Anjuman-I-Islam’s

Allana Institute of Management Studies

KodakDigital Printing Solutions in an Instant

Project Report On

Market Research of Kodak Picture KioskA Study of Labs, Studios & Consumers

Submitted by

Mr. Junaid ShaikhMMS – II Year (2007-2009)

Roll No. 50

- 1 -

ACKNOWLEDGEMENT

Sometimes words fall short to show gratitude, the same happened with me

during this project. The immense help and support received from Kodak

India Limited overwhelmed me during the project.

I would like to thanks Kodak India Limited for giving me an Opportunity of

doing a summer project on Market Survey on Picture Kiosk.

My sincere gratitude to Mr. Shahnawaz Ansari (Asstt. Sales Manage,

Kodak India Ltd) for providing me with the necessary information and his

valuable suggestion and comments on bringing out this report in the best

possible way.

Last but not the least I would like to thanks my friends and heartfelt love for

my parents whose constant support and blessings helped me throughout this

project.

- 2 -

:: Contents ::

Sr. Topics PageNo. No.

1. Executive Summary…………………………………………. 1

2. Eastman Kodak Company…………………………………… 2

2.1 About Kodak India…………………………………... 3

3. CDG Segment…………………………………….…………. 6

4. Top Competitors…………………………………………….. 7

5. Product……………………………………………………….. 8

5.1 Product Description / Summary……………………… 11

6. SWOT Analysis of Picture Kiosk Product…………………… 14

7. Problem……………………………………………………….. 15

8. Market Survey for Labs & Studios……………………………. 15

8.1 Objective………………………………………………. 15

8.2 Research Methodology / Techniques………………….. 16

8.3 Survey Result………………………………………….. 17

8.4 Research Finding……………………………………… 25

8.5 Suggestion / Recommendation………………………… 26

8.6 Questionnaire………………………………………….. 27

- 3 -

Sr. Topics PageNo. No.

9. Market Survey for Consumers…………………………………. 30

9.1 Objective………………………………………………. 30

9.2 Research Methodology / Techniques………………….. 30

9.3 Survey Result………………………………………….. 31

9.4 Research Finding…………………………………….… 36

9.5 Suggestion / Recommendation………………………… 37

9.6 Questionnaire………………………………………….. 38

10. Conclusion…………………………………………………….. 40

11. Bibliography…………………………………………………… 41

- 4 -

1. EXECUTIVE SUMMARY

Overview

With the explosion of digital photography, customers now control many of the processing

aspects of their photography. Combine that with today’s high quality, easy to use home

photo printers, and the need to take a trip to the local “Rite Aid” for picture development

becomes obsolete. However, not everyone has access to these processing tools and they

need a way to print their photographs from their digital devices. The 4 th Generation

Kodak Picture Kiosk attempts to fill this gap by providing customers with a freestanding

self service machine they can use to easily edit and print their photos.

Methods

In order to obtain a broad picture of some potential problems of the picture kiosk, I began

the evaluation by establishing global principles for the analysis of the product. From

there, I used the various techniques, stated in the previous research

methodology/techniques section, to take a local approach to lab, studio and end-user

difficulties. The local approach then detailed problems that labs, studios and end-users

encountered while using the product and performing their assigned tasks.

Important Findings

The Kodak Picture Kiosk enjoyed initial praise from users. In fact, users found the kiosk

coloring familiar and, therefore, perceived the machine to be inviting. However, the

various violations led to the following:

1. Lack of promotion.

2. No proper awareness of features.

While users were able to print pictures and found the kiosk very functional, they were

consistent in their critique of the product’s operational aspects. Participants noted the

exterior of the machine had no pictures of accepted forms of media, and there was an

excess of empty space on the touch-screen that could have been used to notify them

where they were in the process of working with their pictures.

- 5 -

2. EASTMAN KODAK COMPANY

The Kodak Company was started by this man- George Eastman. Eastman,

an American, was thoroughly fascinated with still photography and

cameras. He always believed the still camera was an amazing invention,

but thought that it did need to be improved. Eastman felt that the cameras

of his day were too bulky, heavy, and not user friendly to the average

person; so in 1879 he left the United States for London to start a company George

Eastman

that would solve this problem and revolutionize the photography industry.

In 1880, new inventions and patents by Eastman impressed a fellow photography

businessman, Henry A. Strong. Strong was so impressed by Eastman, that he invested

into Eastman's company to form a partnership. The new partnership produced The

Eastman Dry Plate Company. Because of this new partnership and responsibilities,

Eastman decided to resign from his part-time job at Rochester (England) Savings Bank

and put all of his concentration into improving cameras, film, and photo developing.

Now, with more time to invest into his company, George Eastman was able to receive

more patents for newer, more developed inventions. In 1883, Eastman startled industry

executives by developing the first film in rolls. Later, with the first KODAK camera in

1888, Eastman "...put down the foundation for making photography available to

everyone".

Kodak's origins rest with Eastman Dry Plate Company, and the General Aristo Company,

founded by inventor George Eastman and businessman Henry Strong in Rochester, and

Jamestown New York. With the slogan "you press the button, we do the rest,".

Eastman Kodak Company is an American multinational public company which produces

imaging and photographic materials and equipment. Long known for its wide range of

photographic film products, Kodak is re-focusing on two major markets: digital

photography and digital printing. The Kodak Company attained its name from the first

simple roll film cameras produced by Eastman Dry Plate Company, known as the

"Kodak" in its product line. The cameras proved such an enormous success that the word

- 6 -

Kodak was incorporated into the company name. Kodak lies at 238 numbers in fortune

500 companies as on 2008.

2.1. About Kodak India

Kodak India Private Ltd. was established in 1913. Since then it has continued to grow

and develop. Today, in India, Kodak is strongly established as the leader in Imaging. It

offers a range of digital products and services for both commercial and consumer uses.

The South Asian subsidiary of Eastman Kodak, Kodak India is one of the area’s best

known corporations. With revenues of more than US$170 million, Kodak India is both

structurally and geographically diverse. Some 600 staff are employed across six separate

business units, three factories, four regional offices, and a corporate head office. In

addition, 26 billing locations operate across all the major state capitals, operated by

carrying and forwarding agents.

India has been identified as among the top 15 markets for Kodak as far as consumer

imaging is concerned and that means they will be introducing and reinforcing the

company in all the three categories manufacturing cameras, photographic films and

services.

Kodak has three factories - at Bangalore, Malanpur and Goa. The Goa factory has

recently been commissioned for film and health imaging products.

Kodak India Limited is a subsidiary of Eastman Kodak, UK which holds 74 per cent

stake in the company. The remaining rests with the public.

Kodak is a leading player in the Indian imaging products market

Kodak is one of the oldest players in the photographic film and camera markets in India.

Kodak has successfully changed the perception of photography in the minds of

consumers from being marriage-centric to a day-to-day usage commodity. Kodak has

witnessed increased market penetration with products that have built a reputation for

quality and consistent performance. Kodak is presently a market leader with a market

share of 60 per cent in the three million unit’s camera market of India. Kodak had 47 per

cent market share in digital cameras.

- 7 -

Kodak has taken a number of initiatives to venture into the retailing side of business and

has penetrated the market in an efficient manner.

Factors for Success

Diverse portfolio to capture the market

Kodak has a wide product portfolio, which includes films for amateur and professional

photographers, photographic paper and chemicals, photo-finishing services, medical/X-

ray films, graphic arts and microfilming equipment. Kodak is one of the largest suppliers

of raw stock to India’s motion picture industry.

Leveraging the India advantage to create a manufacturing hub

Kodak manufactures color negative films, motion picture positive films, cardiology films

and X-ray films at its Goa plant. Photo chemicals are manufactured at the Malanpur plant

in Madhya Pradesh. A part of these photo chemicals manufactured in India are exported.

Kodak has a camera manufacturing and assembly plant near Bangalore, which produces

over four million units per year. Around 60 - 70 percent of this centre’s products were

exported to the US, Europe, West Asia and the Far East.

Bringing latest technology to the Indian Market

Kodak has always brought the latest technology in the photography world to India

. • To stay abreast with digital technology, Kodak introduced Digital Cameras, additional

Multimedia kit and color inkjet printers

• Kodak has gone into a three-way partnership with Vodafone (Hutch) and Nokia to

provide value added services to their customers. The service allows Vodafone (Hutch)

mobile subscribers with GPRS-enabled Nokia camera phones to click away and have

their developed pictures couriered to any destination in India within five days.

Wide distribution and retail network

Kodak distributes its products through a central distribution centre located at Mumbai and

4 regional distribution centres located in the metros. It also has a network consisting of 27

clearing and forwarding agents (CFA), 1,500 Kodak Express outlets, besides a retail

- 8 -

distribution network of photofinishing labs, general stores etc. It has taken fresh

initiatives like:

• Kodak Express venture was started in 1990. These outlets have been opened in more

than 300 metros and mini-metros of India and are targeted at amateur photographers.

• Kodak PhotoShop - a branded neighborhood studio-store also for the amateur customer.

• FMCG-style distribution operation for photographic film, with 600 distributors taking

films to grocery, novelty, medical and lifestyle stores

• Foto-plus retail outlets for processing and printing color films in different cities.

Marketing and Competition:

The Company faces competition from competitors, in the markets in which it competes,

generally competing on price and technological advances. Rapid price declines shortly

after product introduction are common in this environment, as producers are continually

introducing new models with enhanced capabilities, such as improved resolution and/or

optical systems in cameras.

The key elements of CDG’s marketing strategy emphasize ease of use, quality and the

complete solution offered by Kodak products and services. This is communicated through

a combination of in-store presentation, online marketing, and advertising. The

Company’s advertising programs actively promote the segment’s products and services in

its various markets, and its principal trademarks, trade dress, and corporate symbol are

widely used and recognized. Kodak is frequently noted by trade and business

publications as one of the most recognized and respected brands in the world.

The Company’s strategy to address the decline in the market for color photographic

papers is to offer a variety of color paper formulations designed to optimize digital

printing workflows in consumer and professional photo processing labs. The Company

also offers to professional and commercial labs an industry-leading family of digital

workflow software designed to improve their workflows and enhance our position as a

leading supplier of consumables.

Mission statement

- 9 -

(to be) The world leader in helping people take share, enhance, preserve, print, and enjoy

pictures – for memories, for information, for entertainment.

The Company has three Segments:

Consumer Digital Imaging Group (CDG)

Film Products Group (FPG)

Graphic Communications Group (GCG)

The segment for which I was assign for the project in CDG segment:

3. CONSUMER DIGITAL IMAGING GROUP (CDG) SEGMENT

The Company is a global player in providing digital photography products and services

for consumer markets. Consumer digital products include digital cameras, digital picture

frames, home imaging accessory products, and snapshot printers and printer media.

Kodak’s line of camera products and accessories enable the consumer to personalize their

digital camera and their photographic experience. Kodak’s product and service offerings

to retailers include retail kiosks, color paper, processing chemistry, retail store

merchandising and identity programs, after sale service and support, Web infrastructure

support, and wholesale printing services. Kodak Picture Kiosks and associated media,

with approximately 90,000 installations worldwide, are sold directly to retailers and

provide consumers with an array of output products from their digital images.

The Company is a global leader in providing digital photography products and services

for consumer markets. Kodak holds top three market shares in many major categories in

which it participates, such as digital still cameras, retail printing, and digital picture

frames.

CDG’s mission is to enhance people’s lives and social interactions through the

capabilities of digital imaging technology, combined with Kodak’s unique consumer

knowledge, brand and intellectual property. This focus has led to a full range of product

and service offerings to the consumer. CDG’s strategy is to extend picture taking, picture

- 10 -

search/organizing, creativity, sharing and printing to bring innovative new experiences to

consumers – in ways that extend Kodak’s legendary heritage in ease of use.

Kodak is organized into these key SBU’s. Each of these units markets different products

to a clearly defined group of customers.

Digital & Film Imaging Systems

Health Imaging Commercial Printing

Commercial Imaging

Display & Components

Provides consumers, professional photographers, and motion picture industry with digital and traditional product/services.

Supplies healthcare industry with traditional and digital image capture, output and information magmts. Products/services.

Printing products, systems, networks and services for printing/publishing industry.

Offers image capture, output and storage products and services to business and government.

Delivers image display and capture devices for products such as digital cameras and scanners.

4. TOP COMPETITORS

o Canon

o Sony

o Nikon

o Olympus

o Fuji film

o Panasonic

o Hewlett-Packard

o Konica

- 11 -

5. PROUDCT

The company’s products span

o Film printing o Photo printingo Film cameras.o Digital picture frameso Instant cameraso Digital cameraso Image sensorso Motion picture and TV productiono Thermal Printer: 6850, 8800, 605, 805o Retail Product

G4 Picture Kiosk G4 Order Station Picture Kiosk GS Compact

Kodak Picture Kiosk:

Picture Kiosk is same as ATM machine which serve self-service. Just have to input the

any external device, follow the step and make instant print the photo. The self-service,

standalone units allow customers to view, edit, personalize and print real Kodak quality

photographs in a matter of seconds.

Eastman Kodak Company announced a new, lower cost digital printing kiosk product to

make it easier for traditional and non-traditional retailers alike to gain entry into the

rapidly growing digital printing space. The new Kodak Picture Kiosk is a pedestal-style

- 12 -

digital system, which has a significantly smaller footprint and weight than current kiosks,

and is ideal for retailers who have not traditionally been able to justify on-site digital

printing services.

More and more consumers are using digital cameras, and in turn, we are seeing an

incredible surge in the demand to print digital pictures. By extending kiosk line with the

Kodak Picture Kiosk, and creating innovative features and tools for G4 kiosk, Kodak are

generating new opportunities for retailers to leverage digital printing technology for

increased sales.

Kodak Picture Kiosk - Lower Price Points:

Offer Easier Entry into Digital Printing. Kodak has expanded its Kodak Picture Maker to

include a new digital system that will give retailers an opportunity to enter the digital

printing market at a lower cost, providing customers with a broader selection of locations

at which to print their digital pictures.

Kodak Picture Kiosk - Self-service:

The self-service Kodak Picture Kiosk features a pedestal monitor connected to a Kodak

Picture Maker G4 Order Station with Photo Printer 6850 & 8800, which allows people to

preview, edit, select and print their digital images in just a few minutes. G4 Order Station

is the winner of Eco-Design category at the Consumer Electronics Show for Innovations

2007 Design and Engineering Awards. This new digital system offers a much smaller

footprint on the retailer is counter along with easy set-up and lower investment, while

maintaining the most popular image editing features and print sizes. People will be able

to order prints from just about any digital camera memory card, including Secure Digital

(SD) cards, Multimedia Cards (MMC), Compact Flash, Smart media, Memory Stick,

Memory Stick Pro, and xD-Picture cards. Similar to the Kodak Picture Maker G4 of

kiosks, the consumer-friendly touch screen lets people zoom, crop, reduce red eye and

print the sizes and quantities of the exact pictures they want up to 6 x 8 inches.

Kodak Picture Kiosk - New Kiosk Enhancements:

- 13 -

Drive Additional Offerings and Revenue Opportunities. Kodak announced their selection

of Touch-Point Solutions, Inc.’s Catapult platform as a primary component of its retail

digital photo-printing infrastructure. The agreement will allow for the installation of

Touch-Point’s remote management software, Catapult, on thousands of new and existing

Kodak Picture Maker kiosks worldwide. Kodak will use this new, networked

infrastructure to further drive efficiency and profitability for retailers who own and

operate Kodak equipment. By using a centralized remote management system, Kodak can

provide flexible business management services allowing deployment of a variety of

marketing, sales, and advertising programs via the Kodak Picture Maker kiosk. In

addition, it delivers centralized daily collection of production data with ready access to

reports all within a secure, proven environment. And, retailers benefit from proactive

service and support that monitors and controls in-store equipment, even performing

diagnostics and repair. Devices will automatically communicate with Kodak technicians

and store personnel when attention are needed, thus minimizing equipment downtime.

This new capability provides retailers with valuable business and service information to

optimize performance and profitability.

Kodak Picture Kiosk - Increased Print Speed:

Kodak has also announced enhancements to its photo printers for the Kodak Picture

kiosk.. The main benefit of the 6850 is faster printing speeds – eight seconds for a 4 x 6-

inch print. The 6850 will maintain the award winning print quality, which won the Digital

Imaging Marketing Association (DIMA) printer shootout and Technical Imaging Press

Association (TIPA) awards in 2004.

Kodak Picture Kiosks are expected to be installed at more and more locations in the

coming years, including Kodak Express stores, hypermarkets, shopping malls, mobile

phone retail stores etc.

With 90,000 Kodak Picture kiosks currently installed worldwide, Kodak is not new to the

photo Kiosk business. The 50% market share makes Kodak Picture Kiosks the world

leader by far.

- 14 -

5.1. PRODUCT DESCRIPTION / SUMMARY

G4 PICTURE KIOSK

It’s so quick and easy. Consumers tell that they are “amazed” and “delighted” when they

try the KODAK Picture Kiosk for the first time.

Kodak has designed the kiosks to make sure you get great results your first time, and

every time you print. Get true KODAK Quality Prints. Rich, vibrant colors. Crisp detail.

Simply better, brighter pictures.

You can do it yourself. Beautiful pictures are right at your fingertips. Just touch the

screen to get started.

The 4th generation Kodak Picture Kiosk is a self service machine customers can use to

edit their photos and make professional quality prints. They can also create calendars and

greeting cards from their photos. Its main parts are an LCD monitor, a small tower that

houses its inputs, and dual print stand that both the tower and monitor stand on. As you

can see from the picture below, which includes the measurements of the monitor plus the

small tower, the unit is very compact and it has a small footprint.

- 15 -

Size

1. Base is 12” x 12”

2. Terminal Height 20”

3. 15” Touch-screen (with tilt option)

4. CD/ DVD/Multimedia Cards/3.5”

floppy/IR/Bluetooth

Features / Editing Option:

o Calendar

o Greeting Card

o Frame

o Adding text to photo

o Wireless option

o Auto-media detection

o Kodak perfect Touch technology

o Red eye removal

o Zoom and crop

o Rotate image

o Express prints option

o Simplified photo ID process

Input Option:

External Device such as:

o Bluetooth

o USB Drive

- 16 -

o CD/DVD

o Memory card/stick

3 Easy Steps to Real KODAK Pictures

Step 1: Upload your Pictures. Step 2: Preview & Select your Pictures.

Insert your external device. Select all pictures with just one touch, or

Transfer pictures wirelessly from your phone. print the pictures you want.

Scan your print. Make easy edits to improve your picture

See all input choices. See your pics on screen before you pay.

.

Step 3: Touch the screen to indicate how prints you want of each pictures may.

Enlarge favorite prints in just one step.

Choose a print package for pictures in more sizes.

Pricing of the G4 order station and G4 kiosk is between Rs. 1,50,000/- to Rs. 2,60,000/-.

- 17 -

The retail venture of Kodak is called Kodak

Express. This arrangement is similar to a

franchise agreement between Kodak and the

retailer. Kodak Express is the world’s largest

non-food retail chain.

Where is the best place to get your photographs

developed and printed? Where can you buy a well-designed photo frame? Where can you

find a good, inexpensive camera – and advice on how to use it. There is one answer to all

these questions: the Kodak Express store.

Kodak Express is the largest branded photo-processing network in the world, with over

30,000 stores worldwide, and over 1500 in India. Every Kodak Express store is a one-

stop shop for practically all your photography needs.

Kodak picture kiosk distribution channel is through Kodak express as said early. Where

the product is install in retail outlets.

6. SWOT ANALYSIS OF PICTURE KIOSK PRODUCT

Strength +6+6……….. Weakness ………… ..

User-friendly

Quality of the prints.

Back up from the Kodak India.

Lack of Awareness.

Virus problem

Opportunities…………….. Threats …… …..

More Features additions.

More Similar product to fill the gap

Airport, Malls can be captured.

Competitor coming out with

similar product.

- 18 -

Internet Connectivity.

7. PROBLEM

The project which I was assigned was market survey i.e. feedback, suggestion, views and

preference of labs, studios and consumers for pictures kiosk. The reason of giving the

project was that; if other company launches same product in near future there is a chance

of competition to increase, to be in the market they had given me a market research

assignment to know more about the product feedback, problem or loophole of the product

which it can be fulfill by solving it.

There were 2 phase given to me i.e.

1. Market survey for labs and studios.

2. Market survey for end users.

Duration:

o It took approximately 45 days to complete the survey.

8. MARKET SURVEY FOR LABS & STUDIOS

8.1. OBJECTIVE

To find and study views & preferences of Labs/Studios for picture kiosk product

It was my goal that through the study of Picture Kiosk’s weakness’ were identified, from

which solutions can be outlined, and improvements carried out; such that the company’s

objective of creating a unique and meaningful customer experience can be achieved.

- 19 -

8.2. RESEARCH METHODOLOGY / TECHNIQUES

A Primary research was conducted using the Quantitative and Qualitative research

technique. The instrument used was a structured questionnaire, the method being face-to-

face interview.

Survey conducted in labs and studios in different zone of Mumbai through a

questionnaire by visiting personally.

Questionnaires were design by me with help of Mr. Shahnawaz Ansari – Asstt. Sales

Manger of Kodak India:

Participants:

o Labs and Studios of Kodak express.

Areas Covered:

o East Zone, West Zone, and Central Zone of Mumbai.

Sample Size:

o The survey was conducted over a sample size of 20 labs and studios, i.e.

Kodak express outlets.

So that a complete picture of the concerns surrounding the Picture Kiosk could be

obtained, I used a number of study techniques to gather the necessary information I

would need in my analysis.

The survey consisted of questions that measured different aspects, such as satisfaction

levels and overall feelings of the kiosk.

- 20 -

A structured questionnaire was formulated, which consisted of questions relating to the

usability, devices used, basis of preference, level of satisfaction with the features, quality,

speed, etc.

8.3. SURVEY RESULT

The Results of the Survey Conducted for labs / studios represented as below:

1. How many customer visits to lab/studio on an average in a day?

Customer visits to lab/studio in a day

5%15%

30%

50%

Less than 20

20-50

50-90

More than 90

2. Which product are you using?

INTERPRETATION: From the sample size, 19 of the labs/studios are mainly using G4

Order Station product and only 1 using Kiosk product.

3. Since how long you have the product?

INTERPRETATION: Most of the labs/studios are using the product since from 6

months to 1 year.

4. Is the product user-friendly.

INTERPRETATION: From interviewing the participants, most of them say it is user-

friendly.

- 21 -

5. By whom the most products are use?

Mostly Product use by

Amateurs 87%

Professional13%

6. How many customers visit & use product on an average in a day?

Customers visit & use the product in a day

Less than 1535%

15-4035%

40-7520%

More than 7510%

- 22 -

7. Mostly which external device is use in the product to print?

Mosted External Device use

35%

10%25%

30%Bluetooth

USB Driver

CD/DVD

Memory Card

8. Mostly which age group uses the product?

Age Groups

5%

55%

40%

13-18 19-26 27-35

- 23 -

9. On which occasion the product is busy.

INTERPRETATION: Weekend is the occasion where the product is busy, 70% of the

lab/studio says, 5% on Vacation, 5% on Festivals, & 20% on Daily.

10. How many print are made in a day using product?

Print in a day

5

87

100-250 250-250 More than 450

No. of photos

No

. o

f L

abs/

stu

dio

s

11. How frequently the product is use.

INTERPRETATION: All labs/studios say that product is used frequently

12. Which value added feature is most printed?

INTERPRETATION: Most of them say that Normal, collage, regular are printed but

rarely calendar, card, and frame.

- 24 -

13. Rating the experience with each of the following tasks:

Experience of Kodak Labs/Studios

2 1 0

46

1

5

0

3 4 57 6

1

75

15 15 15

9 8

18

8

15

Edi

ting

Pic

ture

s

Prin

ting

Pic

ture

s

Tran

sfer

ring

pict

ures

topr

oduc

t

Mak

ing

aC

alen

dar

Mai

ng a

Gre

etin

gC

ard

Mak

ing

aP

assp

ort

Add

ing

Text

to a

pho

to

Ove

rall

usab

ility

Ratings

No.

ofla

bs/s

tudi

os

Neutral

Somewhat Easy

Very Easy

14.a. How the features of the product?

INTERPRETATION: Labs/Studios are satisfied with the features of product the

following percentage of answer:

55% say that the features are excellent, 35% good, and 10% satisfactory.

14.b. Satisfied with the editing option?

INTERPRETATION: All labs/studio are satisfied.

14.c. Satisfied with the speed of the product?

INTERPRETATION: All labs/studios are satisfied with the speed.

14.d. How the quality of the print given by the product?

INTERPRETATION: All the labs/studios say that the print quality is good but mainly

depend on external device.

14.e. How is the overall performance of the product?

INTERPRETATION: All he labs/studios say that the over performance is excellent and

they are satisfied with the performance.

- 25 -

15. Any Additional features required?

INTERPRETATION: Yes, 80% requires following:

o Add future year’s calendar.

o More colors in calendar.

o Calendar, card, and frame should be more creative like cartoons.

16. Product should have Internet connectivity?

INTERPRETATION: Yes, 70% says.

And 30% says No reason:

o It takes more time, which make the lab\studio crowded.

o Viruses are downloaded from the internet.

o Have separate facility already.

o There are no customers for the internet.

o It increases the expenses.

- 26 -

17. How likely to recommend the product to customers give ratings?

Recommendation of product to the customers

01 1

18

1 2 3 4

Rating

No

. o

f la

bs/

stu

dio

s

HIGHLYLOW

18. How many times service engineer visited?

Service engineer visited

20%

55%

25%

0%

1-2 times

2-6 times

6-10 times

More than 10 times

19. Service provided is satisfactory.

INTERPRETATION: All the labs/studios are satisfied with the service provided

20. Clarity of information or advice provided by the service engineer is satisfactory?

INTERPRETATION: 55% people say excellent, 40%, say good and 5% say

satisfactory.

21. The benefit from the product:INTERPRETATION: Labs/studios views are as follows:

- 27 -

o As it is a self-service machine, the customer itself selects their photos, which save

the time of the lab\studio.

o Labs/studios burden are reduce and there is increase in the business due to this

product.

o Product has many features and easy to operate also.

o Other labs\studios does not provide this kind of service of product.

o Delivery time have became more faster than early.

22. What is difficulties/problem faced?

INTERPRETATION: Labs/studios views are as follows:

o It is possible to print 100 photos through this product but the service engineer

recommend to print 50-60 photos only, which take time.

o There is no option of 8x12”size photo printing in the kiosk.

o Product is stuck when photo print goes more than 200 copies.

o There is a cropping problem in a new version.

o Sometime the writer/rom throws out the CD\DVD.

o There is a virus problem, which comes from external devices.

o Calendar only display till November 2008.

o Product hangs while working.

o There is starting problem in the product when started in the morning, problem

faced: features doesn’t display on screen.

o Software should be compatible with frontier machine also.

o Option of Passport is difficult to use.

23. a. Suggestion from labs/studios:

INTERPRETATION:

o There should be more customize size.

o Install Anti-virus software, which helps to reduce bias attack.

o There is a requirement of passport option setting.

o There is a requirement for kiosk software to be compatible with frontier machine.

- 28 -

23.b. Recommendation from labs/studios:

INTERPRETATION:

o No more software should be install it create problem.

8.4 . RESEARCH FINDINGS

INTERPRETATION:

Following are the observations:

o Some of the labs/studios do not want to give full control in the hands of the

customer as they take long time.

- 29 -

o The product is easy to use even people having no knowledge of operation;

majority of labs/studios has experience.

o The product is mainly used by amateur customer.

o There is lack of promotion from the side of labs/studios towards the customers for

the usage of product.

o Now days as the reach of camera phone is very high among the masses, so there is

huge opportunity to trap this types of customers. Mobile phones have 2

technologies like memory card and Bluetooth. In this survey, found that customer

prefer to use memory card and Bluetooth for their printing need, in the survey I

found that youngster mainly use this kind.

o Mostly product is busy in the weekend.

o Customers are not properly aware of other features like calendar, card, and frame.

o Product is innovative product as per the survey.

o One feature which was lacking according to the labs/studios was internet

connectivity because many customers have asked for it and even they feel it

should be included in the features.

o The quality of print is good but it mainly depends on the external devices.

o Backup and support was good according to labs/studios provided by the company

for the technical issues.

8.5. SUGGESTION / RECOMMENDATION

o More marketing activities should be conducted at different labs/studios for the

promotion of product usage and awareness of different features.

o The customer should be given whole freedom and time to use this product.

- 30 -

o The product should be installed at different residence and education places like

school and colleges.

o There should be a mobile van carrying this product which can be taken to the

different places as per different occasion and requirement like (admission reason

near the school and colleges; passport office; picnic spots.)

o There should be more variety of design base on different famous cartoon

character like tom & jerry, power rangers etc, specially for the kids; bollywood

stars photo and theme for youngster and even travel theme which are every much

famous.

o There is an opportunity of this product at different location of importance like

shopping malls, airport and resorts.

8.6. QUESTIONNAIRE

:: Questionnaire ::

A brief survey to find out more about Kodak Customer views & preferences for the G4 Kiosk, Order Station product. I would be grateful if

- 31 -

you could spare a few minutes to participate in it. Thank you for your cooperation.

1. How many customer visits to your lab/studio on an average in a day? Less than 20 20-50 50-90 More than 90

2. Which product are you using? G4 Kiosk G4 Order Station Other, please specify …………...........

3. Since how long you have the above product? Less than 3 months 3-6 months 6 mths -1 yr more than 1year

4. Is the above product user-friendly? Yes No, please specify……………………………………..

5. By whom the most above product is use? Amateurs Professional

6. How many customers visit & use above product on an average in a day? Less than 15 15-40 40-75 More than 75

7. Mostly which external device is use in the above product to print? Bluetooth USB Drive CD/DVD Memory Card/Stick

8. Mostly which age group uses the above product? 13-18 19-26 27-35 35 & Above

9. On which occasion the above product is busy? Weekend Vacation Festivals Other, please specify………...

10. How many print you make in a day using above product? Less than 100 100-250 250-450 More than 450

11. How frequently the above product is use? Rarely Frequently Occasionally Normal

12. Which value added feature is most printed? Calendar Card Frame Others, please specify……….….

13. Rate your experience with each of the following tasks: Difficult Neutral Easy

- 32 -

Editing pictures

Printing pictures

Transferring pictures to product.

Making calendar

Making a card

Making a passport

Adding text to a photo

Overall usability

14. How do you find the product please rate the following:

Excellent Good Satisfactory PoorDepend on Device

Features

Editing option

Speed of product

Quality of print

Overall performance

15. Do you want any additional feature? Yes, please specify…………………………………….. No

16. Do you think this machine should have Internet connectivity? Yes No, please specify..…………………………………..

17. How likely are you to recommend the above product to your customers? (Rate on scale of 1 = Low to 4 = Highly)

1 2 3 4

18. How many times service engineer visited?1-2 2-6 6-10 More than 10 times

19. Are you satisfied with the service?Yes No, please specify……………………………………..

20. How satisfied are you with the clarity of information or advice provided? Excellent Good Satisfactory Poor

- 33 -

21. What benefit from the above product you get? ……………………………………………………………..

22. Did you encounter any difficulties/problem? If so, what are they?……………………………………………………………………………………………

23 Are you happy with the product? Please share your view.Suggestion: Recommendation:

LAB/STUDIO DETAILS:

Lab/Studio: ………………………………… Person: ………………………………….. Age : ……………….

Location:…………………………………………………………………………………………………………………………………………………………………………………… Gender: Male Female

- 34 -

9. MARKET SURVEY FOR CONSUMERS

9.1. OBJECTIVE

To find and study views & preferences of consumers for picture kiosk product

9.2. RESEARCH METHODOLOGY / TECHNIQUES

A Primary research was conducted using the Quantitative and Qualitative research

technique. The instrument used was a structured questionnaire, the method being face-to-

face interview.

Survey conducted in labs and studios in different zone of Mumbai with the help of

questionnaire by visiting personally and interviewing the consumers.

Questionnaires were design by me with help of Mr. Shahnawaz Ansari – Asstt. Sales

Manger of Kodak India:

Participants:

o Consumer at Kodak express.

Areas Covered:

o East Zone, West Zone, and Central Zone of Mumbai.

Sample Size:

o Survey also conducted with a sample size of 34 end-users.

- 35 -

9.3. SURVEY RESULT

The Results of the Survey conducted for consumer represented as below:

1. How frequently do you visit the lab/studio for overall service?

Frequently customers visit on

26%

26%15%

33%

Weekly Monthly Occasionally First time

2. How frequently do you use the product for printing photos?

INTERPRETATION: Most of the consumer uses the product frequently with 61%, 22%

occasionally, and 17% rarely.

3. On which occasion you use the product?

Occasion the product is use most

18%

37%15%

24%

6%

Birthday Events Festivals Wedding Ceremony Others

- 36 -

4. Which external device is used most in the product to print?

Mostly device used

58%

12%

15%

15%

Bluetooth

USB Drive

CD/DVD

Memory Card/Stick

5. Is the above product user-friendly?

INTERPRETATION: From interviewing the consumers, all of them say that the

product is user-friendly.

6. Rating of the experience with each of the following tasks:

Experience of consumers

1 03 4

6

19

34

3

8

2

14

0

28

2226

EditingPictures

Transferringpictures to

product

Making aCalendar

Maing aGreeting Card

Adding Text toa photo

Ratings

No

. o

f c

us

tom

ers

Neutral

Easy

Not use

- 37 -

7. Which value added feature you like apart from the normal feature?

INTERPRETATION: Calendar has 61%, which the consumer likes the most apart from

the normal features, 21% greeting card, and 18% of others who had use the product first

time.

8. Do you want any additional feature?

INTERPRETATION: As the product is innovative and new to the them, from the

survey it was found that 100% of them do not require any additional features.

9. Do you think this machine should have Internet connectivity?

Requirement for internet connectivity

24

8

Yes No

No

of c

usto

mers

10. Do you think this machine should have Language option?

INTERPRETATION: By interviewing the consumer of the product all of them say that

if there would be language option that can be more easily to operate. Hindi and Marathi is

the language required in the product which is the national and state language.

- 38 -

11. How do you find the product please rate the following:

Rating of the ProductN

o. o

f c

on

su

me

rs

Excellent 4 1 22 10

Good 9 13 12 34 24

Not use 21 19

Satisfactory 1

FeaturesEditing option

Speed of product

Quality of print

Overall performance

12. Is the pricing relative to your expectation?

INTERPRETATION: The entire consumers are very much satisfied with the pricing of

the print.

13. Did lab/studio recommend you to use this product?

Recommendation from lab/studio

24

10

Yes

No

No of consumers

14. Is this product easily accessible to your location?

INTERPRETATION: The product is installed at labs/studios which are at prime

locations that’s why the consumers feel that it is easily accessible.

15. How likely are you to recommend the product to other people?

- 39 -

Recommendation to others

2

10

22

1

2

3

4

Rat

ings

No. of consumers

Low

Very Highly

Highly

Very Low

16. What benefit from the product you get?

INTERPRETATION: Some of the user has given their views:

As it is a self-service machine, which save the time for selection

It is easy to operate.

Other labs\studios does not provide this kind of service of product.

Product is innovative, which some thing is new.

17. Did you encounter any difficulties/problem? If so, what are they?INTERPRETATION: No Comments.

18. If you could change something about the product, what would it be?INTERPRETATION: No Comments

19. Would you use this kiosk again? INTERPRETATION: According to survey it was found that consumers were willing to

use the product again when visited later.

DEMOGRAPHIC DETAILS:

GENDER:

- 40 -

Mostly use product use by

65%

35%

Male

Female

OCCUPATION:

Occupation of the consumers

11

3

8

12

Service Self-employed Business Student

occupation

No.

of

cons

umer

s

- 41 -

AGE GROUP:

Age Group of the consumers

19

14

1

Between 19 - 26 Between 27 - 35 Over 35

Age Group

No

. o

f co

nsu

mer

s

INTERPRETATION: From the survey I found that most of the users are between 19 to

26yrs i.e. youngster category. To gain more users in this category the product must be

regularly updated.

9.4. RESEARCH FINDING

INTERPRETATION:

Following are the observations:

o It was found that many consumers visited the labs/studios have experienced this

product for the first time.

o Events was considered to be the occasion in which the consumer visits the

labs/studios the most, whereas in comparison to other occasions like birthday,

festivals and wedding ceremony which are low.

o It was found that maximum external device used for the transfer of the data is

Bluetooth.

o Most of them have not use the value added features because they are not properly

guided, advice, and informed about the features to use the product.

- 42 -

o Recommendation to consumers from labs/studios to use the product :

o It was found from the survey that consumers who comes for the first time,

lab/studio does not recommend them to use the product. And apart from that there

is no proper promotion of the product in the sense that of pointers, guiding posters

towards the product and also for how to use it?

o Requirement of internet connectivity:

o From the survey I found that most of them require internet connectivity

o Most of them say that internet connectivity helps them because they can send

their photo directly from office or home and don’t have to carry any external

device.

9.5. SUGGESTION / RECOMMENDATION

o First time user should be given well demo about the product.

o Labs/studio should properly guide to the user insisted of using themselves.

o Many consumer are not aware of the features the reason behind is that they are

not informed about it so to avoid this we should have a demo person standing next

to the product where he can explain them properly.

o Keeping a demo person next to the product it can help to capture the waiting

consumer as well.

o Youngsters are the major category who uses the product most for this there should

be regularly update of the features.

o More marketing activities should be conducted at different labs/studios for the

promotion of product usage and awareness of different features.

o The consumer should be given whole freedom and time to use this product.

o Promotion banner require to be change as there is no product display which the

consumer couldn’t understand properly.

- 43 -

9.6. QUESTIONNAIRE

:: Questionnaire ::Dear Consumerr,

Thank you for choosing our product - G4 order station/kiosk. Please spare a few moments of your time to complete our questionnaire and provide us the opportunity to improve the standard of our products.

1. How frequently do you visit the lab/studio for overall service? Weekly Monthly Occasionally First Time, then go to Q.no.03

2. How frequently do you use the product for the printing the photos? Rarely Frequently Occasionally

3. On which occasion you use the product? Birthday Event Festivals Wedding Ceremony

Other, please specify…..................

4. Which external device is use in the product to print? Bluetooth USB Drive CD/DVD Memory Card/Stick

Other, please specify ……………

5. Is the above product user-friendly? Yes No, please specify………………….……

6. Rate your experience with each of the following tasks:Difficult Neutral Easy Not use

Editing pictures

Transferring pictures to product.

Making calendar

Making a card

Adding text to a photo

7. Which value added feature you like apart from the normal feature? Calendar Card Frame Others, please specify…………………...

8. Do you want any additional feature? Yes, please specify…………………………………….. No

- 44 -

9. Do you think this machine should have Internet connectivity? Yes, please specify...………………….. No, please specify...…………………….

10. Do you think this machine should have Language option? Yes, please specify...………………….. No

11. How do you find the product please rate the following:

Excellent Good Satisfactory PoorDepend on

DeviceNot use

Features

Editing option

Speed of product

Quality of print

Overall performance

12. Is the pricing relative to your expectation?Yes No, please specify……………………………………..

13. Did lab/studio recommend you to use this product?Yes No, please specify……………………………………..

14. Is this product easily accessible to you your location?Yes No, please specify……………………………………..

15. How likely are you to recommend the product to other people?(Rate on scale of 1 = low to 4 = highly)

1 2 3 4

16. What benefit from the product you get?……………………………………………………………..

17. Did you encounter any difficulties/problem? If so, what are they?……………………………………………………………………………………………

18. If you could change something about the product, what would it be?……………………………………………………………………………………………

19. Would you use this kiosk again? Yes No, please specify...…………………………………..

20. Are you happy with the product? Please share your view.Suggestion: Recommendation:

- 45 -

Demographic Details: Name: …………………………………… Gender: Male Female

Occupation: Service Self-employed Business Other, please specify…….

In Which Age group do you belong? Up to 18 yrs between 19 and 26 between 27 and 35 over 35

10. CONCLUSION

Chances are you’ll use a self-service kiosk of one sort or another today. They’re

everywhere.

In the early days of kiosk printing the main reason to use the self-service alternative was

to save time. But now kiosks have gone way beyond that. Photo kiosks have become

successful because they satisfy the four basic requirements consumers demand from self-

service transactional devices. Kiosks are easy to use, trustworthy, provide equal or higher

quality than alternatives and are widely available. Kiosks are still quick and convenient—

that’s for sure—but their primary attraction these days is the high quality pictures and

other products such as Picture CDs they deliver at a very affordable price and with

virtually no fuss.

The benefit goes well beyond convenience. “The quality of the product is higher, too, and

the price is equitable.” Kiosks provide a pleasant and satisfying user experience.

If you have never used a Kodak kiosk you should try it. It’s easy and fun. Insert your

memory card or CD and follow the on-screen instructions. You’ll be given a chance to

zoom and crop, reduce red-eye, restore color, and make other improvements to your

images. You can personalize your prints with text or borders.  And you can produce

cards, calendars and other things besides basic prints.

- 46 -

11. BIBLIOGRAPHY

Magazines:

o Asian photography

o Smart photography

o Better photography

Websites:

o www.kodak.com

o www.kodakindia.com

o www.google.com

o www.wikipdeia.com

o www.yahoo.com

o http://money.cnn.com/magazines/fortune/fortune500/2008/full_list/201_300.html

- 47 -

o http://money.cnn.com/quote/financials/financials.html?

symb=EK&sid=1723&report=2&period=annual

o http://www.letsgodigital.org/en/news/articles/story_2633.html

o http://www.ameinfo.com/111134.html

o www.xp2003.org/keyspeeches/cusumano.pdf

Thank

You!!!- 48 -