Vistakon is a highly successful manufacturer of contact lenses with leading brands in the disposable contact lens segment. Following the recent success of its Acuvue and Surevue products, the company has developed a daily disposable contact lens, 1 Day Acuvue. The new product has been launched in the Western region, and based on the results, Vistakon needs to decide how to roll out the product nationally. Positioning, pricing and distribution of the product are some of the main focus areas for Vistakon. The soft contact lens market had 21M consumers in 1994. Vistakon penetrated this market in 1987 with Acuvue – an extended wear contact lens that was the first disposable lens at the time. It was a revolutionary concept – a lens that you “never had to clean”. But what caused Vistakon to originally develop the product was an inexpensive manufacturing technology. Disposability was largely a consequence of the manufacturing process rather than an identified consumer need. Yet, this helped Vistakon differentiate the product, and create a market that grew to 4.6M consumers in 1994, while making profits due to high volume, low cost production. The success of Acuvue was also a result of innovative “pull and push” marketing strategies – reaching out directly to the consumer, while establishing a close relationship with Eye Care Professionals (ECPs). The financial backing of parent company, Johnson & Johnson (J&J), was a big reason why Vistakon was able to pursue an aggressive marketing campaign for Acuvue. Surevue brought the disposability concept to daily wear lenses, extending the replacement cycle from a week to two weeks. Since the introduction of Acuvue by Vistakon, competitors Bausch & Lomb (B&L) and Ciba Vision (CV) have also launched similar products, but Vistakon clearly remains the leader in this segment. 1 Day Acuvue is a cross between the original Acuvue and