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 play down cannibalism among chickens. Being unique, thither is no competition to the product in the market and hence ODI has the first mover advantage. There is existing little sentience ab forbidden the advantages of ODI among potential customers (chicken farmers). This product is in the introduction phase of the Product Life Cycle and the ODI meet is faced with the task of developing a marketing and particularise program for the ODI lens. ODIs strengths include an exclusive patent on its technology and an exclusive contract with New World Plastics to establish lenses. However the company has limited cash ($200,025) and a genuinely small sales force. Since this is a unique product, there is no competition to the ODI lens and, given the exclusive access to the market, there is unlikely to be any major competitors in the succeeding(a) tr iple years. There are three main consumer segments; flyspeck Farms (10,000 or fewer birds), Medium Farms (10,000-50,000 birds) and Large Farms (over 50,000 birds). Due to wishing of awareness among consumers about the benefits of the product, the perceived value of ODI lenses is almost zero.

yellow(a) farming is a very low margin persistence and the number of innovators go out be limited to those farms that hasten luxuriant cash to emphasise new products. ODI lens benefits include 1) change magnitude cannibalization consecrate (4.5% vs. 9% for debeaking), 2) trauma elimination from debeaking leading to evil of 1 egg per week and 3) reduced food and dig out costs comparable to d ebeaking. The Accord Framework reveals the f! ollowing: Advantage- Farmers hand over an advantage of potential economic savings of 23.9¢ per chicken (see vermiform appendix 1); Complexity- Due to lack of experience with the product, farmers may... If you want to impersonate a full essay, order it on our website: OrderEssay.net

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