This document summarizes a marketing research project exploring opportunities to revamp Kodak's digital camera business. It provides background on Kodak's history and decline due to failing to transition from film to digital. A survey was conducted to understand customer preferences and willingness to pay for Kodak and competitors' cameras. Regression analysis found relationships between features like megapixels, price, and battery life with willingness to pay for Kodak. The proposed solutions are improving Kodak's brand image, offering complementary products, and extended warranties to attract customers.

1. MARKETING RESEARCH
REVAMP OF KODAK DIGITAL CAMERA
GROUP6:
Mahesh Murugesh
Gokulnath K S
Milan Agarwal
Sriram K
Niharika Gupta

2. history of kodak
 Kodak is an American company that produces imaging products with its
historic basis on photography.
 Its main business segments are Print Systems, Enterprise Inkjet Systems, Micro
3D Printing and Packaging, Software and Solutions, and Consumer and Film.
 During most of the 20th century, Kodak held a dominant position in
photographic film
 Japanese competitor - Fujifilm
 Decline in sales of photographic film – 1990s
 Kodak sold many of its patents to Apple, Google, Facebook, Amazon, etc.
 Filed for bankruptcy protection - 2012

3. problem statement
KODAK’S FAILURE TO RECOGNISE ITS STRENGTH
 Invention of digital photography
 It thought that its new digital technology would cannibalize its film business
 They don’t want to disturb revenue making film business
 Arrival of Sony and Canon – Kodak’s delay to capture market

4. Proposed Solution
 Despite declining customer needs on traditional Kodak Camera, we need to
devise a plan for Kodak for its successful launch of a DSLR product.
 We are going to evaluate Kodak Camera along with its competitors considering
all the factors like Megapixel, Price, Battery life,. etc.
 We can analyze with the data of people who are willing to buy and those who
are not willing to buy.
 On examining the people who are not willing to buy, we can get the exact
reasons which is preventing them to buy.
 With all these market research facts, we have an idea of creating our own
Kodak Model later.

5. Kodak and its competitors’ factors
Features Canon Nikon Kodak
Megapixel 18 24.2 21
Built-in Wi-Fi & NFC YES NO YES
Display (inches) 3 3 3.5
Video Resolution HD (1080 x 1920) (HD) 1920X1080 HD(1920X1080)
Storage Capacity (GB) 8 16 16
ISO Rating ISO 100 to 6400 ISO 100 to 12800 ISO 100 to 12800
Optical Zoom 3X 3X 4X
Shutter speed (1/4000) (1/4000) (1/3000)
Battery life 500 shots 700 shots 550 shots
Price (Rs.) 26999 25900 26000

6. Questionnaire
 What is your Monthly Income Range?
 Do you currently own a DSLR camera?
 How often do you use your video camera?
 Which buying medium do you prefer?
Offline or Online
 Among the above mentioned brands which will you choose based on
features?
 How much are you willing to pay for 3 brands (Canon, Nikon, Kodak)?
 If you are not choosing Kodak, then what will be the reasons for it?
Responses: 94

7. Questionnaire’s Response
Customer’s Brand Preference Age Group
Features considered for comparison

8. Regression Analysis
COEFFICIENTSA
Model
Unstandardized
Coefficients
Standardized
Coefficients
t Sig.
95.0% Confidence Interval
for B
B Std. Error Beta Lower Bound Upper Bound
(Constant) 22802.194 955.196 23.872 .000 20868.500 24735.888
MegaPixel -261.333 1504.814 -.027 -.174 .04432 -3307.669 2785.003
Price -2343.147 1671.412 -.223 -1.402 .03774 -5726.743 1040.449
Battery 2613.465 1661.489 .249 1.573 .02103 -750.043 5976.973
a. Dependent Variable: Willingness to pay for Kodak
Dependent variable: Willingness to pay for Kodak (Y)
Independent variable: Features like Mega Pixel, Price and Battery life (X1, X2, X3)

9. Inference from Regression
 P-value > 0.05
H0: There is no relationship between features and willingness to pay
 P-value < 0.05
H1: There is relationship between features and willingness to pay
 The significance of all three factors are less than 0.05, which says that there
is relationship and rejects null hypothesis.

10.  Exploratory research is an important part of any marketing
or business strategy
 It is used for defining company issues, areas for potential growth and alternative courses of
action
 Text responses will give you richer quality information that can lead to the discovery of
new initiatives or problems that should be addressed.
 Now we know the customer needs and we will concentrate on improving brand image
 We will offer complementary products like Tripod stand, Extra lenses, Spare battery,
Camera Bag, etc. to attract the market segments.
 Extended warranty period can be given compared to other competitors
Our proposed Solution

11. THANK YOU