CASE STUDY OF KODAK PHOTO CD

3. Group Members
Name ID
Md:Mafijul Haque 14202167
Shariful Islam 14202166
Fateur Rahman Shibly 14202090
Tanvir Hussain Shaikat 14202133

5. George Eastman revolutionized photography
created Kodak in 1880
Manufacturer of film
“You push the button, we do the rest”
In 1935, Kodak produced the first mass-market color film in 16mm and 8mm.
1970s- Kodak owned the film market with a 90% market share
Created the first Digital camera in the 1970s
Did not want to threaten their film business, did not go through with the marketing
of the Digital camera
Because of this, other digital camera companies, such as Nikon, Sony and Fujifilm
put pressure on Kodak, and their sales began to plummet.
On January 18th, 2012, Kodak filed for Chapter 11 bankruptcy protection.

6. • Photo CD is a system designed
by Kodak for digitizing and
saving photos in a CD.
Launched in 1992, the discs
were designed to hold nearly
100 high quality images,
scanned prints and slides using
special proprietary encoding.
Photo CDs are defined in
the Beige Book and conform to
the CD-RO XA and CD-i
Bridge specifications as well.
They were intended to play
on CD-i players, Photo CD
players (Apple's Power CD for
example)

7. QUESTION #1
How new a product is Photo a CD? Give your
answer, what special marketing challenges
does Kodak face?

8. ANSWER
Photo CD is a system
designed by Kodak for
digitizing and saving photos
in a CD. The CD’s were
designed to hold nearly 100
high quality images, scanned
prints and slides using special
proprietary encoding.

9. Continued…
Marketing Challenges:
 Lead Generation
 Target Audience
 Content Marketing
 Social Media
 Latest Marketing
Trends
 Increasing ROI

10. QUESTION #2
Examine the benefits Photo CD offers
consumers. Which of the three target-market
strategies would you recommend?

11. THE BENEFITS OF PHOTO CD
Storing pictures.
Displaying picture on a
TV screen.
Holds up a good
number of picture.
Picture can be viewed,
rearranged, combined
with sound.
Copied one CD with
another.

12. PRODUCTS

13. Target Market
Target marketing is
about attracting
customers who will buy
what you’re selling.
A well-defined target
market is the first
element of a marketing
strategy.

14. Three Target Market Strategies
Geographic.
Psychographic.
Demographic.

15. KODAK PHOTO CD

17. QUESTION NO - 3
How should the marketing efforts directed to
the business users differ from the marketing
aimed at consumer?

18. Photo CD catalog disc can store 6000 images
and provide on screen menu to business user.
Allow to store large film format.
Developed photo CD technology to
incorporate high quality pictures in desktop
publishing.
Knowledge to design ‘ Easy To Use System’.
Understanding of consumers needs and how
they use image.
Security features.

19. Recommendation
• Discontinue unprofitable products
• Change middle to high-level management
• Launch new and innovative product
• Move to another business segment such as movie and
entertainment
• Focus on high potential products
– Kiosks and mini-lab
– Online services such as photo printing and sharing
• Emphasize on niche market i.e. medical market and
professional
19

20. Conclusion
Kodak introduce us with a updated electronic
storage device which change our concept of
storing photo. Different models and theoretical
concepts were applied to identify key factors
that have led the company from where it was
to where it stands today.