Introducing a New Product

Marketing Campaign Focus lenses core competency is provision of traditional contact lenses. In a bid to satisfy the needs of its increasing range of customers, it has undertaken to focus on creating liquid drop contact lenses. Its customers are transforming from wearing the traditional contact lenses to liquid drop lenses. It intends to use state of the art technology to create liquid lenses. Its opportunities and strengths are based on its competition and the impending expansion into other market territories. Customary contact lenses pose serious competition to liquid drop lenses.

This is the most outstanding weakness Focus lenses has. Price wars are likely to emerge because Focus lenses competitors are more likely to introduce a similar product. Focus Lenses has a loyal customer base this gives them an edge with regard to marketing and promoting liquid drop contact lenses which its competitors do not have. Focus lenses business model allows the consumers of its products to view the new model of lenses as a quality product, personal need, convenient and reasonably priced.

The uniqueness of liquid drop contact lenses gives the company an edge over their competitors that presently provide traditional contact lenses. Besides, Focus Lenses uses state of the art systems with scientific testing and development capabilities. The company's weakness is attributed to inability of the product to provide enough liquid lenses distribution and customer skepticism. Nevertheless, as the company expands nationwide, the profits accrued will allow for new product selections.

Focus Lenses opportunities and threats are based on its competition and its impending expansion into other market segments that have limitations arising from their other competitors. Focus Lenses Domestic and Global Product Branding Strategy Focus Lenses currently enjoys a huge loyal customer base many of whom were loyal buyers of their traditional contact lenses. They currently make use of state of the art systems with scientific testing and development capabilities (Gluck, 2013). Liquid drop lenses are set apart from countless others based on brand name.

They are not the traditional contact lenses that currently dominate the market. This compels the customers to buy them based on emotional ties to what the brand implies. The product has been positioned in such a way that customers think of it as less expensive than the competition and higher quality than the competition. Focus Lenses Pricing Strategy Their liquid contact lenses are priced with competition in mind.

The company is not so much into setting high prices to signal luxury or prestige, nor is it attempting to achieve the goals of offsetting low prices by selling high quantities of products. It has instead resorted to value pricing to enable its loyal customer base to feel comfortable purchasing its new brand of lenses that replaces the traditional contact lenses (Kent, 2004). Value pricing is intended to make the customers like the new liquid contact lenses.

This pricing strategy is intended to wow its traditional customers who still buy the traditional contact lenses into diversifying their taste and probably buy the new liquid contact lenses. It is evident that none of Focus Lenses competitors have ventured into this market segment therefore charging exorbitantly high prices would draw other competitors into this market with a view to charging prices lower than those levied by Focus Lenses. Value pricing will therefore endear Focus Lenses traditional customers to its new brand-liquid contact lenses (Nagle & Holden, 2002).

Competitive pricing offers good value against Focus Lenses competitors. Promotional Strategy Focus Lenses intends to engage in push marketing where it engages in massive advertisements. It seeks to engage in cold calling, use advertising banners, and referral generation. These are intended to make others promote the company and push the idea that Focus Lenses has, a quality brand to be reckoned with. Focus Lenses.