Thursday, November 22, 2007

Transitions : Healthy Sight in Every Light

Brand : Transitions
Company : Transitions Opticals


Brand Analysis Count : 292


Transitions is a niche brand in the 1200 crore Opticals market. Transitions is a pioneer in plastic Photochromic lens market worldwide. The company launched the first commercially viable plastic photochromic lens in 1990 . Transitions optical is a Florida based company formed as a joint venture between PPG Industries and Essilor. The company besides selling Transitions brand of lenses also supplies the technology for leading eyecare marketers across the world.

Transitions lenses are plastic photochromic lenses that automatically adjusts with the changing light conditions. It becomes dark as sunglasses when there is bright sun and become plain when the light is low.
Transitions began its operation in India in 2006 and this year the brand has decided to become aggressive in the Indian market. India is predominately a glass lenses market with a market size of over 75 mn pieces sold every year. The market is moving towards plastic lenses which offers a huge potential for a brand like Transitions.
Transitions is running a campaign in the visual media these days. The brand is positioned on its UV blocking attribute. The ad talks about the danger of exposing to ultra-violet rays and highlights the flexibility of usage of Transitions in various light conditions.
Watch the Tvc here : Transitions
The brand is positioned as an everyday eyewear and helps the customer to do away with having two spectacles ,one for indoor and another for the outdoor. Transitions use the tag line " Healthy sight in every light " true to the positioning of the brand. Priced upwards from Rs 1800, the brand is targeting the premium segment of customers.
The brand is facing an interesting problem in the consumer behavior front. A research by the company showed that Indian consumers spent 65% of the time selecting the frame and only 35% in choosing lenses. Hence the buyer behavior focuses very much on the style rather than the lens. There is again an issue with the branding of lenses. Lenses is still a commodity business and the branding only have just started.
What is making Transitions excited about Indian market is the growing population of IT professional who work across different time zones . The growing cases of VDU syndrome , Computer related eye problems have opened up a huge market for such lenses. These new work related diseases have increased the demand for anti-glare and photochromic lenses.
Transitions has been able to identify the emergence of a new market for branded photochromic lenses in India. The brand faces the competition from unbranded lenses but thee opportunity is too good to resist.
source : FE, Businessline