BRAND AND PRODUCT COMMUNICATION ROADMAP

INTRODUCTION WHERE WE STAND OBJECTIVE APPROACH THE WAY FORWARD THE WAY OF ONI360

Alcon develops and manufactures innovative medicines and devices to serve the all eye care needs. The company was founded in 1945 as a small ophthalmic shop in Fort Worth, Texas. It was acquired by Novartis in 2011. Building sustainable eye care in emerging markets, such as China, India and Russia, is a key priority for Alcon.

INTRODUCTION

OUR STANDING…

Strength is the likelihood that your brand is being discussed in the social media; Sentiment is the ratio of mentions that are generally positive; Passion is the likelihood that people talking about your brand will do so frequently; Reach is the measure of unique authors referencing your brand divided by total mentions

OBJECTIVE

FDA has considered Contoura vision as one of the most unique and innovative solutions in LASIK eye surgery. Contoura vision is a premium quality procedure offered by Alcon. It is currently available to a group surgeons only; however, Alcon plans to make this procedure available to more number of surgeons.

TO POSITION ALCON’S NEWLY LAUNCHED CONTOURA VISION PROCEDURE AS THE BEST SOLUTION FOR IMPROVING EYE VISION TO THE COMMUNITY OF SURGEONS AND THEIR PATIENTS

OUR APPROACH creating brand saliency through awareness and visibility

awarenessTHE WAY FORWARD

visibility

brand saliency

• Showcase stories about people’s experiences

• Communicate endorsements from surgeons

Awareness Deliver information that helps associate with the TGVisibility Establish the brand as a

leader in the categorySaliency

THE WAY FORWARD

a c ti v i ti e s

• Digital marketing• PR campaigns• Media workshops

• Digital marketing• Sponsored events• Inflight advertising• PR campaigns

• Digital marketing• Inflight advertising• PR campaigns

• Showcase stories about people’s experiences

• Communicate endorsements from surgeons

Awareness Deliver information that helps associate with the TGVisibility Establish the brand as a

leader in the categorySaliency

THE WAY FORWARD

Feeli

ngs

Imag

ery

Judg

emen

tPe

rform

ance

Reso

nanc

e

t o n a l i t y

THE WAY FORWARD

a c ti v i ti e s

• Digital marketing• PR campaigns• Media workshops

• Digital marketing• Sponsored events• Inflight advertising• PR campaigns

• Digital marketing• Inflight advertising• PR campaigns

• Showcase stories about people’s experiences

• Communicate endorsements from surgeons

Awareness Deliver information that helps associate with the TGVisibility Establish the brand as a

leader in the categorySaliency

Public relations Digital marketingInflight advertisingSponsored events

70%

60%

40%

30%

Much of the players in the category play a mix of “rational” and “emotional” routes to connect with their target segment. The emotional route is sustained by highlighting customer feelings and brand imagery. Digital marketing weaves the story for the emotional connect with pertinent brand pillars.

The Media Mix

THE WAY FORWARD

THE WAY OF

PR campaigns

Public Relations will help build the brand image of Alcon and curate a story that clearly articulates the core value of the company

Digital marketing

Digital Marketing will play a key role in enhancing search engine results for Alcon as a brand as well as its latest innovation eye care treatment -- Contoura vision

Event marketing

Events will amplify the reach to create brand awareness and build visibility

Inflight advertising

Right mix of inflight advertisements will provide an excellent mileage for Alcon as a brand and Contoura vision as an innovative product

THANK YOU.