Liquid-Drop contact lenses and Clear Vision's market strategy

¶ … Vision

Company Background

Company Overview

Clear Vision is a premier manufacture of cutting edge personal vision solutions. The company's new breakthrough product, Liquid-Drop Contact Lenses, will create an entirely new niche in the eye care industry. The company is headquartered in the U.S. And manufactures their products domestically. The entire production facility is FDA approved and the company produces high quality goods that are all focused on the eye care industry. The company has been in business for over fifteen years and has experienced massive growth. The company's biggest drive of growth has been innovation and the company is looking forward to the launch of its next generation product to spring board the company's growth once again. The company is also anticipating getting its certification to begin tapping into the European market for foreign expansion.

Mission Statement

Clear Vision, Inc. will be the world's premier provider of contact lens goods and accessories. Our mission is providing value to people to help them see clearly while also making them as comfortable as possible.

Marketing Plan

Product Position Overview

The introduction of contact lens gave consumers and alternative to eye glasses. Liquid-Drop Contact Lenses will give consumers an alternative to traditional contact lens. They are significantly lighter and less dense than traditional lens and therefore give users a feeling of barely having a contact lens in at all. The superior wear-ability that the lens offers put them in a whole new category of eye care devices. Many customers can hardly tell that they are wearing anything at all. The technology that offers this performance is not inexpensive and the products demand a premium in the market place. Therefore the target market will consist of people who are in the market for the premium contact lens.

Place

Liquid-Drop Contact Lenses will be position at the high end of the market of competing lenses. They will be marketed through a distribution network that sells eyewear and related products.

Price

Liquid-Drop Contact Lenses products will require a premium price for their innovative design and the manufacturing process that is needed to produce these lenses.

Promotion

The promotional strategy will primarily focus on selling to eye care professionals. Many customers look to their eye doctors for advice and earning the trust and respect of these important partners will be at the foundation of the network promotion. There will also be a national advertising campaign that will cover internet, tv, radio, and print media to launch the product to market.

Cs

Customers

The primary customers that will be targeted in the marketing plan are those that regularly seek eye care services from a licensed physician. The lens will only be sold with a prescription and therefore educating these individuals about the technological advantages of the product will be a key marketing solution. From this customer base, the target market will include those consumers who are on the higher end of the market in terms of their eye care spending.

Company

The company will have to align itself fully to the marketing campaign to ensure that it acts in a uniform fashion around the launch of its new product. The marketing campaign must be fully in sync with the company's operations so that it can promote itself in an accurate fashion and win brand loyalty.

Context

The market for contact lens is incredibly competitive and full of various competitors who have different strategic advantages. However, the niche that is growing the fastest is the disposable contact lens market. The company has put itself in a good position in this context to take full advantage of this growth.

Collaborators

The biggest area in which the company can enlist collaborates to ensure the success of the product launch is with the licensed professionals who will recommend the product to their clients. This will serve as the core of the marketing plan and there will be two separate efforts made; one for the end user and one for these professionals who are in the position to make the referral.

Competitors

There are a large number of various competitors in the market niche. Acuvue, Ciba Vision, Bausch & Lomb, and Coopervision are just a few names who offer substitute products. To differentiate the product against this group, the company will have to promote its quality and technological advantage that it has in the marketplace.