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TABLE OF CONTENTS
KODAK……………………………………………………………………………………………… 1
IMC CAMPAIGN…………………………………………………………………………………. 1
Table of Contents………………………………………………………………………………..2
Executive Summary …………………………………………………………………………….3
Backgrounder……………………………………………………………………………………. 6
SWOT Analysis…………………………………………………………………………………….11
Target Consumer Definition…………………………………………………………………12
Marketing Campaign Objectives & Strategies………………………………………..15
Points of Parity……………………………………………………………………………………16
Creative Brief………………………………………………………………………………………18
Conclusion…………………………………………………………………………………………20
EXECUTIVE SUMMARY
Kodak is a global technology company focused on print and advanced materials &
chemicals. They provide industry-leading hardware, software, consumables and services
primarily to customers in commercial print, packaging, publishing, manufacturing and
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entertainment. Kodak has been a household name for over 130 years. “Capturing Memories,”
Kodaks newest IMC campaign focuses on introducing the historical world of Kodak into the
homes of up-and-coming families in America. Millennials not only are the future of Kodaks
potential partnerships but also the generation starting families and making a lot of memories
and what way to make memories than by capturing it.
OVERVIEW
On January 1, 1881, Eastman and Strong formed a partnership called the Eastman Dry
Plate Company. While actively managing all phases of the firm's activities, he continued
research in an effort to simplify photography. In 1884, the Eastman-Strong partnership had
given way to a new firm -- the Eastman Dry Plate and Film Company -- with 14 shareowners. A
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successive concern -- the Eastman Company, was formed in 1889. Kodak used to be king when
it came to cameras and film. In 1976, Kodak had a near monopoly of the U.S. photography
market, accounting for 90% of film and 85% of camera sales. Kodak and fashion retailer Forever
21 have teamed up on a new apparel collection for the Fall 2018 season featuring some of
Kodak’s many logos and designs from the Kodak brand’s storied history. The bright and vibrant
apparel uses many of the original colors from Kodak branding and packaging from the 90’s and
draws inspiration from Kodak’s days as a standout NASCAR team sponsor. The collection offers
women’s t-shirts, crop tops, jackets and lounge wear; the men’s line includes tees, polos,
pullovers and jerseys. Altogether twenty-six different items will be available in 600+ stores
globally and are available in men’s, women’s and junior sizes. Kodak has been working on
collaborations to drive brand awareness and advocacy with new audiences.
MARKETING AUDIENCE
Kodak has definitely been around through many generations, that’s why I feel it would be a key
target to focus on Millennials as their future. The millennial generation is shaping the modern
workforce. While the millennial’s role as an employee in the workplace is important, one of the
biggest drivers of economic growth (and the shape of the modern workplace) is
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entrepreneurship. New and small businesses represent the majority of job growth and help to
spark new trends and drive new technologies in various industries. 130 years since it was
established, camera giant Kodak has a new strategy for success focused on entrepreneurial
marketing, cool collaborations and leveraging the brand’s vintage assets to tap into the ‘new
nostalgia’. Kodak is a company in complete transformation. From reinventing the product
experience to finding innovative new ways to market, the focus is on bringing the company
back to founder George Eastman’s original vision from the 1880s. Kodak wants to find pockets
of space where the Kodak brand can shine, either through new tech, in-house digital businesses
or licensee agreements. The future strategy will see Kodak look for more brand relevant
categories within which it can develop new startup businesses. Leveraging the brand and
marketing muscle to create completely new businesses. Building business plans rather than
being a traditional marketing team, finding partners to do it with or investors. Entrepreneurship
and new ventures have the most significant impact on the economy, driving job growth,
shaping the future of work, and creating entirely new products and services.
BACKGROUNDER
HISTORY-The company has been called Eastman Kodak Company since 1892, when Eastman
Kodak Company of New York was organized. In 1901, the Eastman Kodak Company of New
Jersey was formed under the laws of that state. Eastman built his business on four basic
principles. Focus on the customer, mass production at low cost, worldwide distribution and
extensive advertising. Eastman introduced the Kodak camera in 1888. Thanks to his inventive
genius, anyone could now take pictures with a handheld camera simply by pressing a button.
He coined the slogan, "you press the button, we do the rest," and within a year it became a
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well-known phrase. Later, with advertising managers and agencies carrying out his ideas,
magazines, newspapers, displays and billboards bore the Kodak banner. Space was taken at
world expositions, and the "Kodak Girl," with the style of her clothes and the camera she
carried changing every year, smiled engagingly at photographers everywhere. In 1897, the word
"Kodak" sparkled from. The word "Kodak" was first registered as a trademark in 1888. There
has been some fanciful speculation, from time to time, on how the name was originated. But
the plain truth is that Eastman invented it out of thin air. He explained: "I devised the name
myself. The letter 'K' had been a favorite with me -- it seems a strong, incisive sort of letter. It
became a question of trying out a great number of combinations of letters that made words
starting and ending with 'K.' The word 'Kodak' is the result." Eastman also selected Kodak's
distinctive yellow trade dress, which is widely known throughout the world.
INDUSTRY LEADER
Kodak is a global technology company focused on print and advanced materials & chemicals.
They provide industry-leading hardware, software, consumables and services primarily to
customers in commercial print, packaging, publishing, manufacturing and entertainment. They
are committed to environmental stewardship and ongoing leadership in developing sustainable
solutions. Their broad portfolio of superior products, responsive support and world-class R&D
make Kodak solutions a smart investment for customers looking to improve their profitability
and drive growth. Kodak is committed to meeting the needs of an ever-changing world. Their
tradition of social and environmental responsibility, combined with our innovative customer
solutions, make Kodak the right partner for those pursuing sustainable business growth in
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today's marketplace. Kodak R&D is at the forefront of science and applications The LOI signed
during an event at Kodak Center in Rochester attended by Kodak management and senior
government officials indicates Kodak’s successful completion of DFC’s initial screening and will
be followed by standard due diligence conducted by the agency before financing is formally
committed. Once fully operational, Kodak Pharmaceuticals would have the capacity at Eastman
Business Park to produce up to 25 percent of active pharmaceutical ingredients used in non-
biologic, non-antibacterial, generic pharmaceuticals while supporting 360 direct jobs and an
additional 1,200 indirectly.
CHALLENGES
But the move to digital photography in the early 2000s hit the company hard. Ironically, Kodak
actually invented the first digital camera back in 1975, but at the time, film was the company’s
golden egg and executives were hesitant to change. In 2012, Kodak filed for chapter 11
bankruptcy. Kodak emerged from bankruptcy in September 2013 as a much leaner company,
mostly focused on high-speed digital printing technology and flexible packaging for consumer
goods. After a short stint in phone and tablet business, Kodak raised eyebrows in 2018 after
it announced its foray into cryptocurrency. But none of these ventures seemed to stick. Now, as
the coronavirus sweeps across the world, Kodak has another opportunity to revive its business
in the form of a $765 million government loan to produce generic pharmaceutical ingredients.
But the loan, which is still just a letter of interest, has been put on hold while the SEC
investigates the circumstances around Kodak’s disclosures. Watch the video above to learn
more about why Kodak is pivoting to pharmaceuticals.
PRESENCE
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Kodak Tower is a 19-story skyscraper in the High Falls District of Rochester, New York, and is
part of the Eastman Kodak Headquarters complex. It has a roof height of 340 ft (103.6 m) and
stands 366 ft (111.6 m) with its antenna spire included. It was Rochester, New York's tallest
building for over 50 years. Kodak is alive and well! As a Rochester staple, they have risen
from the ashes and are still operating today. Although local employment has dropped to
a fraction in comparison to its peak in 1982, the company has earned $1.3 billion in
revenue in 2018. However, in 2017 Kodak earned $94 million with a disappointing net
loss of $14 million. Despite the loss, the company still continues to directly contribute to
the Rochester community. Not only does Kodak continue to contribute to the
community, it also takes up a good amount of space in Rochester. The Kodak Park was
renamed Eastman Business Park which is a sprawling 1,200-acre research &
development. Also included is a manufacturing campus with over 16 million square feet
of multi-scale manufacturing, distribution, lab and office space. Within the campus there
are 114 onsite companies that employ more than 6,000 people working in a variety of
different industries related to next-generation technologies.
SLOGANS HISTORY
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"You Press the Button, We Do the Rest" was an advertising slogan coined by George Eastman,
the founder of Kodak, in 1888. Eastman believed in making photography available to the world
and making it possible for anyone who had the desire to take great pictures. Until then, taking
photographs was a complicated process that could only be accomplished if the photographer
could process and develop film. With his new slogan, Eastman and the Eastman Kodak
Company became wildly successful and helped make photography popular.
SWOT Analysis
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TARGET CONSUMER DEFINITION
Millennials hold the power to do this, as we will soon see them start small businesses in
ever- Despite a reputation for being lazy and unmotivated, Millennials are proving themselves
well suited to small business ownership. Young people are on the cusp of trends and
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technology. One such emerging digital business is Kodakit, a platform used by brands like Uber
and Deliveroo to commission photographers for shoots. Photographers register on the platform
and then once selected businesses send over the specs for the photoshoot they wish to
commission. Once the bespoke shoot is finished the photographer edits the images and uploads
them to the Kodakit platform, from where the client downloads the photos. Kodak manages
and processes all the payments and licensing on behalf of the photographer, who has the fee
paid straight into their account. The brand’s support of the photographic community extends to
collaborating with a host of young, emerging photographers. including the likes of Rosie
Matheson and Krissy Saleh. Discovering them via Instagram, Kodak supports these
photographers through their personal projects, as well as working with them on creating
content for the brand. In true Kodak fashion, ‘Kodak moment’ has flipped the other way with
young people developing a real passion for modern nostalgia that is helping to fuel demand for
instant print, now one of Kodak’s biggest categories. Ensuring that a 130-year-old technology
company maintains its relevancy is no mean feat. Having grown its Instagram following to more
than 300,000 over the past three years, Kodak is now turning its attention to using YouTube as
a publishing platform. The Millennial Lifestyle is all about living in a truly free and open society
in which the opportunities for success are above and beyond our wildest expectations. It’s an
idea that the workplace is not a prison, but a place where we can make a difference.
THE OUTLOOK -A workplace in which it’s not about “me, me, me” – as someone
would suggest – but about “how can I help?” Ultimately, the Millennial Lifestyle is one where
we do not neglect our own well-being or desires – and thus chase our dreams – while working
with a mantra of #peoplefirst. With Kodak focusing on partnerships with entrepreneurs, this is
the step into the future they needed to take.
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POTENTIAL MARKET
The Millennial Lifestyle is all about living in a truly free and open society in which
the opportunities for success are above and beyond our wildest expectations. It’s an idea
that the workplace is not a prison, but a place where we can make a difference. A workplace
in which it’s not about “me, me, me” – as someone would suggest – but about “how can I
help?” Ultimately, the Millennial Lifestyle is one where we do not neglect our own well-
being or desires – and thus chase our dreams – while working with a mantra of #peoplefirst.
With Kodak focusing on partnerships with entrepreneurs, this is the step into the future they
needed to take
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MILLENNIALS In true Kodak fashion, ‘Kodak moment’ has flipped the other way with
young people developing a real passion for modern nostalgia that is helping to fuel demand
for instant print, now one of Kodak’s biggest categories. Ensuring that a 130-year old
technology company maintains its relevancy is no mean feat. Having grown its Instagram
following to more than 300,000 over the past three years, Kodak is now turning its
attention to using YouTube as a publishing platform.
POTENTIAL CUSTOMERS- MILLENIALS
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MARKETING CAMPAIGN OBJECTIVES & STRATEGIES
GOAL: Market brand to Millennials to start relationships for future business
partnerships. Making our name know in future generations households.
OBJECTIVES & STRATEGIES:
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1. Improve brand awareness amongst the Millennials with
collaborations.
• Create campaign to promote 25% off to new business launchings
• Use social media to reach out to millennials and also Gen Z for
future clients
• Update blog daily promoting brand menu to audiences
• Update and promote website on social medias
2. To increase followers by 40% in 12 months in audience and business
• Post daily promotions on all top social medias and local pages
• Offer discounts on a different service each month
• Offer affordable startup packages
• Promotional contracts with brands with future ties.
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POINTS OF PARITY
RATIONAL EMOTIONAL
VERSITILE
DIVERSITY
HISTORY
SALES
CLASSIC
QUALITY
COMFORTING
FAMILY ORIENTED
HOME
TIMELESS
MEMORIES
NEW BEGINNINGS
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*CREATIVE STRATEGY STATEMENT-
KODAK-
“YOU PUSH THE BUTTON WE DO THE REST”
Capturing Memories Since 1888.
*REJECTED STATEMENTS-
“BRINGING KODAK BACK TO FAMILIES”
“JOIN KODAK BRAND PARTNERSHIP”
“MEMORIES FADE BUT CAN ALWAYS BE CAPTURED”
“AMERICAN MADE MEMORIES”
*TAG LINE-
“CAPTURING MEMORIES”
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CREATIVE BRIEF
What are we advertising?
A partnership, quality Digital imaging, photographic materials,
equipment and services products such as software and tech for
commercial printing after trying out cellphones, tablets and a digital
currency called KodakCoin.
Whom are we talking to?
All families across the globe, entrepreneurs, photographers, millennials
and Gen Z’s seeking partnership and collaborations in marketing in the
digital world. Fashion or any brand wanting to collaborate on photo
shoots or anything having to do with photos.
What do they currently think?
Millennials and Gen Z’s currently think this is the hype new way to launch
brands, ad campaigns and photo shoots. Collaborating with a classic
American name that started it all. Millennials are indulging in film,
developing and the original way to print photos.
What would we like them to think?
We would like them to think exactly the way they are. Historic views
and keeping classic film alive, while giving a boost to an old brand by
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also boosting their new bands. Wanting to keep collaborating with
Kodak driving heavy into the future together. Helping each other.
What’s the single most persuasive idea we can convey?
The single most persuasive idea we can convey is to market with
Kodak. Creating as many new partnerships as possible ensuring future
collaborations and clients or followers. Paving the way into the future
with new innovative solutions.
Why should they believe it?
They should believe it because they are witnessing it with their own
eyes. With rich history proving this company can outlast and also being
the original creator or photos in general.
Without Kodak who knows who would have discovered all if its
creations.
Are there any creative guidelines?
That’s the thing there are no guidelines other than the collaboration plan
the companies come up with together. The sky is endless with Kodak,
it’s so versatile it literally is needed for anything. The trick for us is
doing things that are relevant and that engage communities who are
influencers, like the skate, surf or creative community, without making
it feel so exclusive that you can’t be part of
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CONCLUSION
Kodak has been a part of homes across the globe being the first name in photography and
camera development. When George Eastman decided to follow his dream, it changed the
course of history forever. The people at Kodak have never gave up on making that dream last.
With new innovative ways to manufacture their brand Kodak has followed the trends into the
future by taking a whole new outlook on their sales and products even using their highly
decorated scientists to test their hand at creating and producing pharmaceuticals which is in
the making. No matter what the year is Kodak has proven they are brand that time can
withstand. Now with new entrepreneurial endeavors, teaming up with other brands and
offering incentives for those who do is great leap forward into today’s marketing. Kodak will
once again be a name that every household knows and loves as long as they can evolve with
the ever-changing times.
REFERENCES
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Retrieved from; https://www.cnbc.com/2020/01/07/streaming-wars-set-
up-fight-between-subscriptions-and-ad-based-models.html
Retrieved from;
https://www.usatoday.com/story/life/tv/2018/11/12/cord-cutting-and-
streaming-younger-viewers-cut-into-traditional-tv-viewing/1924404002/
Retrieved from; https://www.bigcommerce.com/blog/youtube-advertising/
Retrieved from; https://www.entrepreneur.com/article/83094
Albanise, Jason. (14, March. 2018). INC.com, Are Millennials the New
Entrepreneurs. Retrieved from;https://www.inc.com/amrita-khalid/boxed-
co-founder-chieh-huang-business-tips.html
Alton, Larry. (17, September. 2020). Forbes. Are M Millennials More OR Less
Likely to Start Their Own Business. Retrieved from;
https://www.forbes.com/sites/larryalton/2017/02/15/aremillennials-
more-or-less-likely-to-start-their-own-businesses/?sh=63f3bddd1301
Rogers, Charlotte. (19, December. 2018). XYZ University. From Skate To
Streetwear; Kodak
Plans To Bring Back Its Consumer Brand In A Big Way. Retrieved
from;https://www.marketingweek.com/kodak-bring-back-consumer-
brand/
Retrieved from; https://tjeffers.com/2018/04/22/the-witchery-of-
kodakery/
Retrieved from:
https://envisioningtheamericandream.com/2016/02/22/the-fading-middle-
class/
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