Brief introduction of polaroid, the reasons it failed, what can be done to fix its past mistakes, ways to upgrade , how to revitalize and make a comeback from the death.

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Fading Brand
Presented by:
Pranay Agrawal
Shiksha Agrawal
Dolma T Gurung
Module Lecturer:
Ms. Jyoti shah
MC 5051

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• 1937
• Edwind land
• Sunglasses, camera, film
• Instant cameras- monopoly
1943
100% control
Owned almost all patents
10% of the US camera market

3. +
 Synonym of instant photographs
 Cool
 Live for the moment
 Piece of Art
 Highly profiled

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• 90s Sales starting falling
• drastic cost cuts
• 2001, Debt $1 billion
• Share value $60 in 1997 to 28 cents 2001
• Soon announced bankruptcy
Popularity Credibility

5. +
2002 - 2005 One equity partner
Minneapolis financier Tom peters
Bankruptcy again
2008 production stopped

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Why did they fail?
 Printed photographs replaced by Digital photography
 Lack of innovation
 Possessive about the market - ‘law of category’
 Focused more on products then value
 Poor marketing management
Irony- Instant camera not instant to adapt change.

7. +
Reinforcing Polaroid
Maintain Brand consistency
 instant photograph
 Simultaneously, update with advancement
 Eg:
 Research
 Ignorance
 "Why should we accept a 38 percent margin? I can get 70 percent in film”

8. +
Reinforcing Polaroid
Protecting sources of brand equity
 One hour photo shops - usage decreased
- Businesses stopped using Polaroid
 Digital cameras
-strong impression, poor marketing management, ignorance
 Protect by focusing on being a ‘social lubricant’
 Easy to adapt to change with core value intact
 Focus on Value than products

9. +
Reinforcing Polaroid
Fortifying
 Heavy impression – fun, luxury, artistic, OPTIONAL !
 Possessive – at the cost of entire market
 Kodak- sued
 Had they entered, different perception – serious
 Law of Category
-Leading brand promote category
-Long term sustain single handedly

10. +
Reinforcing Polaroid
Fine tuning the marketing program
 Change consumer’s perception
 The company is to blame for creating that image
 Past commercials
– Muppets, spice girls
- Luxury, fun, artistic but not NECESSARY.
 Extend the meaning of the brand
 Portray it more then just an artistic, luxury product

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Revitalizing Brand
Expanding brand awareness
 Synonym – instant photographs
 Vintage
 Increase its usage
 Social lubricant - Only internet devices social.
 Improve quality and features
 Replace the digital camera- added benefit of printing

12. +
Revitalizing Brand
Improving brand image
 80 years old
 Disappearing trend of printing photos
 Bring back the charm of pictures
 Portray Polaroid Camera as more than optional
 Add more value
- Printing along with store digitally.

13. +
Revitalizing Brand
Enter new market
 Cheaper to keep loyal customers than to attract new ones
 Regain lost customer
 Added features
-Screen display, Memory card slot, Flexible setting options
 Attract more consumers
- Video recording

14. +
Recommendations
 They should introduce the digital screen as an addition to
polaroid.
 It should be given a value for where it can be used other than
just instant photos.
 Should specify its Target Market and advertise accordingly.
 Should take advantage of the uniqueness it has.

15. +
Slowly revitalizing
After 8 years of complete obsolescence its
slowly coming back……… 2015