were most common and traditional way of vision correction, since this type of correction constitutes 80% of the market.

The contact lenses market constitutes around 20%. So, it is of concern for the company that how it should position its newly produced contact lenses which are also known as 1 day Acuvue disposable lenses.

Background

The contact lenses industry has been growing very slowly. Since, the value of the market is around $15 billion as of 1992. For now, the industry has become very competitive due to increasing new entrants in the market that have made concerns for the company to focus on the target segmentation.

On the other hand, increasing complexities has emphasized over proper implementation of market strategies to tackle the potential market threats raised by the competitors. However, the major concern for the companies operating the contact lenses industry has positioned their products and targeting the segment.

However, the identification of the target market segment is very difficult due to diversified customer base in the market and if the target market is identified, then introducing product as per their specifications will be a major barrier to the company in managing the market strategic positioning. Similarly, many complications has arisen due to huge competition.

Furthermore, the disposable eye lenses are new to the market, which makes it necessary for the patients to visit the ECPs more frequently than the traditional visits. Therefore, it can be determined that disposable eye lenses required more frequent purchases then traditional lenses which were replaced after 18 months on average.

On the other hand, Vistakon has to measure the market size, and properly target segment, and position its product in the market after identifying the target market. Because, the contact lenses market was very complicated than other eye care market divisions. Because, the lenses industry was much small in size, but huge in competition.

Marketing Analysis

Three 3C

3c refers to a market model used to formulate the strategies based on the customer view point and based on the historical trends, strategies that company has employed in past and success and failure from those employed approaches to the customer and market. Meanwhile, 3c is best tool to analyze the market and customers as well.

Customers

The customers in the market are very much diversified since there are many market segments in the industry. But, targeting the lenses segment customers was very difficult as the lenses industry had 20% share in eye care industry. Similarly, it can be determined that 80% patients suffering from the eye problem used spectacles in traditional way.

On the other hand, the contact lenses customers were around 20% in the industry so it is important to know that customers who wore the lenses has different characteristics than other patients. Indeed, the contact lenses wearers were around 22% in the contact lenses industry. Consequently, it can be determined that there are many complications that needs to be understood before taking strategies to position products.

Furthermore, the customers in the market preferred the soft contact lenses although those type of lenses were higher in prices, but were more comfortable. Since, among these types of lenses many of them were extended lenses to be wore for one week maximum before enzyme takes place inside the lenses as approved by the FDA.

It can be determined that customers those preferred comfort and flexibility were main target market of the company because the company has been introducing the disposable product in the market that could be wore for one week but it is to be taken out for wash and cleaned at night by thorough instructions prescribed by the company..............................

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