Vistakon

| |
|VISTAKON |
| |
| |

MKTG 101 - MARKETING
AY 2009-10 Term 2
CASE STUDY WRITE-UP #3

Major issues
Unsustainable trade budget.



Although merchandise strategies do increase awargonness in products Vistakon has launched the largest consumer publicize program in industry history and does non calculate to be striking the right balance.
Pricing. Full time users be highly price sensitive. At the same time Vistakon does not have space to decrease the price because of thin margins and risk of infection of cannibalization.
Prioritize clearly its get market. The current schema of targeting trine segments; irregular users (patients with active lifestyles), contact lens dropouts and existing unoriginal daily wear patients does not seem to be working. A further targeting is needed.
STRATEGIC OPTIONS

Regional launch. Maintain current marketing strategy (push and pull) and keep the old segments as your targets. No changes are made in the advertising budget
Launch the product nationally targeting only the full-time users. Change the hybrid marketing strategy to only push strategy. Financial gains are achieved by decreasing the advertising costs.
Launch the product nationally and target the part-time users only. Increase the product price (at $0.83/lens) and focus primarily on push strategy.
RECOMMENDATION
Launch the product nationally, targeting the part-time user...If you want to get a full essay, order it on our website: Orderessay



If you want to get a full essay, wisit our page: write my essay .