The main characteristics of the product are (1) its revolutionary concept and (2) the benefits it can bring to the industry and the persons directly involved. The company needs to keep in mind these two characteristics and relate to them as they are presented to the public. There are several marketing means that can be used for an efficient propagation of the concept and product. The first one would be advertising in the poultry industry publications. Although the case study mentions advertising in magazines as a marketing tool, in my opinion, the company should go a little further than this and attempt to publish articles on the subject, including the research that has shown the hierarchical issues in the chicken pen are less traumatic with the use of the contact lenses. The effectiveness of the research articles would probably surpass simple advertising campaigns in the magazines and are more likely to arise some interest on the part of the farmers.

The company could also employ mobile workforce who could go around the farms and describe the advantages of using contact lenses. The advantages of direct marketing in this form are not to be minimized: the mobile workforce could also sell the products along the way. Each mobile team could be assigned to one of the regional offices that the company wants to set in place.

Just as important is the participation to national fairs and industrial trade shows, where the concept can be presented and popularized. Indeed, we are to assume that the industry trade shows are the proper places where farmers meet to learn about new technologies and new products. Participating in these shows could make Optical Distortion Inc. one of the important and recognized players on the market.

The marketing strategy should include not only the advertising methods and ways to make the product known to the public, but also coherent marketing strategies. The company needs to identify the market segment it will be addressing in the beginning, especially from a geographical and psychological...

The type of customer that the company is targeting is not obtuse to change and to adopting new ideas. Such a customer is likely to believe that contact lenses for chickens will improve egg production and increase his revenues.
In my opinion, it is difficult to give a straight recommendation on the matter, given the fact that the company is not actually facing a problem, but a series of decision steps it needs to perform in order to launch its product on the market and retain a significant market share. The most important thing that the company needs to handle is deciding on the budget for the first year of activity. As I have previously mentioned, the management needs to be aware of the costs the development of the business imply and decide how much they want to spend or how much they can spend (not only in terms of financial resources, but also in terms of human and time resources). Given the fact that the product is an innovation that may revolutionize the industry and seeing that the business has definite chances of success, I would suggest they go to any length to achieve success, especially given a certain positive response they have already received from the venture capital market (see the $200,000 they have raised).

If the company decides it has a sufficient budget for all the activities I have previously discussed, it can implement the marketing measures described. First of all, it needs to set up a series of regional centers that would coordinate the activity of geographically determined locations. Second of all, it can present its innovatory concept in any media resource it can discover, especially industry related magazines. I need to emphasize again the fact that these need to be articles describing the concept rather than simple campaigns to promote a product.

Once the company has begun to make its product known to the market, it can expect to solve some of its other issues, such as the human resource and time problems, while at the same time export the concept internationally.