BAUSCH & LOMB – EFFECTIVE POSITIONING

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.
Issues:
» 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
Introduction

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:

Analyze the international expansion of B&L.

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