REPOSITIONING KODAKPOOJA SHAH03 APRIL 2016

GOALRevitalize Kodak so that the traditional identity, that is no longer appealing or resonates with the target audience, is transformed to an exciting, modern idea of casual photo-taking and filming.

HISTORY & OVERVIEW OF EQUITIES

Old Logo:

Kodak has experienced many logo changes over the course if history. The most contemporarily recognizable format is the red “K” made by the depiction of a camera exposure over a warm yellow.

New Logo:

Kodak has always retained basic typographic forms, especially with the letter “K”. The exclusion of the warm yellow and addition of curvier font has made the new logo reflect digital suaveness. The new logo is aimed towards a fresh, simple and visually appealing brand outlook.

Tagline:“Kodak moment” – Reposition this slogan. • Kodak is the means of great storytelling

• Special moments deserve recognition; Kodak wants you to preserve these memories

• Embodies nostalgia

• Simplicity of the present.

HISTORY & OVERVIEW OF EQUITIES

SWOTStrengths

Long History International Market Patents

Opportunities

Smart PhonesEmerging Markets

Weaknesses

Short VisionSlow responses to pop culture and change Outdated brand associationsFinancial problems

Threats

Intense Competition. Ie. Canon Rapid changes in technology

REFOCUSED TARGET AUDIENCEDemographics- Young adults ages 15 – 25- Urban and semi-urban

areas

What They Want- Share their lives with their friends- Share the latest and coolest pieces

play-toys - See the world as playful and special- Share their journey - Keep up to date through social

media

Psychographics- Value fun and play time- Time spent with friends, holds these

relationships dear- Fun, loving, carefree, outgoing- Appreciative of the small things in

life (free-spirited)- Expressive in nature; enjoys

recording moments of their day.

Driving Consumer Insight:- They value love, imagination,

socialness and fun- Kodak users gain happiness and

pleasure from recording and capturing special moments in their life

- Kodak users appreciate the little moments with their family and friends. They want to share journeys of growing up

The following information and interpretations were found through using Kodak’s website and my personal inferences.

• These teenagers/ young adults will look through the Internet for the latest trends and forms of communication. Online media is the center of the plan.

• The target audience likes the idea of other people their age using Kodak

• The target audience is attracted to a fast-paced, ever-changing environment and technology; we want Kodak to be more than a fad. Make a bond and create an identity with Kodak.

THE TARGET AUDIENCE WILL BE MOST INTERESTED IN…

MESSAGING

Visual: Currently, Kodak has a variety of advertising strategies: clear and simple, fun and imaginative, and pop-culture related. Repositioning of Kodak would mean eliminating traditional ‘medical-looking’ ads and increasing visuals of people and objects that are more fun and appealing to the eye.

Verbal: The tone and feel is light-hearted, and celebratory of the cultural connections that are being referred to

Key message: Kodak supports modern culture and is relevant in today’s world. You can form a bond with the brand.

Advertising

MESSAGING

Visual: Kodak presents themselves as the people behind the lens of every day life. In the process of repositioning, they should master this practice by working with popular social media bloggers to showcase the relationships that can be built over photography and media.

Verbal: Fun and friendly. Celebrate current trends and cool moments of life with us.

Key message: Associating with Kodak allows you to make connections with people over cool moments in life.

Social Media

MESSAGING

Visual: Themed by traditional warm yellow and red colors. Repositioning may consist of a more cleaner format, less of warm yellow shown on homepage. Simple font and block structure of ad placement, very easy to follow with the eye. Repositioning may also encourage special highlights of Kodak photography of users’ Kodak moments.

Verbal: More imagery is present which supports the subject of photography and film.

Key message: Kodak wants you to follow the journey and be inspired to create your own.

Website

REPOSITIONING STATEMENT

Voice - Happy- Trustworthy- Friendly

Visual- Cool and Modern - Creative - Fresh

Personality- Fun-loving- Excited- Caring

Kodak invented the photography industry; Kodak is experienced and has your back. For young adults, Kodak

captures awesome moments and celebrates the life we live in.

“Kodak moment” • Kodak can provide good times that never end. Capture a

memory and let it last forever.

• Embrace your creativity and express your life in angles that haven’t been recognized. Share your shots, prints, films with the world.

• Living a lifestyle that is an art form.

• Appreciate the essence of the present.

REPOSITION: THE KEY IDEA

REFERENCEShttp://umn.adforum.com.ezp1.lib.umn.edu/creative-work/search?brand=Kodak&media_strkey=ATX100&o=relevance

www.kodak.com