9-575-072 REV: APRIL 14, 2009 DARRALL G. CLARKE Optical Distortion, Inc. (A) In late fall 1974, Daniel Garrison, president and chief executive officer of Optical Distortion, Inc. (ODI), had asked Ronald Olson, marketing vice president, to develop a marketing plan for ODI’s new and only product—a contact lens for chickens.1 While contact lenses serve mainly to improve human eyesight, the lens developed by ODI was made to partially blind the chickens. Garrison explained: Like so many other great
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9-575-072 REV: APRIL 14, 2009 DARRALL G. CLARKE Optical Distortion, Inc. (A) In late fall 1974, Daniel Garrison, president and chief executive officer of Optical Distortion, Inc. (ODI), had asked Ronald Olson, marketing vice president, to develop a marketing plan for ODI’s new and only product—a contact lens for chickens.1 While contact lenses serve mainly to improve human eyesight, the lens developed by ODI was made to partially blind the chickens. Garrison explained: Like so many other great
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Case Analysis Optical distortion, Inc. Presented by Donnette Russell Marketing Plan Table of Contents Executive Summary 3 The Challenge 3 Situation Analysis 4 Market Segment 4 Alternative Marketing Strategies 4 Selected Marketing Strategy 4 Short and Long Term Projections 4 Conclusion 4 Executive Summary Optical Distortion, Inc. was incorporated in 1966, after an innovator by the name of Daniel Garrison stumbled upon an opportunity to enhance the output
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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
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MKTG 701 CASE STUDY 1 Optical Distortion, Inc. Alexandra Generales & McCown Bridges In 1962, Ronald Olson, a farmer in Arizona, found a strong correlation between poor eyesight in chickens and a decrease in the amount of food eaten and their mortality rate due to cannibalism. Olson was so impressed by his findings that he began to seek a way to intentionally impair the vision of his chickens, so as to duplicate the results he found. Twelve
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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
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Optical Distortion Inc. – Questions for Discussion 1. What characteristics of the ODI contact lens are likely to make it appealing or unappealing to different types of chicken farmers? [If desired, this question can be rephrased to include a specific reference to literature on diffusion of innovations.] 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
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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)
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Optical Distortion, Inc. Optical Distortion, Inc. (ODI) is the world’s first company to introduce contact lenses for chickens. In 1965, the ODI lens were invented by Robert D. Garrison with the purpose to partially blind a chicken’s vision. The idea was founded by accident when a farmer observed that his blind chickens were much more well behaved than chickens who could see. In 1966, James Arnold, invested in ODI lens and formed a business with the Garrison’s. In the early stages of ODI lens
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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
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