Currently occupying the leading position in the soft contact lens market‚ Vistakon decided to be one step ahead its competition by launching 1 Day Acuvue – the one-day disposable lens concept. Although Vistakon obtained positive results in the test market‚ it faced unexpected problems that deterred the success of the new product. Despite a solid logistics plan for product delivery and a costly regional marketing campaign‚ Vistakon encountered challenges on its main part of the distribution channel -
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Analysis Defining the problem VISTAKON‚ an independent and entrepreneurial subsidiary of Johnson & Johnson (J&J)‚ pioneered the production and marketing of disposable contact lenses with the 1987 launch of Acuvue; the first disposable extended wear lenses. By 1993‚ Acuvue was the leading brand of soft contact lenses in the US. In March 1994‚ Gary Kunkle (president of Vistakon) was presented with the test market results of a new/additional product i.e. 1 Day Acuvue (The world ’s first daily disposable
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I recommend that Vistakon commence its launch nationwide. 1-Day Acuvue Disposable Contact Lenses (1-D Acuvue) represents a differentiated and exciting soft contact lens product. The point of difference of 1-D Acuvue relative to other soft contact lenses is its convenience and comfort. The primary market segment for 1-D Acuvue is the part-time contact lens wearer (3.9MM of total U.S population)‚ who wore them only on certain events. Vistakon would encounter less price resistance with these part-time
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Executive Summary Vistakon is a well-established market leader in the disposable contact lens industry. It is a subsidiary of Johnson and Johnson and has grown from a specialty manufacturer in 1987 with $20 million annual sales to a market leader in the contact lens industry in 1993 with over $250 million sales. It offers a variety of disposable contact lenses ranging from a disposable time of two weeks‚ one week and now with 1-Day Acuvue‚ one day. The idea of 1-Day Acuvue came about because there
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Introduction In 1993 Vistakon developed a revolutionary product offering – 1 Day Acuvue lens‚ effectively introducing a new category in the vision correction market. Following the regional launch in 1994‚ Vistakon set out to work on alleviating barriers to product and maximizing efficiency of its customer acquisition efforts. The main business problem for Vistakon is to expand the market for the newly created category and sustain long-term leadership in the contact lens market. Competitive advantages
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marketing vistakon 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 unique capacity to provide the most comfortable and convenient 1-day disposable lenses
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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
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Conclusion ACUVUE® is view as a good quality and good looking product which is suitable for everyone with or without sightedness problem‚ concluded by the survey conducted. This is because almost all of the users will recommended this product to others after they have consumed. The price‚ comfortability‚ and degree of moistness of the ACUVUE® contact lenses are the important factors that mostly affected the purchase decision of the consumers. Although most of the consumers are more prefer Freshlook
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Study of Vistakon and Disposable Contact Lenses Vistakon is a well-established‚ overwhelming market leader in the disposable contact lens industry‚ based on strong brand equity and channels of distribution. Additionally‚ as a subsidiary of Johnson and Johnson‚ Vistakon has considerable resources at its disposal. The launching of 1 Day Acuvue‚ with newly invested manufacturing technology in place‚ provides a great opportunity to preempt competition and thus enhance its positioning. However‚ 1 Day Acuvue
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including consumers’ income‚ prices of substitute products‚ costs of inputs and so on. The product discussed for this report is Acuvue‚ I will analysis how the factors affect the supply and demand of Acuvue. Acuvue is Johnson & Johnson’s Vision Care Product. It is one of the most popular eye contact lenses products for nearsighted correction and eye color alteration. Acuvue has a serial of products that depend on different replacement schedule‚ such as daily disposable‚ two weeks disposable‚ colors
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