Question

 

Barely nine months since its inception, contact lens brand Aleo Vision is already eyeing for an expansion to increase its market reach and product awareness. The brand, known for its flagship product, daily disposable soft contact lenses Aleo Vello, is actively gearing up to introduce new product lines and penetrate into new promising markets. The brand’s aggressive expansion strategy is driven by the strong support from its customers.

While Aleo Vello was only launched in April 2018, the product’s premium quality and affordable price have attracted many customers in such a short span of time. There are several thousand of registered individual customers and the list is growing. Aleo Vision is expanding very quickly, where the brand is Malaysia’s first direct-to-consumer contact lens brand. Within the next few months, Aleo Vision expects to unveil its new product offering – daily disposable contact lenses for users with astigmatism. Geographical expansion-wise, the brand is targeting new markets that are predominantly those with a high percentage of contact lens users

Apart from Aleo Vision’s current markets – the United States and Malaysia – the brand looks to establish its presence in Europe as well as in major Asian markets. The Aleo Vision contact lens brand is manufactured by Malaysia’s first homegrown contact lens maker. San Francisco based Aleo Vision strives to make a difference. Selling at a discount of over 50% than the average market rate, the Aleo Vello daily disposable contact lenses are affordable and within the reach of active contact lens wearers. With the products of Aleo Vision, our customers no longer have to choose between their bank account and their eye health.

The brand contact lenses are significantly cheaper than the other daily disposable contact lens brands because the products are sold directly to customers entirely via e-commerce. This allows us to avoid the potential price mark-ups by the distributors, wholesalers and retailers, keeping the price of Aleo Vello lenses low and affordable. The contact lens can be purchased via Aleo Vision’s online store, with free shipping on delivery. Three different packages are offered – one-month supply (RM60), six-month supply (RM300) and 12-month supply (RM550) for 30 lenses in a box. Prospective buyers will be required to upload the prescriptions from their ophthalmologists prior to placing the orders online. Otherwise, they could also visit Aleo Vision’s frequent roadshows in the Klang Valley to get their eyes checked and identify the most suitable contact lens for their eyes.

Aleo Vision’s flagship daily disposable aspheric soft contact lenses, Aleo Vello, are biocompatible lenses that hydrate and protect the eyes of the users. The lenses, which are 58% water-based, are made with premium omafilcon A. Aleo Vision contact lenses use the AquaLock technology that mimics a water-loving molecule found naturally in eye cells, attracting and retaining water to the lens for a refreshing cushion of all-day hydration. The unique BlissEdge design is a dual-tapered edge that lets more water and oxygen circulate around the eye. It keeps the lens centred right where it belongs, and reduces irritation and friction. With the built-in Class II UV blocker, consumers can spend time outside and know you’re protected from at least 97% of UVB and 87% of UVA radiation. RM100mil has been invested in the state- International Marketing MKT60704 Dr. Hong Kay Tze 202003FE 7 of-the-art production facilities and extensive R&D initiatives. The manufacturing of Aleo Vision contact lenses are fully-automated, giving them high precision. Only flawless, defectfree lenses are shipped to customers.

Question:

One of the challenges is to develop an effective global marketing communications program and strategy. Design THREE (3) communication programs that you think may be suitable for Aleo Vision. Illustrate with examples on what kind of communication programs can be run by Aleo Vision to create effective communication to consumers.

Answer 1

The three Communication programs that I think which may be suitable for Aleo Vision is -

1-) Social media campaign - A Social media campaign Communication program can be implemented to show that Aleo Vision has a top of the line daily disposable lens product which no other company has till not. It will be of huge value to consumers who have eye problems and does want to wear the same lens every day. They have the option to switch over premium quality lenses in basically half the price. For example this campaign could have various hash tags in twitter following their trend or they can hire social media influencers to promote their product online.

2-) The second Communication could be to have a transparent advertisement over Television, radio's etc - This is basically to show that though the lenses are cheaper, the company cannot compromise on quality. The advertisement could show the basic factories processing and how the products are made , and how much they value their customers. For ex- Ads could show how the Products are of premium quality, the radio channels could feature the brand etc.

3-) The third Communication program which they can have is actually word of mouth - Globally they could reach every individual with eye problem through word of mouth. It means people telling other people about the brand without any commission or incentive. They will juat refer it to their friends and families. This Communication program could be built in by influencing them that if they like the Product, they can also refer it to their friends and families .