Kodak-Branding Assignment

8/13/2019 Kodak-Branding Assignment

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Sales Report

0

1

2

3

45

6

7

Jun Jul Aug Sep Oct Nov Dec

Net Sale of the Year 2000


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BPMM 3113 Brand Management

(Group Project)

Group 8 members:

1) Hea Shi Chiann (212521)2) Lee Kah Yian (212583)

3) Rita Boon Miao Win (212593)

4) Lew Turk Fook (L) (212606)

5) Wong Chung Yung (213407)

Brand: Kodak


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Presentation Outline

1.0Introduction

2.0 Issues &Problem

3.0 BrandStrategyAnalysis

4.0 ProposeBrandStrategies

5.0

Conclusion &Recommendati

on


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1.0 Introduction


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Kodak has transformed itself into a

technology company focused onimaging for business.

Building on a Technology Heritage

Introduction of Kodak


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Introduction of Kodak (cont)

Milestones

1880: George Eastman established the Eastman Dry Plate

Company, at Rochester N.Y.

1888: The name "Kodak" was born and the first KODAK

camera was placed on the market.

1975: Steven Sasson, an electrical engineer at Kodak,

invented the first digital camera.

2003: Kodak announced that it would stop selling traditionalfilm cameras.

2012: Kodak filed for Chapter 11 Bankruptcy Protection


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Introduction of Kodak

products1) Professional Films

2) Papers and Materials

3) Digital Photo Printers

4) Kiosk and Mini-Lab

5) Chemicals

6) Software


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Segment, Target and

Positioning

Vs

KODAK FLEXCEL Direct System

Traditional Camera &

Films


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Previous

Segmentation Divide the market base on the end-

consumer common needs and

characteristic. Market Targeting

End-user/photographer.

Positioning The professional photographic

film producer.


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Current

Segmentation Divide the market base on the business

purpose needs.

Market Targeting Digital printing companies

Positioning

Technology company focused on imagingsolutions and services for businesses


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2.0 Issues and Problems


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Lack of market research

Slow in innovation process

Late mover in digital photography


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Unaware with the changes of

customers needs and wants Fulfilling production of company

instead of market needs

Overflowed with complacency

Lack of market research


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Leaders listened less to the innovators

of the company Focuses on management instead of

creating new product

Slow in innovation process


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Lack of modern technology

Stronger and more innovative

competitor coming through

Unable to keep up the pace

Late mover in digitalphotography


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3.0 Brand StrategyAnalysis


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Kodax Brand Strategy

Switch from traditional film business to digital technology

Managing the traditional film business

Focus new distribution channel on digital products & services

Leading the distributed output

Competitive advantage

Growing the digital capture business

Expanding product and service

Expanding digital imaging services


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Strengthen

Product

1. Recognizable brand

2. History

3. Cross licensing agreement

Price

1. Cost advantage

2. Asset leverage

3. Real estate

Place

1. Diversified geographically

2. Market share

Promotion1. Loyal customer

2. Reputation management


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Weakness

Product

1. Poor product diversification

2. Weak in innovation

3. Low R&D

4. Brand awareness

Price

1. No special offer or packages

2. Price did not adjusted with thecurrent market trend

3. Weak financial performance

Place

1. Diseconomies to scale2. Corporate culture

3. Poor supply chain

Promotion

1. Online services in not well

known among public2. Promotion plan not effective


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Oppportunity

Product

1. Replace existing digitalphotography and printingmarket

2. Market leader

Price

1. Financial market

Place

1. Growing Asian marketPromotion

1. Through varies media


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Threat

Product1. Substitute products

2. New entrants

3.Counterfeit goods

4.Brand differentiation

Price

1. Price sensitive

2. Price wars

3. Exchange rate fluctuations

Place

1. Distributions not broad enough2. Sharing photo through internet

3. Maturing categories, products, orservices

4. External changes

Promotion1.Contraction in demand

2. Traditional thought


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4.0 Propose Brand

Strategies


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Corporate Image Association

Creates customer perception aboutcompany products are:

High Quality ( Printer, Camera, Film)

Innovative ( Smart Camera )

Corporate Branding


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Corporate Credibility Expertise (on Camera & Film)

Trustworthiness (product quality,

honesty)

Likability (attractive and trendy design)

Corporate Social Responsibility

Firms role in society ( Charity Sales )

Putting CSR as core business


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1. Discontinue unprofitable products

To minimize the production costs and lost

2. Launch new and innovative products

To fulfill current market trend

3. Focus on high potential products

Kiosk and Mini-Lab ( efficient, speed up)

Online services ( order Kodak products Online)

Brand Extension


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4. Focus on Niche market

Target younger generation

5. Forming Online Partnerships Exposed company brand product online

to approach multi level customers.

Facebook page, YouTube advertisement


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1) Research and development

Market survey (questionnaire, interview, observation)

Determine the current trend, purchase intention

Identify the new product and services

invested heavily in digital technologies and new services that

capitalized on its technology innovation to boost profit margins

Brand Architecture


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2) Training Program

(on-the-job or off-the-job)

Absorb new knowledge and technology(all Kodaks

employee learn to integrate technology tools)

Upgrade personal skill

Increase competencies(increase productivity)


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1) Brand Alliance

Cobrands

usage of two or more brands on one certain

product

Kodak can cooperate with other company to

increase its brand recognition

Brand Portfolios


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2) Flankers

Introduce low-priced brand

Introduced cheapest products (Inkjet printers, ink

cartridge)

Cheaper than competitor (like what HP, Epson,

Lexmark had done)


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3) Focus On High Potential Product

Identify the role of each brand

Identify the strategic brands that will play a driver role

Understand the roles of sub-brands and endorsed brands

when deciding how to brand a new offering


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5.0 Conclusion and

Recommendation


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Conclusion

Kodak still can be a strategic brandwith a good brand management plan.

A good brand management plan is

able to make a declining brand tocontinue survive even though it faced

bankruptcy.


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Recommendation

Kodak should focus on both B2C andB2B marketing strategies.

Kodak should conduct more

innovation regarding their products. Kodak should follow the trend of

customers/businesses needs.

Kodak-Branding Assignment

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