Financial Daily from THE HINDU group of publications
Thursday, Feb 09, 2006
Financial Daily from THE HINDU group of publications Thursday, Feb 09, 2006 |
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Marketing
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Strategy J & J Vision Care plans more products in disposable segment L.N. Revathy
Coimbatore , Feb. 8 JOHNSON and Johnson Vision Care is all set to introduce more product offerings in the disposable category. "We have no plans to foray into the conventional contact lens space," its Senior Product Manager, Mr Chandrashekhar Nevgi, said. In an interview to Business Line, Mr Nevgi said there was a six-fold increase in the total contact lens user base over the last decade. "The size of the contact lens market in India is approximately Rs 60 crore. This market is witnessing a year-on-year growth of 15 to 20 per cent. Our pre-launch research showed that spectacle wearers were dissuaded from wearing disposable lens because of two factors — cost and health and maintenance of the lens. "We are addressing both these issues with the launch of the 1- Day Acuvue' brand contact lens," he said. The company has addressed the two compelling selling propositions by offering the one-day Acuvue lens at Rs 90/- a pair and advising consumers about the product being maintenance-free. He, however, pointed out that there was no scope for further reduction in the price level at this juncture. While conceding that the product contributed substantially to the revenues, Mr Nevgi said, this would not deter the company from introducing revolutionary products in the filed of vision correction, transforming vision through comfort and clarity of natural vision. Answering a query, he said, "The need for vision correction will continue and with the burgeoning educated middle class, this category is bound to grow substantially. Laser corrective procedure refers to a niche audience and cannot in any way pose as a challenge to contact lens-manufacturing companies. The size of the market is big enough for contact lens as well as laser procedure to coexist." The company has a well-established Eye Care Practitioner model in place to market the Acuvue brand contact lens in India. Besides, Acuvue would be sponsoring the title of `Miss Beautiful Eyes' for Femina Miss India, 2006 to sensitise the masses about the benefits of disposable contact lens, he said.
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