Bausch & Lomb targets urban males and females aged 18-30 with incomes over 20,000 INR per month. It positions its contact lenses as fashion accessories that enhance confidence. Initially targeting females, it now equally targets males. It focuses on soft contact lenses and colors lenses to appeal to youth. Bausch & Lomb has penetrated the Indian market since 1993 and strengthened its brand image among youth as a style statement and source of economical, hygienic contact lenses.

1. Segmenting, Targeting
& Positioning
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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.
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3. Indian Optical Sector: Market Segment
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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.
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5. Contact lenses growth
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6. Focuses on tier 1
Geographical
Cities and in tier 2
Segmentation
cities
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
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7. Targeting
Income
Target People in urban above 20k
areas within the age
group of 18-30 and have
income above 20k/ Age group
month. (18-30)
It has presence in major
100 cities in India. Urban Population
VIDEO
People who use lenses
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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
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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&L's:
The positioning was Powerpoint Templates
shifted from `see better and look better'
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factor to `confidence and feel better' factor

10. POSITIONING
• B&L concentrates on five significant events in a youth's 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.
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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.
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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.
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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,
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14. B&L POSITIONING for their various products.
• Bausch & Lomb : Soflens 59 Monthly
Disposable
 India's 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.
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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
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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
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17. Thank You 
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