kodak-branding assignment
TRANSCRIPT
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Sales Report
0
1
2
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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.