ODI Case Study

I recommend that ODI perform the following tasks to determine if they can market these contact lenses successfully:

1) Define the target market, market segmentation, size and characteristics.

2) Perform business analysis including Break Even Units and Break Even Sales to determine whether marketing the lenses will be profitable.

3) Develop a marketing strategy plan to introduce these lenses to the target market.

4) Identify the characteristics of the consumer adoption process to determine how they can attract early adopters.

Once ODI determines that this product will be profitable they need to determine HOW to market these contact lenses to chicken farmers. There is currently no competition because the lenses have been recently developed, however, marketing this product to the chicken farmers will be difficult.

Market Share needed for ODI to Break Even:

it is anticipated that 400 farms could be covered. I believe that this would be a good

1) Define the target market, market segmentation, size and characteristics.

2) Compatibility: Using a contact lense is incompatible to their “usual” way of life—using the de-beaking method. ODI’s salesmen need to educate the farmers on this new and exciting method.

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