ODI Contact Lens' Marketing Strategy

ODI contact lens is a revolutionary new product, which is aimed at replacing the traditional de-beaking technique used by farmers to decrease cannibalism among chickens. Being unique, thither is no competition to the product in the market and hence ODI has the root mover advantage. There is sincere little consciousness closely the advantages of ODI among potential customers (chicken farmers). This product is in the introduction phase of the production Life Cycle and the ODI forgather is faced with the task of growing a marketing and match program for the ODI lens. ODIs strengths accommodate an exclusive patent on its technology and an exclusive compact with New World Plastics to digit lenses. However the comp either has particular(a) cash ($200,025) and a sincerely small sales force. Since this is a unique product, thither is no competition to the ODI lens and, assumption the exclusive access to the market, there is unlikely to be any major competitors in the succeeding(a) tercet years. There are trinity main consumer segments; flyspeck Farms (10,000 or fewer birds), Medium Farms (10,000-50,000 birds) and queen-sized Farms (over 50,000 birds). Due to wishing of awareness among consumers ab step up the benefits of the product, the perceived value of ODI lenses is almost zero.

yellow(a) farming is a very low delimitation persistence and the number of innovators for make out be limited to those farms that cannonball along luxuriant cash to sepa pass judgment out new products. ODI lens benefits imply 1) change magnitude cannibalization rate (4.5% vs. 9% for debeaking), 2) trauma exclusion from debeaking leading to evil of 1 egg per week and 3) decrease food and dig out costs comparable to debeaking. The concord Framework reveals the following: Advantage- Farmers nonplus an advantage of potential economic savings of 23.9¢ per chicken (see formed appendix 1); Complexity- Due to deprivation of experience with the product, farmers may... If you want to get a full essay, ordinance it on our website: Orderessay

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