Focus Lenses' marketing strategy for liquid drop contact lenses

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.

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 has made an undertaking to make use of pull promotion instead of integrating both because of the above mentioned strengths of push marketing. Push marketing is also ideal because Focus Lenses currently has a loyal customer base that already know that it is an already established brand. Pull marketing may also be ideal in the sense that it is preferable for a start up. It is a newer concept that has caught the attention of many for good reason as it takes less effort and is less expensive compared to other traditional marketing techniques (Magloff L., 2013).