2. THE COMPETITIVE INTELLIGENCE WORKSHOP
Welcome to the Johnson & Johnson team!
Your mission: work with your team members to gather key marketing and sales intelligence about ACUVUE OASYS

3. MEET YOUR TEAM Paul (Team Lead/ASD) Tammy Daniela Ronan Michael Cheryl
Dave
Jackie
Marsha

5. LET THE INTELLIGENCE GATHERING BEGIN!
answer the questions on the following slides

6. COMPANY INFO QUESTIONS
1) What is ACUVUE OASYS best known for?
Comfort
Brand Recognition
NEW HydraLuxe Technology
UV protection available in daily disposable lens. Blocks up to 90% UV- A and 99% UV-B rays
Comprehensive Parameter Range
Designed to help eyes stay moist and fresh even at the end of the day

7. Company info questions
2) What is our overall reputation amongst ECPs?
The J&J reputation is generally positive and well respected.
J & J is generally easy to deal with specifically for product returns and rebates.
Have been there for ODs since they graduate
Offer opticians great opportunities to learn about the company and the manufacturing process (trips to Jacksonville FL included)
Strong patient brand recognition – asked for by name
J & J is committed to creating Life Long solutions to Vision Care Needs. The Acuvue Brand made its debut in 1987 as the world’s first disposable soft contact lens

8. Company Info Questions
3) What is the size of our sales force in Canada.
According to Dr. Parks and Alcon PAM knowledge
Region
REPS
RBMs
NAM
Trainer
Ontario
8 TBMs 1
0.5
Quebec 4
West 5

9. Company Info Questions
4) Do we currently receive support from other business units or divisions?
Yes, we have been known to do cross-promotions with the OTC side of the business, notably with Neutrogena products (creams & such)
5) Is there any other pertinent information regarding the status of our sales force?
Yes we have a medical team.
Yes we are we growing as a division.

10. PRODUCT QUESTIONS
2) What are ACUVUE OASYS’s key features and benefits?
FEATURE: Comfort - a real upgrade from Moist or 2-week Oasys
BENEFIT: Able to wear lenses all day with full activities
FEATURE: “Smoothness” claim with HydraLuxe Technology
BENEFIT: uses a tear-infused design to keep your eyes moist all day
FEATURE: High Oxygen (121 DK/t)
BENEFIT: Keeps eyes healthy while wearing the lenses

11. Product Features and benefits
FEATURE: Parameters, It has 2 Base curves (8.5 and 9.0) and is Available from to – 12.00
BENEFIT: Fits a broader range of patients comfortably
FEATURE: UV Protection- 99% UVB, 90%+ UVA.
BENEFIT: Reduces a patients risk factors associated with cataracts and helps protect against harmful UV radiation
Head to Head Trial vs. DT1

12. Acuvue Oasys 1 VS DT1

13. Preferred over Dailies Total1® by nearly*

14. PRODUCT QUESTIONS 3) What is the S.W.O.T. info for ACUVUE OASYS?
Strengths
Weaknesses
Opportunities
Threats

15. STRENGTHS Brand recognition!!
UV protection – Blocks up to 90% UV-A and 99% UV-B rays
Rebate on “initial” purchase ($100 for yr supply; $40 for 6mth) PLUS $35 rebate if new wearer
Better /faster shipping than competitors
Easy returns- J&J takes back opened boxes, easier to deal with expired goods
Offers widest fitting range in premium products (+8.00 to ) AND two base curves (8.5 and 9.0)
Comfortable
Ability to move 1 day Moist to a higher O2 Silicone Daily brand (Oasys 1 day)
Smooth/silky HydraLuxe technology... Works consistently all day

16. WEAKNESSES Not water gradient technology
Some find lens flimsy and therefore difficult to handle
Later entry into market (after DT1 and Clariti)
At times we can be perceived as being pushy for sales, and harassing with s about not meeting established quota’s.

17. OPPORTUNITIES Leverage market leading position in CL industry
Steal DT1 share
Direct-to-Consumer advertising
Upgrade very large share of Acuvue Moist and 2-week Oasys wearers to this premium lens
New launch for Torric and MF lenses

18. THREATS
Alcon is a big threat as their DT1 lens is very well liked. The launch of DT1 MF is a threat as well, as emerging presbyopes already in DT1 will gravitate to DT1 MF when needed.
Increasing share of the DT1 family
Alcon has Water Gradient Technology
Loyalty Program. (This is why we are launching our own program in spring 2017)

19. THANK YOU. QUESTIONS?