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Bausch & LombEffective Positioning

Presented by:

KAUSHIK.S 11085

MANNE RAMYA RAVALI 11089 NIHAR RANJAN SHANTI 11094 PRASAD KRISHNA 11099

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Start & Flourish of Bausch & Lomb

Small optical shop in 1853 at Rochester, New York by John Jacob Bausch.

B&L Manufactured rubber eyeglass frames initially.

Patents for binoculars, microscopes, and a camera shutter in 1903.

First company to introduce soft contact lenses in 1971.

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It was very successful due to

• Product line

• Geographic segmentation

• Demographic segmentation

• Psychographic segmentation

• Mission of Constant innovation

International Expansion of B&L

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Product Line

Vision Care: Contact lens and other lens care products and accessories.

Pharmaceutical Segment: Manufacturing and sales of eye-care pharmaceuticals on prescription and over the counter sales.

Surgical Equipment: Manufacture and sales of surgical equipment for eye-related surgeries like cataract and other retinal surgeries.

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Geographic Segmentation

Region-wise segmentation was adopted.

Regions were divided on the base of the continents like Asia, Europe, North America, and Latin America.

Different business strategies were used in

different regions after understanding the customers.

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Demographic Segmentation Age• Age group of 1-10 years old were served with

the introduction of sunglasses for babies.

• Youth and young adults were targeted in various countries of the world.

• Products like disposable lens(1 day lens, 30 days lens) specially for youngsters who did not prefer cleaning.

• Age group of 20-30 were also served with prescription lenses for dry eyes, eye allergies etc.

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Demographic Segmentation Income• Lucrative segments were targeted.

Lifestyle• Ray-Ban sunglasses to satisfy the fashion-

conscious youth.

Psychographic Segmentation

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Mission of Constant innovation

Mission “To see, look, and feel better through innovative technology and design”.

Constant innovation resulting in products from rubber eyeglass frames to sunglasses.

Resulted in increased earnings during the year 2005.

Successful in gaining the attention of “shifting loyals”.

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Customer Base Expansion New variants in Sunglasses which will attract

the elite class.

Roping in a famous sports personality to be the brand ambassador of the company.

Providing lenses for mobile cameras, telescopes and digital cameras.

Providing protective coating for monitors which reduces strain on eyes even on working for long hours on PC.

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Customer Base Expansion

Organizing free eye checkup camps through skilled ophthalmologists or mobile eye clinics.

Educating people regarding the importance of healthy eyes and to get their eyes checked on a regular basis.

Introduction of High Definition anti-glare lenses which can be used while driving.

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New Segments Based on the customer base expansion recommendations, the

following new segments can be targeted

Based on Age• People of age group above 30

Based on Occupation• Professionals • Other segments working with computers (banks and offices)

Based on income• Economic class (lens and opticals)

Based on industries• Camera manufacturers• Monitor manufacturers

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Positioning

They positioned their products through constant mission: “To see, look, and feel better through innovative technology and design”.

Launch of the campaign “Better vision, Better confidence”.

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Thank You