Branding Aquí y Ahora - Ponencia Kodak

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Branding Aquí y Ahora - Ponencia Kodak

  1. 1. Kodak’s Digital Transformation Stephane Lievain Vice President Marketing Europe, Africa, Middle-East Graphic Communications Group June 14, 2007 Graphic Communications Group
  2. 2. a journey of transformation Business Model Products Technologies Culture Brand Image Services Organization Operations Graphic Communications Group
  3. 3. pull forward a strong legacy 19/06/07 3 Graphic Communications Group
  4. 4. Branding our Values and Traits Values Generosity, Sharing, Thought for Others, Optimistic View of Life Traits George Eastman Quality Trust Ease of Use Innovation 19/06/07 4 Graphic Communications Group
  5. 5. Imagine a Business Heavily vertically integrated Long manufacturing cycles High cost labor markets Very strong market share High margins … Along comes digital imaging. Film sales decline rapidly. What do you do? 19/06/07 5 Graphic Communications Group
  6. 6. Eastman Kodak Revenue 2003-2007 2003 – 2007 CAGR*: 7% to 8% * Compound Annual Growth Rate ($ in Millions) New Technologies Digital ~+36%* Traditional~ –16%* 19/06/07 6 Graphic Communications Group
  7. 7. Continuous Kodak Leadership for >30 Years World’s First 1975 Megapixel Sensor 1980 1985 World’s First Prototype Camera Bayer Pattern Array (Kodak Patent) 1990 1995 First Consumer Camera Mars (Kodak Technology Rover In Apple QuickTake) TG1 T4 Camera VDD FD PD1 RG TG2 T5 T3 FD PD2 2000 TG3 T2 T6 FD PD3 TG4 RSEL T7 T1 FD PD4 4-shared Pixel Schematic 2005 4T-4S Shared Foundation CIS Technology 4T-Pinned Diode 2010 39 Megapixel Foundation CIS Sensor Technology 19/06/07 7 Graphic Communications Group
  8. 8. Focusing on our Customers Graphic Communications Consumer Digital Film Products Group (GCG) Group Group • Enterprise Solutions • Digital Capture • Entertainment • Digital Print Solutions • Home Printing • Film Capture • Prepress Solutions • Inkjet Systems • Aerial and Industrial Markets • Document Imaging • Image Sensor Solutions • Gallery • Retail Printing 19/06/07 8 Graphic Communications Group
  9. 9. A Driving Force in Imaging Innovation B&W era Color era Digital era Graphics Consumer 19/06/07 9 Graphic Communications Group
  10. 10. Building the Kodak GCG Business Kodak Commercial Imaging Group September 2003 January 2004 April 2004 January 2005 April 2005 June 2005 • Joint Venture • Acquisition of • Acquisition of • Realignment of • Acquisition of • Acquisition KPG Scitex Digital Heidelberg Document Kodak of Creo Printing ! Digital Products & Polychrome • Joint Venture Formation of Imaging and Services Graphics Heidelberg/ Kodak full ownership into GCG NexPress Versamark of NexPress • Encad 19/06/07 10 Graphic Communications Group
  11. 11. The Industry’s Broadest Integrated Portfolio Workflow Scanners Creative Proofing Service and Digital Print Support Output Consumables Security 19/06/07 11 Graphic Communications Group
  12. 12. Consumer Digital Imaging: Portfolio Roles Retail Digital Capture Consumer Inkjet Imaging Unit Printing and Devices Imaging Services Systems Sensors (film & digital printing) Digital cameras, IP, Web merchandise Desktop inkjet CMOS & Retail Kiosks. Mobile imaging, and services. printers, inks, CCD Color paper, chemistry. Imaging accessories, Consumer software. and papers sensors, Products Retail stores, service. Snapshot printers, Direct marketing. modules Wholesale finishing. Batteries Scale, Scale, Channel Channel Portfolio Expansion Role into High Margin, Portfolio Portfolio High Growth Opportunities Enabler Enabler Cash, Stability, Relevance Direct New New Profitability Channel Kodak Kodak Market Market 19/06/07 12 Graphic Communications Group
  13. 13. The Power of Color Color reduces More than 60% search time by of buying decisions are Color emphasizes important point as much as and increases retention 82% based on color 80% Color improves brand recognition Payment response by up to 80% for invoices produced in color improves by almost 30% Source: InfoTrends, 2007 19/06/07 13 Graphic Communications Group
  14. 14. Designing Products for a New Kodak 19/06/07 14 Graphic Communications Group
  15. 15. Evolving the Mark with the Times Circa 1907 Circa 1935 1960 1971 1987 2006 19/06/07 15 Graphic Communications Group
  16. 16. Designing Products for a New Kodak Energizing 19/06/07 16 Graphic Communications Group
  17. 17. Designing Products for a New Kodak Distinctive 19/06/07 17 Graphic Communications Group
  18. 18. Designing Products for a New Kodak Approachable 19/06/07 18 Graphic Communications Group
  19. 19. Designing Products for a New Kodak Confident 19/06/07 19 Graphic Communications Group
  20. 20. Designing Products for a New Kodak Stimulating 19/06/07 20 Graphic Communications Group
  21. 21. Designing Products for a New Kodak IMAGINATIVE 19/06/07 21 Graphic Communications Group
  22. 22. Designing Products for a New Kodak Dynamic 19/06/07 22 Graphic Communications Group
  23. 23. Designing Products for a New Kodak Innovative 19/06/07 23 Graphic Communications Group
  24. 24. For Consumers Friendly New V1003, V803 cameras quot; 10- and 8-megapixel resolution quot; 3X zoom quot; eight colors 19/06/07 24 Graphic Communications Group
  25. 25. For Consumers Kodak EasyShare all-in-one printers # Easy-to-use software makes printing simple 19/06/07 25 Graphic Communications Group
  26. 26. Game Changing Claims and Business Model Unique Breakthrough Consumer Proposition Business Model Save up to 50% on everything black ink NICHE MARKET Premium you print $9.99 color ink $14.99 10¢ HARDWARE PRICING a print REAL EASY Commodity NOT ECONOMIC REAL KODAK REAL VALUE Low High QUALITY (documents and pictures!) COST OF PRINTING 19/06/07 26 Graphic Communications Group
  27. 27. Designing Products for a New Kodak Clear Leader 19/06/07 27 Graphic Communications Group
  28. 28. Improving Profits Personalized Communications Percent Increase Repeat Orders 47.6% Response Rate 36.0% Response Time 33.9% Overall Revenue/Profit 31.6% Order Size/Value 24.5% Source: InfoTrends. (Document shown was not used in study.) 19/06/07 28 Graphic Communications Group
  29. 29. Personalized Campaign – Financial Services Results $15 million in new CD investments 19/06/07 29 Graphic Communications Group
  30. 30. Personalized Campaign – Consumer Footware 19/06/07 30 Graphic Communications Group
  31. 31. Personalized Campaign – Consumer Footware 19/06/07 31 Graphic Communications Group
  32. 32. Targeted Communications Are Key 19/06/07 32 Graphic Communications Group
  33. 33. Unifying Communications 19/06/07 33 Graphic Communications Group
  34. 34. “Play Ball!” 19/06/07 34 Graphic Communications Group
  35. 35. Drive To pURL quot; Extension of outreach piece: • Synergistic in terms of look and feel quot; Additional survey information captured to: • Further qualify prospect • Drive additional variable messaging: – Favorite baseball team – Ballpark trivia question • Drive offer fulfillment 19/06/07 35 Graphic Communications Group
  36. 36. Driving Additional Response quot; Reminder postcard: • Mailed to all non-responders quot; HTML E-mail blast quot; On-line collateral templates: • Tool for sales reps to customize, print and send to high-potential prospects 19/06/07 36 Graphic Communications Group
  37. 37. Creating Demand for Print Driving Providing demand access to for digital digital print print services Print Service Enterprise/ Provider Marketer 19/06/07 37 Graphic Communications Group
  38. 38. Leading with Digital 2005 #2 - digital camera sell-through #1 - snapshot printers #1 - retail photo kiosks #1 - online services 19/06/07 38 Graphic Communications Group
  39. 39. The World’s Imaging Leader Global company with 2006 annual revenues of $13.3 billion Technology pioneer with 28,000 U.S. patents Among the world’s most recognized and respected brands 19/06/07 39 Graphic Communications Group
  40. 40. A New Kodak Emerges Revenue 2006 2007 Projection Total $10.7 B $10B – 10.4 B Traditional Traditional Digital Digital Commercial Commercial Consumer Consumer 19/06/07 40 Graphic Communications Group
  41. 41. Earning Respect: Comments, Awards Recognize Change “It has its priorities straight: great-looking photos “The results are pretty impressive… Whether or not that last a lifetime; easy-to-use controls; American- Kodak strikes it rich in this market, its entry looks based toll-free tech support; and speeds and features like a winner for consumers.“ – Steve Wildstrom, that are no embarrassment. More important, it BusinessWeek, May 3, 2007 makes a world-rocking point about the razor- blades model that’s lined the coffers of the inkjet industry for years.” – David Pogue, The New York Times, May 17, 2007 “Get a smart printer…Kodak EasyShare 5300 AiO printer, $200, replacement ink, $10 for black, $15 for color; kodak.com” – “Hype aside, Kodak has delivered a very respectable Staff, Parenting, June 2007 home printer… I welcome Kodak's return to the inkjet market. Whenever industry rivals try to one-up each other, the winner is inevitably the consumer.“ – Ed Baig, USA Today, May 3, 2007 “I reckon that Kodak's Easyshare has a decent chance. Like Netflix and Time Warner, its rival has prepared the ground with a pricing policy that infuriates lots of people. Unlike Time Warner, it has responded by offering consumers something “Per cartridge, consumers can print the same number different, which is the beauty of unfettered of pages at half the cost of other inkjet printers.” – capitalism. I might even pop out and buy one myself. Staff, Family Circle, June 2007 – John Gapper, Financial Times, May 21, 2007 19/06/07 41 Graphic Communications Group
  42. 42. The Strength of our Brand Kodak Among Top 5 Most Trusted Brands Overseas and in U.S. Global Marketing Insite, Forrester Research, Inc. January 2005 October 2003 Kodak #1 Imaging Brand in China 25 Million Members Interbrand, August 2004 Kodak #3 Brand in Asia Synovate, January 2005 19/06/07 42 Graphic Communications Group
  43. 43. Evolving the mark with the times Circa 1907 Circa 1935 1960 1971 1987 2006 19/06/07 43 Graphic Communications Group
  44. 44. a journey of transformation Business Model Products Technologies Culture Brand Image Services Organization Operations Graphic Communications Group
  45. 45. 19/06/07 45 © Kodak, 2007. Kodak, and MarketMover are trademarks of Kodak. Graphic Communications Group

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