Vistakon 1 Day Acuvue Disposable Contact Lenses
$12.00
The ” Vistakon 1 Day Acuvue Disposable Contact Lenses Case Study Solution” comprises 1846 words and includes the following –
- Brief Overview
- Challenges in Front
- 5C Analysis of Vistakon
- Company
- Customers
- Competitors
- Collaborators
- Context
- Customer Journey
- Choosing a Market Segment
- Dropouts
- Cannibalization
- Other Segments based on Usage
The ” Vistakon 1 Day Acuvue Disposable Contact Lenses Case Study Solution” comprises 1846 words and includes the following –
- Brief Overview
- Challenges in Front
- 5C Analysis of Vistakon
- Company
- Customers
- Competitors
- Collaborators
- Context
- Customer Journey
- Choosing a Market Segment
- Dropouts
- Cannibalization
- Other Segments based on Usage
Vistakon, an independent and entrepreneurial subsidiary of Johnson & Johnson, pioneered the production and marketing of disposable contact lenses with the 1987 launch of Acuvue, the first disposable extended-wear lens–a soft contact lens that patients wear for a period of less than two weeks and then abandon. By 1993, Acuvue was the leading brand of soft contact lens in the United States. In March 1994, Gary Kunkle, president of Vistakon, was presented with the test market results for an addition to the firm’s product line, 1 Day Acuvue, the world’s first daily disposable contact lens. The test market results raised a number of strategic issues relating to: 1) the positioning and pricing of the new daily wear disposable product; 2) cannibalization of the firm’s existing extended-wear disposable lens; and 3) the mix of push and pull components required for the introductory marketing campaign to be effective in generating and coordinating demand from both eye-care professionals and consumers. In deciding how to proceed, Kunkle must evalute the risks associated with commencing an immediate launch with an unproven strategy as opposed to extending the test market.
Case Authors : Alvin J. Silk, Bruce Isaacson, Marie Bell
Topic : Sales & Marketing
| Time | 12 Hours, 24 Hours, 48 Hours |
|---|---|
| Pages | 2, 3, 4, 5 |
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