1. Marketing 300
Group 3
Amanda Lohman, Abby Williams, Eric Zhang, Charlotte Rath and Cyrille
Bourdeaux

2. Agenda
About Kodak
Current Big Picture
Implications
Revised Big Picture
Conclusions

3. About Kodak
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.

4. Kodak’s Decline

5. Film vs. Digital
 Spatial Resolution
 Digital: 5-20 megapixels
 Film: smallest format: 20 megapixels, largest: 200-800
 Film
 Better Capturing of Shadow and Highlighting Details
 Creates a traditional photographic look
 Higher quality Archival Storage
 Digital
 More Convenient
 Cheaper (don't have to pay for film)
 Easier to Use

6. Kodak’s Current Big Picture
Product
MV: Need Experience
Segment
to share
moments
DV: None
Price
Business Marketing Source of Value
Objective Objective Volume Anyone
Target
who wants
to use film Top of mind
FE: Kodak
Promotion
awareness
CC: Digital Image
Cameras Stimulate
“If I want Behavior
Retention Proposition
to use film,
Goal: Increase Demand
Revenues by Kodak
50% by 2013 Place
provides it”

7. Current 5 Box Positioning Statement
Digital is more If I want to use film, Kodak film is high
convenient to use Kodak provides it quality
If I want to use film, I
I use Digital Cameras
will use Kodak

8. Current Target
 Kim Thompson
 31 year old, Mom of 3 young
kids
 Uses her Kodak digital camera daily to
take pictures of her kids
 Often shares these pictures with her friends and
family on Facebook
 Uses her Kodak EC200 35mm film camera on
holidays to capture special moments (2-3X/year)
 Wishes professional-like shots were more
convenient

9. Current b2b2b Analysis
3.5 million photographers
X 68% prefer film
2.38 million potential film
users X Probability of Conversion:
30%
Current
# of users:
714,000 X Price per
unit: $93 = Revenues:
$66,000,000

10. Reasons for Revisions
 Kodak is the film market leader, and
F ilm C a m e r a M a r k e t S h a r e
D is tr ib u tio n
even more so that global
competition has decreased 36
45 K odak
F u jiF ilm
O t h e r C o m p a n ie s
19
 Dominating the film market, S a le s o f D ig it a l v s F ilm C a m e r a s in
2011
we turn to steal share from the 9000
8000
8 0 5 2 .5
S a le s (in m illio n s )
7000
overwhelming digital market 6000
5000
4000
3000
2000
1000 2 2 8 .8
0
F ilm C a m e ra s D ig it a l C a m e ra s

11. Revised Big Picture
Product
Experience
MV: High
Quality images
Segment
DV: “Cater to
the artist in
you” Price
Business Marketing Source of Value
Objective Objective Volume
Photography/Fi
Target
lm
Professionals Top of Mind
FE: Kodak and amateurs Promotion
Awareness
CC: High Information
Quality Film Steal Share Behavior
Retention
Goal: Increase (from Digital) “I need
Revenues by Proposition
something to
50% by 2013 cater to my
artistic ability” Place

12. Revised 5-box Positioning Statement
Kodak Film is high
Film has certain
Digital is more quality and will set
benefits that cater to
convenient me apart from digital
my artistic needs
photographers
When I shoot
I use Digital Cameras
professionally, I will
more than Film
use Kodak Film

13. Revised Target
 Jean-Luc Connor
 40 year old professional filmmaker
who graduated from the
University of Southern California
 He is an experienced amateur
photographer
 Jean is married and has 2 children
 He has made most of his career using
film.
 He uses digital for convenient purposes such as
day to day pictures but prefers using traditional
film for his professional and artistic activities.

14. Marketing Film
 film’s superiority in capturing more
information on medium and large format
films
 creating a traditional photographic look
 capturing shadow and highlighting details
 the wide exposure latitude of film
 archival storage

15. Digital versus Film

16. Digital versus Film

17. Promotion and Advertising
Sponsoring events will spread awareness and knowledge
expressing the benefits of film versus digital
Cannes Film Festival
Berlinale
Toronto
Sundance
Venice
Ann Arbor Film Festival
Affiliation with specialty film stores placed in strategic areas near
large film markets (Bollywood, Hollywood, etc.)

18. Revised b2b2b Analysis
3.5 million Photographers
X 80% prefer film
2.8 million potential film
users X Probability of Conversion
40%
=
# of users: Price per Revenues:
1.1 million
X unit:
$93
$102,300,000

19. Conclusions
 Kodak is currently in Chapter 11 restructuring
bankruptcy neglecting the film market
 Film versus Digital
 Change of big picture strategy
 Revised strategy
 B2b2b and goal achievement

20. Questions?

21. References
 Kodak logo:
http://www.kodak.com/ek/US/en/Kodak_Focuses_Consumer_Business_On_More_Profitable_Growth_Opportun
 Film strip: http://peathead.blogspot.com/2011/11/kissing-film-goodbye.html
 Film canisters : http://www.bargainist.com/deals/2008/08/walgreens-free-film-roll-developing-coupon/
 Porta 400 film: http://www.7dayshop.com/catalog/product_info.php?cPath=777_1&products_id=110866
 Mom: http://notjustcute.com/2010/05/08/a-mothers-day-confession-2/
 Digital vs. Film: http://www.widerange.org/resolution.html
 http://www.kenrockwell.com/tech/filmdig.htm
 “Jean-Luc Connor”: http://mubi.com/cast_members/783
 Questions picture: http://www.photobards.com/interview/jack-brauer-13.html