Marketing Audit Approach

Topics: Contact lens, Johnson & Johnson, Contact lenses Pages: 13 (2861 words) Published: February 24, 2014
Executive Summary
This market audit report provides an overview of Johnson & Johnson’s Vistakon Contact Lens in the market worldwide. Johnson & Johnson being among the top manufacturers of health care products and related services, has a division called Vistakon which has revolutionized the vision correction industry with the invention of ACUVUE® Brand Contact Lenses.

Contact Lens is increasingly becoming the first choice for individuals who need vision correction as well as for beauty enhancement. Demographics of this market ranges with different needs and lifestyles. ACUVUE Brand is focused upon providing comfort, vision correction, easy handling, customer compliance and lifestyles. According to the studies of current market trends, the contact lens sector has seen a growth of 145% over the last five years with Johnson & Johnson holding the highest world market share of 48%. Even during the world financial crisis, the year 2008 financial results show that the Vistakon business has rose by 13%.

The technique of SWOT analysis has been used to identify the key points on which the company can direct its marketing efforts. The marketing strategy of Vistakon is based on the Johnson & Johnson Credo. Their marketing objectives focus on the product wise key target segments. The brand is positioned in a way that different products cater to meet the various needs of the market.

A market mix analysis defines the ACUVUE product and the pricing strategy used by Vistakon. Vistakon works to keep their price increases in line with the health care products Consumer price index. It promotes its products through various media and distribution channels.

Lastly, recommendations are provided within the guidelines of the market in order to benefit the organization for maximum customer acquisition. Introduction of the Organization
About Johnson and Johnson
Johnson & Johnson is the world’s most comprehensive and broadly based manufacturer of health care products, as well as a provider of related services, for the consumer, pharmaceutical, and medical devices and diagnostics markets. Headquartered in New Brunswick, NJ, it is a family of more than 250 operating companies employing approximately 119,200 men and women in 57 countries. It is organized on the principles of decentralized management, diversification in health care, long term perspectives and shared values across our businesses.

Johnson & Johnson's brands include numerous household names of medications and first aid supplies. Among its well-known consumer products are the Band-Aid Brand line of bandages, Tylenol medications, Johnson's baby products, Neutrogena skin and beauty products, Clean & Clear facial wash and Acuvue contact lenses.

About Johnson & Johnson and the environment
Their purpose is to improve the health and well-being of people everywhere. They understand that environmental degradation threatens human health, and thereby take the responsibility to protect the environment.

They have established five-year Health Planet goals in the areas of energy use, water use, paper and packaging, waste reduction, product stewardship, biodiversity, and others. In developing these goals, they sought counsel from many stakeholders, including government officials, environmental groups, other companies and academic thought leaders. They are confident that their Healthy Planet 2010 goals will help safeguard the health of our planet.


Headquartered in Jacksonville, Florida, Vistakon is a division of Johnson & Johnson Vision Care A true leader in innovation, Vistakon revolutionized the vision correction industry in 1988 with the invention of ACUVUE® Brand Contact Lenses, the world's first soft disposable contact lens.

Today, ACUVUE® Brand Soft Disposable Contact Lenses remain the number one brand in the world. The ACUVUE® Brand is worn by more people globally than any other contact lens. The ACUVUE® Brand is truly transforming the world's vision by...
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