Acuvue lenses SWOT Analysis, USP & Competitors

Posted in FMCG, Total Reads: 4941
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SWOT Analysis of Acuvue lenses with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Acuvue lenses

Parent Company

Johnson & Johnson

Category

Personal Care brands - Eye care

Sector

FMCG

Tagline/ Slogan

Fresh is better; See what could be

USP

First Disposable contact lens

STP

Segment

Disposable contact lens, Beauty segment

Target Group

Working Youngsters

Positioning

A healthy and convenient brand stressing the comfort factor that free you from the hassles of maintain the lenses.

SWOT Analysis

Strengths

1. e-trial initiative to prompt the potential consumers to try out lenses.
2. Wide variety of colors and types available
3. Johnson & Johnson Limited was ranked among the Top 50 best employers and among MNC’s in the healthcare sector in the Survey conducted by the Great Places to Work Institute
4. Excellent distribution network
5. Good advertising and branding ensure high brand loyalty

Weaknesses

1.Contact lenses are perceived to be priced higher and considered to be out of reach for the middle class
2. Still unable to overcome the perception of people who feel spectacles are safer

Opportunities

1. To make it a need of tier-2,tier-3 cities too
2. Focus on advantages and safety of lenses

Threats

1.Fear of inserting foreign object in the eyes which is termed as Pokeaphobia that restricts user to try lenses.
2. Established players and other brands

Competition

Competitors

1.Bausch and Lomb
2.Freshlook
3.Dailies

4.Cooper vision



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