...OPTICAL DISTORTION, INC. ESTRATEGIA DE MARKETING RODRIGO DE LA MAZA V. SECCIÓN N8 CONTEXTO El caso presenta el desafío de la empresa Optical Distrotion, Inc en el desarrollo del programa comercial para el único y nuevo producto que esperaban lanzar al mercado. El consistía en unos lentes de contacto para gallinas ponedoras que les cegaban parcialmente la vista lo que daba como resultado el menor consumo de alimento y un manejo más fácil de estas debido a la eliminación de las jerarquías sociales y por ende del canibalismo que se producía en los corrales. Como muchas otras aves las gallinas son animales sociales y por ende tienen una jerarquía social que empieza a manifestarse y desarrollarse a medida que las aves crecen. Este orden social es el resultado de la capacidad de las aves para identificarse unas a otras, lo cual se demuestra por picotazos y luchas que establecen un orden social jerárquico. Mediante el reconocimiento de la cresta se podía establecer la jerarquía social ya que identifica la posición de la cabeza. Las aves dominantes llevan la cabeza alta en cambio los sumisos la mantienen baja. Si un ave sumisa levantaba la cabeza o entraban a un área donde vivían aves dominantes eran víctimas de picotazos que llegaban al canibalismo. Esto significaba que las aves sumisas estaban menos tiempo en el comedero y producían menos huevos. Adicionalmente el reemplazo de las aves muertas generaba otro problema por la alteración que se generaba en la jerarquía...
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...ODI Case Exercise Daniel Garrison, CEO of Optical Distortion, Inc (ODI), asked Roland Olson, marketing VP of ODI, to develop a marketing plan for the firm’s new (and only) product—a contact lens for chickens. A surprising idea? Mr. Garrison explained: Like so many other great discoveries, our product concept was discovered by accident. A chicken farmer had a flock of chickens with severe cataract problem. He separated the afflicted birds from the rest of the flock and subsequently observed that the afflicted birds seemed to eat less and were much easier to handle. So dramatic was the difference that a poultry medical specialist was asked if the affliction could be spread to the rest of the flock. The reduced vision from the cataracts has proved not possible to reproduce chemically or genetically, but a chicken wearing ODI lenses has its vision reduced enough to obtain the same good behavior observed in the cataract case. This behavior has important economic implications for chicken farmers. Chicken Cannibalism Like many other fowl, chickens are social birds with clear social structure. Chickens self-select a ranking by 8-10 weeks of age with a complete pecking order by the age of sexual maturity. Birds can identify other birds and, through fighting and pecking, establish a hierarchical social organization. It is believed that the comb on the head of the chicken is key to recognition. Dominant-type chickens carry their heads high; submissive...
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...Executive Summary The company- Optical Distortion, Inc. * In 1966, Robert D. Garrison(designer of the first non-human lenses), Robert Olson(a farmer from Oregon) and James Arnold(a business-man) established the Optical Distortion, Inc. * In 1968, the problem of retention in chickens eyes is solved, and in December, 1969, a U.S. patent for the lenses was issued * In 1973, Daniel Garrison(Robert’s son) obtained a long-term license from New Plastic World for the exclusive use in non-human application * At the same time Daniel Garrison bought 25% of the ODI stocks and was elected president and chief executive. Ronald Olson became vice-president of marketing Poultry Industry In the beginning, poultry and egg production was done in the family background. In the 1930’s, in order to improve the efficiency of production, farmers decided to use henhouses. In the 1950’s, there was a bigger concentration of the poultry industry with the use of cages. In 1974, there were 2.5 million of birds in U.S.A. California, North Carolina and Georgia accounted for 25% of the nation’s chickens, while 9 additional states accounted for an additional 36% of the chicken population. There were basically 3 sizes of firms: 1. Small Firms(lower than 10,000 birds)- Usually family operated. The birds would be housed in henhouses. The number of such farms has been declining at the rate of 25% per year 2. Medium Firms(10,000-50,000 birds)- These firms are professionally operated farm of...
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...Optical Distortion, Inc. HBS Case Study 9-575-072 Marketing Management MKT 6301.002 – Fall 2012 As of 1974 the chicken population in the US is already in excess of 400 million birds, with slow but steady growth expected through 1980. Given that fact that a great many of these birds live in tight quarters on very large chicken farms, a means of combating the chicken’s natural instinct to peck other chickens is needed. Pecking can actually lead to high mortality rates in flocks (cannibalization), which in turn raises the costs of farming. Debeaking has been used for some time with good results, but it has its own set of drawbacks. The lens developed by Optical Distortions, Inc. (ODI) holds the promise of reducing the threat caused by pecking, without some of the issues associated with debeaking. The specific advantages of these lenses will be discussed in the following report, as will a plan for marketing this new product. By permanently inserting a pair of sight distorting lenses into the eyes of an egg-laying hen, studies have shown that cannibalization can be reduced from 9% to 4.5%. Moreover, feed loss due to “billing” is substantially reduced relative to debeaked birds, allowing for much greater efficiency in feed consumption (less waste). Finally, given that lens insertion does not inflict the same trauma that debeaking does, egg production is not adversely affected. Given the above advantages, it is expected that farmers could increase their profit...
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...Case Study Jingjing (Cathy) Xu jxu38@hawk.iit.edu May 1, 2013 I. Executive Summary The dilemma ODI faces is whether introduce its product at a higher price and continue process its multiproduct and multimarket strategy. Based on ODI limited resources and current situation of poultry industry in United States, it should focus on large-sized chicken farms and price ODI lenses at a higher level for the sake of its profits and its future business plan. II. Introduction With the fact existed in poultry industry in late 1970s that most of the chickens in United States were owned by some large farms. Optical Distortion, Inc., a contact lens company, has developed a kind of contact lens applied on chickens considered to hold enormous market potential. However, it is hard for ODI to decide how to price its products and how to extend its business nationwide considering its own limited resources. III. Analysis and Problem Identifications * Consumer Needs and WTP There are various-sized customers: small farm, medium farm, and large farm. They all suffered the loss caused by pecking order and cannibalism, and now most of them adopt the method of debeaking to reduce the impact of peck order, however, debeaking has some defects itself, and no matter what choice farmers make, they would concern following aspects before making the decision: whether the product or service is cost effective; the trauma that would bring to chickens, since traditional depeaking method would...
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...Introduction Optical Distortion, Inc. (ODI), is a small, new company that has developed contact lenses designed to impair the vision of egg-producing farm chickens. This development came after an accidental discovery that partially blind chickens demonstrate more manageable and productive behaviors that are valuable to chicken farmers. Market Trends As within many industries, the poultry and egg production market has evolved dramatically in the last century— from small backyard barnyards to today’s high-production farms of more than 2.5 million birds. Due to the varied demands and operations necessitated by this current, broad spectrum of customers (here, chicken farmers), the current market is best understood by segmenting it first by flock size. As shown in Exhibit 4 of the case study, we see the percentage growth (decline) of each flock size segment as it relates to farm size and chicken count from 1964 to 1996. Based on this data, farms with flock sizes less than 10,000 chickens have dramatically reduced in this time period while farms with flock sizes larger than 10,000 have consistently grown in each of the four high-volume segments. Additionally, the market data also demonstrates a significant progression of concentration both regionally as well as in the nation’s number of industry producers. In 1974, 80% of the laying hens in the United States were housed in just 3% of the country’s chicken farms. Regionally speaking, the farms have evolved into concentrations...
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...Optical Distortion, Inc. (ODI) is the world’s first company to introduce contact lenses for chickens. These lenses offer farmers a unique cost saving opportunity and are more humane and efficient than the current de-beaking method. ODI, with help from New World Plastics has developed this commercially viable technology to reduce cannibalism by inducing astigmatism. With a patent holding off competition for at least three years, ODI needs to decide how to price contact lenses to ensure high adoption and profitability which will fuel ODI’s ability to circumvent competition through further investment in R&D – a key requirement to be able to establish themselves as a multiproduct, multimarket company which can provide effective service anywhere in the country. ODI should initially target Large Farms with 100,000+ birds with this product at a price of $0.16/pair because this contact lens technology yields the following superior results versus current debeaking method: greater reduction in cannibalism by 4.5%, zero chicken traumas, no risk versus medium risk with de-beaking, and a reduction in feed costs. There are several segments within the poultry industry – Small, Medium, and Large farms characterized by 10,000 or less birds, 10,000-50,000 birds, and 50,000+ birds, respectively. Based on the case data, the US Poultry industry is consolidating at a rapid rate. For instance, in 1964, 1.2M farms represented 38.3% of the entire chicken industry and managed 343M birds. Five years...
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...Zhicheng Yao Case: Optical Distortion (A) Preparation Questions: Optical Distortion Case (Hand in 3-page report) 1. What characteristics of the ODI contact lens are likely to make it appealing/unappealing to different types of chicken farmers? Appealing: Like many other fowl, the chickens are social birds and their society has a definite social structure. They establish a hierarchical social organization, though fighting and pecking after the birds reach sexual maturity. The comb on the head of chicken is a means of preserving the peck order, and a submissive bird raising its head too high would be pecked by one or more its superiors until its head was lowered. The more productive strains tend to be more cannibalistic, even sometimes had to put a sack over the extremely productive one. In order to reduce chicken mortality due to cannibalism , the chicken farmers use debeaking, which doesn’t interfere with the formation of the peck order but reduces the efficiency of beak as a weapon. The debeaking process make the chicken subject considerate trauma resulting in a temporary weight loss and the retardation of egg production for at least a week. The debeaked chicken would enter a permanent regression or own its deadly weapon again if the beak is cut too short or too long. Compare to debeaking operation, ODI contact lens which would cause cataract to poultry is the product to actually confront the cause of chicken cannibalization rather than just minimize its effects...
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...Ekonomski fakultet u Sarajevu Katedra za Marketing Editors: dr Nenad Brkić Emir Agić Optical Distortion, Inc. (A) U jesen 1974. godine, Daniel Garrison, predsjednik i glavni šef korporacije Optical Distortion, Inc. (ODI) zamolio je Ronalda Olsona, potpredsjednika marketinga, da razvije marketing plan za ODI-jev novi i jedini proizvod – kontakt leće za piliće.1 Dok su se kontaktne leće kod ljudi uobičajeno koristile za poboljšanje vida, leće razvijene od strane ODI korporacije napravljene su da djelimično oslijepe piliće. Garrison je objasnio: Kao i većina drugih velikih otkrića, koncept našeg proizvoda je slučajno otkriven. Godine 1962. farmer koji je uzgajao piliće u Arizoni suočio se sa ozbiljnim problemom: jedan broj pilića imao je mrenu na očima. Farmer je odlučio da odvoji bolesne od zdravih pilića. Kasnije se pokazalo da odvojeni pilići jedu manje i da se o njima lakše brinuti. Specijalista za perad koji je posjetio farmu, bio je nemalo iznenađen kada je upitan da li postoji način kojim bi vještački mogli oslijepiti i zdrave piliće, tako da imaju otprilike isti stepen vida kao i oni sa mrenom. Nije postojala mogućnost da se genetski ili uz pomoć hemijskih sredstava pogorša vid pilića, ali pilići koji bi nosili ODI-jeve leće imali bi dovoljno smanjen vid, tako da se ponašaju na način koji je farmer iz Arizone priželjkivao. Ovo bi imalo važne ekonomske implikacije za farmere. Do kraja 1974. godine ODI leće su testirane na jednom broju farmi u Kaliforniji i Oregonu i...
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...Full Bright Scholars • This poem is about when he first saw Plath • Use of first person, draws us in. painstaking his own memory • "Where was it, in the strand? A display"- Questioning his memory. • "A picture of that year’s intake....."- Follows up with a series of statements. • "You" become the addressee • Very tightly Structured • Veronica Lake- actor • "Your Veronica Lake bang. Not what it hid"- Plath had a scar on her face • "It was the first fresh peach.....- returns to his own memory for the day. remembers an image • "It would appear blond. And your grin........"- change of tone • Events, feelings of memory are filtered by perspectives • "Was it then I bought a peach?"- England was coming out of the war, fruit was imported. • 1955- Plath arrived in England with a scholarship to Cambridge • She wanted everything to be perfect= writing. *Last four lines are structured around Powerful, alliterative, central imagery. The poem moves from uncertainly to certainly. • This poem is a formal address to Plath. eg Letter, Journal • Plath is the all American girl, capable, confident • Memory forms our perspective. memory is a partial truth • We only remember what is important. Therefore what memory we find is a partial truth • Photographs are also a perspective. They are often limited and distort. • In a photograph, it presents a mask, distorting the truth, perpetuating a perspective (happy and untroubled) • An essence, we don't really know what is hidden...
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...the employee could improve for the benefit of the business. Even so, performance appraisals have a major flaw in that they are not completely objective. Six major factors cause distortions in performance appraisals. 1. Stereotyping * People usually can fall into at least one general category based on physical or behavioral traits, and performance evaluators sometimes let stereotypes associated with those categories sway their employee appraisals. For example, a boss might assume that because many Asians excel, an Asian worker who doesn't meet a performance objective simply isn't working hard enough, even if the worker tried his best. Similarity * Often, people tend to seek out and rate more positively those who are similar to themselves. This tendency to approve of similarity may cause evaluators to give better ratings to employees who exhibit the same interests, work methods, points of view or standards. A major problem with this cause of distortion is that it can stifle innovation in a company, as "different" people must struggle to rise in the ranks. Leniency * Leniency, sometimes referred to as inflation, is the tendency of evaluators to give employees higher marks than deserved across the board, usually because of the desire to avoid conflicts. The issue with this distortion cause is that a person's qualifications and successes are misrepresented, with sometimes undeserving individuals getting pay raises and other perks. Related to this concept is...
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...Paul Tillich addresses faith on what is and what it isn’t. One way for me to really understand a concept is to fathom what the concept is not. Combing through the course reading I was able to accumulate what faith is not from 3 key distortions Tillich brings out about faith. In the Intellectualistic Distortion of faith he says, “The most ordinary misinterpretation of faith is to consider it an act of knowledge that has a low degree of evidence”. From this concept I gather that many deduce faith down to merely having a cerebral belief or knowledge, rather than faith itself. Trust in an authority is one way a person can gain knowledge of faith. Many will accept a proposition as faith given by an authority such as a minister or pastor with little to no evidence. Oftentimes our trust in an authority would be just enough to believe. Without this trust we hold for good authorities, our awareness and perception would be significantly smaller. With that said, acceptance of a proposition validated from an authority is not faith. Tillich barrows from Thomas Aquinas who states “the lack of evidence which faith has must be complemented by an act of will. This describes the sentiment of the second distortion called the Voluntaristic Distortion. This speaks of one having the will to believe as the basis and only that. I think that many people hinge their faith on moral interpretations of religion by creeds and commands. Commanding...
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...Assignment 1.1 Chart one Who was the sender? Friend | | Who was the receiver? Myself | | What was the message? To meet up at southland mall at 7pm in the parking lot. | | What channel was used to send the message? Verbal channel was used | | What was the misunderstanding that occurred? The miss understanding happened during the decoding process | | How could the misunderstanding have been avoided? The miss understanding could have been avoided if I would have paid more attention to the end portion of the message. | | 1. What did you learn about the communication process from this activity? What I learned about the communication process in this exercise is the complexity of the communication process steps. Every step is important to the complete success of the message leaving the sender and arriving to the receiver. In this example the message was distorted by distractions or noise that cause me to miscode the message during the decoding process. 2. What seemed to be the main causes of the misunderstandings? The main causes of the misunderstanding was the fact that I was excited and in a hurry to meet up with my friend that I didn’t pay enough attention to the details of the message and missed understood. Chart Two Who was the sender? Myself | | Who was the receiver? Coworkers | | What was the message? Grab large packages off the belt before they jam in curb. | | What channel was used to send the message? Verbal channel...
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...Defensive behavior, in short, engenders defensive listening, and this in turn produces postural, facial and verbal cues which raise the defense level of the original communicator. Defense arousal prevents the listener from concentrating upon the message. Not only do defensive communicators send off multiple value, motive and affect cues, but also defensive recipients distort what they receive. As a person becomes more and more defensive, he or she becomes less and less able to perceive accurately the motives, the values and the emotions of the sender. The writer's analysis of tape recorded discussions revealed that increases in defensive behavior were correlated positively with losses in efficiency in communication.(1) Specifically, distortions become greater when...
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...Distortion Master A Hungarian born photographer, Andre Kertesz, is known for his innovative collection of photojournalism that first began to fully develop in Paris. His collection named Distortion came to be discovered and developed when Kertesz photographed a man swimming underwater. This photo named Underwater Swimmer taken in 1917, more than slightly distinguishes what his distortion collection consists of. As seen in the photo the water morphs the body; some parts are enlarged, for example the swimmers shoulders and others are not as seen from the waist down. This un-proportional effect caused by the water developed his ideas of what and how he came to create his series of distorted photographs. In 1933, Kertesz began to work for a magazine called Le Sourire. Le Sourire was a “magazine known for its piquant illustrations of undressed girls” (Andre 18). That today would be considered a playboy type of magazine. Kertesz approached this task by photographing nude women but transformed the photos into distorted photos. He did this by using fun house mirrors to provide him the effect he wanted to convey though his photos. The fun house mirrors shifted the body, stretched, squeezed, and of course distorted it. The photograph that best exemplifies his distortion collection is Distortion #70. As mentioned before these photos were taken for a nude magazine. So, here all you see is a woman’s breast and much of her torso when you first look at it. The model’s face is morphed out...
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