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Steve Green - The Transformation


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This presentation of Steve Green is about the transformation Kodak made, from the very beginning till now.

Published in: Business, Art & Photos
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Steve Green - The Transformation

  1. 1. The Transformation Steve Green Region Managing Director, Consumer Digital Group & Graphic Communications Group, Asia Pacific Region, Eastman Kodak Company
  2. 2. A New Kodak is emerging
  3. 3. “ The idea gradually dawned on me, that what we were doing was not merely making dry plates, but that we were starting out to make photography an everyday affair… to make the camera as convenient as the pencil." - George Eastman The beginning of Kodak
  4. 4. Where did ‘Kodak’ come from?
  5. 5. Kodak operating locations Luxembourg Romania Italy New Zealand Sweden Corporate Headquarters Rochester, NY Barbados Austria Australia Argentina Bermuda Brazil Canada Chile Portugal Dominican Republic Denmark China Egypt Finland Greece Hong Kong India Iceland Hungary Indonesia Japan Poland Mexico Malaysia France England Peru Switz. South Africa Spain Russia Germany Thailand Taiwan Ukraine United States Scotland Norway Korea Neth. Bel. Col o mbia Panama Uruguay Singapore Phillipines Lebanon Turkey Dubai
  6. 6. Kodak Asia Pacific Region Regional Headquarters <ul><li>Manufacturing facilities : </li></ul><ul><li>Gunma, Japan </li></ul><ul><li>Shanghai, China </li></ul><ul><li>Xiamen, China </li></ul><ul><li>Wuxi, China </li></ul><ul><li>Goa, India </li></ul><ul><li>Malanpur, India </li></ul>Melbourne Sydney Perth Pakistan Australia New Zealand Japan Korea India Greater China Cluster South East Asia Beijing Philippines Singapore Malaysia Indonesia Thailand Taiwan Seoul Tokyo New Delhi Mumbai Shenzhen Guangzhou Shanghai Chennai Brisbane Auckland Vietnam Hong Kong Wuhan Xian Chengdu Kolkata
  7. 7. You didn’t know, did you? About 70 million pictures are captured daily with Kodak digital cameras or film. Kodak invented the digital camera in 1975 . That 40% of all printed material is touched by Kodak technology. All Oscar-winning Best Pictures have been on Kodak film - 80 years! Kodak technology is used to print 80% of the world's scratch-off lottery tickets.
  8. 8. … and there is more! Kodak Gallery has more than 70 million members and manages over 4 billion photos! Our 39 megapixel image sensor, the world's largest, is used in 3 out of 4 medium format cameras and backs. Everyday ~5% of all U.S. mail is printed by our Kodak Versamark printers. Cinesite, a Kodak subsidiary, creates visual effects for feature film and television. Our digital intermediate technology was used on 80% of all feature films in 2007.
  9. 9. The New Kodak Film Photofinishing Entertainment Group (FPEG) Consumer Digital Group (CDG) Graphic Communications Group (GCG) Other Entertainment Imaging Film Capture Aerial and Industrial Markets Enterprise Solutions Digital Print Solutions Prepress Solutions Document Imaging Security Solutions Inkjet Systems Digital Capture and Devices Image Sensor Solutions Retail Printing Solutions Consumer Imaging Services Display
  10. 10. The world’s imaging expert for filmmakers and entertainment
  11. 11. The world’s imaging expert for graphic communicators
  12. 12. The world’s imaging expert for business, government and OEMs
  13. 13. The New Kodak: 2008 Revenue ~ 60% of Kodak’s earnings from operations is digital in 2008 Traditional (Film Photofinishing Entertainment Group) The New Kodak is 70% digital revenues. Digital (Consumer Digital Group & Graphic Communications Group) Business to Consumer Business to Business The New Kodak is 60% higher-margin commercial businesses.
  14. 14. Digital Business: Critical Mass and Healthy Growth Output Capture The New Kodak digital businesses are 60% output with associated fast growing annuities businesses. Greater than $7B in 2008 Our Consumer Digital Group and Graphic Communications Group businesses share IP, innovation, sourcing and best practices. 2008 – 2011 Digital Business CAGR = 10% - 12% Consumer Digital Group Graphic Communications Group
  15. 15. Geographic Balance: Global Stability and Growth <ul><li>Strong brand worldwide </li></ul><ul><li>Well positioned to take advantage of growth outside the U.S. </li></ul>Kodak revenue/spend outside the US is 60% 2008 Revenue/Spend US outside the US
  16. 16. Key Differentiators
  17. 17. Strong Worldwide Share Positions <ul><li>Transactional production inkjet </li></ul><ul><li>Color digital printing systems (electrophotography) </li></ul><ul><li>Distributed (desktop) document scanning </li></ul><ul><li>Digital cameras </li></ul><ul><li>Kodak Gallery </li></ul>1 # 3 TOP <ul><li>Thermal CTP systems </li></ul><ul><li>Digital printing plates </li></ul><ul><li>Unified workflow software (commercial printing) </li></ul><ul><li>Production (mid to high volume) document scanning </li></ul><ul><li>Entertainment films </li></ul><ul><li>Film capture </li></ul><ul><li>Color negative paper </li></ul><ul><li>Kiosks and media </li></ul>80% Kodak Revenue Added Together =
  18. 18. Below Above Gross Profit % vs. Corporate Average Low High Growth Commercial Inkjet Kodak Gallery 2008 Digital Portfolio: Built to Grow EP Retail Solutions Enterprise Solutions Sensors Digital Capture Scanners Consumer Inkjet Digital Prepress 2008 Avg.
  19. 19. … it’s an incredible success story! <ul><li>11 digital product lines </li></ul><ul><li>provide 2/3 of our revenue </li></ul><ul><li>Kodak holds top 3 market share </li></ul><ul><li>in almost all those product lines </li></ul><ul><li>More than HALF didn’t exist at Kodak 4 years ago </li></ul>
  20. 20. Brand Transformation
  21. 21. Winds of Change Video
  22. 22. Perceptions of Kodak Over the Years <ul><ul><ul><li>Trustworthy </li></ul></ul></ul><ul><ul><ul><li>Reliable </li></ul></ul></ul><ul><ul><ul><li>Caring & Human </li></ul></ul></ul><ul><ul><ul><li>Prints & Memories </li></ul></ul></ul><ul><ul><li>Trustworthy </li></ul></ul><ul><ul><li>Reliable </li></ul></ul><ul><ul><li>Caring & Human </li></ul></ul><ul><ul><li>Prints & Memories </li></ul></ul><ul><ul><li>Film rolls </li></ul></ul><ul><ul><li>Traditional </li></ul></ul><ul><ul><li>Not high-tech </li></ul></ul>O L D N E W
  23. 23. Today We Are … product roadmaps digital services public relations customer experience web site co-marketing brand licensing brand identity product advertising image advertising product design Innovative High-tech Leader in new imaging categories Modern, young
  24. 24. Kodak at the Beijing 2008 Olympics
  25. 25. Kodak at the Beijing 2008 Olympics Kodak Image Center showcase digital printing technologies (Nexpress & workflow) producing on-demand, full-color materials, postcards, newsletters. The Kodak Experience - self-service kiosks Accreditation and ID Services utilizing Kodak scanner, camera & thermal printer
  26. 26. Sponsorships…
  27. 27. &quot;We are thrilled to expand our relationship with Kodak …,&quot; said Tim Cindric, President of Penske Performance, Inc. &quot;I am excited to see the familiar Kodak yellow and red on the track at Talladega in April as they return to Nextel Cup primary sponsorship.” &quot;Our motorsports relationships help us create business opportunities with other sponsors and racing enthusiasts, whether they're die-hard Nascar fans or business partners in the racing community,&quot; said Jeffrey W. Hayzlett
  28. 29. Kodak Episode/Key Results <ul><li>4.4 Kodak mentions/minute for 43 minute episode </li></ul><ul><li>6.3 Rating ( Apprentice Premier: 4.9; Desperate Housewives: 7.5; CSI: 5.9; 60 Minutes: 4.2) </li></ul><ul><li>Total Impressions/Reach = 89,268,000 </li></ul><ul><li>Sales Doubled the Week Following the Show </li></ul>
  29. 30. PR Sampling “ Lennox Lewis @ CES” Jan. 17 & 18, 2008 Viewership: 3,268,000 “ Gene Simmons Appearance” Jan. 18, 2008 Viewership: 2,100,000 &quot;Inner Tube: Dots All“ Dec. 6, 2007 Circulation: 2,791,680 (Print and Online) &quot;NBC Shares 'Apprentice' Wealth“ Dec. 6, 2007 Circulation: 876,585 (Print and Online) “ Seen & Heard” (Lennox Lewis @ CES) Jan. 16, 2008 Circulation: 1,310,931 Kodak Has Some Fun in Printer Spot Jan. 22, 2008 Circulation: 154,751 (Online) RollingStone .com &quot;Gene Simmons Exhiled from Planet Kodak“ Jan. 18, 2008 Circulation: 5,916,260 (Online) &quot;Kodak handiwork on 'Apprentice' episode“ Jan. 18, 2008 Circulation: 149,386
  30. 31. 360 Marketing Campaign: At Retail <ul><li>Integrated Content into Existing Activities </li></ul><ul><li>FSI to 40M </li></ul><ul><li>Promotions </li></ul><ul><li>Themed Merchandising </li></ul><ul><li>Themed Demo Days @ >1500 stores </li></ul>
  31. 32. 360 Marketing Campaign: Kodak Online <ul><li>Microsite – </li></ul><ul><ul><li>Content Links, Poll, Printable Projects </li></ul></ul><ul><ul><li>Kodak store Promo </li></ul></ul><ul><ul><li>Photo Contest: </li></ul></ul><ul><ul><ul><li>Entries: 4,183 </li></ul></ul></ul><ul><ul><ul><li>Views: 1,082,963 </li></ul></ul></ul><ul><li>Blogs </li></ul><ul><ul><li>Used for Behind the Scenes stories </li></ul></ul>
  32. 33. 360 Marketing Campaign: Events <ul><li>CES </li></ul><ul><li>Lennox Lewis Guest Appearance </li></ul><ul><ul><li>500 Autographs </li></ul></ul><ul><ul><li>50,000 Booth Visitors </li></ul></ul><ul><ul><li>7 New Media Interviews </li></ul></ul><ul><ul><li>17M Impressions </li></ul></ul><ul><li>Employee Celebration </li></ul><ul><li>Viewing Parties Across the Country </li></ul><ul><li>Home Parties/Kits </li></ul>360 Marketing Campaign: Other Online <ul><li> </li></ul><ul><li>Banners: 8M impressions, .37 CTR </li></ul><ul><li>Pre-roll: ~800k impressions; .19% CTR </li></ul><ul><li>18.48% interaction rate (electronics benchmark 7.13%) </li></ul><ul><li> Celebrity Apprentice ‘Clip of the Week’ </li></ul><ul><li>337,883 impressions, .13 CTR </li></ul><ul><li>Pre-roll: 14,633 impressions, 0.9 CTR </li></ul>
  33. 34. Brand Activation Kodak at the Beijing 2008 Olympics
  34. 35. Kodak 2.0
  35. 36. <ul><li>Kodak 2.0 </li></ul><ul><li>Moments = </li></ul><ul><li>Momentum </li></ul>
  36. 37. Kodak Momentum
  37. 38. Q&A Session
  38. 39. Thank You!