2. HISTORY
Eastman Kodak Company is a multinational US corporation which
produces imaging and photographic materials and equipment. Long
known for its wide range of photographic film products, Kodak is re-
focusing on two major markets: digital photography and digital printing.
The Eastman Kodak Company was founded in 1892.
GEORGE EASTMAN was founder chairman.
7. KODA K IS A LEA DING PLAY ER IN THE
INDIAN IMAGING PRODUCTS MARKET
Kodak is one of the oldest players in the photographic
film and camera markets in India.
Kodak has successfully changed the perception of photography in the
minds of consumers from being marriage-centric to a day to day usage
commodity.
Kodak has witnessed increased market penetration with products that
have built a reputation for quality and consistent performance.
8. CONTD…
Kodak is presently a market leader with a market share of 60 per
cent in the three million units camera market of India. Kodak had 47
per cent market share in digital cameras in 2003.
Kodak has taken a number of initiatives to venture into the retailing
side of business and has penetrated the market in an efficient manner.
The retail venture of Kodak is called Kodak Express. This
arrangement is similar to a franchise agreement between Kodak and
the retailer. Kodak Express is the world’s largest non-food retail chain.
9. FACTORS FOR SUCCESS
Diverse portfolio to capture the market
Bringing latest technology to the Indian Market
Wide distribution and retail network
Leveraging the India advantage
to create a manufacturing hub
10. Diverse portfolio to capture the market
Kodak has a wide product portfolio, which includes films
for amateur and professional photographers, photographic
paper and chemicals, photo-finishing services, medical/X-
ray films, graphic arts and microfilming equipment. Kodak
is one of the largest suppliers of raw stock to India’s
motion picture industry.
11. Bringing latest technology to the Indian Market
Kodak has always brought the latest technology in the photography
world to India.
• To stay abreast with digital technology, Kodak introduced Digital
Cameras, additional Multimedia kit and colour inkjet printers
• Kodak has gone into a three-way partnership with Hutch and Nokia
to provide value added services to their customers. The service allows
Hutch mobile subscribers with GPRS-enabled Nokia camera phones to
click away and have their developed pictures couriered to any
destination in India within five days.
12. Wide distribution and retail network
Kodak distributes its products through a central distribution centre
located at Mumbai and 4 regional distribution centres located in the
metros. It also has a network consisting of 27 Clearing and Forwarding
agents (CFA), 1,300 Kodak Express outlets, besides a retail distribution
network of photofinishing labs, general stores etc. It has taken fresh
initiatives like:
• Kodak Express venture was started in 1990. These outlets have been
opened in more than 300 metros and mini-metros of India and are
targeted at amateur photographers.
13. Contd…
• Kodak PhotoShop - a branded neighbourhood studio-
store also for the amateur customer.
• FMCG-style distribution operation for photographic
film, with 600 distributors taking films to grocery,
novelty, medical and lifestyle stores.
• Fotoplus retail outlets for processing and printing
colour films in different cities.
14. LEVERAGING THE INDIA ADVANTAGE
TO CREATE A MANUFACTURING HUB
Kodak manufactures colour negative films, motion picture positive
films, cardiology films and X-ray films at its Goa plant. Photo chemicals
are manufactured at the Malanpur plant in Madhya Pradesh. A part of
these photo chemicals manufactured in India are exported.
Kodak has a camera manufacturing and assembly plant near Bangalore,
which produces over four million units per year. Around 60 - 70 percent
of this centre’s products was exported to the US, Europe, West Asia and
the Far East in 2003.
15. Future Plans
• Kodak plans to launch new technologies, products and
services targeted at consumers (amateur and professional)
and health imaging areas.
• Kodak India has announced the launch of a
‘photographer-on-call-programme’ whereby consumers
can link up directly with photographers accredited by
Kodak by dialling a toll-free number.
