1. John Hardy, Alex Heide, Ross Gregerson & Laura Grbavcich

2. Company Background
• Developed array of optics products & first
flexible frames
• 12,000 employees servicing over 100
countries
• Founded in 1853—Bausch
received a $60 loan from Lomb

3. Customer Base
• Optometrists (OD’s)—non-MD’s—able to
prescribe eye-health pharmaceuticals
• Ophthalmologists (MD’s)—mostly surgeons
o Purchase surgical equipment
o Prescribe pharmaceuticals
o Diagnose & refer patients

4. Business Portfolio
Sold 5 major lens
brands to OD’s
Sold cleaning
solutions to OTC’s
in large retailers
Sold prescription
pharmaceuticals
2 Divisions:
• Refractive
• Cataract/Vitreoretinal

5. Business Portfolio

6. Market Overview

7. • Present one face & expand customer education
• Convergence of previously isolated divisions
• Management restructuring to identify cross-
selling opportunities
• Target larger accounts to leverage full product
line
Sales Force Phases
Phase 1

8. • Consulting firm to reassesses market position
• Cross-selling’s potential to increase wallet share
• Minimize “windshield time”
• Surgery group wanted independence back
• Vision & Pharmaceutical TM’s became “Eye
Health Reps”
Sales Force Phases
Phase 2

9. Problem 1 – Underinvested in R&D
Competition is gaining wallet share
while B&L becomes stagnant in
innovation

10. Recommendation 1 – Invest in R&D
• More retained earnings, less dividends
• Communicate vision & goal to shareholders
• Goal: #1 or #2 in every product category
• Focus on weakest lines without neglecting others
• Potentially re-appropriate funds from other
departments

11. Problem 2 – Brand is Weak
B&L is not competing on price, so they
must push the quality aspects of their
brand

12. Recommendation 2 – Strengthen Brand
• Generate “one stop shop” awareness with ad
campaign
• Cross-promote all products
• Focus on consumers, not just customers
• Consider advertising to ethnic populations

13. Problem 3 – Organic Growth
B&L needs to build its B2B customer
base in order to grow sales & profits

14. Recommendation 3 –
Build Incentivized Referral Network
• Reach out to current loyal customer base
• Referrals for appointments, not sales
• One-time incentive per 3 appointments generated
($50 or $100 gift cards)
• Doesn’t require extensive time commitment

15. Summary of Recommendations
• Greater investment in R&D
• New brand-building marketing initiatives
• Referral network to grow customer base

16. Questions?