Rise of The

Report by Group ‘F’

Phoenix  Disha Sawant
 Jyotiraditya Ratnakar
 Pooja Jahagirdar
 Shikhar Gupta
 Yusuf Shaikh
 Rise of the Phoenix

TABLE OF CONTENTS

EXECUTIVE SUMMARY 2
SITUATION ANALYSIS 3
MARKET SUMMARY 3
COMPETITON 6
SWOT ANALYSIS 7
PRODUCT/SERVIE OFFERING 9
KEY SUCCESS FACTORS 10
MARKETING STRATEGY 10
DISTRIBUTION STRATEGY 18
MARKETING MIX 19
FINANCIAL PROJECTIONS 23
IMPLEMENTATION STRATEGY 29
CONTINGENCY PLAN 30

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1 EXECUTIVE SUMMARY
Eastman Kodak Company, otherwise called Kodak, is an American multinational
imaging and photographic hardware, materials and administrations organization
headquartered in Rochester, New York. It was established by George Eastman in
1888. At a certain point of time, Kodak held a main position in the photographic
film market with a 90% offer in the United States. Be that as it may, the
organization neglected to contend adequately with the approach of advanced
photography in the 90's and its funds began breaking down. In January 2012,
Kodak petitioned for insolvency and is the procedure of going down its
advantages. Currently we are launching High Tech Full Frame Mirror Less
Camera – S1-R, at competitive price to reposition ourselves in the current market
scenario. We plan to regain and regrow by giving whole new experience to the
user by introducing Kodak experience Stores and low budget professional camera
which can we afforded by every photography enthusiast.

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2 SITUATION ANALYSIS
Kodak, the once unbeatable giant, is set out to reposition itself as the No.1 yet
again by offering experience to its age old as well as the new mass like never
before! it, as ever aims to make the world of photography beautiful for all. Thus,
this project aims studies the ways Kodak can regain the place in the market by
doing what it does the best – photography and imaging. Other findings from our
research are explained below.

3 MARKET SUMMARY
Being a player in the market for decades now, Kodak still successfully recognizes
that the need of every customer is unique, while the love for digital cameras and
Kodak still prevails in the hearts of all and that they are thirsty to see Kodak rise
again. Thus, we have curated our offering to target the NICHE market
photographers as follows-

3.1 TARGET MARKET

 Photography enthusiasts
 Travellers
 Event photographers
 Families
 Bloggers/Influencers
 Graphic designers
 Media students
 Cinematographers

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3.2 MARKET DEMOGRPAHICS

The profile of a typical customer identified by Kodak consists of the following
geographic demographic and use situation factors –
3.2.1 Geographic –

India is considered to have the most enthusiastic, exuberant and vibrant

weddings that go on throughout the year. Jazzing up today is the new love
for pre wedding shoots, post wedding shoots and so much more. there are,
not to underestimate, many events like award shows, concerts etc that are
rising increasingly. India also has started becoming the new pot pourri of
bloggers; be it travel bloggers, food bloggers, fashion bloggers etc.,
cameras today have become a part and parcel of their lives.
3.2.2 Demographic –

The main aim will be to target the novice and intermediate level
photographers, bloggers, media students, wedding/event photographers
and also importantly the individuals that never fail to capture their special
moments into an unforgettable memory.
3.2.3 Use situation –

Following are the use situation factors observed in and around

1. Digital cameras have become a fad amongst today’s generation so
to have a digital camera denotes a kind of style quotient.
2. Corollary to it, with the rise of digital cameras, there has been a
commendable rise in bloggers, vloggers and influencers.
3. Digital cameras have opened a portal to many opportunities in media
and cinematography
4. Kodak has been the hero for decades before it failed. Many of its
loyal users still crave to see kodak bloom again as it did in its youth.
5. The use of digital cameras has helped many people to discover their
underlying interests, hobbies and passion for photography, which in
turn has also made it their careers.

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3.3 MARKET NEEDS

Following are the major needs of the market segments that kodak has identified:

3.3.1 Travellers –

 Low light performance to not miss out on the camping night photography,
 Variety of interchangeable lenses – use whenever- wherever- however, at
ease of your fingertips
 Long lasting battery life
 Ample storage to keep making memories

3.3.2 Bloggers/influencers –

 Sharper images,
 Shutter speed to capture stills
 Regulation of light

3.3.3 Wedding/event photographers –

 Sensor size
 Good balance between high resolution and megapixels
 Fast and accurate focus

3.3.4 Media students/ cinematographers –

 Basic features for learning purpose

 High functionality
 Carrying convenience

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3.4 MARKET TRENDS

It’s a human tendency to capture memories in in the form of pictures and videos
that Kodak made it the easiest for us. But today photography doesn’t just stop of
creating memories. Today cameras have become the weapons to hone our skills,
kindle hobbies and interests that remained undiscovered yet. With the rising
globalisation, competition in film making, media careers, various events all round
the world, influencing people , passion to explore the world , interest for videos
on YouTube, obsession to be a class apart on social media and many other items
on this never ending list, digital cameras have become an eternal need.

4 COMPETITON

BRAND MODEL OPPORTUNITY

NIKON J2 Poor Battery Life

CANON EOS -M50 Poor Editing

SONY Alpha A6000 No Touch Screen

OLYMPUS OM-D E-M10 No 4K video

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5 SWOT ANALYSIS

A swot analysis has been done to study and present the internal and external
environment of Kodak, through the identification of strengths, weakness,
opportunities and threats to which it is exposed. The analysis helps in asserting
the factors that influence the functioning of Kodak and prepare strategic options
to counter any kind of competition it might face.

5.1 Strengths
● Kodak is a brand that has been in the market for years and people are aware
of it. This makes its brand awareness high.
● Kodak has strong base of reliable suppliers of raw materials thus enabling
company to overcome any supply chain bottlenecks
● Company’s low-cost structure helps it to produce at a low cost and sell its
product at low price making it affordable for its customers.
● The company has number of manufacturing units in four countries thus
making production on large scale possible.

5.2 Weaknesses
● Bankruptcy has hurt the brand name of Kodak and has weakened its
market dominance.
● Kodak sold it patents to raise funds. This made Kodak lose its position
as a leading innovator in imaging business.
● Low work force has resulted in high workload per worker which in turn
has lowered its employee turnover rates.

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5.3 Opportunities
 Digital age has opened up new ways of attracting
and retaining customers with innovations like cloud
connectivity and online photo editing apps.
 New trends in the consumer behaviour has opened
up new market and opportunities to build new
product categories.
 Low shipping prices have decreased cost of
transportation thereby boosting company’s
profitability.
 Lower interests rate offered by banks have given
opportunities to expand business.

5.4 Threats
 Intense competition from global national players is
the major threat to existence of Kodak
 With the advent of technology and acceptance of
mobile technology, people are becoming more
comfortable with mobiles having good camera
quality.
 Price sensitive market coupled with a weakening
economy is the greatest threat for any brand trying
to re-establish itself.

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6 PRODUCT / SERVICE OFFERING

6.1 PRODUCT

Kodak offers a whole nw digital camera – S1-R:

 Mirrorless camera
 30 megapixel "Digi Live" MOS Sensor
 High speed image processing
 Superior noise reduction system
 Up to ISO 26100.
 Touch screen
 High speed autofocus "never miss a moment"
 Slow motion video recording 480 fps @ 2K
 4K video recording
 HD in-built display for crisp preview of images
 128 gb storage
 3 quick custom setting shortcuts
 Interchangeable lens
 8 pre-set settings

6.2 SERVICES

 “THE KODAK CLUB” – special club of the loyal customers of

KODAK
 Experience stores
 Photography courses for those keen to learn
 Free camera services to the club members and participation in various
company projects for future planning
 Tours for kodak camera holders to click pictures on kodak camera and
spread it across the world through social media
 Camera accessories
 Freebies and offers

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7 KEY SUCCESS FACTORS

Based on the assessment of the market and the needs of our target segment,
following are the anticipated key successful factors: -

 Affordability
 Compact size
 Active engagement with customers
 Professional editing app
 Ample storage
 Cloud connectivity

8 MARKETING STRATEGY

8.1 VISION STATEMENT

"Our heritage has been and our future is to be the World Leader in Imaging."

8.2 MISSION STATEMENT

"Build a world-class, results-oriented culture providing consumers and customers

with many ways to capture, store, process, output, and communicate images and
pictures as memories, information, and entertainment to people and machines
anywhere, anytime; and bring differentiated, cost-effective solutions to market
quickly and with flawless quality, through a diverse team of energetic employees
with the world-class talent and skills to sustain Kodak as the World Leader in
Imaging."

8.3 VALUE

 Dignity of Individual,
 Upholds Uncompromising Integrity
 Give and Receive Unquestionable Trust
 Prove and Maintain Constant Credibility
 Recognize and Celebrate Achievements
 Support for Continual Improvement and Personal Replacement

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8.4 CULTURE STATEMENT

You press the button, we do the rest.

8.5 MARKETING OBJECTIVES

 To bring back the age long player of photography back into the market / to
reposition the finesse of kodak in the market
 To recapture and create a loyal customer base
 To provide enhanced customer experience with ‘new to market’ features
and services

8.6 FINANCIAL OBJECTIVES

 To achieve break even of 70% units by 2.5 years

 Annual revenue growth by 8% on average every year for 3 years after the
break-even year
 To optimize the services and distribution channel within 2 years.

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8.7 TARGET MARKET SELECTION

With increasing age of internet, globalization, digitalization, more and more

customers are becoming aware the various arising technologies. This is not only
giving a way to n number of professions but also discover and hone hobbies
among many. Due to this the camera industry is witnessing a sharp hike in the
market. Thus, this promising high sale has makes way for kodaks S1-R. the
objective is to tap as many customers in need and the regular users of digital
cameras for various purpose of usage. Thus, we are aiming for selective
specialization across multiple target markets.

M1 M2 M3

P1

P2

P3

8.8 POSITIONING

Erebus will position itself as a premium, authentic European fine dine restaurant.
This positioning will be achieved by leveraging our passion for European culture
and our committed team of professional chefs. The goal is to embed an indelible
European impression through an exclusive dining experience.

8.8.1 POINT OF PARITY

 Quality images and videos

 Variety of lenses
 Camera accessories

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8.8.2 POINT OF DIFFERENCE

 Professional editing app for mobile phones

 Cloud connectivity
 Experiential kodak stores.

8.9 BRANDING

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8.9.1 IDENTIFICATION

Logo-

The use of red in evokes a set of emotions like passion, love, happiness, and
optimism. Similarly, yellow is the colour of sunshine and hope. So, the
company connects people’s passion and joy when they take photographs of
family, occasions, nature, and everything else.

Tagline-

"You Press the Button, We Do the Rest." Implies that kodak eases
photography and the use of camera while you enjoy and kodak captures the
memories for all.

Brand elements –

Kodak has been standing strong for ages, marking your minds with the best
photographic film products.

8.9.2 PERFORMANCE

POP-

Quality images and videos using variety of lenses

considering ergonomics for the comfort of customers

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POD-

A professional editing app for mobile phones, the

convenience of cloud connectivity and experiential kodak
stores.

Durability –

Minimising the problems, you face, kodak proffers the

most reliable and durable products to lessen your repairs
and servicing visits.

8.9.3 IMAGERY

Purchase and usage situation –

This camera can be used by students to bloggers, individuals to event

photographers.

Long standing –

Kodak brings back its charm and expertise in imaging and photography
due to its long-standing unforgettable experience in the market.

Pioneer-

The first ever to treat us with something unbelievable, unthinkable of,

kodak introduced us all the world films and digital photography.

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8.9.4 JUDGEMENT

Credibility –

Kodak will always the credibility over its competitor for

the trust and long-standing position it has made among its
past customers.

Quality –

No questions asked kodak offers the best quality products that last for
decades and more.

Superiority-

For its experience, and innovation, the pioneer of films and photography will
always hold the superiority.

8.9.5 FEELING

Nostalgia –

Kodak brings about a whirlwind of emotions not only because it captured our
memories into beautiful pictures but became an integral part of our family.

8.9.6 TRUST–
In tandem with reliability and trust, Kodak will always be the go-to partner.

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8.10 RESONANCE

We aspire to retain regain and regrow the Kodak family. Thus, this project
targets not only providing an outstanding product – S1-R but also to deliver a
service that makes the customers feel back at “KODAK”. The new plan
involves the making of “THE KODAK CLUB”. It includes the regular and the
most loyal customers of Kodak, who will enjoy the privileges of free services,
masterclasses in photography, tours too many places to create content for
social media platforms through Kodak camera and so much more.

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9 DISTRIBUTION STRATEGY

Kodak understands that distribution connects link between producer and

consumer. So, Kodak aims to make its distribution network stronger and
wider. Kodak plans to use mix channels strategy to make its products available
in the market. Distribution partners like dealers, sub-dealers, e-commerce
sites, experience stores will be used by the company for distribution. Kodak
plans to have experience store in every urban city of India in future. Kodak
aims to increase its reach by delivering its cameras to 1000 dealers and sub-
dealers across country. The following distribution networks will be used by
the company.

Manufacturer Official Outlet (Experience store) Consumer

Manufacturer Dealer Consumer

Manufacturer Dealer Sub-Dealer Consumer

Kodak will be building its warehouses at short distances from dealer

showrooms so that the cameras will be delivered in 1 day to the showrooms.
Transportation partnerships will be formed with agencies having electric
vehicles for carrying products to showrooms to save transportation costs.

The official website will have all the models with images, description and
price tags. Kodak will have presence on e-commerce platforms like Flipkart,
Amazon, E-bay etc.

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10 MARKETING MIX

10.1 PRODUCT

Representing our company’s core cultural value “You click we do the rest”,
our product eases the efforts of our customers by bringing good
ergonomics on the table. This camera will be the talk of the town with
features like cloud connectivity and high functionality mobile app. We will
be providing the best product quality maintaining our brand’s heritage.

10.2 PRICE

We provide a premium quality, highly functional product at a very pocket

friendly rate that’s affordable to every customer we target. Apart from that
the kodak club will also enjoy many offers discounts and freebies for their
participation and loyalty towards their brand.

10.3 PLACE

Kodak plans to spread its presence to major urban cities and towns thereby
covering most of the strategic locations in India. Kodak will have its
physical presence at its experience store which will be launched in
Mumbai. Apart from this, cameras will also be available in multi-brand
stores, dealers, sub-dealers. Kodak will also make sure that it has presence
on official website and e-commerce channels.

10.4 PROMOTION

10.4.1 Advertising –
Hoardings, Advertisements in newspapers, articles in leading technology
magazines and events, pamphlets in newspapers, distributing brochures to
corporate offices, Bulk mailers, displays on airport.

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10.4.2 Sales Promotion –

By encouraging customers to Kodak Experience stores starting from Mumbai.
The new experience zone will provide young photographers and entrepreneurs
an access to the complete range of Kodak products that comprises of Kodak
Mirrorless series, D-SLR cameras, array of Kodak lenses, accessories and
Sport Optics range. “As Mumbai is a city of dreams, that doesn’t stop any
individual from dreaming big, there is an abundance of opportunity for
budding photographers. The new experience zone in the city will provide a
hands-on experience to our customers, who can leverage the incredible culture
of the city, which is a mixture of both modern and traditional values. We aim
to ensure a seamless sales point and reach to every photographer in the
country”

Working towards the vison of converting dreams into real life passion, Kodak
is expanding its reach all over global with these zones. The idea is to provide
‘touch & try’ experience of products to its customers which will enable them
to make an unbiased purchase decision.

10.4.3 Word of Mouth Marketing –

We will build a loyal customer base so that they act as
publicists for our products. The goal is to ensure that our
product and services speaks for itself to spread the word
around.

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10.4.4 Event Marketing-

We will create Kodak Clubs where we will take people over
photo walks to monuments or different famous places of the
cities. This can work accordingly city to city.

10.4.5 Social Media Marketing-

Platform Advertising format Bid type

Performance based advertising to drive traffic
Google Display Network Banner ads, video ads, Smart display ads,
native, blogs CPM
Banner ads, video ads, Smart display ads,
DoubleClick bid native, blogs CPM
Facebook newsfeed Posts and video ads CPC +
CPM
Google search network
Thumbnail advertisements CPC
Video advertising
Video advertising on with non-skipped
YouTube advertisements CPV
Native Advertising
Taboola
Native ads, Text and banner, advertisement with
Times Native
logo and product creatives
Yahoo Native
Social media
Facebook Post, stories, short videos, etc.
Instagram Post, stories, short videos, etc.
Snapchat Location filters
Online Shopping Apps
Amazon
Flipkart
Advertisement listings
Alibaba
Snapdeal
Email Marketing Campaign
MailChimp’s, mail blaster,etc Emails

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10.5 PEOPLE

 We are introducing Kodak Care Protection Plan that extends customers

service coverage that gives one-stop service and support from Kodak
experts.
 Kodak Support- 24*7 customer care service
 Kodak Certified Repair Centres.

10.6 PHYSICAL EVIDENCE

 We will introduce detailed brochure of product details. Showing

comparison of the competitor’s camera.
 Kodak has strict uniform culture in their workplaces
 Our all experience store are uniform in orientation and theme.

10.7 PROCESS

 Our Product is designed by Jony Ive. (Former Chief Design Officer of

APPLE Inc.)
 This product is manufactured observing the high industry standards
where The McKinsey 7S framework is followed strictly to offer quality
products and services to our beloved customers.
 We have outsourced logistics of our products to UPS Supply Chain
Solutions, who are undoubtedly one of the best leaders in logistics. We
can continue to have our blind faith in them to take care of our products
from the time they leave factory till they reach retailers and other
distributers in the network.
 Excellent eco-friendly packaging.
 The customer will definitely get a satisfying buying experience with the
undivided attention provided by our salesmen.

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11 FINANCIAL PROJECTIONS

The following data are shown to give a clear picture of where Kodak stands
currently. It helps to understand the different parameters in which the company
is falling behind its competitors. The Indian market for photography and
imaging business is explained in the latter half and steps to be taken to
reposition it in this particular maker.

11.1 Overview (in USD)/Key Performance Indicators

Revenue 1.35 billion

Operating Income 118 million

Net Income 16 million

Total Assets 1.51 billion

Total Equity 3 million

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11.2 Balance Sheet as on 31st December 2018

ASSETS 2018-2019 2017-2018

(USD) (USD)

Cash and cash equivalents 246 343

Trade receivables 232 253

Inventories, net 236 246

Other current assets 51 54

Current assets held for sale 113 62

Total current assets 878 958

Property, plant and equipment 246 294

Goodwill 12 12

Intangible assets 60 84

Restricted cash 11 17

Deferred income taxes 160 187

Other long-term assets 144 113

Long-term assets held for sale - 42

TOTAL ASSETS 1,511 1,707

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LIABILITIES AND OWNER’S EQUITY

Accounts payable, trade 149 183

Short-term borrowings 396 4

Other current liabilities 213 211

Current liabilities held for sale 20 21

Total current liabilities 778 419

Long-term debt 5 399

Pension and other postretirement liabilities 379 462

Other long-term liabilities 179 202

Long-term liabilities held for sale - 4

Total liabilities 1,341 1,486

Redeemable, convertible Series A preferred stock, no par 173 164

value, $100 per share

Additional paid in capital 617 631

Total equity (deficit) 3 57

TOTAL LIABILITIES AND EQUITY 1,511 1,707

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11.3 Cash Flow Projections

In millions (USD) 2018-19 2017-18 year change

Cash flows from operating activities

● Net cash 62 67 5

Cash flows from investing activities

● Net cash 22 24 2

Cash flows from financing activities

● Net cash 11 29 18

Net change in Cash 102 109 -

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11.4 Indian Market and Expected Growth of Kodak

Indian Photography Market

According to recent surveys, Indian camera market should witness phenomenal

compounded annual growth rate (CAGR) of 27% for next five years. Some of
the drivers for growing camera market in India are low penetration, increasing
disposable income, increasing social media, increasing tourism and increasing
advertising.

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Anticipated RETURN ON SALES

The above graph gives the expected return on sales of Kodak products after the
new strategy and plans are implemented in the Indian Region.

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12 IMPLEMENTATION STRATEGY

12.1 PLANS AND REVIEWS

 Hold quarterly meetings with “the kodak club” to learn about new
emerging trends and needs. Also, internal meetings to regulate the
business and review its position.
 Quarterly feedback from the customers.
 Keep updating mission, vision and values as per the changing world
dynamics.
 Regular training to the service staff.
 Continuous improvement through customer reviews with perpetual
research& development analysis.

12.2 MILESTONES
Kodak is all set to launch an “Experience Store” in Mumbai Suburbs. The store
is scheduled to open in the month of December, just before Christmas. The store
will comprise of all Kodak photography products and accessories as well. This
will be the first of its kind store in India.
The sole purpose of this initiative is customer service and set benchmark in
giving service and experience like never before. The store will give an Orange
Carpet Welcome to everyone visiting the store. The spotlight will be on Mr.
Dabboo Ratnani, an Indian fashion photographer, who will be the chief guest of
the Launch.

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13 CONTINGENCY PLAN

Under unforeseen circumstances, if our business plan ceases to succeed, we will

introduce high quality sensors inspired by our range of professional camera
sensors, as our contingency plan. Along with the lenses come various
accessories for cell phones as well as digital cameras, such as tripods, covers for
digital cameras, pouches for lenses, mountable flash lights, memory cards,
ambient lights, controller for studios etc. We will also offer a paid camera app
for all the operating system platforms. The target market will increase to even
all those who rely just on mobile cameras for clicking pictures and find digital
cameras tough to use, carry and expensive. Since this increases the market and
introduces many other attractive accessories for digital cameras as well as
mobile phones, we will be able to recover our losses.

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References-

https://www.businesswire.com/news/home/20190401005788/en/Kodak-Reports-Full-Year-
2018-Financial-Results

https://successstory.com/companies/kodak

https://petapixel.com/2018/06/14/a-brief-history-of-kodak-the-camera-giants-rise-and-fall/

https://www.academia.edu/5189766/PHILIP_KOTLER_MARKETING_MANAGEMENT_SUM
MARY_PREPARED_BY

https://www.repsly.com/blog/consumer-goods/everything-you-need-to-know-about-product-
distribution

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