Public Relations Roll

Essay by abrahamg May 2004

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Bausch & Lomb presented PureVision about two years ago in Hong Kong. Due to some reasons, the product was not promoted when it was first launched. The sale of this product is unsatisfactory, and the management would like to boost the sale by kicking off a PR campaign. This PR campaign was planned by linking the 'planning model' and 'evaluation model'.

Public Relations Roll

Bausch & Lomb is an eye-health company, dedicated to perfecting vision and enhancing life for consumers around the world. Its core businesses include soft and rigid gas permeable contact lenses and lens care products, and ophthalmic surgical and pharmaceutical products. The Bausch & Lomb name is one of the best-known and most respected healthcare brands in the world. Bausch & Lomb launched an innovative brand new product - PureVision; - about two years ago in Hong Kong. PureVision; has passed qualification tests and is certified by the FDA of the United States.

PureVision; contact lenses are uniquely designed and can be worn for up to 30 consecutive days and nights. They are safe to be worn overnight, and users will not have to cleanse the lenses nor have to take them off. PureVision; provides not only safety, but also effectiveness and comfort to its users.

With its exceptional benefits, PureVision; is supposed to be a popular choice for contact lens users. Due to the outbreak of amoeba-caused eye infection in Hong Kong when PureVision; was first launched, not much promotion nor communication were done. Now, the unsatisfying sale of PureVision; among the contact lens market indicates that the popularity of PureVision; is rather low in the territory. Majority of the target audience is not even aware of the existence of the product. For those aware of the product are not willing to try...