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Abstract Bausch Lomb presented PureVisionreg a year 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 is planned by linking the planning model and evaluation model and also according to different research methods and conceptual theories learnt from the course to produce a more monitored and measurable campaign The conclusion includes the reflections on this project and the development of this campaign 1Management Overview 11 Background of organization 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 Vision Bausch Lomb will be number one in the Eyes of the World Mission As a global eye care company Bausch Lomb will help consumers see look and feel better through innovative technology and design 12 PR Challenge Background Bausch Lomb launched an innovative brand new product - PureVisionreg - a year ago in Hong Kong PureVisionreg has passed qualification tests and is certified by the FDA of the United States PureVisionreg 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 PureVisionreg provides not only safety but also effectiveness and comfort to its users Fig 1 PureVisionreg Package The Challenge With its exceptional benefits PureVisionreg is supposed to
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