Bausch & Lomb - Effective positioning*



Mini Case Code : CLIM012
Publication date : 2005
Subject : International Marketing
Industry : Health-care
Length : 03 Pages
Price : Rs. 100

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Key words:

Bausch & Lomb (B&L), contact lenses, sunglasses, rubber eyeglass-frames, binoculars, microscopes, camera shutter, vision care, pharmaceutical segment, surgical equipments, accessories, ophthalmic, cataract, disposable lens, Rayban


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The caselet details the business strategies adopted by B&L, the leading eye-care company. It explains how B&L adopted segmentation to target the right segment and focuses on the product variants that the company introduced to serve different segments of the market. It analyzes how B&L improved its market share by serving the vision care, pharmaceutical, and surgical equipment markets. It also touches on how B&L's products have attracted fashion-conscious youth.


Business strategies of Bausch & Lomb Company
Is the right market segment being targeted by B&L?
How B&L catered to the needs of various segments
Positioning of product variants by B&L


Bausch & Lomb (B&L) is a globally renowned name in eye-care related products. Over a period of more than 150 years, the company expanded its business to different parts of the world.

Questions for Discussion:

1. Analyze the international expansion of B&L.

2. Comment on the type of segmentation adopted by B&L for expanding its business throughout the world.

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