This case analysis examines the marketing/launch strategy of Optical Distortion Inc. (ODI) for its innovative new product – contact lenses for chickens. This is an optical lens designed specifically to partially blind chickens. This causes the chickens wearing this lens to exhibit good behavior that can result in tremendous economic savings for the chicken farmers. This "good behavior" or simplistically put, advantages gained over the traditional method of "Debeaking1" are listed below:
• Reduces "cannibalism"2 by eliminating pecking order (mortality rate reduces to 4.5% from 9%)
• No loss of egg production. Debeaking trauma can result in loss of egg production which is avoided with the lenses
• Avoid psychological trauma – Deabeaking also results in trauma that can lead to loss of egg production as well as other non quantifiable ill effects.
• Savings on feed. Debeaked birds can only feed from a trough 2'' deep compared to a "lensed" chicken that can feed from a 1''......

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Title: Chicken
Approximate Word Count: 816
Approximate Pages: 4 (250 words per double-spaced page)

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