ODI
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Positioning Statement:
"For chicken farmers who need a cost-effective solution to the problem of chicken aggression and cannibalization, ODI's contact lenses for chickens offer an innovative alternative to debeaking. Unlike the debeaking process, our product directly addresses the causes of chicken cannibalism and reduces trauma in the chicken which in turn increases productivity and lowers costs for the customer."
Executive Summary:
The executives at Optical Distortion Inc. (ODI) are hampered by extremely limited resources (both financial and human) in the launch of their product. However, they have an even bigger problem that must be addressed before a marketing plan can be executed. Although CEO Daniel Garrison and marketing VP Ron Olson believe in a strong value proposition for their product contact lenses to help chicken farmers reduce aggression and increase egg-laying productivity in chickens they haven't attempted to clearly communicate the value or explain how it will work to their customers. Even worse, Garrison and Olson haven't gathered any information regarding customer reactions to their product. They've made the dangerous assumption that the target customers (chicken farmers currently using debeaking methods) will immediately see the value of their product and be receptive to the unusual concept of chickens wearing contact lenses. Under their current plan of action, the company would likely experience low adoption rates and negative cash flows in the foreseeable future [Exhibit 2]. Therefore, we propose a two-fold strategy...