Introduction
It is comfortable and convenient; it is the first and only lens with our unique triple action moisture. Experience the comfort of a brand new pair of lenses each day, no contact lens solutions, start afresh with a new pair of lenses every day, wear them all day or choose them for occasional wear-great for sports, travel, or any time you want a break from glasses.
Put your contact lenses on in the morning, enjoy a whole day of clear and comfortable vision and throw them away at night. It is designed for easy insertion and removal. For people who suffering from seasonal allergy or ocular allergies need not suffer from wearing contact lenses or switching to glasses which are uncomfortable and can, try FOCUS contact lenses instead of other types.
Company Profile
The first headquarters outlet is in Singapore in 1998, it has been widely developed to more than 30 countries over the world. The company had spent 2 million dollars in researching further enhancing in the product. FOCUS shares a vision of developing new products that bring and improve the lives of people. With focus on innovation, quality with eye care professionals, FOCUS is a global leader in the research, development and manufacturing of contact lenses. FOCUS shares the eye care professional’s passion for healthy vision.
Our Vision:
To be the leading partner for eye care professionals through innovative professional education and practice development to ensure the highest standards of patient care.
Our Mission:
The mission for focus dailies are to focus and work together as a team to provide our consumers with the highest quality, thus enhancing our product quality. We help every customer to understand all aspects of their vision. Our company will practice with the highest ethical standards in order to rise above the competition.
Market Segmentation
Demographic Segmentation
FOCUS targets teenagers and group of working adults from 16 and above. The product targets consumers with basic to higher class income rate as their products are affordable. Most female use more of the company product then male users due to their occupation and convenient for all occasions.
Behavioral segmentation
Holiday tour will help company to make good sales. Due to travelling, it is more compact and disposable package makes it much easier and convenient. Benefit makes it close to natural vision, with no side effect if worn and fitted correctly. Majority of people does not like glasses because of the marks on their nose bridge due to long usage hence they prefer contact lenses over glasses. Sport enthusiastic will love contact lenses because of its peripheral vision being better for all activities safer and easier in any movement
Target consumer
Focus come out with special coloured contact lenses with lot of variety targeting teenagers from this demographic environment. The contact lenses are suitable for any outfit, night out or occasion. Fashion lenses are perfect for parties and also for clubbing, or an alternative style.
In Generation Y century, Focus believes coloured lenses will attracts people over the world. Before targeting the consumers, Focus adopted market segmentation; they divided market into distinct group of buyers with different attitude e.g youngsters who like various type and kind of coloured contact lenses. They also target consumers using market positioning with marketing mix, their product has feature Aqua Release technology. The lenses are tinted blue to make it easier to handle them. Price will always be cheaper than usual if customer buy in a pack of 90 then a normal box. Company will always promote their product by road show or in the magazine every year to attract customers’ attention. They provide their product at time and places, even free delivery service is provided at time such convenience strategy attracting most customers.
Products
Comparison of Products
* Spherical aberration is a natural occurrence in which light rays are refracted at different angles as they enter your eyes. It remains even after basic vision conditions like near sightedness have been corrected.
Price
More The Same Less
In the value preposition boxes, Ciba Vision Dailies Aqua Comfort Plus 90PK was classified under the “More for Less” category as we found out that from our research, consumers do not gain many benefits from using this brand as compared to the other contact lens in the market. Yet, consumers still have to pay for a higher price which is not necessary.
Bausch & Lomb SofLens Daily Disposable 90PK was classified under the “Less for More” category as we found out that from our research, consumers will only have to pay lesser & able to gain more benefits as well. Recommend to consumers in the market who often drives.
The Three Levels of Products
The core benefit of Bausch and Lomb Soflens daily disposable 90PK is that consumers will be able to handle the product easier, in such a way that:
- Convenient lens pack features easy-to-grip tab and tear-away label
- Ergonomic blister pack enables smooth lens removal
With the ability of core benefit, Bausch & Lomb SofLens Daily Disposable 90PK will eventually change into an actual product.
In order to target and attract more potential consumers who will purchase the product, Bausch & Lomb has undergone to develop the following product attributes:
- Quality
- Features
- Style and Design
Product Quality
Disposable contact lenses with aspheric optics that enhanced optical design that creates crisp and clear vision, especially in low light conditions.
Product Features
Has a convenient packaging which makes lens removal a breeze.
Product Style and Design
Has an aspheric design that creates clear vision – in low light conditions. It’s designed to reduce spherical aberration.
Pricing
FOCUS lens are having a lot of competitors in the market. They used market penetration strategy for the coloured contact lens to attract new customers. It will be difficult for FOCUS to compete because contact lens consumers may have more sellers to choose from.
Market penetration also contributes to part of is strategy. Lower price and good quality to attract large number of consumers.
FOCUS combined 5 pairs of contact lens and offered it at lower price and eye consultation with purchase of 2 boxes. Psychological pricing was taken into consideration as part of their pricing strategy. It is believe that pricing at certain amount will tell about the product. The usual price will be $50.95. Customers are lacking the skill in judging whether the product is good or not. People display different price sensitivities to different products in different situations. Often people are relatively price insensitive, but only within a relevant price range. Once a price exceeds that range, people become very sensitive.
Promotion
If company does not create attention in this market environment, it is very hard for them to sustain in this market hence they need to use advertising strategy to preserve they business. They use media, newspaper and magazine to create awareness. Company often uses internet promotion strategy to capture attention from consumer and let them take order more effective and cheaper.
The Ditto Delivery Service is used in providing consumers to schedule when and where their lenses to be deliver. Every year Singapore held exhibition hall to promote a healthy life style care image and attractive prizes to be won. This will turn company to grow and create a long term relationship with customers. Reminder advertising are use in their company during exhibition by previewing the benefit of the product by tested and approved technology and proven of the lenses to convince them. For the loyal consumers, information and advertising will be passed on by mail, they also can obtain latest information of the ongoing and promotions from the internet.
Distribution
Convenience is vital source for distribution as consumers need to be able to get their hands on the product. Moreover, products should be given to the right retailers so as penetrating and increasing consumers reach of products. Due to limitation of space in the store, their company will use direct one stop and deliver product to satisfy customer. FOCUS had already located world-wide and distributed their product easily. Company agent helps them distribute their product to save time and effort to advertise for their company. Defensive strategy from their company a significant price reduction and also launch an aggressive campaign.
RecommendationProduct – Company product should improve their product in future to solve problem customer always faces, the solution company can do by solving: use normal water to clean lenses other than using expensive solution, wear lenses beyond the prescribed wearing time and be able to use it while sleeping or keep your disposable lenses for longer periods than prescribed. Should not be a problem when it comes in contact with cosmetic lotions, creams or sprays. Should not be a hassle for female consumers whom are using oil based products and be user friendly as putting on and off make-up.
Price – The major factor customer will be always looking at before purchasing any of the company products. Company should always held festive seasonal promotion sales at times to lower than usual price to attract more attention from consumer.
Promotion- Company should held more major sales promotion tool technique to build further sales relationship with customer. Promotion from major sales promotion tool like road show, media advertisement, newspaper, ads (bus stop sign) can adopt strategy of building reputation like giving price packs and free sample for trail. To bring in new customers, current consumers and also to get higher demands from current consumers, companies should promote all existing and new products to further increasing their status of the company.
Place – Most retail outlet like shopping mall or shops already had most of focus dailies product hence company may consider by using contact lenses vending machines to convenience consumer in certain places with less outlet. If consumer who had degree not to worry they provide thousand kinds of degree lenses in the system that will provide you the best suit of lenses you want.
Conclusion
FOCUS are doing well in the market and the company is currently at the growth stage of product life cycle, as they are still improving their product feature and technology in their product to serve better in well being. FOCUS is strong in several points in their product, as the lenses are blue color therefore it can be found easily. If you are looking for contact lenses that will be worn for more than 8 hour you may consider other lenses. Dryness experience maybe encounter from after using for 8 hours. Wearing them in movie theatres is not recommended, as the air conditioned air is dry and causes clouding. If you are a person who wants to consume lenses product that using for more than 8 hour I recommend you to use other product then FOCUS. If you are finding a daily quick disposable kind then FOCUS is worth considering.
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Advantage
- Comfortable for sportsman.
- Prevent marks
- Would not spoil your peripheral vision
- Easy to find if lost
Disadvantage
Cannot wear over prescription time
Need extra care
Expensive
Turn dry in air conditional environment
Acknowledgement
www.lens.com/contact-lenses/lens555.asp
