KODAK
Profile of the company :
The Eastman Kodak Company (referred to simply as Kodak /ˈkoʊdæk/) is an American
public company that produces various products related to its historic basis in analogue
photography.
Kodak was founded by George Eastman and Henry A. Strong on May 23, 1892.
The company is headquartered in Rochester, New York, and is incorporated in New
Jersey.
Kodak provides packaging, functional printing, graphic communications, and
professional services for businesses around the world.
Its main business segments are Print Systems, Enterprise Inkjet Systems, Micro 3D
Printing and Packaging, Software and Solutions, and Consumer and Film. It is best
known for photographic film products.
In January 2012, Kodak filed for bankruptcy protection in the United States Bankruptcy
Court for the Southern District of New York.
Shortly thereafter Kodak announced that it would stop making digital cameras, pocket
video cameras and digital picture frames and focus on the corporate digital imaging
market.
Digital cameras are still sold under the Kodak brand by JK Imaging Ltd under an
agreement with Kodak.
USP OF THE Company
Kodak is a top of the mind brand for photography & digital imaging.
Start with clearly defining your unique selling propositions and understand why customers need
the product and how it is different from available alternatives.
It enabled every person the opportunity to own a camera and capture memories on film.
The promotional strategies like direct selling or high profile advertising will suit if the company
wants to push the product. However, the pull strategy will require the development of a
prestigious brand image that could attract the customers towards the offered product.
STP OF THE COMPANY :
KODAK SEGMENTATION: People looking for photography & digital imaging solutions
The development of Eastman Kodak Company Marketing Strategy requires identifying
segmentation basis to understand the specific buying behaviour of customers. The needs,
expectations and buying behaviour of customers are heterogeneous and depend on multifaceted
factors- like:
Age
Gender
Income
Lifestyle
Values etc.
By using the segmentation technique, Eastman Kodak Company can narrow down the large,
diversified target audience into specific and narrowly defined groups. Market segmentation
surveys are common methods of obtaining the customer-specific information that could be used
to create groups sharing common characteristics.
After understanding the unique buying behaviour of customers and getting the required
information through surveys, Eastman Kodak Company can divide the market into small
homogeneous groups. It can be done by exploring the geographic, demographic, behavioural and
psychographic characteristics of customers.
The company can use one or more of these segmentation strategies to choose the right market
segments and develop an effective Marketing Strategy.
The geographic segmentation divides the market according to geographic areas, like-
city, country and region.
The demographic segmentation will require Eastman Kodak Company to divide market
according to demographic characteristics, like- gender, age, income and ethnicity.
If Eastman Kodak Company chooses behavioural segmentation, then customers will be
divided according to their buying pattern like usage frequency, benefits sought, usage
occasions and brand loyalty.
Use of psychographic segmentation will result in customers' grouping according to their
lifestyles, interests, attitudes, values and traits.
KODAK TARGET MARKET:
B2B in Printed electronics, fuel cells , Sensors and other printed products with functions beyond
visual communications. After dividing the large diversified customer market into smaller groups
with homogeneous characteristics, Eastman Kodak Company should wisely choose the target
segment/segments whose needs and expectations match the company’s resources and
capabilities.
The targeting can be done by evaluating the commercial attractiveness and growth potential of
identified segments. Eastman Kodak Company can choose one or more segments depending on
the segments’ characteristics and the company's resources, capabilities and growth objectives.
The commercial attractiveness and growth potential of each segment can be evaluated by using
the following indicators:
Identified segments have the appropriate size
Have concrete differences.
The estimated profits should exceed the additional marketing costs.
Segments are easily accessible.
After segmenting the customer market and choosing the right target market, Eastman Kodak
Company now requires to set a clear positioning statement that could create a positive image of
the offered product in the customers' mind.
KODAK POSITIONING :
Imaging for business, Eastman Kodak Company can follow the following steps to develop an
effective positioning strategy:
The comparison of their communication and messaging strategy with competitors will
reveal the potential areas that could be addressed with targeted positioning message.
Analyse positioning of competitors and evaluate own position in the market.
By using the analytical data collected from a different market, customer and competitor
surveys, develop a positioning statement and periodically test its effectiveness by
collecting qualitative and quantitative data (like focus groups, polls, interviews etc.).
Use the test results to make necessary adjustments in the brand positioning.
SWOT ANALYSIS OF KODAK
KODAK STRENGTHS:
1. Kodak has a world class research and development
2. Unique strengths in the imaging,materials and deposition sciences
3. Kodak was responsible for breakthrough products with high quality, sustainability &
productivity
4. A broad solution set across graphic communications, functional printing enabling, product
goods packaging
5. Kodak has over 7,500 commercial imaging patents – a depth of intellectual property that
enables partnerships with other innovators to create new markets, and disrupt existing markets
KODAK WEAKNESSES:
Here are the weaknesses in the Kodak SWOT Analysis:
1. Bankruptcy hurt brand name of Kodak and has weakened its market dominance
2. Cases related to patents hurt the brand
KODAK OPPORTUNITIES :
Following are the Opportunities in Kodak SWOT Analysis:
1. Can penetrate in the Asian market
2. Technologies like 3D printing can be leveraged by Kodak
3. Use its patented technology to appeal to the market
4. Sell long life cycle and high quality products
KODAK THREATS :
The threats in the SWOT Analysis of Kodak are as mentioned:
1. Quickly rising digital space can reduce business of Kodak
2. Reduction in the use of printing
3. Marketing Cameras to B2B has failed so it might be difficult to market the Printers
4. Cheaper technology coming in and price wars from competitors can reduce Kodak's market
share
