Produced by Mr Bao Tran, Chief Marketing Officer, Cao Thang Eye Hospital, Vietnam. Email: tqbao@cthospital.v

1. Date: April 3rd, 2013
ContactLenses market in Vietnam
A window of opportunity

2. ContactLensesisLifestyleBelief #1

3. Belief #2
+
It’s where DAVID meets DONALD

4. Belief #3
Win Customers’ heart,
not their mind

5. Online Survey of 2156contactlenses
consumers by TIMBACSY.COM
the leading healthcare online resource in Vietnam

6. VIETNAMESE
CONTACTLENSE market
Population: 90M
US$15M market
Market penetration: 10%
Growth: 22% per annum, 3 recent years

7. TARGET
Young, Educated & Urban
18 - 36 yrs
Income above US$500 per month
Presence in 5 major cities (60% in HCMC)
Age profile is reducing over years

8. Insights
Twothirds
The
percentage
who
buy
CL
from
the
advice
of
FRIENDS
or
FAMILY
78%
The
number
of
clients
who
buy
CL
from
an
OPTICAL
STORE
3in5
the
number
of
people
who
prefer
the
MONTHLY
USE
contact
lenses
18to34
The
major
age
group
of
CL
buyers,
87%
15%
The
percentage
of
CL
clients
who
use
B&L
and
would
recommend
to
a
friend
90%
female

9. Strengths-Weaknesses-Opportunities-Threads
S W O T
APPEARANCE
CONVENIENCE
PATIENT
Cost
Care
Pa2ent
Educa2on
Brand
Preference
PRACTITIONER
Less
incen2ve
LIFESTYLE
Young
&
Affluent
Class
JPop
&
KPop
Social
Network
ALTERNATIVES
Spectacles
Refrac2ve
surgery

10. Obstacles
Spectacles Contact Lenses
Consumers
Affordability
No brand preference
Less risk
long run Cost
SPECIAL Care
Associated eye risks
Seller / Distributor 100% + 30%

11. Summary
Contact Lenses Manufacturing
High-fixed cost
Low margin
Unless sellers enjoy a substantialprofit margin
on lenses sold, it is likely that they have
lessincentive to pursue increment sales than
do manufacturers.
ContactLenses cannot
take
off
in
Vietnam
in
the
current
status

12. Moving Online
Establish
a
strong
message
STAYCOOL
Emphasize
on
the
focus
of
appearance
Embrace
the
power
of
Social Network
Enable
a
customized client database

13. Advantages
Low
start-­‐up
cost
Reachability
over
physical
distance
Flexibility
for
clients
Consumer
behavior
tracking
Target
audience
(18-­‐34
yrs)

14. Online model
Patient Education
Product advice
Care instruction
Online catalogue
Product list
User instruction
ORDER
Prescription Info
COLLECTIVE MECHANISM
By Delivery
Pick & Pay
By post

15. Customer Relationship Management
PersonalizedService LoyaltyProgram SocialNetwork
electronic eye
record
Monitor refractive progression
Recommend next purchase
Advise next eye screening
Point redemption
Special rate for next purchase
Other eye care products
Advanced Eye Screening
it is
Transferable
Valid in the entire channel
Facebook
Word-Of-Mouth
Testimonials
CL Advocacy forum

16. ONLINEVS BRICK-AND-MORTAR
ONLINE BRICK-AND-MORTAR
Client Type Existing New
Product Experience Yes No
Brand Preference Yes No
Fitting Service No Yes
Competencies
Price
Loyalty program
Expert ‘s Advice
Human Touch
PRICING 15% LESS

17. CONCLUSION
COMPLEMENTARY CHANNEL
OUR COMMITMENT (3 YRS)
30%
MARKET
SHARE
of
HCMC
THE
LEADING
PREFERRED
CL
BRAND
THANKYOU