1. Segmenting, Targeting
& Positioning
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2. Segmentation
• India’s Population 1.16 billion
• People using spectacles every year 386 million i.e
around 35% of total population
• India optical market is currently USD$ 28 billion
• Contact lenses 5% of total market in 2007.
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3. Indian Optical Sector: Market Segment
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4. • Contact lenses market in India USD $ 2 billion
• Market penetration of contact lenses only 5% compare to
30% in US
• Contact market increasing rapidly 30% YOY basis.
• Bausch & Lomb market in India is 60% of total contact
lenses market.
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5. Contact lenses growth
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6. Focuses on tier 1
Geographical
Cities and in tier 2
Segmentation
cities
Age group : 18- 30
years
Income above Rs
20000
Graduates/post
High Class A1, A2 graduates/non
and middle class B1, Consumer graduates/junior/mid
B2 dle/senior executives
Need to look good
Demographic
Psychographic
Segmentation
Segmentation
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7. Targeting
Income
Target People in urban above 20k
areas within the age
group of 18-30 and have
income above 20k/ Age group
month. (18-30)
It has presence in major
100 cities in India. Urban Population
VIDEO
People who use lenses
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8. Targeting
• The target market for Bausch & Lomb contact lenses is Urban
Males & Females in the age group 18-30, with spending capacities
of over 20,000 INR per month.
• The major sales of any contact lenses are derived from this target
segment.
• Initially, contact lenses were more popular with females of this age
group, however times have changed and men are also an equally
important part of the target market.
• Young, urban, affluent customers hold the key
• Over the years, the age profile of contact lens users has come
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9. POSITIONING
• Bausch & Lomb made entry into the Indian market in 1993.
• At the beginning of 1994, Bausch & Lomb was in strong position in
the US optical products and eye-care sector
• Over this time period Bausch & Lomb has changed the eye-care
market with semi-soft and hard contact lenses giving way to soft
contact lenses
• In 2000, Bausch & Lomb India Ltd (B&L) plans to aggressively focus
on consumers in the 15 to 25 age group
• The `WOW' factor in B&L's:
The positioning was Powerpoint Templates
shifted from `see better and look better'
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factor to `confidence and feel better' factor

10. POSITIONING
• B&L concentrates on five significant events in a youth's life:
First date, leaving school, getting into college; getting a new job;
and marriage.
Then, B&L soft contact lenses positioned as essential
`confidence enhancing' fashion accessory.
• Strengthen its fashion and fun positioning B&L launched Softens
Starcolours, a range of disposable coloured contact lenses.
• College theme: It was aired in April to coincide with the new
academic session. The company revamped its entire
merchandise look in the marketplace.
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11. POSITIONING
• NOW Bausch & Lomb have highly
penetrated brand Image as:
 Style Statement for youth.
 Fashionable star colours contact
lenses.
 Softens contact lenses.
 Disposable contact lenses.
 Economical contact lenses.
 Hygienic contact lenses.
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12. B&L POSITIONING for their various products.
• Bausch & Lomb : iConnect
 Iconnect is Positioned as new youth
lenses and economical lenses.
 Specially designed keeping youth in mind.
 iconnect contact lenses are reasonably
priced at Rs. 500 for three pairs.
 To penetrate its positioning in youth. B&L
runs iconnect Model Hunt on facebook.
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13. B&L POSITIONING for their various products.
• Bausch & Lomb :SofLens® daily
disposable. Before After
 Outstanding all-day comfort.
 High Definition (HD).
 Specially designed for:
Teenagers.
20s and 30s eyes.
 No daily cleaning, storage, or care
required; wear them for a day, then,
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14. B&L POSITIONING for their various products.
• Bausch & Lomb : Soflens 59 Monthly
Disposable
 India's number 1 monthly disposable
lenses.
 Comfortable as wearing nothing in the
eye.
 Comfortmoist Technology & 59% water
content.
 Specialy designed for:
People who lead an active life.
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15. B&L POSITIONING for their various products.
• Bausch & Lomb : PureVision 2 HD
 the first lenses made using our
unique AerGelmaterial, delivering
exceptional vision, with outstanding
comfort and health.
eye.
 Designed for:
20s and 30s eyes.
• Bausch & Lomb : Annual Lenses
 Extremely affordable lenses, ideal for first time
wearers.
 Annual replacement schedule
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16. Bausch & Lomb(References)
• http://www.bausch.in
• http://www.financialexpress.com/old/fe/daily/20000214/fst14077.ht
• http://www.wikinvest.com/wiki/Bausch_%26_Lomb
• www.bausch.com/.../Contact-Lenses
• www.livemint.com/2011/06/.../Bausch-amp-Lomb
-enters-pharm.ht
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17. Thank You 
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