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Optical Distortion, Inc.(A) ODI lens marketing strategy

저작시기 2009.06 |등록일 2009.06.08 워드파일MS 워드 (doc) | 14페이지 | 가격 4,000원

소개글

HAVARD BUSINESS SCHOOL의 마케팅 사례 중 Optical Distortion, Inc.(A)의 마케팅전략입니다.

가격전략, communicate전략 등이 있습니다.

목차

Ⅰ. How to communicate with potential customers

1. 6M’s Model

- Market
- Mission
- Message
- Media
- Money
- Measurement

2. Promotion Mix

- Advertising
- Personal selling
- Sales promotion
- Public relations



Ⅱ. Pricing Strategy

1. Value-based pricing

2. Cost-based Pricing

3. Margin

본문내용

Ⅱ. Pricing Strategy
1. Value-based pricing
The value for using the ODI lenses comes from :
1) Reduction in Cannibalization from 9% to 4.5%
From Exhibit 5, cost for 1 chicken + allocation cost for replacing the dead bird = $2.40+ 0.21 = 2.61 dollars.
Cannibalism percentage for debeaking = 9%
Cannibalism percentage for ODI lenses = 4.5%
Therefore, savings per chicken due to the reduced cannibalism is
$ 2.61*(0.09-0.045) = 11.745 cents.
2) Reduction in Feed (1 ton = 2205 lbs)
Assume that reduction in the depth of the feed is 0.5”. For 0.5” reduction in feed, we would save 78 lbs. of feed per day. Therefore, we would save 78*365/20000 lbs. of feed per year per chicken. Since 1 ton of feed costs $158 (or 2205 lbs. of feed costs $158), 78*365/20000 lbs. of feed would cost
(78*365/20000)*158/2205 ≒ 10.18 cents
3) Reduction in egg laying traumas
Using exhibit 5, the profit of 1 dozen eggs = 3 cents. Therefore, the profit of 1 egg will be 3/12 = 0.25 cents. Because at five months the loss was only one egg, we can expect the loss of eggs to be two per year.
4) You can insert lenses into 225 chickens per hour as compared to debeak 220 chickens per hour
As a result, the value difference can be calculated as below :

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