Vistakon

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| | | | | | | | | | | | | | | | |Vistakon: 1 Day Acuvue Disposable Contact Lenses | | |Marketing Strategy: Orhun – FINAL EXAM | | | | | | | | | | | | | | | | | | | | | | | | | |Authors: | | |Larson, Philip | | | |I pledge our honor that we have not violated the Honor Code during this | | |examination or case write-up. | | | | | | | | | | | | | | | | | | | | | | | | |

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 growing (see Figure 1). It must identify the target consumer segment(s) that benefit most from its primary differentiators and solidify its positioning and pricing strategies for national launch. For part-time users, Vistakon has the...
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