Kodak is launching a new IMC campaign called "Capturing Memories" to introduce the historic Kodak brand to millennial families and start new partnerships. The campaign will focus on promoting Kodak's quality imaging products and services to millennial entrepreneurs. Kodak aims to improve brand awareness and increase followers among millennials by 40% over 12 months through collaborations, discounts, and building relationships for future business opportunities. The campaign objectives are to make Kodak a known partner for new businesses and keep the brand relevant for future generations.
Technology and innovation make significant influence in today’s market and it has become the basic requirement for any organization to make the survival of any industry. Therefore, organizations try to implement technology advancements with innovation in order to protect their market position for long time. This report is based on one of famous case analysis of Eastman Kodak Company. Even the Kodak has competitive market position in traditional photography film industry; they lost their market position with digital transformation of photography.
Report explains the Kodak case with reference to the selected three strategic perspectives such as Blue ocean strategy, strategy as narrative and transient advantage. Each of these strategies discuss with three initiatives. Three initiatives such as: academic review of the theory, implication to the case study and recommendations for future improvements. Finally, it explains the conclusion and recommendations of the case analysis.
Technology and innovation make significant influence in today’s market and it has become the basic requirement for any organization to make the survival of any industry. Therefore, organizations try to implement technology advancements with innovation in order to protect their market position for long time. This report is based on one of famous case analysis of Eastman Kodak Company. Even the Kodak has competitive market position in traditional photography film industry; they lost their market position with digital transformation of photography.
Report explains the Kodak case with reference to the selected three strategic perspectives such as Blue ocean strategy, strategy as narrative and transient advantage. Each of these strategies discuss with three initiatives. Three initiatives such as: academic review of the theory, implication to the case study and recommendations for future improvements. Finally, it explains the conclusion and recommendations of the case analysis.
Know about the strengths, weaknesses, opportunities and threats of Disney. Get a detailed insight with the SWOT Analysis of Disney. Also learn about the product portfolio and Pestle factors shaping the growth of the company. Get to know the stakeholder's hierarchy in Walt Disney . The presentation is meant to provide complete overview of the company so that students can use it while undertaking case study analysis.
This presentation is all about HKD that is Hong Kong Disneyland, its background, Hong Kong Tourism, Operations, Negative Publicity and HKD's Response.......:)
Next slides are the outlineDetermine each one is low or modera.docxcurwenmichaela
Next slides are the outline
Determine each one is low or moderate or hight.
Gives some explanations to show why
Only put key words. Then in the remark, write full sentences to explain.
1
Porter’s Five Force Anaylsis
Buyers bargaining power: Low? Moderate? High?
Suppliers bargainining power: Low? Moderate? High?
Threat of new entrants: : Low? Moderate? High?
Threat of subsitutes(Outside of the industry) : Low? Moderate? High?
Rivalry among competitor: : Low? Moderate? High?
The reasons why buyers bargaining power
is low or moderate or high?
1
2
3
The reasons why Suppliers bargainining power
is low or moderate or high?
The reasons why Threat of subsitutes is low or moderate or high?
The reasons why Threat of new entrants
is low or moderate or high?
The reasons why Rivalry among competitor is low or moderate or high?
1
2
3
4
Instruction:
Read the Kodak case. Create a PowerPoint to conduct Porter’s Five force analysis. Totally 6 slides. Outline is given under attachment. Follow the outline. Due date is 4/12/2016, 20:00 p
Note: The time period you have to focus is between 1983- 2000 !!!
Below is the case.
Kodak (A)
In February 2003, Daniel A. Carp, Kodak’s chief executive officer and chairman, was reviewing 2002 data with the company’s senior executives: film sales had dropped 5% from the already weak previous year and revenues were down 3%, sliding to $12.8 billion. The film industry was “under pressure unlike ever before”, and Carp predicted a “fairly long downturn”1 for traditional photography sales as more and more consumers were turning to digital cameras, which did not require film. The company had been investing heavily in digital imaging since the early 1980s, pioneering image-sensor technology in 1986 and entering the market with a variety of products during the 1990s.
In addition, Kodak was moving more of its manufacturing to China, where it could still boast film sales, and was planning to slash 2,200 jobs, or 3% of its work force, especially in the photo-finishing business. The picture for 2003 was not any brighter: Carp expected revenues to grow slightly to $13 billion and net income to be flat or down from the $770 million the company had earned in 2002.
A native of Wytheville, Virginia, Carp had graduated in management from MIT, and had begun his career at Kodak in 1970 as a statistical analyst. Since then he had held a variety of positions, including general manager of sales for Kodak Canada, general manager of the consumer electronics division, general manager of the European, African, and Middle Eastern regions in 1991, and president and chief operating officer in 1997. Carp was finally appointed CEO on January 1, 2000. After more than 30 years at the company, he realized this struggle was one of the toughest in the company’s century-long history. How could he use digital imaging to revitalize Kodak?
Kodak’s early days, 1880-1983
In 1880, after thr ...
The social life of ideas: From innovation to profitHay Group India
The main challenge in organizational innovation lies in its execution, and not in having more ideas. Top companies create supportive cultures that transform ideas into profitable investments.
Companies need innovation to survive. In fact, there is no shortage of clever people and smart ideas. Hence the competitive edge comes from having the best execution – from the time the idea is first identified, shepherded through the corporate maze, and into the hands of the paying customer.
And yet, in many companies, the chase for short-term profitability can become the Achilles heel of long-term business sustainability. The way to avoid this is to have a deep-rooted culture that promotes innovation and new ideas to filter up and sideways.
FreeAssignmenthelp.com has a pool of over 3000+ assignment experts from Australia, UK and US. They are highly qualified and skilled professional writers who have vast experience in writing assignments, dissertations, essays, research papers, term papers etc. Each expert is chosen after rigorous testing and has to prove his academic credentials.
Please share your Assignment detail it is very fast way for communication and transfer the requirements.
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I am available to come in for an interview at any time, and would appreciate the opportunity to meet with you. I hope that I am granted an opportunity to talk and perhaps meet with you in the very near future.
Hope to hear from you soon.
Thanks & regards
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www.freeassignmenthelp.com
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Know about the strengths, weaknesses, opportunities and threats of Disney. Get a detailed insight with the SWOT Analysis of Disney. Also learn about the product portfolio and Pestle factors shaping the growth of the company. Get to know the stakeholder's hierarchy in Walt Disney . The presentation is meant to provide complete overview of the company so that students can use it while undertaking case study analysis.
This presentation is all about HKD that is Hong Kong Disneyland, its background, Hong Kong Tourism, Operations, Negative Publicity and HKD's Response.......:)
Next slides are the outlineDetermine each one is low or modera.docxcurwenmichaela
Next slides are the outline
Determine each one is low or moderate or hight.
Gives some explanations to show why
Only put key words. Then in the remark, write full sentences to explain.
1
Porter’s Five Force Anaylsis
Buyers bargaining power: Low? Moderate? High?
Suppliers bargainining power: Low? Moderate? High?
Threat of new entrants: : Low? Moderate? High?
Threat of subsitutes(Outside of the industry) : Low? Moderate? High?
Rivalry among competitor: : Low? Moderate? High?
The reasons why buyers bargaining power
is low or moderate or high?
1
2
3
The reasons why Suppliers bargainining power
is low or moderate or high?
The reasons why Threat of subsitutes is low or moderate or high?
The reasons why Threat of new entrants
is low or moderate or high?
The reasons why Rivalry among competitor is low or moderate or high?
1
2
3
4
Instruction:
Read the Kodak case. Create a PowerPoint to conduct Porter’s Five force analysis. Totally 6 slides. Outline is given under attachment. Follow the outline. Due date is 4/12/2016, 20:00 p
Note: The time period you have to focus is between 1983- 2000 !!!
Below is the case.
Kodak (A)
In February 2003, Daniel A. Carp, Kodak’s chief executive officer and chairman, was reviewing 2002 data with the company’s senior executives: film sales had dropped 5% from the already weak previous year and revenues were down 3%, sliding to $12.8 billion. The film industry was “under pressure unlike ever before”, and Carp predicted a “fairly long downturn”1 for traditional photography sales as more and more consumers were turning to digital cameras, which did not require film. The company had been investing heavily in digital imaging since the early 1980s, pioneering image-sensor technology in 1986 and entering the market with a variety of products during the 1990s.
In addition, Kodak was moving more of its manufacturing to China, where it could still boast film sales, and was planning to slash 2,200 jobs, or 3% of its work force, especially in the photo-finishing business. The picture for 2003 was not any brighter: Carp expected revenues to grow slightly to $13 billion and net income to be flat or down from the $770 million the company had earned in 2002.
A native of Wytheville, Virginia, Carp had graduated in management from MIT, and had begun his career at Kodak in 1970 as a statistical analyst. Since then he had held a variety of positions, including general manager of sales for Kodak Canada, general manager of the consumer electronics division, general manager of the European, African, and Middle Eastern regions in 1991, and president and chief operating officer in 1997. Carp was finally appointed CEO on January 1, 2000. After more than 30 years at the company, he realized this struggle was one of the toughest in the company’s century-long history. How could he use digital imaging to revitalize Kodak?
Kodak’s early days, 1880-1983
In 1880, after thr ...
The social life of ideas: From innovation to profitHay Group India
The main challenge in organizational innovation lies in its execution, and not in having more ideas. Top companies create supportive cultures that transform ideas into profitable investments.
Companies need innovation to survive. In fact, there is no shortage of clever people and smart ideas. Hence the competitive edge comes from having the best execution – from the time the idea is first identified, shepherded through the corporate maze, and into the hands of the paying customer.
And yet, in many companies, the chase for short-term profitability can become the Achilles heel of long-term business sustainability. The way to avoid this is to have a deep-rooted culture that promotes innovation and new ideas to filter up and sideways.
FreeAssignmenthelp.com has a pool of over 3000+ assignment experts from Australia, UK and US. They are highly qualified and skilled professional writers who have vast experience in writing assignments, dissertations, essays, research papers, term papers etc. Each expert is chosen after rigorous testing and has to prove his academic credentials.
Please share your Assignment detail it is very fast way for communication and transfer the requirements.
>> My specialties are:
*On Time Delivery
*24 X 7 Live Help
*3000+ PhD Experts
*Plagiarism Free Work
*Services For All Subjects
*Plagiarism Report on Demand
*100% Money Back Guarantee
*Top Quality Work
*Free SMS Update
*Best Price Guarantee
*Dedicated Student Area
*On Demand Phone Calls
*Safe Payment Options
*Unlimited Revision
*100% Privacy Guaranteed
I am available to come in for an interview at any time, and would appreciate the opportunity to meet with you. I hope that I am granted an opportunity to talk and perhaps meet with you in the very near future.
Hope to hear from you soon.
Thanks & regards
Web:
www.onlineassignmnethelp.com.au
www.freeassignmenthelp.com
Email:
cheaponlineassignmnethelp@gmail.com
Disruptive Innovation, Kodak and digital imagingChris Sandström
The 'full' (long!) story about how Kodak got in trouble and how the challenges were handled... I put the other chapters together into one document, in case you just want to embed one slideshow.
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
How to Run Landing Page Tests On and Off Paid Social PlatformsVWO
Join us for an exclusive webinar featuring Mariate, Alexandra and Nima where we will unveil a comprehensive blueprint for crafting a successful paid media strategy focused on landing page testing.With escalating costs in paid advertising, understanding how to maximize each visitor’s experience is crucial for retention and conversion.
This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights.
The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
The session will also cover data analysis techniques and criteria for graduating landing pages.
In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.
SMM Cheap - No. 1 SMM panel in the worldsmmpanel567
Boost your social media marketing with our SMM Panel services offering SMM Cheap services! Get cost-effective services for your business and increase followers, likes, and engagement across all social media platforms. Get affordable services perfect for businesses and influencers looking to increase their social proof. See how cheap SMM strategies can help improve your social media presence and be a pro at the social media game.
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
3. 3
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
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.
4. 4
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 successive concern -- the Eastman
Company, was formed in 1889. Kodak used to be king when it came to
5. 5
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.
6. 6
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 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
7. 7
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,
8. 8
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 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.
9. 9
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 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
10. 10
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
11. 11
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
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
12. 12
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
"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
13. 13
his new slogan, Eastman and the Eastman Kodak Company became
wildly successful and helped make photography popular.
SWOT Analysis
14. 14
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
15. 15
unmotivated, Millennials are proving themselves well suited to small
business ownership. Young people are on the cusp of trends and
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
16. 16
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.
17. 17
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 workplaceis 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 ownwell-
being or desires – and thus chase our dreams – while working witha mantra of
#peoplefirst. With Kodak focusing on partnerships with entrepreneurs,
this is the step into the future they needed to take
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
18. 18
followingto more than 300,000 over the past three years, Kodak is now turning its
attention to using YouTubeas a publishing platform.
POTENTIAL CUSTOMERS- MILLENIALS
MARKETING CAMPAIGN OBJECTIVES & STRATEGIES
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GOAL: Market brand to Millennials to start relationships for future business
partnerships. Making our name know in future generations households.
OBJECTIVES & STRATEGIES:
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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“MEMORIES FADEBUTCAN ALWAYS BECAPTURED”
“AMERICAN MADE MEMORIES”
*TAG LINE-
“CAPTURING MEMORIES”
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
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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
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.
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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
WHAT ARE WE ADVERTISING?
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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.
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up-fight-between-subscriptions-and-ad-based-models.html
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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/
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kodakery/
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