marketing research of kodak picture kiosk

8/10/2019 Marketing Research of Kodak Picture Kiosk

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MARKETING RESEARCH OF KODAK PICTUREKIOSK

PROJECT REPORT ON

Marketing Research ! K "ak

Pict#re Ki sks$

SU%MITTED %&

M h"' A"i( ShaikhT'&'%'M'S' )Se*ester +,

%CCA INSTITUTE OF MANAGEMENT STUDIES

SU%MITTED TO

UNI+ERSIT& OF MUM%AI

ACADEMIC &EAR-../ 0 -..1

NAME OF PROJECT CO0ORDINATOR

PROF' MEHTA%' AHMED

DATE OF SU%MISSION

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BCCA INSTITUTE

Burhani College of Management Studies

Digital Printing Solutions in an Instant

Project Re ort !n

Mar"et Research of #oda" Picture #ios" A Stud$ of %a&s' Studios ( Consumers

Submitted By:

Mohd) Adil Shai"hBMS Vth Semester (2008-2009)


!CT!BER' *++,-

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DEC%ARATI! NI Mr' M h"' A"i( Shaikh' of T.Y.B.M.S (Semester V) of

B.C.C.A Institute of Management Studies has specific

areas of interest in Marketing of high technolog

products and consumer !eha"iour. So I ha"e therefore

prepared a #ro$ect %eport in Marketing on the topic&Marketing Research ! K "ak Pict#re Ki sks '' in

the Academic Year ( *+ ,)

This is to declare that all m -ork indulged in the

completion of this pro$ect report is profound and honest

-ork of mine. And I also here! declare that the a!o"e

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MARKETING RESEARCH OF KODAK PICTUREKIOSKinformation is true to the !est of m kno-ledge and

!elief.

Signature

of the Student

M

h"' A"i( Shaikh'

AC#N!.%ED/EMEN TSometimes -ords fall short to sho- gratitude the same

happened -ith me during this pro$ect. The immense

help and support recei"ed from /odak India 0imited

o"er-helmed me during the pro$ect.

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MARKETING RESEARCH OF KODAK PICTUREKIOSKI -ould like to thank /odak India 0imited for gi"ing me

an 1pportunit of doing a summer pro$ect for MarketSur"e on #icture /iosk.

M sincere gratitude to Mr' Shahna2a3 Ansari (Asstt.

Sales Manager /odak India 0td) for pro"iding me the

necessar information and also for his "alua!le

suggestion and comments on !ringing out this report in

the !est possi!le -a .

0ast !ut not the least I -ould like to thank m friends

and heartfelt lo"e for m parents -hose constant

support and !lessings helped me throughout thepro$ect.

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E4ECUTI+E SUMMAR&

O5er5ie22ith the e3plosion of digital photograph customers no-

control man of the processing aspects of their

photograph . Com!ine that -ith toda 's high 4ualit eas

to use home photo printers and the need to take a trip to

the local &%ite Aid5 for picture de"elopment !ecomes

o!solete. 6o-e"er not e"er one has access to these

processing tools and the need a -a to print their

photographs from their digital de"ices. The 7 th 8eneration

/odak #icture /iosk attempts to fill this gap ! pro"iding

customers -ith a freestanding self ser"ice machine the

can use to easil edit and print their photos.

Meth "s

In order to o!tain a !road picture of some potential

pro!lems of the picture kiosk I !egan the e"aluation !

esta!lishing glo!al principles for the anal sis of the

product. 9rom there I used the "arious techni4ues stated

in the pre"ious research methodolog :techni4ues section

to take a local approach to la! studio and end+user

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MARKETING RESEARCH OF KODAK PICTUREKIOSKdifficulties. The local approach then detailed pro!lems that

la!s studios and end+users encountered -hile using theproduct and performing their assigned tasks.

I*6 rtant Fin"ings

The /odak #icture /iosk en$o ed initial praise from users.

In fact users found the kiosk coloring familiar and

therefore percei"ed the machine to !e in"iting. 6o-e"erthe "arious "iolations led to the follo-ing;

7' 8ack ! 6r * ti n'

-' N 6r 6er a2areness ! !eat#res'

2hile users -ere a!le to print pictures and found the

kiosk "er functional the -ere consistent in their criti4ueof the product's operational aspects. #articipants noted the

e3terior of the machine had no pictures of accepted forms

of media and there -as an e3cess of empt space on the

touch+screen that could ha"e !een used to notif them

-here the -ere in the process of -orking -ith their

pictures.

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Contents :Sr) To ics PageNo) No)

1. Eastman #oda" Com an$ ... 1

1.1 bout !od"# $ndi"...... %

2. CD/ Segment ..... 8

%. To Com etitors .. 10

&. Product .... 11

&.1 'rodu t es ri*tion + Summ"ry.. 1,

. S.!T Anal$sis of Picture #ios" Product .. 1&

,. Pro&lem ... 21

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. Mar"et Sur0e$ for %a&s ( Studios . 21

.1 /b e ti e. 21

.2 ese"r h Methodo3o4y + 5e hni6ues.. 22

.% Sur ey esu3t.. 2&

.& ese"r h 7indin4. %&

. Su44estion + e ommend"tion %,

Sr) To ics PageNo) No)

., 1uestionnaire .. %

8. Mar"et Sur0e$ for Consumers . &2

8.1 /b e ti e. &2

8.2 ese"r h Methodo3o4y + 5e hni6ues.. &2

8.% Sur ey esu3t.. &%

8.& ese"r h 7indin4. 1

8. Su44estion + e ommend"tion 2

8., uestionn"ire.. %

9. Conclusion .. 8

10. Bi&liogra h$ 9

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MARKETING RESEARCH OF KODAK PICTUREKIOSKMeth "s

In order to o!tain a !road picture of some potentialpro!lems of the picture kiosk I !egan the e"aluation !

esta!lishing glo!al principles for the anal sis of the

product. 9rom there I used the "arious techni4ues stated

in the pre"ious research methodolog :techni4ues section

to take a local approach to la! studio and end+user

difficulties. The local approach then detailed pro!lems that

la!s studios and end+users encountered -hile using the

product and performing their assigned tasks.

I*6 rtant Fin"ings

The /odak #icture /iosk en$o ed initial praise from users.

In fact users found the kiosk coloring familiar and

therefore percei"ed the machine to !e in"iting. 6o-e"er

the "arious "iolations led to the follo-ing;

7' 8ack ! 6r * ti n'

-' N 6r 6er a2areness ! !eat#res'

2hile users -ere a!le to print pictures and found thekiosk "er functional the -ere consistent in their criti4ue

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MARKETING RESEARCH OF KODAK PICTUREKIOSKof the product's operational aspects. #articipants noted the

e3terior of the machine had no pictures of accepted formsof media and there -as an e3cess of empt space on the

touch+screen that could ha"e !een used to notif them

-here the -ere in the process of -orking -ith their

pictures.

EASTMAN KODAK COMPAN& The /odak Compan -as started ! this man+ Ge rge

East*an .


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MARKETING RESEARCH OF KODAK PICTUREKIOSKneed to !e impro"ed. so in ?*@, he left the nited States for

0ondon to start a compan that -ould sol"e this pro!lem

and re"olutioni=e the photograph industr .

In ?** ne- in"entions and patents !


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MARKETING RESEARCH OF KODAK PICTUREKIOSK/odak s origins rest -ith


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A9 #t K "ak In"ia/odak India #ri"ate 0td. -as esta!lished in ?,?E.

Since then it has continued to gro- and

de"elop. Toda in India /odak is

strongl esta!lished as the leader in

Imaging. It offers a range of digital

products and ser"ices for !oth

commercial and consumer uses.

The South Asian su!sidiar of


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MARKETING RESEARCH OF KODAK PICTUREKIOSKmeans the -ill !e introducing and reinforcing the

compan in all the three categories manufacturingcameras photographic films and ser"ices.

/odak has three factories + at Bangalore Malanpur and

8oa. The 8oa factor has recentl !een commissioned for

film and health imaging products.

/odak India 0imited is a su!sidiar of


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MARKETING RESEARCH OF KODAK PICTUREKIOSK8e5eraging the In"ia a"5antage t create a

*an#!act#ring h#9;/odak manufactures color negati"e films motion picture

positi"e films cardiolog films and K+ra films at its 8oa

plant. #hoto chemicals are manufactured at the Malanpur

plant in Madh a #radesh. A part of these photo chemicals

manufactured in India are e3ported. /odak has a camera

manufacturing and assem!l plant near Bangalore -hichproduces o"er four million units per ear. Around J + @

percent of this centre's products -ere e3ported to the S


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Vodafone (6utch) mo!ile su!scri!ers -ith 8#%S+

ena!led Dokia camera phones to click a-a and ha"etheir de"eloped pictures couriered to an destination in

India -ithin fi"e da s.


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9MC8+st le distri!ution operation for

photographic film -ith J distri!utors taking films togrocer no"elt medical and lifest le stores

9oto+plus retail outlets for processing and

printing color films in different cities.

Marketing an" C *6etiti n;

The Compan faces competition from competitors in

the markets in -hich it competes generall competing on

price and technological ad"ances. %apid price declines

shortl after product introduction are common in this

en"ironment as producers are continuall introducing ne-

models -ith enhanced capa!ilities such as impro"ed

resolution and:or optical s stems in cameras.

The ke elements of C 8's marketing strateg

emphasi=e ease of use 4ualit and the complete solution

offered ! /odak products and ser"ices. This is

communicated through a com!ination of in+store

presentation online marketing and ad"ertising. The

Compan 's ad"ertising programs acti"el promote the

segment's products and ser"ices in its "arious markets

and its principal trademarks trade dress and corporate

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MARKETING RESEARCH OF KODAK PICTUREKIOSKs m!ol are -idel used and recogni=ed. /odak is

fre4uentl noted ! trade and !usiness pu!lications as oneof the most recogni=ed and respected !rands in the -orld.

The Compan 's strateg to address the decline in the

market for color photographic papers is to offer a "ariet of

color paper formulations designed to optimi=e digital

printing -orkflo-s in consumer and professional photo

processing la!s. The Compan also offers to professionaland commercial la!s an industr +leading famil of digital

-orkflo- soft-are designed to impro"e their -orkflo-s and

enhance our position as a leading supplier of consuma!les.

Missi n State*ent;

(To !e) The -orld leader in helping people take share

enhance preser"e print and en$o pictures L for

memories for information for entertainment.

The Compan has three Segments;

Consumer igital Imaging 8roup (C 8)

9ilm #roducts 8roup (9#8)

8raphic Communications 8roup (8C8)

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The Compan is a glo!al leader in pro"iding digital

photograph products and ser"ices for consumer markets./odak holds top three market shares in man ma$or

categories in -hich it participates such as digital still

cameras retail printing and digital picture frames.

C 8's mission is to enhance people's li"es and social

interactions through the capa!ilities of digital imaging

technolog com!ined -ith /odak's uni4ue consumerkno-ledge !rand and intellectual propert . This focus has

led to a full range of product and ser"ice offerings to the

consumer. C 8's strateg is to e3tend picture taking

picture search:organi=ing creati"it sharing and printing

to !ring inno"ati"e ne- e3periences to consumers L in

-a s that e3tend /odak's legendar heritage in ease of

use.

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Digital ( 4ilmImagingS$stems

5ealth Imaging CommercialPrinting

CommercialImaging

Dis la$ (Com onents

'ro idesonsumers

*ro ession"3 *hoto4r"*hers"nd motion

*i ture industry;ith di4it"3 "ndtr"dition"3

*rodu t+ser i es.

Su**3ieshe"3th "reindustry ;ithtr"dition"3 "nddi4it"3 im"4e"*ture out*ut"nd in orm"tionm"4mts.'rodu ts+ser i es.

'rintin4 *rodu tssystemsnet;or#s "ndser i es or

*rintin4+ *ub3ishin4industry.

/ ers im"4e"*tureout*ut "ndstor"4e

*rodu ts "ndser i es to

business "nd4o ernment.

e3i ersim"4edis*3"y "nd"*turede i es or

*rodu tssu h "sdi4it"3"mer"s "nds "nners.

T!P C!MPETIT!RS

C"non

Sony


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PR!UDCT

The c *6an:$s 6r "#cts s6an

Fi(* 6rinting

Ph t 6rinting

Fi(* ca*eras'Digita( 6ict#re !ra*es

Instant ca*eras

Digita( ca*eras

I*age sens rs

M ti n 6ict#re an" T+ 6r "#cti n

Ther*a( Printer; =/>.? //..? =.>? /.>Retai( Pr "#ct

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K "ak Pict#re Ki sk #icture /iosk is same as ATM machine -hich ser"e self+

ser"ice. Gust ha"e to input the an

e3ternal de"ice follo- the step and

make instant print the photo. The self+

ser"ice standalone units allo-

customers to "ie- edit personali=e

and print real /odak 4ualit

photographs in a matter of seconds.

S Com*" t


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MARKETING RESEARCH OF KODAK PICTUREKIOSKideal for retailers -ho ha"e not traditionall !een a!le to

$ustif on+site digital printing ser"ices.More and more consumers are using digital cameras and

in turn -e are seeing an incredi!le surge in the demand to

print digital pictures. B e3tending kiosk line -ith the

/odak #icture /iosk and creating inno"ati"e features and

tools for 87 kiosk /odak are generating ne- opportunities

for retailers to le"erage digital printing technolog forincreased sales.

K "ak Pict#re Ki sk 0 8 2er Price P ints;

1ffer


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MARKETING RESEARCH OF KODAK PICTUREKIOSKpeople to pre"ie- edit select and print their digital

images in $ust a fe- minutes. 87 1rder Station is the-inner of


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MARKETING RESEARCH OF KODAK PICTUREKIOSK-ill allo- for the installation of Touch+#oint's remote

management soft-are Catapult on thousands of ne- ande3isting /odak #icture Maker kiosks -orld-ide. /odak -ill

use this ne- net-orked infrastructure to further dri"e

efficienc and profita!ilit for retailers -ho o-n and

operate /odak e4uipment. B using a centrali=ed remote

management s stem /odak can pro"ide fle3i!le !usiness

management ser"ices allo-ing deplo ment of a "ariet ofmarketing sales and ad"ertising programs "ia the /odak

#icture Maker kiosk. In addition it deli"ers centrali=ed dail

collection of production data -ith read access to reports

all -ithin a secure pro"en en"ironment. And retailers

!enefit from proacti"e ser"ice and support that monitors

and controls in+store e4uipment e"en performing

diagnostics and repair. e"ices -ill automaticall

communicate -ith /odak technicians and store personnel

-hen attention are needed thus minimi=ing e4uipment

do-ntime. This ne- capa!ilit pro"ides retailers -ith

"alua!le !usiness and ser"ice information to optimi=e

performance and profita!ilit .

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MARKETING RESEARCH OF KODAK PICTUREKIOSKK "ak Pict#re Ki sk 0 Increase" Print S6ee";

K "ak has a(s ann #nce" enhance*ents t its6h t 6rinters ! r the K "ak Pict#re ki sk''

The *ain

9ene!it ! the

=/>. is !aster

6rinting s6ee"s

@ eight sec n"s

! r a B =0inch

6rint' The =/>.

2i(( *aintain

the a2ar"

2inning 6rint #a(it:? 2hich 2 n the

Digita( I*aging Marketing Ass ciati n

DIMA 6rinter sh t #t an" Technica(

I*aging Press Ass ciati n TIPA a2ar"s in

-.. '

/odak #icture /iosks are e3pected to !e installed at more

and more locations in the coming ears including /odak


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MARKETING RESEARCH OF KODAK PICTUREKIOSK2ith , /odak #icture kiosks currentl installed

-orld-ide /odak is not ne- to the photo /iosk !usiness. The H N market share makes /odak #icture /iosks the

-orld leader ! far.

PRODUCT DESCRIPTION SUMMAR&

G PICTURE KIOSK

It's so 4uick and eas . Consumers tell that the are

&ama=ed5 and &delighted5 -hen the

tr the /1 A/ #icture /iosk for the

first time.

/odak has designed the kiosks to

make sure ou get great results ourfirst time and e"er time ou print.

8et true /1 A/ Oualit #rints. %ich

"i!rant colors. Crisp detail. Simpl

!etter !righter pictures.

You can do it ourself. Beautiful

pictures are right at our fingertips. Gust touch the screen to get started.

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The 7th generation /odak #icture /iosk is a self ser"ice

machine customers can use to edit their photos and makeprofessional 4ualit prints. The can also create calendars

and greeting cards from their photos. Its main parts are an

0C monitor a small to-er that houses its inputs and dual

print stand that !oth the to-er and monitor stand on. As

ou can see from the picture !elo- -hich includes the

measurements of the monitor plus the small to-er theunit is "er compact and it has a small footprint.

Si3e

?. Base is ? 5 3 ? 5

. Terminal 6eight 5E. ?H5 Touch+screen (-ith tilt

option)

7. C : V :Multimedia

Cards:E.H5

flopp :I%:Bluetooth

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MARKETING RESEARCH OF KODAK PICTUREKIOSKFeat#res E"iting O6ti n;

o Calendaro 8reeting Card

o 9rame

o Adding te3t to photo

o 2ireless option

o Auto+media detection

o /odak perfect Touch

technolog

o %ed e e remo"al

o Poom and crop

o %otate image

o


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o C : V

o Memor card:stick

EAS& STEPS TO REA8 KODAK PICTURES

Ste6 7;

pload our #ictures.

Insert our e3ternal de"ice.

Transfer pictures -irelessl from our

phone.

Scan our print.

See all input choices.

Ste6 -;

#re"ie- Select our #ictures.Select all pictures -ith $ust one touch

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MARKETING RESEARCH OF KODAK PICTUREKIOSK1r print the pictures ou -ant.

Make eas edits to impro"e our pictureSee our pics on screen !efore ou pa .

Ste6 ;

Touch the screen to indicate ho- prints ou -ant of each

pictures ma .


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MARKETING RESEARCH OF KODAK PICTUREKIOSK/odak and the retailer. /odak


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S


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There -ere phase gi"en to me i.e.

Market sur"e for la!s and studios. Market sur"e for end users.

D#rati n ; It took appro3imatel > da s to complete the

sur"e .

MARKET SUR+E& FOR 8A%S STUDIOS

O9 ecti5e;

To find and stud "ie-s preferences of 0a!s:Studios for

picture kiosk product

It -as m goal that through the stud of #icture /iosk's

-eaknesses -ere identified from -hich solutions can !e

outlined and impro"ements carried out> such that the

compan 's o!$ecti"e of creating a uni4ue and meaningful

customer e3perience can !e achie"ed.

RESEARCH METHODO8OG& TECHNI UES

A #rimar research -as conducted using the Ouantitati"e

and Oualitati"e research techni4ue. The instrument used

-as a structured 4uestionnaire the method !eing face+to+

face inter"ie-.

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The sur"e consisted of 4uestions that measured different

aspects such as satisfaction le"els and o"erall feelings ofthe kiosk.

A structured 4uestionnaire -as formulated -hich

consisted of 4uestions relating to the usa!ilit de"ices

used !asis of preference le"el of satisfaction -ith the

features 4ualit speed etc.

SUR+E& RESU8T

The Results of the Survey Conducted for labs /

studios represented as below:

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Cus tomer visits to lab/studio in a d

5%15%

30 %

50%

Less than 20

20-50

50-90

More than 90


?. 6o- man customer "isits to la!:studio on an a"erage

in a da Q

. 2hich product are ou usingQ

INTERPRETATION; 9rom the sample si=e ?, of the

la!s:studios are mainl using 87 1rder Station product and

onl ? using /iosk product.

E. Since ho- long ou ha"e the productQ

INTERPRETATION; Most of the la!s:studios are using the

product since from J months to ? ear.

7. Is the product user+friendl .

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!ostl Produ"t use b

Amateurs#$%

Pro&essional'(%

Customers visit ) use t*e +rodu"t in a

Less than 135%

15-4035%

40-7520%

More than 710 %

MARKETING RESEARCH OF KODAK PICTUREKIOSKINTERPRETATION; 9rom inter"ie-ing the participants

most of them sa it is user+friendl .. By ;hom the most *rodu ts "re useA

,. =o; m"ny ustomers isit use *rodu t on "n " er"4e in " d"yA

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!osted E,ternal -evi"e use

35%

10%25%

30%Bluetooth

USB Driver

CD/D D

Me!or" Car#

A.e Grou+s

5%

55%

40%

13-1$ 19-2 27-35

MARKETING RESEARCH OF KODAK PICTUREKIOSK@. Mostl -hich e3ternal de"ice is use in the product to

printQ

*. Mostl -hich age group uses the productQ

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Print in a da

5

$7

100-250 250-250 More than 450

o0 o& +*oto

o 0

o & 1 a

b s

/ s t u d i o s


,. 1n -hich occasion the product is !us .

INTERPRETATION; 2eekend is the occasion -here the

product is !us @ N of the la!:studio sa s HN on

Vacation HN on 9esti"als N on ail .

? . 6o- man print are made in a da using productQ

??. 6o- fre4uentl the product is use.

INTERPRETATION; All la!s:studios sa that product is

used fre4uentl

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E,+erien"e o& 2oda3 1abs/4tu

2 1 0

4%

1

5

03 4

57 %

1

75

1 5 15 1 5

9 $

1 $

$

1 5

& # i t i n '

( i ) t u r e s

( r i n t i n '

( i ) t u r e s

* r a n s + e r r i n '

, i ) t u r e s t o

, r o # u ) t

M a - i n ' a

C a l e n # a r

M a i n ' a

. r e e t i n '

C a r #

M a - i n ' a

( a s s , o r t

/ # # i n ' * e 0 t

t o a , h o t o

1 v e r a l l

u s a 2 i l i t "

5atin.

o

0 o & l a b s / s t u d i o s

eutralSo!e hat &aer" &as"

MARKETING RESEARCH OF KODAK PICTUREKIOSK? . 2hich "alue added feature is most printedQ

INTERPRETATION; Most of them sa that Dormal collageregular are printed !ut rarel calendar card and frame.

?E. %ating the e3perience -ith each of the follo-ing tasks;

?7. a. 6o- the features of the productQ

INTERPRETATION; 0a!s:Studios are satisfied -ith the

features of product the follo-ing percentage of ans-er;

HHN sa that the features are e3cellent EHN good and

? N satisfactor .

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MARKETING RESEARCH OF KODAK PICTUREKIOSK?7. !. Satisfied -ith the editing optionQ

INTERPRETATION; All la!s:studio are satisfied.

?7. c. Satisfied -ith the speed of the productQ

INTERPRETATION; All la!s:studios are satisfied -ith the

speed.

?7. d. 6o- the 4ualit of the print gi"en ! the productQINTERPRETATION; All the la!s:studios sa that the print

4ualit is good !ut mainl depend on e3ternal de"ice.

?7. e. 6o- is the o"erall performance of the productQ

INTERPRETATION; All he la!s:studios sa that the o"er

performance is e3cellent and the are satisfied -ith theperformance.

?H. An Additional features re4uiredQ

INTERPRETATION; Yes * N re4uires follo-ing;

Add future ear's calendar.

More colors in calendar.

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?,. Ser"ice pro"ided is satisfactor .INTERPRETATION;

All the la!s:studios are satisfied -ith the ser"ice pro"ided

. Clarit of information or ad"ice pro"ided ! the ser"ice

engineer is satisfactor Q

INTERPRETATION; HHN people sa e3cellent 7 N sa good and HN sa

satisfactor .

?. The !enefit from the product;

INTERPRETATION;

0a!s:studios "ie-s are as follo-s;

As it is a self+ser"ice machine the customer itself

selects their photos -hich sa"e the time of the

la!Rstudio.

0a!s:studios !urden are reduce and there is increase

in the !usiness due to this product.

#roduct has man features and eas to operate also.

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1ther la!sRstudios does not pro"ide this kind of

ser"ice of product. eli"er time ha"e !ecame more faster than earl .

. 2hat is difficulties:pro!lem facedQ

INTERPRETATION; 0a!s:studios "ie-s are as follo-s; It is possi!le to print ? photos through this product

!ut the ser"ice engineer recommend to print H +J

photos onl -hich take time. There is no option of *3? 5si=e photo printing in the

kiosk.

#roduct is stuck -hen photo print goes more than copies.

There is a cropping pro!lem in a ne- "ersion. Sometime the -riter:rom thro-s out the C R V . There is a "irus pro!lem -hich comes from e3ternal

de"ices. Calendar onl displa till Do"em!er *. #roduct hangs -hile -orking.

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There is starting pro!lem in the product -hen started

in the morning pro!lem faced; features doesn'tdispla on screen.

Soft-are should !e compati!le -ith frontier machine

also. 1ption of #assport is difficult to use 9

E. a. Suggestion from la!s:studios;

INTERPRETATION;

There should !e more customi=e si=e.

Install Anti+"irus soft-are -hich helps to reduce !ias

attack.

There is a re4uirement of passport option setting.

There is a re4uirement for kiosk soft-are to !e

compati!le -ith frontier machine.

E. !. %ecommendation from la!s:studios;

INTERPRETATION;

Do more soft-are should !e install it create pro!lem.

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customers ha"e asked for it and e"en the feel it

should !e included in the features. The 4ualit of print is good !ut it mainl depends on

the e3ternal de"ices.

Backup and support -as good according to

la!s:studios pro"ided ! the compan for the

technical issues.

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MARKETING RESEARCH OF KODAK PICTUREKIOSKSUGGESTION RECOMMENDATION

More marketing acti"ities should !e conducted atdifferent la!s:studios for the promotion of product

usage and a-areness of different features.

The customer should !e gi"en -hole freedom and

time to use this product.

The product should !e installed at different residence

and education places like school and colleges.

There should !e a mo!ile "an carr ing this product

-hich can !e taken to the different places as per

different occasion and re4uirement like (admission

reason near the school and colleges> passport office>

picnic spots.)

There should !e more "ariet of design !ase on

different famous cartoon character like tom $err

po-er rangers etc speciall for the kids> !oll -ood

stars photo and theme for oungster and e"en tra"el

theme -hich are e"er much famous.

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There is an opportunit of this product at different

location of importance like shopping malls airport andresorts.

UESTIONNAIRE

77 1uestionnaire 77

A !rief sur"e to find out more a!out /odak Customer

"ie-s preferences for the 87 /iosk 1rder Station

product. I -ould !e grateful if ou could spare a fe-

minutes to participate in it. Thank ou for our

cooperation.?. 6o- man customer "isits to our la!:studio on an

a"erage in a da Q

0ess than +H H +, More than ,

. 2hich product are ou usingQ

87 /iosk 87 1rder Station 1therplease specif

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Bluetooth SB ri"e C : V Memor

Card:Stick

*. Mostl -hich age group uses the a!o"e productQ

?E+?* ?,+ J @+EH EH A!o"e

,. 1n -hich occasion the a!o"e product is !us Q

2eekend Vacation 9esti"als 1ther please

specif ...

? . 6o- man print ou make in a da using a!o"e

productQ

0ess than ? ? + H H +7H Morethan 7H

??. 6o- fre4uentl the a!o"e product is useQ

%arel 9re4uentl 1ccasionall Dormal

? . 2hich "alue added feature is most printedQ

Calendar Card 9rame 1thers please specif

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?E. %ate our e3perience -ith each of the follo-ing tasks;


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MARKETING RESEARCH OF KODAK PICTUREKIOSK?H. o ou -ant an additional featureQ

Yes please specif .. Do

?J. o ou think this machine should ha"e Internet

connecti"it Q

Yes Do please specif ..

..

?@. 6o- likel are ou to recommend the a!o"e product to

our customersQ

(%ate on scale of ? 0o- to 7 highl )

? E 7

?*. 6o- man times ser"ice engineer "isitedQ

?+ +J J+? more than ? times

?,. Are ou satisfied -ith the ser"iceQ

Yes Do please specif ..

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MARKETING RESEARCH OF KODAK PICTUREKIOSK. 6o- satisfied are ou -ith the clarit of information or

ad"ice pro"idedQ


62/83


8A% STUDIO DETAI8S;

8a9 St#"i ; ..

Pers n ; .. Age ;

.

8 cati n ;

Gen"er; Ma(e Fe*a(e

MARKET SUR+E& FOR CONSUMERS

1'7' O%JECTI+E

To find and stud "ie-s preferences of consumers for

picture kiosk product

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MARKETING RESEARCH OF KODAK PICTUREKIOSK1'-' RESEARCH METHODO8OG& TECHNI UES

A #rimar research -as conducted using the Ouantitati"eand Oualitati"e research techni4ue. The instrument used

-as a structured 4uestionnaire the method !eing face+to+

face inter"ie-.

Sur"e conducted in la!s and studios in different =one of

Mum!ai -ith the help of 4uestionnaire ! "isitingpersonall and inter"ie-ing the consumers.

Ouestionnaires -ere design ! me -ith help of Mr.

Shahna-a= Ansari L Asstt. Sales Manger of /odak India;

Partici6ants;

Consumer at /odak e3press.

Areas C 5ere";


64/83

6re7uentl "ustomers visit on

2 %

2 %15%

33%

8 ee l" Monthl" ))asionall" :irst ti!e

MARKETING RESEARCH OF KODAK PICTUREKIOSKThe Results of the Survey conducted for consumer

represented as below:

?. 6o- fre4uentl do ou "isit the la!:studio for o"erall

ser"iceQ

. 6o- fre4uentl do ou use the product for printing

photosQ

INTERPRETATION;

Most of the consumer uses the product fre4uentl -ith

J?N N occasionall and ?@N rarel .

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E,+erien"e o& "onsumers

1 03 4

19

34

3$

2

14

0

2$22

2

itin'(i)tures

*rans+errin',i)tures to

,ro#u)t

Ma in' aCalen#ar

Main' a.reetin' Car#

##in ' *e t toa ,hoto

5atin.s

o 0

o & " u s

t o m e r s

eutral&as"ot use

MARKETING RESEARCH OF KODAK PICTUREKIOSKH. Is the a!o"e product user+friendl Q

INTERPRETATION; 9rom inter"ie-ing the consumers allof them sa that the product is user+friendl .

=9 >atin' o+ the e0,erien)e 4ith ea)h o+ the +ollo4in' tas-s?

@. 2hich "alue added feature ou like apart from the

normal featureQ

INTERPRETATION; Calendar has J?N -hich the

consumer likes the most apart from the normal features

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5e7uirement &or internet "onne"tivit

24

$

es o

/ o

o & " u s

t o m e

MARKETING RESEARCH OF KODAK PICTUREKIOSK?N greeting card and ?*N of others -ho had use the

product first time.

*. o ou -ant an additional featureQ

INTERPRETATION; As the product is inno"ati"e and ne-

to the them from the sur"e it -as found that ? N of

them do not re4uire an additional features.

9. o you thin# this m" hine shou3d h" e $nternet onne ti ityA

@A9 o ou think this machine should ha"e 0anguage

optionQ

INTERPRETATION; B inter"ie-ing the consumer of the

product all of them sa that if there -ould !e language

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5atin. o& t*e Produ"t

/ o 0 o

& " o n s u m e r

& )ellent 4 1 22 10

.oo# 9 13 12 34 24

ot use 21 19

Satis+a)tor" 1

:eaturesitin'o,tion

S,ee# o+,ro#u)t

ualit" o+,rint

verall,er+or!an)e

5e"om m endat ion &rom lab /s t

24

10

es

o

o o& "onsum er

MARKETING RESEARCH OF KODAK PICTUREKIOSKoption that can !e more easil to operate. 6indi and

Marathi is the language re4uired in the product -hich isthe national and state language.

@@9 6o- do ou find the product please rate the follo-ing;

? . Is the pricing relati"e to our e3pectationQINTERPRETATION; The entire consumers are "er much

satisfied -ith the pricing of the print.

1%. id la!:studio recommend ou to use this productQ

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5e " omme n d a t io n to o t

2

1 0

2 2

1

2

3

4

5 a t i n . s

o0 o& "onsum e

Lo

er"i hl

i hl

e r "Lo

MARKETING RESEARCH OF KODAK PICTUREKIOSK?7. Is this product easil accessi!le to our locationQ

INTERPRETATION; The product is installed at la!s:studios-hich are at prime locations that are -h the consumers

feel that it is easil accessi!le.

?H. 6o- likel are ou to recommend the product to other

peopleQ

?J. 2hat !enefit from the product ou getQ

INTERPRETATION; Some of the user has gi"en their

"ie-s;

As it is a self+ser"ice machine -hich sa"e the time for

selection

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!ostl use +rodu"t use b

5%

35%

Male

:e!ale

8""u+ation o& t*e "onsum

11

3

$

12

Servi)e Sel+ -e!,lo"e# Bus iness Stu#ent

o""u+atio

o

0 o & " o n s u m e r s

A.e Grou+ o& t*e "onsumers19

14

1

Bet een 19 - 2 Bet een 27 - 35 ver 35

A.e Grou+

o 0

o & " o n s u m e r s

MARKETING RESEARCH OF KODAK PICTUREKIOSKGENDER;

OCCUPATION; AGE GROUP;

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MARKETING RESEARCH OF KODAK PICTUREKIOSKINTERPRETATION; 9rom the sur"e I found that most of

the users are !et-een ?, to J rs i.e. oungster categor . To gain more users in this categor the product must !e

regularl updated.

RESEARCH FINDING

INTERPRETATION;

Following are the observations:

It -as found that man consumers "isited the

la!s:studios ha"e e3perienced this product for the first

time.


73/83


It -as found from the sur"e that consumers -ho

comes for the first time la!:studio does notrecommend 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 to-ards the

product and also for ho- to use itQ

%e4uirement of internet connecti"it ;

9rom the sur"e I found that most of them re4uire

internet connecti"it

Most of them sa that internet connecti"it helps

them !ecause the can send their photo directl from

office or home and don't ha"e to carr an e3ternal

de"ice.

SUGGESTION RECOMMENDATION

9irst time user should !e gi"en -ell demo a!out the

product.

0a!s:studio should properl guide to the user insisted

of using themsel"es.

Man consumer are not a-are of the features the

reason !ehind is that the are not informed a!out it so

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2eekl Monthl 1ccasionall 9irst Time

then go to O.no. E

. 6o- fre4uentl do ou use the product for the printing

the photosQ

%arel 9re4uentl 1ccasionall

E. 1n -hich occasion ou use the productQ

Birthda


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Yes Do please specif .

J. %ate our e3perience -ith each of the follo-ing tasks;

ifficul

tDeutral


77/83


Yes please specif ... .. Do please

specif ...

? . o ou think this machine should ha"e 0anguage

optionQ

Yes please specif ... .. Do

??. 6o- do ou find the product please rate the follo-ing;


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MARKETING RESEARCH OF KODAK PICTUREKIOSK1ccupation; Ser"ice Self+emplo ed Business

1ther please specif

'

In 2hich Age group do ou !elongQ

p to ?* rs !et-een ?, and J !et-een @ and

EH o"er EH

CONC8USION

Chances are ou'll use a self+ser"ice kiosk of one sort or

another toda . The 're e"er -here.

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In the earl da s of kiosk printing the main reason to

use the self+ser"ice alternati"e -as to sa"e time. But no-kiosks ha"e gone -a !e ond that. #hoto kiosks ha"e

!ecome successful !ecause the satisf the four !asic

re4uirements consumers demand from self+ser"ice

transactional de"ices. /iosks are eas to use trust-orth

pro"ide e4ual or higher 4ualit than alternati"es and are

-idel a"aila!le. /iosks are still 4uick and con"enientUthat's for sureU!ut their primar attraction these da s is

the high 4ualit pictures and other products such as

#icture C s the deli"er at a "er afforda!le price and -ith

"irtuall no fuss.

The !enefit goes -ell !e ond con"enience. &The

4ualit of the product is higher too and the price is

e4uita!le.5 /iosks pro"ide a pleasant and satisf ing user

e3perience.

If ou ha"e ne"er used a /odak kiosk ou should tr it.

It's eas and fun. Insert our memor card or C and

follo- the on+screen instructions. You'll !e gi"en a chance

to =oom and crop reduce red+e e restore color and make

other impro"ements to our images. You can personali=e

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MARKETING RESEARCH OF KODAK PICTUREKIOSKour prints -ith te3t or !orders. And ou can produce

cards calendars and other things !esides !asic prints.%I%8IOGRAPH&

Boo"s7

Maga8ines7si"n *hoto4r"*hy

Sm"rt *hoto4r"*hy

Better *hoto4r"*hy

Articles7

5he 5imes o $ndi"- u'ust C@D EAAF

=indust"n times- M"r h %0 200

Personnel7

Mr) Shahna9a8 Ansari' sstt. S"3es M"n"4e !od"# $ndi" @td.

.e&sites7

;;;.#od"#. om

;;;.#od"#indi". om

;;;.4oo43e. om

;;;.;i#i*dei". om

htt*:++money. nn. om+m"4" ines+ ortune+ ortune 00+2008+ u33D3ist+201D%00.htm3

htt*:++;;;.3ets4odi4it"3.or4+en+ne;s+"rti 3es+storyD2,%%.htm3

htt*:++;;;."mein o. om+1111%&.htm3

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MARKETING RESEARCH OF KODAK PICTUREKIOSKhtt*:++money. nn. om+6uote+ in"n i"3s+ in"n i"3s.htm3A

symbEF! sidE1 2% re*ortE2 *eriodE"nnu"3

44490,EAAC9or'/-e"s,ee)hes/)usu!ano9,#+

marketing research of kodak picture kiosk

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