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Segmenting, Targeting   & Positioning      Powerpoint Templates                             Page 1
Segmentation• India’s Population 1.16 billion• People using spectacles every year 386 million i.e  around 35% of total pop...
Indian Optical Sector: Market Segment            Powerpoint Templates                                   Page 3
• Contact lenses market in India USD $ 2 billion• Market penetration of contact lenses only 5% compare to  30% in US• Cont...
Contact lenses growth      Powerpoint Templates                             Page 5
Focuses on tier 1                          GeographicalCities and in tier 2                          Segmentationcities   ...
Targeting                                          IncomeTarget People in urban                   above 20kareas within th...
Targeting•   The target market for Bausch & Lomb contact lenses is Urban    Males & Females in the age group 18-30, with s...
POSITIONING•   Bausch & Lomb made entry into the Indian market in 1993.•   At the beginning of 1994, Bausch & Lomb was in ...
POSITIONING•   B&L concentrates on five significant events in a youths life:     First date, leaving school, getting into ...
POSITIONING•   NOW Bausch & Lomb have highly    penetrated brand Image as:     Style Statement for youth.     Fashionabl...
B&L POSITIONING for their various products.• Bausch & Lomb : iConnect   Iconnect is Positioned as new youth    lenses and...
B&L POSITIONING for their various products.• Bausch & Lomb :SofLens® daily  disposable.                                  B...
B&L POSITIONING for their various products.• Bausch & Lomb : Soflens 59 Monthly  Disposable    Indias number 1 monthly di...
B&L POSITIONING for their various products.• Bausch & Lomb : PureVision 2 HD    the first lenses made using our     uniqu...
Bausch & Lomb(References)•   http://www.bausch.in•   http://www.financialexpress.com/old/fe/daily/20000214/fst14077.ht•   ...
Thank You Powerpoint Templates                       Page 17
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Bausch lomb positioning1

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Bausch lomb positioning1

  1. 1. Segmenting, Targeting & Positioning Powerpoint Templates Page 1
  2. 2. Segmentation• India’s Population 1.16 billion• People using spectacles every year 386 million i.e around 35% of total population• India optical market is currently USD$ 28 billion• Contact lenses 5% of total market in 2007. Powerpoint Templates Page 2
  3. 3. Indian Optical Sector: Market Segment Powerpoint Templates Page 3
  4. 4. • Contact lenses market in India USD $ 2 billion• Market penetration of contact lenses only 5% compare to 30% in US• Contact market increasing rapidly 30% YOY basis.• Bausch & Lomb market in India is 60% of total contact lenses market. Powerpoint Templates Page 4
  5. 5. Contact lenses growth Powerpoint Templates Page 5
  6. 6. Focuses on tier 1 GeographicalCities and in tier 2 Segmentationcities Age group : 18- 30 years Income above Rs 20000 Graduates/post High Class A1, A2 graduates/non and middle class B1, Consumer graduates/junior/mid B2 dle/senior executives Need to look good Demographic Psychographic Segmentation Segmentation Powerpoint Templates Page 6
  7. 7. Targeting IncomeTarget People in urban above 20kareas within the agegroup of 18-30 and haveincome above 20k/ Age groupmonth. (18-30)It has presence in major100 cities in India. Urban PopulationVIDEO People who use lenses Powerpoint Templates Page 7
  8. 8. Targeting• The target market for Bausch & Lomb contact lenses is Urban Males & Females in the age group 18-30, with spending capacities of over 20,000 INR per month.• The major sales of any contact lenses are derived from this target segment.• Initially, contact lenses were more popular with females of this age group, however times have changed and men are also an equally important part of the target market.• Young, urban, affluent customers hold the key• Over the years, the age profile of contact lens users has come Powerpoint Templates down. Page 8
  9. 9. POSITIONING• Bausch & Lomb made entry into the Indian market in 1993.• At the beginning of 1994, Bausch & Lomb was in strong position in the US optical products and eye-care sector• Over this time period Bausch & Lomb has changed the eye-care market with semi-soft and hard contact lenses giving way to soft contact lenses• In 2000, Bausch & Lomb India Ltd (B&L) plans to aggressively focus on consumers in the 15 to 25 age group• The `WOW factor in B&Ls: The positioning was Powerpoint Templates shifted from `see better and look better Page 9 factor to `confidence and feel better factor
  10. 10. POSITIONING• B&L concentrates on five significant events in a youths life: First date, leaving school, getting into college; getting a new job; and marriage. Then, B&L soft contact lenses positioned as essential `confidence enhancing fashion accessory.• Strengthen its fashion and fun positioning B&L launched Softens Starcolours, a range of disposable coloured contact lenses.• College theme: It was aired in April to coincide with the new academic session. The company revamped its entire merchandise look in the marketplace. Powerpoint Templates Page 10
  11. 11. POSITIONING• NOW Bausch & Lomb have highly penetrated brand Image as:  Style Statement for youth.  Fashionable star colours contact lenses.  Softens contact lenses.  Disposable contact lenses.  Economical contact lenses.  Hygienic contact lenses. Powerpoint Templates Page 11
  12. 12. B&L POSITIONING for their various products.• Bausch & Lomb : iConnect  Iconnect is Positioned as new youth lenses and economical lenses.  Specially designed keeping youth in mind.  iconnect contact lenses are reasonably priced at Rs. 500 for three pairs.  To penetrate its positioning in youth. B&L runs iconnect Model Hunt on facebook. Powerpoint Templates Page 12
  13. 13. B&L POSITIONING for their various products.• Bausch & Lomb :SofLens® daily disposable. Before After  Outstanding all-day comfort.  High Definition (HD).  Specially designed for: Teenagers. 20s and 30s eyes.  No daily cleaning, storage, or care required; wear them for a day, then, Powerpoint Templates throw them away. Page 13
  14. 14. B&L POSITIONING for their various products.• Bausch & Lomb : Soflens 59 Monthly Disposable  Indias number 1 monthly disposable lenses.  Comfortable as wearing nothing in the eye.  Comfortmoist Technology & 59% water content.  Specialy designed for: People who lead an active life. Powerpoint Templates Page 14
  15. 15. B&L POSITIONING for their various products.• Bausch & Lomb : PureVision 2 HD  the first lenses made using our unique AerGelmaterial, delivering exceptional vision, with outstanding comfort and health. eye.  Designed for: 20s and 30s eyes. • Bausch & Lomb : Annual Lenses  Extremely affordable lenses, ideal for first time wearers.  Annual replacement schedule Powerpoint Templates Page 15
  16. 16. Bausch & Lomb(References)• http://www.bausch.in• http://www.financialexpress.com/old/fe/daily/20000214/fst14077.ht• http://www.wikinvest.com/wiki/Bausch_%26_Lomb• www.bausch.com/.../Contact-Lenses• www.livemint.com/2011/06/.../Bausch-amp-Lomb -enters-pharm.ht Powerpoint Templates Page 16
  17. 17. Thank You Powerpoint Templates Page 17

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