Acuvue lenses SWOT Analysis, Competitors & USP

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

Acuvue lenses 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.

Acuvue lenses SWOT Analysis

Strengths

Below is the Strengths, Weaknesses, Opportunities & Threats (SWOT) Analysis of Acuvue lenses. Strengths are:

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

Here are the weaknesses of Acuvue lenses :

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

Following are the Opportunities of Acuvue lenses :

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

Threats

The threats of Acuvue lenses are as mentioned :

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

Acuvue lenses Competition

Competitors

Below are the 4 main Acuvue lenses competitors :

1.Bausch and Lomb
2.Freshlook
3.Dailies

4.Cooper vision