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Optical Distortion Essay

1276 words - 6 pages

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 ...view middle of the document...

Si bien la operación del corte de pico era relativamente sencilla, sometía a las gallinas a un considerable trauma y como consecuencia a una pérdida temporal de peso y un retraso en la producción de huevos de al menos una semana (a esta edad, solo era un huevo). Sin embargo, si el pico se cortaba demasiado el ave no se recuperaba del trauma y si se dejaba demasiado largo, volvía a crecer convirtiéndose nuevamente en un arma mortal. Adicionalmente el establecimiento social entre aves con el pico cortado era más lento debido a que las peleas raramente tenían victorias definitivas, generando un mayor estrés entre las aves. Este mecanismo consideraba una reducción de la mortalidad debida al canibalismo de 25% a 9%. El proceso consideraba casi 100% de mano de obra y era ejecutado por un equipo experimentado de tres personas con un salario per cápita de US$ 2,5/hr y podían cortar unos 220 picos por hora.

La segunda alternativa era la presentada por Optical Distortion, Inc. mediante la utilización de lentes de contacto que se explica en el Marketing Mix.

MARKETING MIX

Producto: consistía en lentes de contacto que cegaban parcialmente la vista de las gallinas y que creían era que realmente solucionaba el problema del canibalismo más que reducir sus efectos como lo planteaba la primera alternativa. Con este sistema se lograba eliminar los principales indicadores visuales causante de la jerarquía social y así se anulaba el reconocimiento de las crestas y las tenían que ir con la cabeza baja para poder ver la comida. Las lentes eran teñidas de color rojo ya que en un ambiente de este color afectaba el instinto agresivo de las aves reduciendo las muertes por canibalismo a una media de un 9% a un 4,5%, a diferencia del corte de pico. El procedimiento se podía llevar a cabo con equipo similar al del corte de picos (tres hombres experimentados) los cuales podían poner lentes en 225 gallinas/hora. A diferencia del corte de pico, este procedimiento no producía un gran trauma y las gallinas entraban en un régimen normal en pocas horas, sin sufrir pérdida de peso ni reducción en la producción de huevos. Adicionalmente, presentaba ventajas para el granjero ya que reducía el coste del pienso, ya que mediante el sistema de lentes ODI se podría reducir la profundidad del pienso en los comederos a más de 1 cm, que era la máxima profundidad a la cual se podía reducir con gallinas con el pico cortado. Adicionalmente las gallinas con el pico completo y con lentes ODI no picotean tanto (echando comida fuera del comedero) ni babean como lo hacen las con el pico cortado, generando perdida de pienso. Sin embargo, estos lentes no podían ser reutilizados por la dificultad que presentaba sacarlos y el punto de fusión del polímero del cual estaban hechos era muy cercano a...

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