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Kodak Funtime Films

Agenda. Company BackgroundCurrent ProblemsMajor Market PlayersMarket ShareUS Photographic IndustryConsumer BehaviorKodak's Market Strategy before 1994Fuji's StrategyKodak's Proposed StrategyRecommendationsEvaluating the recommendations. Company Background. Kodak was founded in 1892 by Geor

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Kodak Funtime Films

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    1. Kodak Funtime Films Ola Allaymoun Echo Chen Carli Gillett Ericka Hightower Ranjani Venkataraman

    2. Agenda Company Background Current Problems Major Market Players Market Share US Photographic Industry Consumer Behavior Kodaks Market Strategy before 1994 Fujis Strategy Kodaks Proposed Strategy Recommendations Evaluating the recommendations

    3. Company Background

    4. Current Problems

    5. Major Players in the Film Market in US Kodak Market Leader Fuji Kodaks major competitor Sells Branded products Agfa of Germany, and 3M Branded and private label products Konica Price level 20% below Kodaks Gold Plus Polaroid Entered market in 1989

    6. Market Share

    7. The U.S photographic film industry

    8. Kodaks Marketing Strategy Before 1994 Positioning Strategy Spent heavily on advertising products Positioned as a provider of superior quality films Marketed 2 products Super Premium Brand Kodak Ektar targeted at advanced amateurs and professionals Premium Brand Kodak Gold Plus flagship brand

    9. About Fuji

    10. vs Similarities Fuji and Kodak both sold only branded products Offered superpremium brands with a target market of professionals and advanced amateurs Contrasts Fuji was a leader in the economy brands market while Kodak was not in the market at all initially Kodak s marketing through advertisements was much heavier (in order to position the products in the minds of customers) Kodak spent more than 4 times more on advertising than Fuji

    11. Film Distribution

    12. Consumer Behavior

    13. Consumer Behavior

    14. Consumer Behavior

    15. Kodaks Proposed Strategy - Repositioning

    16. Kodaks Proposed Strategy - Repositioning Royal Gold good strategy to replace unprofitable Ektar Unexpected moments targeted wider audience that would utilize the film on a more regular basis for any event that was not targeted by the Royal Gold film Will have rich colors and sharp pictures Specifically targeted at customers looking to make enlargements Diverted 40% of advertisement spending for promotion Prices 20% above Gold Plus for higher trade margin Funtime to compete in the Economy Brand Market Priced 20% below Gold Plus

    17. Important Features of Funtime Strategy

    18. Snapshot of New Strategy

    19. Recommendations

    20. Why? All Year supply Price sensitive customers can buy it all round the year Definition of off peak season not clear. April June does not seem to be off peak Single packs Target customers who are price sensitive but do not like to buy in bulk Distribution in discount and department stores as most customers buy from there Funtime Promotion Kodak Gold is an already established brand Funtime needs to be advertised to make people aware of this product http://vids.myspace.com/index.cfm?fuseaction=vids.individual&videoid=3443283

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