Case: NewView Contact Lens Colouring While completing their third year of science at university, Erika and Kurtis invented a new contact- lens colouring process they named NewView. Although the overall awareness of this innovation was very low. However, routine market studies found that 80% of those surveyed wanted to try NewView, when they were told about it. Erika and Kurtis developed a business plan, obtained several new business start-up grants, and had their product medically tested, approved, and registered. One bottle of NewView contained enough solution for three months of normal contact lens use. As a result of consumer suggestions, NewView kept adding new colours and buyers could now choose from five different ones (red, green, blue, orange, and brown). To change eye colour a person would simply add two drops of NewView to each contact lens, wait five seconds, and the colour would last for 20 hours. With their $200,000 start-up grants, Erika and Kurtis had sufficient capital to lease a small plant, do some preliminary on campus advertising, purchase the required manufacturing equipment, and hire a full-time production supervisor and a part-time office assistant. They also paid to have a company Web site built from which products could be ordered and the company marketed. Erika and Kurtis noticed increasingly many fashion trends became popular on Instagram and TikTok. Another business trend becoming common was that companies were selling products DTC (direct- to-consumer) versus selling through retail stores. About 10 percent of sales occurred on NewViews website, compared to 90% at retail. In a recent survey, Kurtis found that 95% of university/college students contacted said they would prefer ordering contacts and related products over the Internet. With their equipment and staff, they estimated they could produce up to 1000 bottles of NewView per eight-hour production shift. Production output ranged between 250 - 550 bottles. These targets were set by Erika during monthly production meetings regardless of actual sales or marketing research results. Recently, the production supervisor mentioned there were increasing amounts of product returns from retailers stacked in cartons throughout the plant. Production equipment had been rearranged several times to make room for all the products sent back. Each bottle cost $4.00 to produce and was sold to retailers for $10.00 who in turn sold it to consumers for $20.00, which was also the price someone would by NewView for from the company Web site. During a routine Internet search, Erika discovered a news item about contact lens colouring tablets being developed by a leading contact lens manufacturer. Furthermore, the potential competition was planning to give away the new tablets as a promotion when the product was launched next year. With this new information, the staff decided they needed to make some decisions as how to best manage, market and manufacture NewView.

1. Question 1 (Current Situation/SWOT ANALYSIS) Read the marketing case on NewView Contacts (in Blackboard) and complete the SWOT analysis below. Provide 2 entries for each box, so you would have 8 entries total. Be sure to provide enough information so it is easily understood but keep it concise. (8 marks)

Strengths	Weaknesses
1. 2.	1. 2.
Opportunities	Threats
1. 2.	1. 2.

2. Question 2 (Segmentation, Targeting) Identify a consumer segment that you believe the NewView team should target. Develop a detailed profile of the target using the four ways (bases) of segmentation learned in this course. Fully describe who they are, where they live, what they think, etc. Be creative and give your fictional target a name so it is very clear who the ideal consumer is for this product (5 marks).

3. Question 3 (Positioning) This question is based on the NewView case. Write a positioning statement for NewView based on the answer to the question above. Use the classic format/template as discussed in class. For maximum points you must write it in the proper format. (5 marks)

4. Question 4 (Using Situation Analysis) Provide, describe, and justify two distinct marketing recommendations for NewView based on the case, SWOT, and answers to the previous questions. You must include information from your SWOT for full marks. Be sure to provide two ideas to help their business. Ensure you give rationale as to why you think it will work. Hint: use the marketing mix (4 Ps) to guide your ideas. (5 marks)

5. Question 5 (Consumer Purchase Decision Process) Select a recent purchase that was significant and personal to you ($50 or more). Identify/label each of the five stages of the consumer decision process and fully describe both your thoughts and actions as you proceeded through each stage of the of the decision-making steps. Discuss influences on your decisions. What factors influenced your decisions in each stage based on our learnings in the course? If you cannot remember every consideration you had in the purchase, you can apply learnings in the class and imagine what a consumer would be thinking/doing in each stage. Choose your product carefully. (5 marks)

6. Question 6 (Insights on your learning) Pretend you are having a conversation with your grandfather, who has asked you two important questions, (1) What is marketing?, and (2) What have you learned in the course so far?. Please be very specific on the topic and be sure to elaborate. In other words, dont just write I have learned about marketing, or I have learned about segmentation. (2 marks)