What Is The Primary Market Segment For 1-D Acuvue

3Cs
(Customer)
The differentiation value of 1-D Acuvue is convenience and the comfort of the product and less medical complications and hence unscheduled visitors to the opticians. Taking into consideration the past experience of the patients using VCP, the most likely potential users of 1 Day Acutuve will be current disposable lens users, However, despite the high potential the trial launch in western states has proven that the majority of patients are so-called “part-time users”, those who use both type of vision correction products (VCP): spectacles and lenses, with the average use of contact lenses being 4.4 days a week. Therefore the the primary market segment for 1-D Acuvue should be the the part-time contact lens wearer (~4 million

Competitios:
Vistakon’s is the market leader in the segment of disposable lenseswith other players being Bausch & Lomb with its SeeQuence product and Ciba with its NewVue. HOwever, due to the fact that these companies were also rather large in lens solution market, they have been deliberately delaying development of disposable lenses, for the fear of cannibalising their reusable contact lenses business, leaving Vistakon with vast and virgin market and giving it the first mover advantage.

However, what Vistakon should also take into consideration while launching the new product is how these competitors would react to the new product in case it is a massive success with a possibility of them losing their share of “part-timers” to Vsitakon.

In most cases, competitive moves by one firm have noticeable effects on its competitors and, thus, may invite retaliation or efforts to counter the move (Porter 1980). Companies respond to competitor challenges by counterattacking with increasing advertising expenditures, cutting prices,

Unlike other health care professionals, ECPs were interested in face time with sales reps, as the doctors earned revenues not only from visits of the patients but were also allowed to sell the patients necessary eye care and earned revenues from those sales as well. Therefore, the ECPs had a vested interest in which products were sold. Although the decision to try contact lenses were usually made by the patient, the selection of the actual contactless was a joint decision made by paient and ECP. ECP made a technical recommendation upon which the patent also weight other factors, such as cost and comfort. According to ECPs, patents accepted their recommendation more than one third of the