Vistakon One Day Acuvue
Executive Summary
The case analysis report focuses on three major aspects; The Situation Analysis, Decision Analysis and Conclusions & Recommendations. The first part i.e. Situation Analysis would contain all the relevant information and all the decision factors that are present hence providing us with the actual problem statement plus the current condition of the Company, Collaborators, Customers and competitors.
The second part of report i.e. The Decision Analysis would provide a carefully developed assessment of the industry, market and buyer behavior, the organization and the alternative courses of action.
The last part consists of a set of recommendations of strategies and decisions that we think the company should have applied in the given situation.
Situation 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 lenses). There were a few dilemmas relating to the launch of this new variant, including pricing, positioning, promotion, advertisement and off course the decreased demand of previous products. They had to evaluate the risks associated with the launch of 1 Day Acuvue and then decide the strategies to overcome the problem statement.
PROBLEM STATEMENT
How can we convince all the disposable lens wearer i.e. 21% of the soft lens wearer in the US market to switch to 1 Day Acuvue, with sales close to 200 million lenses per year, while considering the low budget for promotion (marketing & advertising), involvement of collaborators, price reduction and off course cannibalization of the existing
The case analysis report focuses on three major aspects; The Situation Analysis, Decision Analysis and Conclusions & Recommendations. The first part i.e. Situation Analysis would contain all the relevant information and all the decision factors that are present hence providing us with the actual problem statement plus the current condition of the Company, Collaborators, Customers and competitors.
The second part of report i.e. The Decision Analysis would provide a carefully developed assessment of the industry, market and buyer behavior, the organization and the alternative courses of action.
The last part consists of a set of recommendations of strategies and decisions that we think the company should have applied in the given situation.
Situation 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 lenses). There were a few dilemmas relating to the launch of this new variant, including pricing, positioning, promotion, advertisement and off course the decreased demand of previous products. They had to evaluate the risks associated with the launch of 1 Day Acuvue and then decide the strategies to overcome the problem statement.
PROBLEM STATEMENT
How can we convince all the disposable lens wearer i.e. 21% of the soft lens wearer in the US market to switch to 1 Day Acuvue, with sales close to 200 million lenses per year, while considering the low budget for promotion (marketing & advertising), involvement of collaborators, price reduction and off course cannibalization of the existing