Abstract

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.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• 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
• and Positioning of product variants by B&L

Keywords

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