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Acuvue Product Marketing Campaign Case Study

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Updated: Aug 23rd, 2020

The case of Vistakon helps to clarify the main issues of a successful marketing campaign and identify the steps that should be taken by managers, who want to introduce their products and services in the best possible ways.

Segment Attractiveness

Taking into consideration the fact that Acuvue products were directed to several current full- and part-time contact wearers and ex-contact wearers, market segmentation plays a very important role in this kind of business. The company should target current part-time contact wearers. These are the people, who wear contact lenses on certain events including social occasions or some sports competitions. This segment is the most attractive target market because of less price resistance. Part-time users of contact lenses are eager to pay a higher price in comparison to full-time contact users and consider the options offered by companies regarding such concepts as innovation, fashion, appropriateness, or brand name.

Positioning Statement

There is no need to wear contact lenses all the time. Still, there are events when a person wants to have 100% guarantees to see and observe all important people and things around. 1-Day Acuvue is the best solution for all part-time contact wearers, who want to be provided with confidence and clarity for a certain period because it is a convenient, soft, and unnoticeable detail that makes a person’s look definite and intriguing. It does not matter if a person is a guest at a party or a sportsman in a volleyball competition, 1-Day Acuvue is the product that has to be at hand (or in the eye).

Advantages and Disadvantages of Acuvue Name

The idea to use Acuvue’s name for a new product has its advantages and disadvantages. On the one hand, there are the customers, who have already discovered that the chosen brand was not convenient for them because of different reasons (incompatibility or price). Therefore, they could hardly pay their attention to the products of the same brand. On the other hand, the reputation of Acuvue is good, and many customers are eager to cooperate with the company.

The new product is a new opportunity for customers to observe the world with ease. Still, it is necessary to be careful with the explanation of the worth of the new product not to increase the cases of cannibalization in regards to other products of Acuvue.

New Name for the Product

If there is no possibility to use the same name as the product, but there is a burning desire to connect the product with the already existing brand, it is necessary to use some linguistic skills and play with the letters in the name. For example, the product has to be connected with the Acuvue brand. It is possible to leave the part “vue” to underline the attachment to the company. The first part should describe the nature of the product. One-day lenses aim at creating a perfect day for a person and promoting a successful solo. Why not call a new product “SoloVue”? Such a name points out the importance of one-day wearing and the connection with a famous brand company.

Ad for a New Product

Being a part of the Acuvue team means being able to create an interesting project using simple and ordinary things. SoloVue is a new product that can be offered to part-time contact wearers, who want to use lenses during a certain event, improve their vision problems, and achieve excellent results. In other words, customers get a chance to make their perfect solo during the day when they wear Solovue.

Ad for a New Product
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IvyPanda. 2020. "Acuvue Product Marketing Campaign." August 23, 2020. https://ivypanda.com/essays/acuvue-product-marketing-campaign/.

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IvyPanda. (2020) 'Acuvue Product Marketing Campaign'. 23 August.

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