" capture moment "

The Story of Polaroid

Polaroid Corporation is an American-based
international consumer electronics and eyewear
company, originally founded in 1937 by Edwin H.
Land. It is most famous for its instant film cameras,
which reached the market in 1948.

Edwin Land (1909-1991)

- was an American scientist and inventor
- invented Polaroid film
- has patent applications over 500
- established Polaroid Corporation in 1937

- Polaroid made a deal with navy.

- By 1942 the wartime economy had tripled
Polaroid's size.
- Polaroid produced a number of other
products for the Armed Forces

why cant I see

Photos right now?

rst Instant Camera

introduced in 194

1950s and '70s

- About 1 million films
- Polaroid expanded to Japan
- The first color Polaroid film
came into stores in 1963.
- monopoly in the market
-21,000 employees
- sale increase by 20 % and
reached $500 million

How Polaroid was so

successful
till 1980?
what is core competency?
Core competency defined as a unique ability that
a company acquires its founders or develops that
cannot be easily imitated.

Legend Leader of Polaroid

- innovative
- foresight
- creative
- social skills
-Motivation
-

"An essential aspect of creativity is no

being afraid to fail"
Edwin LAND

Business Model
Gillettes Razor&Blades

Marketing Strategy

Casio vs Facit

Bankruptcy
The system couldnt renew itself. This led them
into bankruptcy.
Polaroid shares decreased from $60 to 28 cent
on the New York Stock Exchange

99,5 %

"Zombie Brand"
Second bankruptcy (2008)
Polaroid achieved to shine even in the worst
period.It branded LCDs and plasma televisions
and portable DVD players appeared on the
market. So, their brand name survived.

Bankruptcy could not stop

them...

-The new holding corporation for Polaroid, PLR IP

Holdings in 2009.
-Completely, they adapted to digital age via Polaroid
PoGo and Polaroid Two.

Creative
director

SSONS FROM "POLAROID

-Be quick !

- Focus on values, not products

- Stay creative

- new strategy, same business mode

Ramazan MAN
zge ALICI
Adnan BAYRAKTAR
Esen DLGER