Just a try ...in consumer products.

1. Deciphering “Productization”
-Just trying to learn.

2. What is the product we will talk about ? : Acuvue Contact Lens by Johnson & Johnson
What was the problem solved ? : The brand managers of this products needed to answer motivators for purchase and
the dissuaders for purchase. Brand managers needed to decipher the psychological process in the minds of a
contact lens user and the spectacle frame user , obviously to find a market to increase the business.
What were the market numbers?
Although the branded eye-care market is estimated to be around Rs 1200 crore in 2010, the contact lens category forms
a minuscule part of the market (Rs. 60 crore only).
When this problem was faced ? When Acuvue entered the Indian market.
Where does Acuvue stood after this?
Even though the market is led by Bausch and Lomb with around 70% market share, Acuvue can be termed as the
innovation leader in this segment. Acuvue was the first disposable contact lens brand in India. The brand is the
market leader in the disposable lens category.

3. Lets try to decipher …
What were their key impediment in the way of the greater usage penetration of this category ?
It was consumer’s perceptions about the product (The contact lens was a application of a concept from phobia theory).
Consumers aversion to use arises from the fear of inserting foreign objects into the eye (Pokeaphobia – you learn more from Wiki).
Impact : This limited the expansion of this category.
• Product manager and marketers of contact lens brands also needed to understand the aspirational needs of the user and found that to be
cosmetic appearance, enhancing self-esteem, and pampering the sense of self-worth. (You can ask any person wearing glasses  including
myself)
• It also tried to make the category popular by addressing the two issues : cost and maintenance. (here the typical Indian consumer persona helps)
What were the actions taken?
• The brand came out with disposable lens that can be used for two weeks and can be disposed thus freeing the customer from maintenance
hassles.
• The Lenses need not be removed while sleeping.
To overcome user aversion due to pokeaphobia the brand has also embarked upon an e-trial initiative to prompt the potential consumers to try out this
category
• The consumers can go to the site and register themselves to get a trial pack of lens.
• The aim is to get the non users to try out this brand (influence).
• The brand was optimistic that the majority of trial users will turn to be regular users ((i.e trying to add more prospects to the sales funnel).
• The brand also tried to train the opticians because majority of sales happen at the shop and opticians acts as a major influencers.(training the
sales channel become very important)

4. So ,what did they do innovatively (productizing wise…) to penetrate into the market?
• One of the major innovation was the Acuvue 1-day lens that was launched in 2006
• The new variant was a use and throw lens.(It was cheap to give it a shot, I did try it)
• It is the shampoo sachetisation (small pack) of contact lens.
Why did they launch this?
• Because the consumer insights that the company gathered showed the consumers wanted to look good on some special
occasions /situations like marriage or interview or a company presentation.
• A consumer may not be able to afford to spend Rs 1000 just for that occasion.
What was their Solution ?
• The solution was the 1-day use lens that costs only Rs 90.
• It really makes perfect marketing sense. The product effectively seals a gap in the market now.