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ODI Optical Distortion, Inc. This case was prepared by Randall Wise and Darral G. Clarke. Copyright ? 1982 by the President and Fellows of Harvard College. Harvard
ODI Issues Nature of Demand The main buyers of a contact lens for chickens are the owners of chicken farms. In 1969, the total U.S. chicken population was 371,008,459.
This case analysis examines the marketing/launch strategy of Optical Distortion Inc. (ODI) for its innovative new product ? contact lenses for chickens. This is an
to impair the eyesight of chickens. The analysis in this paper provides recommendations for ODI on their marketing and pricing strategy to launch this new product.
likely to survive. They also eat more efficiently than debeaked chickens. The key issue facing ODI is "How to market these lenses?". The analysis in this paper provides
Submitted by aldoskey on June 22, 2007
Category: Business
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Issues
Nature of Demand
The main buyers of a contact lens for chickens are the owners of chicken farms. In 1969, the total U.S. chicken population was 371,008,459. In 1974, the commercial flock of laying hens in the
U.S. was 2.5 million birds and in southern California contained 20 farms that housed 21 million chickens. Therefore, there was a huge demand be expected in the U.S. especially in California.
In order to deal with the Cannibalism, fighting and pecking each other, and the vision problem, resulting from the cataracts, among chickens. The chicken farmer could make a chicken to wear the ODI
Lenses. After wearing the ODI lens, a chicken had its depth perception reduced to about 12¡¨ and its visual acuity reduced. Moreover, chicken mortality due to cannibalism, and egg production
loss result from trauma were reduced apparently. Thus, the farmers's feed cost would be reduced significantly when chicken wore ODI lens instead of the debaking operation.
Buyer behavior of decision in ODI lens
Who is the buyer? The owners of chicken farms
What is the buyers requirement? ODI contact lens for chickens.
When will the buyer need the product? when chickens were about 8 to 10 weeks of age. It is at this time that a complete pecking order is established and, the chickens through
cannibalism, fighting and pecking, establish a hierarchical type and
social organization.
Why will the constomer buy? to reduce farmer¡¦s feed cost by deal with the
Cannibalism and vision problem among chickens.
Where will the customer buy? because this product is unique for chicken, and a unique solution to a complicated problem. The buyer
will get it though ODI's salesperson with technical representatives
to make sure that lenses were being used in such a way to maximize
benefits to the farmer.
Nature of Competition
Chickens were...
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