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Effective Positioning
Presented by: KAUSHIK.S 11085 MANNE RAMYA RAVALI 11089 NIHAR RANJAN SHANTI 11094 PRASAD KRISHNA 11099 1
Product Line
Vision Care: Contact lens and other lens care products Care: and accessories. Pharmaceutical Segment: Manufacturing and sales of Segment: eye-care pharmaceuticals on prescription and over the counter sales. Surgical Equipment: Manufacture and sales of surgical Equipment: 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.
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. 6
Demographic Segmentation
Income Lucrative segments were targeted.
Psychographic Segmentation
Lifestyle Ray-Ban sunglasses to satisfy the fashion-conscious youth.
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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. confidence.
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Thank You
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