Case Study Vistakon 1 Day Acuvue

Problem:
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 - the Eye Care Professionals (ECP) – as some of them were reluctant on providing patient data or others were presenting the overall cost of 1 Day Acuvue instead of “pennies a day” approach, which would have attracted more customers. Therefore, before going national, Vistakon has to make sure the new product is addressing to the right consumer segments, with the right pricing for the benefits 1 Day Acuvue is bringing, while efficiently spending resources on the marketing campaign. Proposed Solution:
Therefore, the company should focus on the contact lens “drop outs” and conventional or hard lens wearers that count for almost 37M. Secondly, in its efforts to have its product gain market share, it is imperative that Vistakon continues to grow close relationships ECPs, by offering support, training, and better margins to motivate them in promoting 1 Day Acuvue. As product advertising is very expensive and has little results on convincing customers to request the new product, Vistakon will shift to a more B2B approach and rather sustain co-marketing campaigns with the ECVs. Lastly, Vistakon should reconsider the pricing because the high cost is the primary reason customers are turning down the 1 Day