Vistakon Code Of Conduct

Vistakon seeks to be the leader in providing soft, daily disposable, high-quality contact lenses to the part-time lens user by providing superior quality products through innovative manufacturing and R&D combined with strong advertising presence and trade support.

In 1987, Vistakon, an independent subsidiary of Johnson & Johnson, introduced Acuvue, the first soft, disposable contact lens through marked innovations in production and marketing. The “stabilized soft molding” production technique, promising better quality through reducing imperfections, coupled with a dual pronged marketing campaign that “pulled” consumers to enquire about Acuvue through extensive advertising and promotions and “pushed” the product by educating Eye Care Professionals
The western regional rollout indicates that 88% of all 1 Day Acuvue customers utilized contact lenses prior to purchase, a majority of whom used contact lenses in conjunction with spectacles. Exhibit 18 indicates that 1 Day Acuvue was also preferred by college graduates earning $81,000 or more primarily between the ages of 18-45 who frequently travel on business. This data insinuates that 1 Day Acuvue should be targeted towards two specific markets: high income business travelers and athletes and medical patients. Both segments share common characteristics of being less price-sensitive and being current users of disposable soft lenses. While the dropout market is potentially lucrative, it will be hard for the ECP or Vistakon to convince this market that 1-Day Acuvue possesses benefits far beyond their prior contact lens, specifically for the 65% who discontinued because of cost, discomfort, ease of use, need for bifocals, and loss/tear in
However, this cost may not be justified for 1 Day Acuvue. The western launch data indicates that 60% of customers heard about the product at their ECPs office (“push”) while only 35% were reached through advertising (“pull”). Thus, sales representatives should promote prominent point of sale displays at the ECPs office, including literature, posters, and advertisements. The print and media advertising should be focused on active busy professionals and athletes by print advertising in the Wall Street Journal running/athlete magazines and media advertising during business/technology news broadcasts and sports shows. While the firm should continue its 5 day free trial and $50 rebates to induce customers to try 1 Day Acuvue, it needs to focus its advertising reach and reduce costs from the projected $11.9