Bausch and Lomb Tap the Youth for Business.
In an attempt to up market sales of contact lenses, Bausch and Lomb, the leading brand in contact lenses, has adopted new market strategies targeted at the youth.
The purpose behind the new promotion methodology was:
• Contact lenses were increasingly perceived as a functional product.
• The Bausch and Lomb company attempts to highlight the cosmetic and fashionable aspect of it.
• The youth are not attracted to contact lenses like they are to apparel, accessories and gadgets.
• Celebrities endorsing spectacle brand has popularized the use of glasses and reduced contact lenses sales.
• There has been drastic improvement in the quality and variety of contact lenses in the past years.
• Most young people regard contact lens wear as a tedious and difficult practice.
• Though contact lenses are now quite economical, most people are apprehensive about the cost.
• There is a wide spread lack of awareness among potential contact lenses users.
Bausch and Lomb Company (Contact Lenses) - Strategy:
• The new Bausch and Lomb ad campaign targets the youth using emotional ploys instead of harping on the benefits and functionality of the contact lenses products.
• The campaign focuses on using eyes as a medium to convey emotions.
• The company adopts an entirely different approach with a hope of exploiting a bigger market.
• The marketing costs this year are three times that of previous years.
• Bausch and Lomb has also collaborated with International Association of Contact Lens Educators and the National Institute of Sales to impart skills to optometrists.
• The optometrist training program is called Mastermind.
• The Bausch and Lomb company also encourages major retailers to up the sales of disposable contact lenses.
• Consumers who use high-end contact lenses are unlikely to shift to a cheaper brand or variety.
• A market survey in India has revealed that only 5% of prescription users wear contact lenses.
• For the rest of Asia, the percentage stands at 25-30% of all prescription holders.
• In India, Bausch and Lomb holds about 70% of the contact lenses market.
In an attempt to up market sales of contact lenses, Bausch and Lomb, the leading brand in contact lenses, has adopted new market strategies targeted at the youth.
The purpose behind the new promotion methodology was:
• Contact lenses were increasingly perceived as a functional product.
• The Bausch and Lomb company attempts to highlight the cosmetic and fashionable aspect of it.
• The youth are not attracted to contact lenses like they are to apparel, accessories and gadgets.
• Celebrities endorsing spectacle brand has popularized the use of glasses and reduced contact lenses sales.
• There has been drastic improvement in the quality and variety of contact lenses in the past years.
• Most young people regard contact lens wear as a tedious and difficult practice.
• Though contact lenses are now quite economical, most people are apprehensive about the cost.
• There is a wide spread lack of awareness among potential contact lenses users.
Bausch and Lomb Company (Contact Lenses) - Strategy:
• The new Bausch and Lomb ad campaign targets the youth using emotional ploys instead of harping on the benefits and functionality of the contact lenses products.
• The campaign focuses on using eyes as a medium to convey emotions.
• The company adopts an entirely different approach with a hope of exploiting a bigger market.
• The marketing costs this year are three times that of previous years.
• Bausch and Lomb has also collaborated with International Association of Contact Lens Educators and the National Institute of Sales to impart skills to optometrists.
• The optometrist training program is called Mastermind.
• The Bausch and Lomb company also encourages major retailers to up the sales of disposable contact lenses.
• Consumers who use high-end contact lenses are unlikely to shift to a cheaper brand or variety.
• A market survey in India has revealed that only 5% of prescription users wear contact lenses.
• For the rest of Asia, the percentage stands at 25-30% of all prescription holders.
• In India, Bausch and Lomb holds about 70% of the contact lenses market.
