Black Hawk's is developing nightvision contact lenses in three variants for defense, security, and research applications. Version T has thermal imaging and adjustable focus, Version S has a spy camera and adjustable focus, and Version TS has both. The lenses leverage emerging nightvision and graphene technologies. Black Hawk's aims to become a top eye care brand globally through innovation. It will target professionals, executives, defense and security personnel in major Indian cities through online and B2B sales.

1. BLACK HAWK’S – Nightvision Contact lenses
SUBMITTED BY-
GROUP 3
Divyansh Kaushik 501904011
Niharika Singh 501904036
Samriti Goyal 501904054

2. VISION AND MISSION
VISION
“Aim to become one of the top companies worldwide by leveraging its innovation
and expertise in the emerging markets”
MISSION
“We make sure that our clients have what they need to run their businesses as
effectively as possible, with maximum efficiency and reliability.”

3. WHAT MADE US CHOOSE THIS IDEA?
 The global contact lenses market is anticipated to reach USD
17.72 billion by 2025
 The rising adoption of contact lenses by consumers and use
of innovative materials for manufacturing contact lenses are
the key drivers of the market
 The growing aging population and rising tendency of
youngsters to enhance their aesthetic appearance are some
of the key factors that are expected to drive the demand for
contact lenses.
 The improvement in the overall economy and the rising
disposable income around the globe are additional factors
driving the market growth.

4. ABOUT THE PRODUCT
This Smart Lens is aimed at helping the Defense Forces as well as Research Department for
assistance and
continuous monitoring of the external environment.
• It also would have a built in camera which would help the
security agencies.
• It would have three variants:
1. Version-T: Adjustable focal length + Thermal Imaging
2. Version-S: Adjustable focal length + Spy camera
3. Version-TS: Adjustable focal length + Thermal Imaging+ Spy camera

5. BRANDING
NAME OF THE BRAND :
NIGHTVISION
TAG LINE : TAKING
CONTACT TO THE NEXT
LEVEL.
BRAND USP
:ENHANCING VISION IN
THE DARK

6. TYPES OF CONTACT LENSES
MATERIAL
Soft lenses
Hybrid Contact
lenses
Gas permeable
lenses
PMMA lenses
Silicone hydrogel
lenses
BASED ON
WEARINGTIME
Daily wear contact
lenses
Extended wear
contact lenses

7. KEY FEATURES
• Night-vision technology makes it possible to
see light that is imperceptible to our eyes,
and heat that radiates from the bodies of
people and animals in the dark.
• to sense infrared light using two layers of an
atom-thick layer of carbon, known as
grapheme
• No need to change the glasses frequently as
the power of the eye changes with time.
• Miniature instrument, so very easy to handle.

8. • Goes in trend with modern
culture of tech gadgets.
• Currently no lens is available
in the market with so many
features.
• Detection of Version-S as
camera is quite difficult which
proves it as an efficient spy
camera.

9. CURRENT MARKET SITUATION

10. MARKETING
MIX
PRODUCT
PRICE
PLACE
PROMOTION

11. PRODUCT
 Nightvision Contact Lenses would have three variants:
 1. Version-T:
Adjustable focal length + Thermal Imaging
 2. Version-S:
Adjustable focal length + Spy camera
 3. Version-TS:
Adjustable focal length+ Thermal Imaging + Spy Camera

12. VIEW THROUGH THE LENS

13. PRICE
 To meet the demands of all existing income brackets in the market who are willing to
afford the purchase of lenses online or through physical stores, offers value based
pricing,. Products are available in value, or premium segment depending upon what is
the requirement of the user looking for the product. Since a lot of marginal costs in the
supply chain get surpassed when the store delivers to the customers directly, a number
of costs are cut down leading to a reduction in the prices of spectacles by as much as
50%
VERSION T
• PRICE-(SET OF 6
LENSES)
• RS 4500
VERSION S
• PRICE-(SET OF 6
LENSES)
• RS 6500
VERSION TS
• PRICE-(SET OF 6
LENSES)
• RS 9000

14. PLACE
 BLACKHAWK, being an online brand, can be accessed everywhere. Predominantly, an
online store. The company through its online portal, will deliver to more than 450
cities across India.
 We will partner with a number of third party vendors who are involved in rolling out
deliveries across locations for the brand. These partners include BluDart, Javas and
Delhivery to name a few.
 The company won’t involve many intermediaries to distribute its products in the
market i.e - no wholesalers.

15. DISTRIBUTION PROCESS
LENSES
MANUFACTURERS
COMPANY
DEALERS
CUSTOMERS

16. PROMOTION
 To keep the brand alive in the minds of the consumer, BLACKHAWK extensively
promotes itself through Social media and offers 24x7 helpline service to meet
the best customer service requirements. BLACKHAWK also engages in email
marketing like the initiative that they took up in collaboration with netCore
which specializes in email based marketing.
 They have a range of schemes which make them extremely popular with the
users.
1. Virtual try on through a try on a model’s picture
2. Home eye check-up facility
3. Doctor locator to find nearest ophthalmologist.

17. STP
SEGMENTATION
POSITIONINGTARGETING

18. SEGMENTED MARKET
 Uses mix of Psychographics, demographic and geographic
segmentation strategy.
 Geographical segmentation : focuses distribution network in
tier 1,tier 2 cities
 Psychographic segmentation : high class A1,A2, middle class
B1,B2
 Demographic segmentation : age group 18-30 year, income
above 20k.

19. SEGMENTATION
GEOGRAPHIC
INDIA
URBAN INDIA
DEMOGRAPHIC
MALE/FEMALE
HIGH INCOME
AND MIDDLE
INCOME GROUP
ABOVE 18 YEARS
PSYCHOGRAPHIC
UPPER MIDDLE
AND UPPER CLASS

20. TARGET MARKET
Target buying group(middle and affluent
income salaries) in major cities of the country.
It targets customers from upper middle &
upper-class social group, Professionals &
Executives, Defense Forces, Security Services
therefore, uses selective targeting strategy.

21. TARGETED CUSTOMERS
DEFENCE
FORCES
DETECTIVES
PROFESSIONALS AND
EXECUTIVES GOVERNMENT OFFICIALS

22. PEOPLE USING
CONTACT LENS
URBAN
POPULATION
INCOME
ABOVE
20K
AGE GROUP
(18-30)
INCOME
ABOVE
20K

23. POSITIONING
The company will position itself as a
firm focusing on well being of its
customers in eye care industry
through varieties of services and
offerings under one roof. It uses
value-based positioning strategy.
A healthy and convenient brand
stressing the comfort factor that free
you from the hassles of maintain the
lenses.

24. SWOT
ANALYSIS
STRENGT
H
WEAKNES
S
OPPORTU
NITIES
THREAT

25. STRENGTHS
 Superior quality assurance
 In-house production, no outsourcing, high reliability in
suppliers, superior in quality assurance.
 Product innovation and brand building focus.
 Provide safety to the end consumers.
 More premium skewed and this has helped as the premium
tier is growing at the fastest rate.
 Highly advanced technology.
 Highly applicable in Defense & Security Fields.

26. WEAKNESSES
 Risk in getting legal approval for the security variant
 Uncertain economic scenario.
 No presence in rural areas.
 Innovation in developing new products is inadequate.
 Positioning meant for urban markets.
 New to the industry.
 Lack of many warehouses.
 Inadequate storage for large orders.

27. OPPORTUNITIES
 Providing services from consumers’ experience point of view.
 Providing innovative products which customers are not
accustomed to.
 To get long-term relationship w.r.t security contracts, media, etc.
 Changing consumer preferences, from pure aesthetics to value
added features. – Raising demand for Contact Lenses.
 Will come up with more variations.

28. THREATS
 Political issues on privacy
 International security threats
 Domination of few foreign companies.
 Existing competitive brands have a higher market
share.It is possible that in the future, they may
capture the entire market.
 Competition is catching up fast, hi-tech facilities
gives abundant choices.