Vistakon and 1 Day Acuvue Disposable Contact Lenses
I recommend that Vistakon commence its launch nationwide. 1-Day Acuvue Disposable Contact Lenses (1-D Acuvue) represents a differentiated and exciting soft contact lens product. The point of difference of 1-D Acuvue relative to other soft contact lenses is its convenience and comfort. The primary market segment for 1-D Acuvue is the part-time contact lens wearer (3.9MM of total U.S population), who wore them only on certain events. Vistakon would encounter less price resistance with these part-time users due to the less frequency use, and more willing to pay a higher unit price than regular daily wear customers due to the product’s high quality, convenience and comfort. Secondary market segment is the full-time (conventional and frequent replacement) users who weight convenience and comfort more than price and can be easily converted to 1 day disposable product due to above advantages. Approximately 146 million people in the States required corrective lenses and the number is increasing with the aging of the overall population. Vistakon can break-even, if they only capture a small percentage of the $15Bn optical supply market. Vistakon’s 1-D Acuvue needs to steal market share from convention and frequent replacement contact lenses in order to be successful. (Customer) Vistakon have a highly successful launch of the disposable contact lenses to become the market leader in contact lens industry. It is a high profile business in J&J’s professional segment, supported by J&J’s renowned brand name and rich-capital. Vistakon implements a unique proprietary soft-molding manufacturing process, which greatly improved optics and superior comfort to patient, as well as largely increased volume and cut cost. Vistakon’s rapid growth stimulated the development of an extensive sales force, successfully established the sales channels through distributor, retail outlet, and ECP. Vistakon’s two major products are Acuvue and Surevue, each with 14.8% and 4.1% market share in