MBA - I Year – TRIM 1

Marketing Management I

Reviving Kodak: Strategic Marketing & Repositioning for the Everyday Creator

Submitted To:
Dr. Monica Bhatia

Submitted By:
Group B1C
Abhishek Nain (Roll No: LO49)
Bhavya Khandelwal (Roll No: L055)
Dhwanan Tanna (Roll No: L062)
Hriti Adhikari (Roll No: L071)
Tarun Kumar Ronde (Roll No: L093)
Vedika Laddha (Roll No: L096)

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KODAK CAMERAS

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 TABLE OF CONTENTS
Section Page No.
1. Introduction 4
2. 4P Analysis of Kodak Cameras 5-6
3. Market Survey 7-8
4. 5C Analysis of Kodak Camera Company 9-11
5. Behavioural Insights to Prioritise Market Segments 12-13
5.1 Observation-Based Insights 12
5.2 Survey-Based Insights 12
5.3 Behavioural Insight Summary for Segment Prioritisation 13
6. Customer Persona 14
7. Customer Journey Map 15
8. Segment Prioritisation 16-17
9. Positioning Strategy for Kodak 18-20
9.1 Positioning Statement 18
9.2 Positioning Stance 19
9.3 Strategic Pillars of Positioning 19
10. Differentiation from Competitors 20
11. Communication & Messaging Strategy 20
12. Long-Term Vision: Becoming a Creator-First Brand 21
13. Conclusion 21
14. References 22
15.Similarity Index 23

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 INTRODUCTION
The Eastman Kodak Company, referred to simply as Kodak, is a publicly traded American
company that produces other products derived from its historical foundation in film photography.
The company is located in Rochester, New York and is registered in New Jersey. Kodak is
primarily a photographic film products company, which it provided to the mass market for the first
time.

Kodak started as a collaboration between George Eastman and Henry A. Strong to create a film
roll camera. Eastman Kodak was incorporated on May 23, 1892 after the launch of the Kodak
camera. Under Eastman's leadership, the company became one of the world's largest manufacturers
of film and cameras and created a model of welfare capitalism and relationship with the city of
Rochester.

As the clear leader in photographic film during most of the 20th century, Kodak developed
numerous technological advances as a result of considerable investments in research and
development at Kodak Research Laboratories. The company produced some of the most widely
sold camera models of the 20th century, including the much oved Brownie and Instamatic
cameras. Kodak's market penetration was such that "Kodak moment" became part of the
vernacular, describing any personal event worth recording.

However, Kodak began to experience financial struggles in the late 1990s because of increasing
competition from Fujifilm and the rapid transition from film-based to digital-based photography -
despite Kodak having developed the world’s first all-in-one digital camera. Also, Kodak's attempts
to diversify the company into chemical operations failed. In the 2000s, Kodak had a turnaround
strategy shifting towards digital photography and printing of images. However, Kodak was
unable to implement any sustainable and profitable changes to their operation.

Consequently, Kodak sought Chapter 11 protection in January 2012. By September 2013, Kodak
was out of bankruptcy protection and had restructured the company and eliminated many of its
legacy liabilities.

Kodak has since focused on commercial digital printing products, motion picture film, and still
film in the consumer market (the latter product is now distributed through Kodak's spinoff Kodak
Alaris). KODAK has also licensed its brand to other manufacturers (e.g., JK Imaging, which now
sells the PIXPRO line of digital cameras). In light of the COVID-19 crisis in 2020, Kodak even
announced it would engage in the production of pharmaceutical materials as its latest
diversification effort.

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 4P ANALYSIS OF KODAK CAMERAS

1. PRODUCT
Kodak is steeped in a legacy of camera and imaging, with a vast array of products catering to
various customer requirements over the years:
Film Cameras: Kodak's most celebrated products were the Brownie, Instamatic, and Kodak Retina
series that shook up photography for the masses.
Digital Cameras: Kodak was one of the pioneers to create digital cameras, including the DC series
and Easy Share line, which were famous for simplicity and ease of integration with printing
solutions.
PIXPRO (Licensed): Today, cameras bearing the Kodak name are manufactured by JK Imaging,
providing digital cameras like action cams, bridge cameras, and 360° VR cameras under the name
Kodak.
Supporting Products: Photo printers, accessories, film rolls, batteries, and memory cards.
The strength of Kodak lay in providing simple to use, cheap, and dependable products both for
occasional users and for amateur photographers.

2. PRICE

Kodak has followed various pricing strategies over the decades, adapting to shifts in technology
and market demand.

In its early years, Kodak adopted a penetration pricing model. Cameras like the iconic Brownie
were intentionally priced low to make photography accessible to the middle class. This allowed
Kodak to quickly capture a large market and introduce photography to everyday households.

To ensure profitability, Kodak implemented a razor-and-blade strategy — while the cameras

were inexpensive, Kodak generated significant revenue from consumables, including film rolls,
photo paper, and developing services. This approach worked well for decades, as customers would
repeatedly return to purchase these essentials.

However, in the digital age, Kodak struggled to maintain a competitive pricing strategy. Unlike
film photography, digital cameras didn’t require ongoing purchases of consumables, disrupting
Kodak’s traditional revenue model. At the same time, brands like Canon, Sony, and Nikon were
producing more advanced digital cameras at similar or lower price points. Kodak found it
challenging to keep up in terms of both technology and value, which led to a decline in its market
share.

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3. PLACE
Kodak has traditionally had a robust global distribution network:
Retail Channels: Electronics stores, photo laboratories, supermarkets, and camera stores.
Online Platforms: Amazon, Flipkart, Best Buy, and other online portals.
Kodak Express Stores: Dedicated stores selling Kodak products and printing photographs.
Global Reach: Kodak cameras were sold in more than 150 countries at the height of their
popularity.
PIXPRO cameras are sold worldwide today through authorized partners and online retailers.

4.PROMOTION
Kodak's promotion strategies changed over time, but continued to emphasize emotional storytelling
and innovation:
"Kodak Moment" Campaign: One of the most recognizable advertising slogans, inspiring
emotional connections with photography.
TV and Print Advertising: Over-reliance on conventional media during the film age.
Sponsorships & Exhibitions: Official Olympics and other major world event sponsor.
Digital & Influencer Marketing: Recent activations under PIXPRO brand include partnerships
with travel vloggers, photographers, and tech reviewers.
Educational Campaigns: Encouraging photography as a hobby, and camera handling tips for
beginner.

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 MARKET SURVEY

From the above Pie-chart we can see that Sony is the most preferred brand, chosen over 40% of the
respondents. Canon and Nikon follow with significant percentage indicating that traditional camera
brands still hold substantial market. Whereas, Mobile phone cameras and Kodak have minimal
preference, possibly reflecting in standalone cameras use for casual cameras and outdated brand
relevance.

This Chart shows that 50.7% of the respondents see that Kodak is a “Outdated” and an
Unknown/Irrelevant brand but 38.4% people still see Kodak as a reliable brand which shows
lingering brand trust. Only 13.8% people see it as innovative brand which does not align with the
criticism that it faced for its failure to adapt to digital trends.

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This shows that 90.7% of the respondents are willing to buy Kodak cameras if it offers competitive
features. From this we can also say that with thoughtful rebranding and high-quality features,
Kodak can re-entre the market or expand the reach. Only 9.2% of respondents said no indicating
very few people have a negative perception of the brand.

This indicates that 38.5% of the consumers widely perceive Kodak’s late responds to the digital
camera revolution as the core issue behind its decline. Next 21.5% and 20% indicates that Kodak’s
market position eroded both due to external industry pressures and internal stagnation. Very less
percentage of people thought that marketing and low product quality was not the issue, it was more
of strategic than operational.

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 5 C’s ANALYSIS OF KODAK CAMERA COMPANY

1. COMPANY

Eastman Kodak Company, or simply Kodak, is a former American giant company in the history of
photography. It was founded by George Eastman in 1888 and headquartered in Rochester, New
York. Kodak had a significant role in democratizing photography with the Kodak Brownie, Kodak
Instamatic, and many innovations that simplified photography, changed how we take pictures and
made it accessible for anyone to capture a moment in time at a low cost.

The name Kodak was ubiquitous in 20th-century vernacular for photographers. The company's
slogan, "You press the button, we do the rest." illustrated how the company let anyone use
photography easily, to record everyday moments, regardless of their experience or training with
photography. Eventually, Kodak grow to become a global leader in its market and dominated the
industry with some company-produced share of supplies such as film, paper, and processing
services. Nevertheless, Kodak had invented the first digital camera in 1975 but was a laggard in
the digital photography revolution due to fear of the loss of a profitable film business.

Kodak's market share and business performance plummeted dramatically during the digital
revolution. The company filed for Chapter 11 bankruptcy in 2012 and undertook significant
restructuring. Today, Kodak has transitioned out of consumer photography and is concentrating on
commercial printing, functional printing, packaging, and advanced materials. The Kodak brand
continues to appear on consumer digital cameras through JK Imaging, which has a licensing deal
with Kodak and produces and sells Kodak's PIXPRO product line. This model allows Kodak to
enjoy some brand equity in consumer markets while focusing on B2B innovation.

2. CUSTOMERS

Most of Kodak's customers have changed through their photography products and the photography
industry overall. In its prime, Kodak's customer base was extremely large, not just for consumers
who were amateur photographers, but also for family customers and professionals. With affordable
cameras that were also easy to use, Kodak was an ideal choice for families wanting to record
memories from holidays and special occasions, as well as everyday life. Kodak film was popular
for professionals as it was high quality and colour accurate.

When digital technology started to emerge, Kodak's traditional customer categories began to fall,
especially with the rise of smartphones. Customers were now less reliant on dedicated cameras for
photography, they preferred to use multifunction mobile devices with a phone and camera built in.
This trend drastically reduced Kodak's value to consumer customers.

Currently, Kodak digital cameras (manufactured by JK Imaging) serve a different customer

segment – the entry-level, casual, student, traveller, and budget-conscious photographer. These
customers are looking for simple, cheap devices that deliver good quality images that are built to
last. Because of features, such as 4K video, Wi-Fi, and portability, PIXPRO cameras appeal to a
casual user who wants a camera more than a smartphone but less complicated than a DSLR.

Moreover, a small customer segment has re-emerged through a return to film photography. Artists
and hobbyists have re-embraced analogue aesthetics, analogue processes and analogue design;
therefore, a few people have turned back to film photography. Kodak Alaris, an independent
company focusing solely on Kodak brand products, continues to sell Kodak film and Kodak paper.

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3. COMPETITORS

Kodak operates in an intensely competitive terrain characterized by both direct and indirect
competition. Fujifilm was a previous competitive rival but was able to quickly pivot to digital
technologies from photography as well as diversify the business which Kodak was unsuccessful at
doing. Their diversification strategy helped them survived and most importantly thrive where
Kodak suffered.

In the digital camera market, Kodak has direct competition from Canon, Nikon, Sony, and
Panasonic -- all well-established brands with strong camera technologies, plenty of innovation, as
well as global brand recognition. Each of these brands offers higher end DSLR and the newest
mirrorless camera models, all with a full gamut of features for professional photographers, as well
as some amazing features in camera sensors and lenses. Though Kodak's current brand and
products, under the PIXPRO brand don't compete with the established models in quality, they do
reside in the same space in the minds of entry-level users looking for reliability in value.

Another significant threat comes from smartphone manufacturers (Apple, Samsung, Google) who
have nearly rounded off casual photography completely from compact digital cameras ( a serious
threat). Smart phone manufacturers swiftly embed the latest integration upgrades in their mobile
camera systems and dominate the cloud storage and social networks.

They are formidable competitors, even indirectly. Kodak competes in the action camera market
(GoPro) and the instant camera market (Fujifilm Instax). Although Kodak faces competition in
several dimensions, Kodak should still achieve a reasonable share of the budget camera and niche
film photography markets based on its brand image and affordability/simplicity.

4. COLLABORATORS

Kodak maintains its brand, mostly in consumer electronics, through collaborations and
partnerships. Its most significant collaboration is with JK Imaging Ltd. JK Imaging Ltd. owns the
exclusive license to manufacture and sell Kodak-branded digital cameras under the PIXPRO brand
name. This allows Kodak to have a role with the digital camera business without having to
manufacture or develop the products, while also allowing its brand to exist meaningfully while
owning the plight of other core business areas.

Another significant partner is Kodak Alaris. This spinoff was created in the aftermath of Kodak's
2012 bankruptcy. Kodak Alaris manages the legacy photographic paper and film business and
provides products for film photographers, along with photo printing services. It plays a significant
role in the growing market of analogue photography.

Kodak also collaborates with a number of e-commerce platforms and retail partners, such as
Amazon, Flipkart, Best Buy, Walmart, and B&H Photo Video, to distribute Kodak licensed
products to consumers on a global scale. These e-commerce platforms allow Kodak to access many
different markets and both tech-savvy consumers and simple consumers

Kodak also works with component suppliers and technology developers to access image sensors,
lenses, along with processing technologies used in the PIXPRO products. These relationships
support quality control as well as the integration of modern features into well-priced cameras. By
pursuing licensing, distribution and technology partnerships, Kodak intends to expand its reach
while minimizing costs and operational risks.

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5. CONTEXT

Kodak has a very complicated and difficult opportunity environment created by technology
disruption, shifting consumer sentiments, and global competition. For Kodak in the past, the most
significant conversion opportunity was in the transition from analogue to digital photography.
Kodak's inability to shift to digital was their undoing, even though they have been said to have
created their first digital camera in 1975, and did not embrace significant disruptive technology for
fear of losing film profits.

Kodak's erstwhile digital camera business is now suffering from the smartphone revolution, where
consumers are giving up Kodak's digital cameras for a smartphone that allows them to carry a
camera with them everywhere and share images immediately. The ability to travel light is a
convenience that Kodak, and the traditional camera companies, cannot offer this through their
compact size cumbersome digital cameras and an unmatched affordability. At the current moment
Kodak's position in the camera market is as its, beliefs, a manufacturer of affordable digital cameras
that are simple to use for consumers who want or need a dedicated digital camera.

On the other hand, the resurgence of film photography- particularly among youth and creatives
alike- allowed Kodak the foothold of a niche opportunity. Film photography captures the trajectory
of tactile, experiential, and lingering nostalgia that satisfies those who are looking for a break from
the digital world, while also broadening the potential of Kodak Alaris in the market of analogue
products. Sustainability and environmentalism are also starting to become a larger focus, and while
Kodak's film related products represent the smallest adjustment in Kodak's production and
packaging methods; economic rationales and constraints also potentially have an impact on the
means by which products are being created; as it relates to sourcing and the Global supply chain.

In addition to all of the factors in consideration, political and social changes lend some context to
Kodak's overall condition. For example, during the pandemic- Kodak was attempting to diversify
into the pharmaceutical manufacturing, with the assistance of the United States government; but
faced backlash at the announcement of the project and ultimately, it was a short-lived opportunity.
This serves to demonstrate how Kodak is actively attempting to define a multitude of possibilities
for productivity and potential path forward; to remain relevant in a world that is in constant flux.

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 BEHAVIOURAL INSIGHTS TO PRIORITISE MARKET
SEGMENTS
We examined key behaviour trends from observational insights and survey data derived from 63
respondents, to determine the most strategically useful market segments for Kodak's re-entry and
growth. In doing so, it became possible to identify the identified consumers' motivations,
perception and expectations directed at different consumption. Therefore, priorities could be
given within the distinct segments.

OBSERVATION BASED INSIGHTS

Across campuses, social media channels and peer groups, one clear behavioural change has
emerged: smartphones are still prominent in casual photography, but there is increasing interest
from students, travellers and aspiring content creators in owning a casual, easy to use portable
camera. These users usually seek inexpensive devices that give greater creative control, a
different look, and the features associated with content creation, especially video.

For this group: cameras are not simply tools, but also mechanisms for self-expression and
identity. The idea of being portable, designed with a retro style, ease of use, and functional
features like 4K video, Wi-Fi and flip screen capability are common touchpoints, which we
believe also applies to Kodak's PIXPRO range when properly valued for all of its features.

Furthermore, though it is a niche market, and has limited purchase volume and demand, a
growing group of Gen Z and millennial users is exhibiting renewed interest for analogue
photography. Many come and go from the medium, however, they find value in the tactile feel,
the nostalgia for more passive creation, and the ability to slow down to create with intention
compared to the frenzy of digital. Although not a high-volume opportunity represented for
Kodak, there is a story-telling and brand opportunity here as well.

These trends support Kodak's latent ability to re-engage new and existing younger users
searching for both creative connection and brand experience.

SURVEY BASED INSIGHTS

The survey with 63 respondents showed that there is plenty of latent potential for a Kodak
comeback. A majority of 90.7% of respondents would purchase a Kodak camera if it had
attributes that are relevant to today's market. So while Kodak is still a brand that isn't foremost in
the market's mind, those that participate in the photography world still possess some basic form
of recognition and trust; and therefore present potential for rekindled engagement. While they
remain on the back burner, it is an appetite worth cooking up - present company included - given
that 38.4% of the respondents identified Kodak, as a "trusted" company and maintains some
value in its legacy. Other respondents 50.7% - said Kodak was "outdated", which demonstrates
that there is a further gap in consumer perception in Kodak, which will need to be eliminated
through innovative repositioning. Reassurance to consumers that the brand was trustworthy and
still digitally relevant in today's world is key advantage.

When respondents were asked about purchase driving factors, image quality was the number one
answer, even above low price, prominent brand name, or video quality. This informs that price is
still relevant; however, performance is the most make or break factor to most buyers. In order for
Kodak to win over potential or new buyers, particularly price conscious and entry level users, it
must clearly show its camera's performance in the terms of resolution, sharpness and reliability.

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So marketing messages, product specs, and yes even testimonials from influencers should
highlight Kodak's advantage, and the ability to meet or exceed users expectations on image
performance.

A second take-away was the disconnect between strength of familiarity, and usage. While
Kodak's brand recall was high (most respondents rated Kodak 4 or 5 on a scale of 5 in familiarity)
nearly half had never used a Kodak camera. This indicates strong familiarity but relatively limited
recent use. Importantly, it also demonstrates a sizeable base of users that exist as untapped, and
are open to a brand experience provided that they feel there is real value. Interestingly, 38.5% of
respondents articulated that Kodak's slow reaction to digital disruption was the main reason for its
decline, supporting that in today’s world consumers value speed and adaptation. In combination,
these findings confirm that Kodak must look to reinsert itself with digital-forward messaging,
creator features, and planned activations that build brand equity, relevance and ultimately result
in usage.

BEHAVIOURAL INSIGHT SUMMARY FOR SEGMENT

PRIORITISATION
From an assessment of the behavioural data observed, we recognised two high-potential market
segments to target:

- Budget-Conscious Entry-Level Users: We defined this segment as students, first-time camera

buyers, and casual photographers looking for dependable value-for-money performance in their
camera buys. Facilitating the simple and affordable definition directly fits Kodak's PIXPRO FZ
and AZ range for customer preferences, particularly in many tier-2 and tier-3 cities in India. This
is scalable, cost-effective, and was the most clearly aligned to multi-bundle promotions.

- Aspiring Content Creators & Vloggers: We defined this segment as young, digital-first
consumers who are creating content on platforms like Instagram, YouTube, and TikTok. Their
content is also incredibly visual, their peers and communities are important, and they are looking
for storytelling tools with 4k quality, Wi-Fi support, and creative versatility. As Kodak, we could
engage them through creator kits, influencer partnerships, and an engagement model that would
use emotionality to revive the brand expression "Kodak Moment" to this digital generation.

Other segments that we contemplated but deprioritized included nostalgic film users, professional
photographers, and family users due to lower association with Kodak's current practices or lack
of growth potential.

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CUSTOMER PERSONA

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CUSTOMER JOURNEY MAP

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 SEGMENT PRIORITISATION
To maximise the potential for impactful re-entry into the market and sustained growth in Kodak's
current digital market, the company needs to focus on discovering and prioritising the most
strategically advantageous customer segments. The planning must be informed by a consideration
of behavioural economics, market data, customer personas, and also the factors that are practical
to Kodak's current product capabilities and brand image. Drawing on the breadth of our
secondary and primary research data, such as the market survey, observational data, 5C analysis,
and competitor benchmarking, we suggest a targeted investment approach that focuses Kodak's
resources and opens new avenues of opportunity.

1. High-Priority Segment 1: Budget-Conscious Entry-Level Users

This segment includes students, casual photographers, travellers, and first-time camera purchasers,
who want affordable, easy-to-use, and robust cameras. The study results indicated that over 90.7%
of participants were open to purchasing Kodak cameras if comparable features were available,
while 38.4% already interpreted Kodak as a brand worth trusting. Furthermore, this demographic
shows that Kodak has inactive brand equity amongst seekers of value. Moreover, with the
increasing prominence of visual content generation in Tier-2 and Tier-3 cities, this group is
continuing to gain traction.

Kodak PIXPRO cameras—particularly the FZ and AZ series—are well-positioned for this group
as they are simple to operate, offer adequate features, and are inexpensive (< ₹15,000). This
segment is much less influenced by DSLR specification and more by ease of use, cost, and utility—
Kodak's historical specialties. By implementing offers based on bundles (e.g. with SD cards, tripod,
basic editing software, online courses, etc.), Kodak can increase differentiation and appeal by a
considerable amount. Therefore, this segment represents the main target market, with significant
scale and low customer acquisition price.

2. High-Priority Segment 2: Content Creators & Vloggers

The second high-impact segment is digital-first users: YouTubers, video bloggers, travel bloggers,
and social influencers who are going through the early stages of their content creation process. This
segment's primary needs are a low cost portable camera, with high-resolution capabilities, and
including features such as 4K video, stabilisation, and wireless connectivity, regardless of the
camera's price point. This user segment typically favours GoPro or Sony action cameras, however,
there exists a sizeable population of aspiring creators that are unable to afford premium products.

Kodak's PIXPRO SP and WP series offer an opportunity to target this segment with "affordable
creator kits". By working with micro-influencers and having them demo sponsored trials to their
followers, Kodak can generate interest and credibility within this newer generation of consumers.
In addition, influencer marketing, unboxing videos and tutorials are very effective acquisition
models. As digital storytelling becomes more mainstream, Kodak is well-positioned to pivot from
its traditional brand perception as a museum relic to a leading brand in the empowerment of digital
creators. Therefore, the digital-first user segment deserves the same strategic priority given its
potential high lifetime value, as well as being the type of people who could go viral.

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 3. Medium-Priority Segment: Nostalgic and Analogue Enthusiasts

A growing segment of users are fans of film photography, and film is gaining a following again.
This segment is mostly comprised of millennials and Gen Z consumers who seek analogue
experience, creative control, and aesthetics (forms of artistic expression like visual art, literature,
and music) . Kodak Alaris is preserving the legacy of film and this initiative (and resurgence of
film) can be used as a branding opportunity.

However , the analogue segment is a niche segment. Further, the supply chains for film rolls, lab
scanning, darkroom services or darkrooms is limited and spotty in many markets. Kodak should
focus the analogue side on purpose branding, storytelling, or Picasso (re-imaging the brand) rather
than sales generated from the analogue segment. Partnerships can help with this resurgence and
branding, for example, partnering with art schools/visual art schools, photography festivals,
workshops, etc. while at the same time developing stories (and their student film projects). Again
not a volume driver just a brand piece you develop and keep as a long-term brand asset.

4. Low-Priority Segment: Professional & Prosumer Photographers

This group consists professionals and hobbyists that require high-end DSLRs, mirrorless cameras,
and advanced imaging technology. In this market space, Kodak simply does not have the technical
depth or product depth to compete. Canon, Nikon, Sony, Fujifilm and others dominate this space
with strong ecosystems, innovative product life cycles, and a variety of lenses. Currently, Kodak's
PIXPRO range is not at the level of professionalism required in this market. Pursuing this segment
requires a lopsided R&D investment and marketing investment, with very little likelihood of
success. This group is deprioritized for now.

5. Low-to-Medium Priority Segment: Family and Casual Users

One of the major consumer group for Kodak, family users have largely transitioned to smartphone
photo solutions. Nevertheless, there remains a small opportunity in specific gifting situations (e.g.,
birthdays or anniversaries, and special occasions for children) in which dedicated cameras may
retain appeal. Kodak can approach this segment via retail tie-ins or promotions (e.g., "First Camera
for Your Child"). Even so, this is not something that should be a chief strategic focus for the
company.

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 POSITIONING STRATEGY FOR KODAK
Repositioning Kodak as the "Everyday Creator's Companion"
In order to address this value gap and engage effectively with relevant elements, Kodak must be
repositioned as the best camera brand for beginner content creators who place value on easy use,
creativity, affordability and identity. This includes students playing with pictures/images,
financially aware youth taking up new pastimes, casual picture takers documenting their daily lives,
adventurers documenting their journey, and developing influencers building their online presence.
Kodak must position itself as more than just a camera company, and turn itself into a community-
based brand that can create moments of creativity and develop a habit of documenting moments of
life. By blending its retro brand heritage, with functionality, Kodak can present an emotionally
relevant and functionally relevant solution.

POSITIONING STATEMENT
For students, creatives, travellers, and budget-minded digital storytellers looking for a simple yet
high quality camera experience, Kodak has a line of affordable, durable, and visually appealing
cameras that provide reliability with storytelling capabilities. Kodak gives you a medium to explore
the joy of discovery, creativity, and sharing - with tools that allow anyone to document their
experiences and share their vision. The everyday creator's companion - built for people that are
capturing life, not just framing it.

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 POSITIONING STANCE

1. Lifestyle-Based : Kodak is the Everyday Creators Companion - a daily inspiration for

students, travellers, adventurers, and young creatives to document their experiences and share
their stories with the world. Kodak's retro look, portable camera body, and creator-friendly
features such as 4K, Wi-Fi capabilities, and vlogging kits, change photography from an actively
technical activity to a joyful, expressive, social practice.
2. Value-Based: Kodak unites trusted brand equity and modern functionality for consistent and
reliable performance at price points that everyone can afford. High-quality imaging, ease of use,
and bundled creator kits allow Kodak to offer premium storytelling tools as meaningful and
essential everyday disposable income purchases.

Combined Position: Kodak positions itself be a lifestyle inspiration with value-based

affordability between smartphones and advanced high-end DSLRs - the stylish, emotional, and
affordable camera. This unique positioning allows Kodak to engage with a generation of creators
whose goal is spend wisely and express themselves creatively.

STRATEGIC PILLARS OF POSITIONING

Emotive Nostalgia Meets Digital Functionality Kodak’s historic emotional connect through
campaigns like the “Kodak Moment” can be revitalized by combining legacy storytelling with
present-day creator culture. For young users, the idea of documenting memories holds emotional
weight. Kodak can reinforce this by highlighting how its devices are designed to help users preserve
meaningful experiences. Products should emphasize design elements that appeal to a sense of
nostalgia—vintage colours, retro shapes, tactile buttons—while maintaining modern functionality
such as digital screens and app integrations. The storytelling should capture the essence of
celebrating everyday creativity and authenticity, something deeply valued by both Gen Z and
millennial consumers.
Creator-First Product Innovation
Kodak's camera design and messaging need to be based on the real life needs of its target segments.
For example, students and casual users desire a lightweight camera that is easy to use, with seamless
connection features, with little to no set up time. Travel content creators and influencers require 4k
video capabilities, optical image stabilization, wide angle lenses, flip out screens for selfies and
vlogs, or waterproof or rugged designs, as well as built in wi-fi or Bluetooth sharing capabilities
that allows uploading photos and videos on social media in real time. Creating curated 'Creator
Kits' that contain accessories that include tripods, and cameras with memory cards, and basic
lighting setups would positively enhance the product experience while maintaining a sense of
professionalism at a reasonable entry point.
Influencer & Micro-Creator Collaborations
Kodak should leverage the fact that it is an emerging brand and partner with influencers and student
creators to help establish its brand through the generation of user-generated content. This means
inviting travel bloggers, film aficionados, and campus-focused creators to share their real
experiences through user-generated content with products offered by Kodak. The real stories,
behind-the-scenes content, vlogging challenges, and tutorials created by these influencer partners

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will only help build relatability and help Kodak be perceived as accessible. A Kodak Creator
Fellowship program could be introduced where Kodak picks a monthly winner from the type of
creator (student, traveller, etc.) to feature using Kodak's digital channels. The use of program
sponsors and content created by real creators will give the brand trust, and foster community
ownership.
Community-Driven Digital Ecosystem
To build lasting brand loyalty and emotional connection with customers, Kodak needs to create a
digital platform or hub for users - a Kodak Creator Club. This would be a space to learn and share
for users that could offer free editing software, creative challenges, online classes in storytelling
and peer recognition for their content. In addition to that, the digital platform could also offer
customer support, product tutorials, and personalized recommendations. The brand should
represent itself on Instagram, YouTube, and TikTok with content strategies made by community
individuals or micro-ambassadors instead of conventional celebrities or paid ads. The content from
community members will be collected using hashtags like #CaptureWithKodak, #KodakEveryday
and #MyKodakStory.

Retail Experience Aligned with Aspiration

Kodak's retail presence-offline and online-need to be integrated to represent the hopes and dreams
of young creators. The Kodak PIXPRO site, Amazon and Flipkart listings should have lifestyle
images and videos of actual creators using the products. The product descriptions should prioritize
what each model will help you do rather than be technical (for example, Record your next travel
vlog in 4K" or "Capture your hostel life your way"). Kings QR codes in their packaging and in-
store experiences that link to tutorials or a welcome kit for content creators. Implementing student
discounts and creator bundles can help broaden reach to niche, cost-conscious segments.

DIFFERENTIATION FROM COMPETITORS

Kodak's value proposition sits in between a smartphone camera and a premium camera brand.
Canon, Nikon, and Sony's products mostly appeal to professionals or semi-professionals. Their
entry-level price points are still higher-end and complicated for a lean first time user and online
budget buyer. The take home smartphone provides ease of use and convenience, but it lacks the
looks and feel of a quality camera and cannot help them tell their story with a level of versatility.
Kodak is uniquely positioned to occupy this space through the development of digital cameras and
analogue cameras designed with a focus on allowing users to learn, create, and grow personally
and creatively. Other camera brands like GoPro are limited to extreme sports or Fuji's Instax is
more for instant film hobbyists and casual users too. Kodak is uniquely positioned to be a lifestyle
content brand speaking to everyday creators - a content niche that isn't fully tapped.

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COMMUNICATION & MESSAGING STRATEGY
Kodak's communication should be clear, authentic and empowering regardless of the platform. The
tone should be conversational, warm and visually stunning and intended for digital natives, who
find value in creating intentionally and not simply taking in content. Campaigns should consist of
video series on how students use Kodak to capture their campus life experiences, how travellers
develop visual stories, or how hobbyists rekindle their passion for film. Sponsored content should
emphasize the real experience of the journey as well as the creator behind the lens. Offline
marketing can include workshops on campus, travel pop-ups, contests for different forms of
photography, and meet-ups with creators. Online space, including YouTube shorts, Instagram reels,
and Pinterest can be used as a platform to share a creator's journey in digestible bites.

LONG-TERM VISION: BECOMING A CREATOR-FIRST BRAND

Kodak's future growth will not only come from selling cameras - it will come from a fully-fledged
creator ecosystem. Featuring everyday creators in branded series, limited edition creator-designed
cameras, co-branded content programs with platforms like Skill share or Tripoto, and any film-
related merchandise, are just some things Kodak can do, including the potential for Kodak to have
an annual ''Kodak Creator Awards'' that recognizes talent in digital storytelling, travel, campus life,
and analogue photography! Kodak can transition from being a camera brand everyone remembers
in the past, to a future-looking community of creators regardless of where they live or what income
they earn.

CONCLUSION
Although once a giant in photographic items, Kodak suffered a slow decline; it was primarily a
victim of inaction; slow to embrace the explorable market in digital technology and its own
contributions of being a first-mover in digital camera technology. That said, the brand still holds a
significant nostalgic value, and number of consumers associate Kodak with a high level of trust
and goodwill towards the brand (especially if they remember what Kodak contributed to the
industry). Survey data suggests that a positive majority would try Kodak again if Kodak offered a
competitive version of the item (meaning it competed on price and/or features in a product) - there
is an opportunity to comeback. It is exciting that there is a new generation of content creators, and
a renewed interest in our more analogue past to be explored by Kodak.
In taking aim at the budget-conscience community of entry-level users and aspiring digital creators,
Kodak can identify and carve a space in between smartphone markets and DSLR brands. Kodak
can revitalize its brand through innovation in product development, influencers, creator-first
marketing approaches and community engagement. This vision has the potential to evolve from a
legacy camera brand into a robust creator centric ecosystem! Being positioned as an "Everyday
Creator's Companion" will allow Kodak to reconnect with a brand narrative that resonates with
younger audiences in the current visual-first landscape of society.

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 REFRENCES
1. Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Pearson Education.
– Used for 4P and 5C analysis frameworks.
2. Eastman Kodak Company. (n.d.). Company History and Overview. Retrieved
from https://www.kodak.com
– Used for historical background and recent business activities.
3. JK Imaging Ltd. (n.d.). Kodak PIXPRO Global Website. Retrieved
from https://www.kodakpixpro.com
– Referenced for current product lines and branding under the PIXPRO name.
4. McAlone, N. (2016). Kodak invented the digital camera — then killed it. Business Insider.
Retrieved from https://www.businessinsider.com/kodak-invented-digital-camera-2015-12
– Cited for Kodak’s innovation history and digital disruption.
5. Deloitte Insights. (2020). The rise of the creator economy. Retrieved
from https://www2.deloitte.com
– Used to understand the potential of targeting content creators.
6. Fujifilm Holdings Corporation. (n.d.). Annual Reports and Corporate Strategy. Retrieved
7. from https://www.fujifilm.com
– For competitor benchmarking.
8. Statista. (2023). Digital camera market share worldwide. Retrieved
from https://www.statista.com
– Used for camera market trends and consumer preferences.
9. Internal Survey conducted by Group B1C (2025). Perception and Preference for Kodak
Cameras among Target Consumers – Primary data collected through a survey of 63
respondents.

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SIMILARITY INDEX

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