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Eastman Kodak: Funtime Film Case Discussion February 19, 2007

Issue. Kodak is changing their marketing strategy to reposition its film product line. This will allow Kodak to compete for the loss of market share in the film arena by providing a new product platform, venturing into a new segment of economy film.This new direction is in response to:Kodak st

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Eastman Kodak: Funtime Film Case Discussion February 19, 2007

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    1. Eastman Kodak: Funtime Film Case Discussion February 19, 2007 Target Solutions Marketing Group Taiya Brandon Kelvin Brown Shawn Correia Dale Hall John Kimwele

    2. Issue Kodak is changing their marketing strategy to reposition its film product line. This will allow Kodak to compete for the loss of market share in the film arena by providing a new product platform, venturing into a new segment of economy film. This new direction is in response to: Kodak stock lost 8% in value Market share in the U.S. over the past 5 yrs has declined from 76% to 70% Losing market share to competitors such as Fuji Film and Konica Corp.

    3. Kodak Number 1? Kodak film graded the same as competitors in a Consumer Reports test Past year sales growth at Kodak (3%); main competitors (Fuji and Polaroid grew 15%) Consumer behavior tend to view film as a commodity, often buying on price alone

    4. New Market Plan Strategy Reposition film line Established product line Superpremium Brand Kodak Ektar Premium Brand Kodak Gold Plus Economy Brand Kodak -- NONE New Line Superpremium Brand Renamed Royal Gold and target a new consumer segment Premium Brand (same) Kodak Gold Plus Economy Brand Funtime

    5. Questions? Will the Funtime product (economy brand at 20% below the price of Gold Plus film) marketing plan of no marketing be successful? Is price the venue Kodak should take to regain market share? Will the renaming of Kodaks Superpremium film (formerly Ektar) to Royal Gold with a price strategy supporting superior trade margins reach the intended market segment? Will this new strategy penetrate in to the intended markets?

    6. New Product Platform Offered by Kodak

    7. Support For New Product Platform Kodak is responding to challengers for the film market by changing their strategy in response to consumer purchase patterns Consumer Reports rated most films the same. The Kodak premium brand (Ektar) was ranked lower then Kodak Gold Plus. Move to rename the premium film and target a broader market segment. Funtime film value packs offered. Wolfman Report showed most consumers purchase film in multi-packs. Response to consumer purchase patterns. Funtime being offered at limited times and in limited quantity normalizes production and the distribution system during off-peak times for premium film.

    8. Conclusion The new strategy launched by Kodak will be successful because it meets the following criteria: Substantiality Funtime film in an economy market where consumers purchases are price driven Identifiable and Measurable the product, distribution, promotions for Royal Gold and Funtime, and price Accessible to the target markets consumers, not just professional photographers Responsive orders and sales to gauge consumer acceptance of new product platform.

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