The following ppt on imc plan for Kodak Camera. The product i have chosen because now it passes through tough competition in the market. and in term of loss in the brand value.So if the codak should reposition them self and came with their digital camera segement by using the following IMC plan they would be success in the market.

1. The Communication Strategy IMC Perspective for
Kodak camera
Presented To:-
Dr. C.K. Savarwal
Presented By:-
Goutam Choudhary
Divyaprakash Mishra
ITS(Mohan Nagar)
PGDM(2013-2015)
SEC-A

2. Kodak: 130 years of history
From the invention of film stored in rolls to the creation of the first digital camera, Kodak has been one of
the most innovative photography companies for more than a century. But it has struggled to remain
competitive in the face of cheaper film produced in Japan and, later, digital cameras from China.
INTRODUCTION &BACKGROUND
1888 -The name "Kodak" was born and the KODAK camera was placed on the market, with the slogan, "You press the
button - we do the rest." This was the birth of snapshot photography, as millions of amateur picture-takers know it today.
2001 - Dan Carp became Kodak's Chairman in addition to his responsibilities as President and CEO. The KODAK
EASYSHARE System, a new line of digital cameras and docking systems that set the standard for ease of use for digital
photography, was launched.
2002 - KODAK PERFECT TOUCH Processing was introduced, which marked the expansion of the company's digital photo
processing offering to consumers. By individually scanning and digitally processing each picture, KODAK PERFECT TOUCH
Processing removes dark shadows, reveals richer detail, improves sharpness and contrast, and reveals more vibrant color in
pictures.

3. Conti……
2004 - KODAK EASYSHARE Digital Cameras was ranked highest in customer satisfaction in the $200-$399 and $400-$599 price
segments in the J.D. Power and Associates 2004 Digital Camera Satisfaction Study.
2005-Other new EASYSHARE cameras included V-series and P-series models. P-Series cameras offer advanced features for avid
photographers. Smaller than a deck of playing cards, V-series cameras blend still and video photography—offering the ability to
take print-quality still images from video, or record up to 80 continuous minutes of TV-quality videos with sound.
2006 - Antonio M. Perez became Chairman of Kodak, in addition to his role as CEO. ♦ The world's first dual-lens digital still
camera, the sleek KODAK EASYSHARE V570 zoom digital camera, was introduced. That was followed by introduction of the KODAK
EASYSHARE V610 dual lens digital camera, the world's smallest camera to feature a 10x optical zoom; and the KODAK EASYSHARE
V705 dual lens digital camera, the world's smallest ultra-wide-angle optical zoom digital camera
2007-The KODAK EASYSHARE C513 Digital Camera offers 5-megapixel resolution for under $100.

4. THE MARKET OF KODAK CAMERAS
Kodak Shutters Camera Business:-
 The market of kodak camera now in declining stage.
 Facing tuff competition in the market .
 Kodak failed to adapt to a new marketplace and new consumer attitudes.
 They were lacking in innovation.
 Because of better competitors in the market like canon, sony, nikon, yashika, olympus
panosonic,the market share of Kodak camera gradually decrease
MARKET SHARE
2012-13Market share

5. COMPETITION FACED BY KODAK
1.Challenges Faced By Kodak Company:-
 because of its limited scope and lacked in innovation and technological advancement.
2.Competition from other brands:-
 The competitors like Canon, Panasonic, Nikon, Nixon, Sony, LG etc. are the tough competitors in the market.
 All the above competitors gain a considerably higher market share than Kodak.
3.Technological advancement:-
 Kodak lacked in technical advancement which were provided by its competitors to the consumers.
 Kodak miss the opportunity to grab the market with it’s digital camera segments.
4. Problem in expanding the product:-
 Kodak also ran into problems when they expanded its core photographic products business. Fierce competition from companies
such as IBM, Apple and Sun affected the market share that Kodak had been fighting for.

6. FAILURE OF KODAK
The moment it all went wrong for Kodak
 The world's biggest film company filed for bankruptcy y, beaten by the digital revolution. The only problem
is, the enemy started within
 Update 1-19-2012 — Kodak has filed for bankruptcy protection

7. problems in IMC of Kodak
 There were 45 digital camera manufacturers producing more than 100 models priced below $1000 and they have
better IMC plans because they have so much things , convey to their consumers in term of features.
• Consumer mentality understanding:
Focused should be on selling that product which can increase their lifestyle and make them more successful.
kodak looking the consumer mentality but there technology lankness led them fall behind.
• Advertising Execution:-
Kodak emphasis more on straight sale rather than overall execution of message.
• Advertising Appeals:-
-The failure of Kodak is a failure of management imagination. It is the failure of the executive mindset that
-They were more emphasis on Rational appeals, that’s why they were not able to meet the consumer
expectation

8. Problems Conti…
Biggest Mistake Done By them Regarding Promotion:-
• It actually invented the first digital camera in 1975.
• No promotional strategy For digital Cameras which was invented by them first time in the world.
• They were loss the opportunity to aware the consumers about there invention that they were first inventors of digital camera
in the world.
• In 1975 Kodak thought that its new digital technology would cannibalize its film business. Sony and Canon saw an opening
and charged ahead with their digital cameras. When Kodak decided to get in the game it was too late. The company saw its
market share decline, as digital imaging became dominant.
• Kodak failed to adapt to a new marketplace and new consumer attitudes, through their IMC plan

9. Suggestion for IMC Strategy and recommendations for Kodak
Company background
The industry
The product lines
Branding strategy and competitive factors
Current marketing mix
Description of the product
Geographic scope
Analysis of the French market
Competitive analysis, both direct and indirect competitors
SWOT analysis of the main direct competitors and leaders on the French market : Panasonic, Nikon, Canon
Analysis of the marketing segmentation
Marketing objectives and strategy
Media strategy and communication objectives
Creative strategy and recommendations
For a better imc plan for the kodak we must have to analyse the following things Which are so much
Important:-

10. Suggestions For better IMC plan for Kodak:-
1st Step
Better Media Plan:-
• The Kodak camera need to rum MARCOM program that would change both the consumer and retailer perception of
Kodak
• A change from belief that Kodak is a point a click camera maker to the perception that it is a major player in designer
electronic
2nd Step
Campaign Objectives:-
• The campaign objective must be related to invention of camera which include all the features like sharing option , various
unique design available in six colors .
• They should have to add up mp3 players with camera . And other features like mega pixel, face detection etc.
3rd Step
The Strategy:-
• High impact on consumers through rational and advertisement through testimonial execution.
• It is more important that select social media like Facebook, Whatsupp, magazines, T.V ect . To reach both man and
women.

11. 4th Step
The Media and Vehicles:-
• T.V program selected to deliver high viewership.
• Consider especially suitable have high impact and widely viewed program aired only once a year.
• Ads for the stylus verve in the program such as the world series like DID, IPL ,AMERICAN GOTS TALENT, M.TV
ROADIES , BIGG BOSS etc..
Conti…

12. Discuss the Questions like :-
1. Compare and contrast the TRP’s and GRP’s as the media selection criteria.
2. Contrast the term reach with it’s related terms net coverage and
unduplicated audience
3.What should be the reach for this and that advertising schedule.
4.Which is more important for an advertising maximizing reach or maximizing
frequency ?explain it.

13. Budget for tools used in IMC.
Before discussing the budget we would like to lay down the tools used for IMC of Kodak camera which are as
follows:-
1. Promotion through tv advertisement during High TRP shows.
2. Brand endorsement by celebrity.
3. Promotion through social sites.
4. Public relation through trade fare, KNP in malls.
5. Promotion on Instagram.
6. Advertisement through print media in magazines.
7. Customer involvement through attractive competition like photography contest.

14. BUDGET ALLOCATIONS
Total Estimated budget – Rs, 200 crores
Tools used for imc of Kodak Investments in crore
1.Promotion through tv advertisement during High TRP shows. 70
2.Brand endorsement by celebrity. 40
3.Promotion through social sites. 30
4.Public relation through trade fare, CONOPY in malls. At delhi ,mumbai And hydrabad 20
5.Promotion on Instagram. 10
6.Advertisement through print media in magazines. 20
7. attractive competition like photography contest. 10
Total estimated budget 200

15. 1.Promotion through tv
advertisement during
High TRP shows.
17%
2.Brand
endorsement by
celebrity.
10%
3.Promotion through
social sites.
7%
4.Public relation
through trade fare,
CONOPY in malls. At
delhi ,mumbai And
hydrabad
5%
5.Promotion
on Instagram.
3%
6.Advertisement through
print media in magazines.
5%
7. attractive competition
like photography contest.
3%
Total estimated budget
50%
Investments in crore
BUDGET ALLOCATIONS Through Pie Chart

16. VARIOUS BUDGET APPROACHES
After having a clear understanding of what an advertising budget is, let us discuss the various methods of framing
the advertising budget.
• There are two types of approaches:-
Top down approaches
Bottom up approaches