Vistakon operates within the contact lens industry. In this industry, Vistakon is among the leading brands due to it’s revolutionary disposal Acuvue contact lens. Seeking to improve upon prior success, Vistakon has developed the 1 Day Acuvue. The objective of this product is to maintain and expand industry leadership through innovation. Now faced with a national launch decision, Vistakon should launch1 Day Acuvue. As Vistakon prepares to launch 1 Day, they are concerned with how to price the product and acquire customers. Vistakon is relying on Eye Care Professionals to convey the price of 1 Day as reasonable. Without the correct message from ECPs, consumers are unlikely to have interest in the product. In turn, it is necessary that ECPs realize the benefits of 1 Day in order to recommend it to their patients. Vistakon is also unsure exactly who to target, as the vision correction industry has a myriad of segments. With existing products such as Acuvue and Surevue already on the market, Vistakon must be confident that 1 Day will add value to the firm. Each concern surrounding 1 Day arises because with a new
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We recommend that 1 Day is priced as it was in the Western Regional Launch because this price covers all the costs and does not deter customers from purchasing the brand. We also recommend that 1 Day minimizes their consumer pull marketing strategy because it is costly and largely ineffective. Most consumers simply take the recommendation of their ECP, so the marketing budget should be put towards training ECPs to be better salespeople. The only consumer pull ads that should be generated should target contact lens drop-outs and people who only wear glasses. This is because they visit their ECP once every few years, so the 1 Day ads should convince them to go to their ECP to potentially buy
We recommend that 1 Day is priced as it was in the Western Regional Launch because this price covers all the costs and does not deter customers from purchasing the brand. We also recommend that 1 Day minimizes their consumer pull marketing strategy because it is costly and largely ineffective. Most consumers simply take the recommendation of their ECP, so the marketing budget should be put towards training ECPs to be better salespeople. The only consumer pull ads that should be generated should target contact lens drop-outs and people who only wear glasses. This is because they visit their ECP once every few years, so the 1 Day ads should convince them to go to their ECP to potentially buy