Chicken Lens

Have you heard of contact lenses for Chicken? Well, this was perhaps the most innovative idea that came to the mind of a Harvard Business School MBA Candidate.

We had this case discussion today for the course Marketing and Decision Making. In random, three groups were asked to present their views on the case. The presentation had to cover the following aspects:

Target Segmentts
Positioning Statement
4P's
Sales targets for the first year and second year.

This case is about this company called Animalens (google it and you will find a lot of information). For the sake of the case the name was changed to Optical Distortion Inc. Animalens now produces lens for chicken that helps reduce cannibalization among chickens, reduces food intake to some extent, helps avoid the debeaking that was normally done for all chicken and in the end increases the egg output per chicken.

A very interesting case indeed - right from the beginning. And in places where the guy starts comparing his company and competition against players like IBM (although in different markets), its actually funny to see that he makes such a comparison as though the market size was in billions of dollars. It was also good fun to guestimate the number of chickens in America.

We were also told that this case is a MUST DO case for MBA Students in most top B-Schools in the world. Its one of those case studies from which entreprenuers can learn a lot.