Because of the recent upward trend with consumers buying in bulk, wholesale retailers were gaining more loyal customers on a daily basis. Mailing out coupons is another great form of advertising. Only the users having paid subscription get the unlimited number of samples immediately. Pinpointing the idea that the average picture taker can take a picture like a professional, without being targeted to professionals. Funtime became a question mark product, liquidating revenues made by the existing cash cows. The key to a successful business is focusing on the present product, while spending time on researching and developing the future product.
Click to learn more https: By launching an advertising campaign and Kodak 13 emphasizing the long-term quality of Kodak, as well as educating the customer on distinctions between each product, consumers will be attracted to the film best suited for their needs. We’ll occasionally send you account related and promo emails. By partnering with Costco, for example, Kodak could become its exclusive film partner. Marketing Management 13th Ed. The biggest disadvantage in implementing this, however, would be the risk of product failure. Competition brings in the issue of consumer behavior:
Kodak Major Case Essay
Only the users having paid subscription get the unlimited number of samples immediately. This late response resulted in a rapid loss of market share. By educating customers and anticipating future market trends, not only is Kodak able to retain its loyal customers, but positively position themselves in the minds of non-Kodak-loyal film consumers, as well.
To do this, Kodak needs to redevelop an existing line that will appeal to a broader funitme of photographers.
Eastman Kodak: Funtime Film by Tí Con on Prezi
Would you like to get such a paper? Funtime was to be offered during off peak season, months starting April and months starting September.
Competition brings in the issue of consumer behavior: With a good example of Kodak fighting to maintain its top position in the U. Kodak plans to give an offer during off peak periods of a modified version of the Gold film at a slightly lower price.
Funtime was the only film in this brand tier to be offered only at off-peak film use times and only packaged in value packs. Often times, dog products should be divested. Actual quality differences of films in the same speed are unclear though some companies like Fuji tried to position themselves as using advanced technology and thus their film was of high quality. Choose an optimal rate and be sure to get the unlimited number of samples immediately without having to wait in the waiting list Choose a Membership Plan.
Still allowing Kodak to have a distinguished brand image over competitors in the economy brand, this would place Gold Plus as a premium brand competing with competitors of the economy level. In the eyes of the consumers, offering a different product only at certain times of the year, with a lower price, brought down the value associated with Kodak film.
It seemed as if Kodak believed that people would not buy another film other than Kodak. Kodak was reluctant to come to terms with this new reality. The reality was that the film industry was slowly declining, people viewed photography as a commodity and they were just on the cusp of Cass 5 rilm digital era. To solve its main problem, not foreseeing and adapting to market changes, we propose five alternative solutions: Top six brands scored 92 — 95 out of with Polaroid High definition taking the lead.
This stkdy does not solve their problem of competing with their competitors. There are several retail outlets that carry Kodak products so purchasing the new line will not be difficult or hard to find.
Choose a Membership Plan. Systems, where I helped integrate digital imaging solutions for law enforcement. The major inconsistency with implementing this new strategy was the lack of advertising spent by Kodak; they offered no support and a lack of commitment to Funtime.
Kodak launches the Royal Gold and the Funtime film with the hope of capturing new markets. Coming up with a marketing strategy is one thing. Royal Gold will be available for purchase in a variety of forms.
How to cite this page Choose cite format: As opposed to increasing sales, reduction in price might lead to loss of value of a product. It would be wise of Kodak to track the profits where the film is distributed within the first casse months after repricing Gold Plus, gauge consumer demand and produce and distribute enough film in order to satisfy the market. How about getting a customized one? By taking Funtime off the shelves, the economy portion of the Kodak market is unavailable.
It therefore becomes difficult to sell a product based on quality alone without considering the price. Moreover, in the case study, we are told that Kodak offered three types of films: