Anjuman-I-Islam’s

Allana Institute of Management Studies

Kodak
Digital Printing Solutions in an Instant

Project Report On

Market Research of Kodak Picture Kiosk
A Study of Labs, Studios & Consumers

Submitted by

Mr. Junaid Shaikh
MMS – II Year (2007-2009) Roll No. 50

-1-

ACKNOWLEDGEMENT
Sometimes words fall short to show gratitude, the same happened with me during this project. The immense help and support received from Kodak India Limited overwhelmed me during the project. I would like to thanks Kodak India Limited for giving me an Opportunity of doing a summer project on Market Survey on Picture Kiosk. My sincere gratitude to Mr. Shahnawaz Ansari (Asstt. Sales Manage, Kodak India Ltd) for providing me with the necessary information and his valuable suggestion and comments on bringing out this report in the best possible way. Last but not the least I would like to thanks my friends and heartfelt love for my parents whose constant support and blessings helped me throughout this project.

-2-

::
Sr. No. 1. 2.

Contents
Topics

::
Page No. 1 2 3 6 7 8 11 14 15 15 15 16 17 25 26 27

Executive Summary…………………………………………. Eastman Kodak Company…………………………………… 2.1 About Kodak India…………………………………...

3. 4. 5.

CDG Segment…………………………………….…………. Top Competitors…………………………………………….. Product……………………………………………………….. 5.1 Product Description / Summary………………………

6. 7. 8.

SWOT Analysis of Picture Kiosk Product…………………… Problem……………………………………………………….. Market Survey for Labs & Studios……………………………. 8.1 8.2 8.3 8.4 8.5 8.6 Objective………………………………………………. Research Methodology / Techniques………………….. Survey Result………………………………………….. Research Finding……………………………………… Suggestion / Recommendation………………………… Questionnaire…………………………………………..

-3-

Sr. No. 9.

Topics Market Survey for Consumers…………………………………. 9.1 9.2 9.3 9.4 9.5 9.6 Objective………………………………………………. Research Methodology / Techniques………………….. Survey Result………………………………………….. Research Finding…………………………………….… Suggestion / Recommendation………………………… Questionnaire…………………………………………..

Page No. 30 30 30 31 36 37 38 40 41

10. 11.

Conclusion…………………………………………………….. Bibliography……………………………………………………

-4-

1.

EXECUTIVE SUMMARY

Overview
With the explosion of digital photography, customers now control many of the processing aspects of their photography. Combine that with today’s high quality, easy to use home photo printers, and the need to take a trip to the local “Rite Aid” for picture development becomes obsolete. However, not everyone has access to these processing tools and they need a way to print their photographs from their digital devices. The 4 th Generation Kodak Picture Kiosk attempts to fill this gap by providing customers with a freestanding self service machine they can use to easily edit and print their photos.

Methods
In order to obtain a broad picture of some potential problems of the picture kiosk, I began the evaluation by establishing global principles for the analysis of the product. From there, I used the various techniques, stated in the previous research methodology/techniques section, to take a local approach to lab, studio and end-user difficulties. The local approach then detailed problems that labs, studios and end-users encountered while using the product and performing their assigned tasks.

Important Findings
The Kodak Picture Kiosk enjoyed initial praise from users. In fact, users found the kiosk coloring familiar and, therefore, perceived the machine to be inviting. However, the various violations led to the following: 1. Lack of promotion. 2. No proper awareness of features. While users were able to print pictures and found the kiosk very functional, they were consistent in their critique of the product’s operational aspects. Participants noted the exterior of the machine had no pictures of accepted forms of media, and there was an excess of empty space on the touch-screen that could have been used to notify them where they were in the process of working with their pictures. -5-

2.

EASTMAN KODAK COMPANY

The Kodak Company was started by this man- George Eastman. Eastman, an American, was thoroughly fascinated with still photography and cameras. He always believed the still camera was an amazing invention, but thought that it did need to be improved. Eastman felt that the cameras of his day were too bulky, heavy, and not user friendly to the average person; so in 1879 he left the United States for London to start a company George Eastman that would solve this problem and revolutionize the photography industry. In 1880, new inventions and patents by Eastman impressed a fellow photography businessman, Henry A. Strong. Strong was so impressed by Eastman, that he invested into Eastman's company to form a partnership. The new partnership produced The Eastman Dry Plate Company. Because of this new partnership and responsibilities, Eastman decided to resign from his part-time job at Rochester (England) Savings Bank and put all of his concentration into improving cameras, film, and photo developing. Now, with more time to invest into his company, George Eastman was able to receive more patents for newer, more developed inventions. In 1883, Eastman startled industry executives by developing the first film in rolls. Later, with the first KODAK camera in 1888, Eastman "...put down the foundation for making photography available to everyone". Kodak's origins rest with Eastman Dry Plate Company, and the General Aristo Company, founded by inventor George Eastman and businessman Henry Strong in Rochester, and Jamestown New York. With the slogan "you press the button, we do the rest,". Eastman Kodak Company is an American multinational public company which produces imaging and photographic materials and equipment. Long known for its wide range of photographic film products, Kodak is re-focusing on two major markets: digital photography and digital printing. The Kodak Company attained its name from the first simple roll film cameras produced by Eastman Dry Plate Company, known as the "Kodak" in its product line. The cameras proved such an enormous success that the word

-6-

Kodak was incorporated into the company name. Kodak lies at 238 numbers in fortune 500 companies as on 2008.

2.1.

About Kodak India

Kodak India Private Ltd. was established in 1913. Since then it has continued to grow and develop. Today, in India, Kodak is strongly established as the leader in Imaging. It offers a range of digital products and services for both commercial and consumer uses. The South Asian subsidiary of Eastman Kodak, Kodak India is one of the area’s best known corporations. With revenues of more than US$170 million, Kodak India is both structurally and geographically diverse. Some 600 staff are employed across six separate business units, three factories, four regional offices, and a corporate head office. In addition, 26 billing locations operate across all the major state capitals, operated by carrying and forwarding agents. India has been identified as among the top 15 markets for Kodak as far as consumer imaging is concerned and that means they will be introducing and reinforcing the company in all the three categories manufacturing cameras, photographic films and services. Kodak has three factories - at Bangalore, Malanpur and Goa. The Goa factory has recently been commissioned for film and health imaging products. Kodak India Limited is a subsidiary of Eastman Kodak, UK which holds 74 per cent stake in the company. The remaining rests with the public. Kodak is a leading player in the Indian imaging products market Kodak is one of the oldest players in the photographic film and camera markets in India. Kodak has successfully changed the perception of photography in the minds of consumers from being marriage-centric to a day-to-day usage commodity. Kodak has witnessed increased market penetration with products that have built a reputation for quality and consistent performance. Kodak is presently a market leader with a market share of 60 per cent in the three million unit’s camera market of India. Kodak had 47 per cent market share in digital cameras.

-7-

Kodak has taken a number of initiatives to venture into the retailing side of business and has penetrated the market in an efficient manner.

Factors for Success
Diverse portfolio to capture the market Kodak has a wide product portfolio, which includes films for amateur and professional photographers, photographic paper and chemicals, photo-finishing services, medical/Xray films, graphic arts and microfilming equipment. Kodak is one of the largest suppliers of raw stock to India’s motion picture industry. Leveraging the India advantage to create a manufacturing hub Kodak manufactures color negative films, motion picture positive films, cardiology films and X-ray films at its Goa plant. Photo chemicals are manufactured at the Malanpur plant in Madhya Pradesh. A part of these photo chemicals manufactured in India are exported. Kodak has a camera manufacturing and assembly plant near Bangalore, which produces over four million units per year. Around 60 - 70 percent of this centre’s products were exported to the US, Europe, West Asia and the Far East. Bringing latest technology to the Indian Market Kodak has always brought the latest technology in the photography world to India . • To stay abreast with digital technology, Kodak introduced Digital Cameras, additional Multimedia kit and color inkjet printers • Kodak has gone into a three-way partnership with Vodafone (Hutch) and Nokia to provide value added services to their customers. The service allows Vodafone (Hutch) mobile subscribers with GPRS-enabled Nokia camera phones to click away and have their developed pictures couriered to any destination in India within five days. Wide distribution and retail network Kodak distributes its products through a central distribution centre located at Mumbai and 4 regional distribution centres located in the metros. It also has a network consisting of 27 clearing and forwarding agents (CFA), 1,500 Kodak Express outlets, besides a retail

-8-

distribution network of photofinishing labs, general stores etc. It has taken fresh initiatives like: • Kodak Express venture was started in 1990. These outlets have been opened in more than 300 metros and mini-metros of India and are targeted at amateur photographers. • Kodak PhotoShop - a branded neighborhood studio-store also for the amateur customer. • FMCG-style distribution operation for photographic film, with 600 distributors taking films to grocery, novelty, medical and lifestyle stores • Foto-plus retail outlets for processing and printing color films in different cities.

Marketing and Competition:
The Company faces competition from competitors, in the markets in which it competes, generally competing on price and technological advances. Rapid price declines shortly after product introduction are common in this environment, as producers are continually introducing new models with enhanced capabilities, such as improved resolution and/or optical systems in cameras. The key elements of CDG’s marketing strategy emphasize ease of use, quality and the complete solution offered by Kodak products and services. This is communicated through a combination of in-store presentation, online marketing, and advertising. The Company’s advertising programs actively promote the segment’s products and services in its various markets, and its principal trademarks, trade dress, and corporate symbol are widely used and recognized. Kodak is frequently noted by trade and business publications as one of the most recognized and respected brands in the world. The Company’s strategy to address the decline in the market for color photographic papers is to offer a variety of color paper formulations designed to optimize digital printing workflows in consumer and professional photo processing labs. The Company also offers to professional and commercial labs an industry-leading family of digital workflow software designed to improve their workflows and enhance our position as a leading supplier of consumables. Mission statement

-9-

(to be) The world leader in helping people take share, enhance, preserve, print, and enjoy pictures – for memories, for information, for entertainment. The Company has three Segments: • • • Consumer Digital Imaging Group (CDG) Film Products Group (FPG) Graphic Communications Group (GCG)

The segment for which I was assign for the project in CDG segment:

3.

CONSUMER DIGITAL IMAGING GROUP (CDG) SEGMENT

The Company is a global player in providing digital photography products and services for consumer markets. Consumer digital products include digital cameras, digital picture frames, home imaging accessory products, and snapshot printers and printer media. Kodak’s line of camera products and accessories enable the consumer to personalize their digital camera and their photographic experience. Kodak’s product and service offerings to retailers include retail kiosks, color paper, processing chemistry, retail store merchandising and identity programs, after sale service and support, Web infrastructure support, and wholesale printing services. Kodak Picture Kiosks and associated media, with approximately 90,000 installations worldwide, are sold directly to retailers and provide consumers with an array of output products from their digital images. The Company is a global leader in providing digital photography products and services for consumer markets. Kodak holds top three market shares in many major categories in which it participates, such as digital still cameras, retail printing, and digital picture frames. CDG’s mission is to enhance people’s lives and social interactions through the capabilities of digital imaging technology, combined with Kodak’s unique consumer knowledge, brand and intellectual property. This focus has led to a full range of product and service offerings to the consumer. CDG’s strategy is to extend picture taking, picture

- 10 -

search/organizing, creativity, sharing and printing to bring innovative new experiences to consumers – in ways that extend Kodak’s legendary heritage in ease of use. Kodak is organized into these key SBU’s. Each of these units markets different products to a clearly defined group of customers. Digital & Film Imaging Systems Provides consumers, professional photographers, and motion picture industry with digital and traditional product/services. Health Imaging Supplies healthcare industry with traditional and digital image capture, output and information magmts. Products/services. Commercial Printing Printing products, systems, networks and services for printing/publishing industry. Commercial Imaging Offers image capture, output and storage products and services to business and government. Display & Components Delivers image display and capture devices for products such as digital cameras and scanners.

4.

TOP COMPETITORS
o Canon o Sony o Nikon o Olympus o Fuji film o Panasonic o Hewlett-Packard o Konica

- 11 -

5.

PROUDCT

The company’s products span o o o o o o o o o o Film printing Photo printing Film cameras. Digital picture frames Instant cameras Digital cameras Image sensors Motion picture and TV production Thermal Printer: 6850, 8800, 605, 805 Retail Product

G4 Picture Kiosk

G4 Order Station Picture Kiosk

GS Compact

Kodak Picture Kiosk:
Picture Kiosk is same as ATM machine which serve self-service. Just have to input the any external device, follow the step and make instant print the photo. The self-service, standalone units allow customers to view, edit, personalize and print real Kodak quality photographs in a matter of seconds. Eastman Kodak Company announced a new, lower cost digital printing kiosk product to make it easier for traditional and non-traditional retailers alike to gain entry into the rapidly growing digital printing space. The new Kodak Picture Kiosk is a pedestal-style - 12 -

digital system, which has a significantly smaller footprint and weight than current kiosks, and is ideal for retailers who have not traditionally been able to justify on-site digital printing services. More and more consumers are using digital cameras, and in turn, we are seeing an incredible surge in the demand to print digital pictures. By extending kiosk line with the Kodak Picture Kiosk, and creating innovative features and tools for G4 kiosk, Kodak are generating new opportunities for retailers to leverage digital printing technology for increased sales. Kodak Picture Kiosk - Lower Price Points: Offer Easier Entry into Digital Printing. Kodak has expanded its Kodak Picture Maker to include a new digital system that will give retailers an opportunity to enter the digital printing market at a lower cost, providing customers with a broader selection of locations at which to print their digital pictures. Kodak Picture Kiosk - Self-service: The self-service Kodak Picture Kiosk features a pedestal monitor connected to a Kodak Picture Maker G4 Order Station with Photo Printer 6850 & 8800, which allows people to preview, edit, select and print their digital images in just a few minutes. G4 Order Station is the winner of Eco-Design category at the Consumer Electronics Show for Innovations 2007 Design and Engineering Awards. This new digital system offers a much smaller footprint on the retailer is counter along with easy set-up and lower investment, while maintaining the most popular image editing features and print sizes. People will be able to order prints from just about any digital camera memory card, including Secure Digital (SD) cards, Multimedia Cards (MMC), Compact Flash, Smart media, Memory Stick, Memory Stick Pro, and xD-Picture cards. Similar to the Kodak Picture Maker G4 of kiosks, the consumer-friendly touch screen lets people zoom, crop, reduce red eye and print the sizes and quantities of the exact pictures they want up to 6 x 8 inches. Kodak Picture Kiosk - New Kiosk Enhancements:

- 13 -

Drive Additional Offerings and Revenue Opportunities. Kodak announced their selection of Touch-Point Solutions, Inc.’s Catapult platform as a primary component of its retail digital photo-printing infrastructure. The agreement will allow for the installation of Touch-Point’s remote management software, Catapult, on thousands of new and existing Kodak Picture Maker kiosks worldwide. Kodak will use this new, networked infrastructure to further drive efficiency and profitability for retailers who own and operate Kodak equipment. By using a centralized remote management system, Kodak can provide flexible business management services allowing deployment of a variety of marketing, sales, and advertising programs via the Kodak Picture Maker kiosk. In addition, it delivers centralized daily collection of production data with ready access to reports all within a secure, proven environment. And, retailers benefit from proactive service and support that monitors and controls in-store equipment, even performing diagnostics and repair. Devices will automatically communicate with Kodak technicians and store personnel when attention are needed, thus minimizing equipment downtime. This new capability provides retailers with valuable business and service information to optimize performance and profitability. Kodak Picture Kiosk - Increased Print Speed: Kodak has also announced enhancements to its photo printers for the Kodak Picture kiosk.. The main benefit of the 6850 is faster printing speeds – eight seconds for a 4 x 6inch print. The 6850 will maintain the award winning print quality, which won the Digital Imaging Marketing Association (DIMA) printer shootout and Technical Imaging Press Association (TIPA) awards in 2004. Kodak Picture Kiosks are expected to be installed at more and more locations in the coming years, including Kodak Express stores, hypermarkets, shopping malls, mobile phone retail stores etc. With 90,000 Kodak Picture kiosks currently installed worldwide, Kodak is not new to the photo Kiosk business. The 50% market share makes Kodak Picture Kiosks the world leader by far.

- 14 -

5.1.

PRODUCT DESCRIPTION / SUMMARY

G4 PICTURE KIOSK
It’s so quick and easy. Consumers tell that they are “amazed” and “delighted” when they try the KODAK Picture Kiosk for the first time. Kodak has designed the kiosks to make sure you get great results your first time, and every time you print. Get true KODAK Quality Prints. Rich, vibrant colors. Crisp detail. Simply better, brighter pictures. You can do it yourself. Beautiful pictures are right at your fingertips. Just touch the screen to get started. The 4th generation Kodak Picture Kiosk is a self service machine customers can use to edit their photos and make professional quality prints. They can also create calendars and greeting cards from their photos. Its main parts are an LCD monitor, a small tower that houses its inputs, and dual print stand that both the tower and monitor stand on. As you can see from the picture below, which includes the measurements of the monitor plus the small tower, the unit is very compact and it has a small footprint.

- 15 -

Size 1. Base is 12” x 12” 2. Terminal Height 20” 3. 15” Touch-screen (with tilt option) 4. CD/ DVD/Multimedia Cards/3.5” floppy/IR/Bluetooth

Features / Editing Option: o Calendar o Greeting Card o Frame o Adding text to photo o Wireless option o Auto-media detection o Kodak perfect Touch technology o Red eye removal o Zoom and crop o Rotate image o Express prints option o Simplified photo ID process Input Option: External Device such as: o Bluetooth o USB Drive

- 16 -

o

CD/DVD

o Memory card/stick

3 Easy Steps to Real KODAK Pictures

Step 1: Upload your Pictures. Insert your external device. Transfer pictures wirelessly from your phone. Scan your print. See all input choices.

Step 2: Preview & Select your Pictures. Select all pictures with just one touch, or print the pictures you want. Make easy edits to improve your picture See your pics on screen before you pay.

.

Step 3: Touch the screen to indicate how prints you want of each pictures may. Enlarge favorite prints in just one step. Choose a print package for pictures in more sizes.

Pricing of the G4 order station and G4 kiosk is between Rs. 1,50,000/- to Rs. 2,60,000/-.

- 17 -

The retail venture of Kodak is called Kodak Express. This arrangement is similar to a franchise agreement between Kodak and the retailer. Kodak Express is the world’s largest non-food retail chain. Where is the best place to get your photographs developed and printed? Where can you buy a well-designed photo frame? Where can you find a good, inexpensive camera – and advice on how to use it. There is one answer to all these questions: the Kodak Express store. Kodak Express is the largest branded photo-processing network in the world, with over 30,000 stores worldwide, and over 1500 in India. Every Kodak Express store is a onestop shop for practically all your photography needs. Kodak picture kiosk distribution channel is through Kodak express as said early. Where the product is install in retail outlets.

6.

SWOT ANALYSIS OF PICTURE KIOSK PRODUCT

• • •

Strength +6+6……….. User-friendly Quality of the prints. Back up from the Kodak India. Opportunities……………..

• •

Weakness ………… .. Lack of Awareness. Virus problem

Threats •

……

…..

• • •

More Features additions. More Similar product to fill the gap Airport, Malls can be captured.

Competitor coming out with similar product.

- 18 -

Internet Connectivity.

7.

PROBLEM

The project which I was assigned was market survey i.e. feedback, suggestion, views and preference of labs, studios and consumers for pictures kiosk. The reason of giving the project was that; if other company launches same product in near future there is a chance of competition to increase, to be in the market they had given me a market research assignment to know more about the product feedback, problem or loophole of the product which it can be fulfill by solving it. There were 2 phase given to me i.e. 1. Market survey for labs and studios. 2. Market survey for end users. Duration: o It took approximately 45 days to complete the survey.

8.

MARKET SURVEY FOR LABS & STUDIOS
8.1. OBJECTIVE

To find and study views & preferences of Labs/Studios for picture kiosk product

- 19 -

It was my goal that through the study of Picture Kiosk’s weakness’ were identified, from which solutions can be outlined, and improvements carried out; such that the company’s objective of creating a unique and meaningful customer experience can be achieved.

8.2.

RESEARCH METHODOLOGY / TECHNIQUES

A Primary research was conducted using the Quantitative and Qualitative research technique. The instrument used was a structured questionnaire, the method being face-toface interview. Survey conducted in labs and studios in different zone of Mumbai through a questionnaire by visiting personally. Questionnaires were design by me with help of Mr. Shahnawaz Ansari – Asstt. Sales Manger of Kodak India: Participants: o Labs and Studios of Kodak express. Areas Covered: o East Zone, West Zone, and Central Zone of Mumbai. Sample Size: o The survey was conducted over a sample size of 20 labs and studios, i.e. Kodak express outlets. So that a complete picture of the concerns surrounding the Picture Kiosk could be obtained, I used a number of study techniques to gather the necessary information I would need in my analysis. - 20 -

The survey consisted of questions that measured different aspects, such as satisfaction levels and overall feelings of the kiosk. A structured questionnaire was formulated, which consisted of questions relating to the usability, devices used, basis of preference, level of satisfaction with the features, quality, speed, etc.

8.3.

SURVEY RESULT

The Results of the Survey Conducted for labs / studios represented as below: 1. How many customer visits to lab/studio on an average in a day?
Customer visits to lab/studio in a day

5%

15% Less than 20 20-50 50-90 More than 90 30%

50%

2. Which product are you using? INTERPRETATION: From the sample size, 19 of the labs/studios are mainly using G4 Order Station product and only 1 using Kiosk product. 3. Since how long you have the product? INTERPRETATION: Most of the labs/studios are using the product since from 6 months to 1 year.

- 21 -

4. Is the product user-friendly. INTERPRETATION: From interviewing the participants, most of them say it is userfriendly.

5. By whom the most products are use?

Mostly Product use by

Professional 13%

Amateurs 87%

6. How many customers visit & use product on an average in a day?

- 22 -

Customers visit & use the product in a day

More than 75 10% 40-75 20%

Less than 15 35%

15-40 35%

7. Mostly which external device is use in the product to print?

- 23 -

Mos te d Exte rnal De vice us e

30%

35%

Bluetooth USB Driver CD/DVD Memory Card

25%

10%

8. Mostly which age group uses the product?
Age Groups
13-18 19-26 27-35

5%

40%

55%

9. On which occasion the product is busy. INTERPRETATION: Weekend is the occasion where the product is busy, 70% of the lab/studio says, 5% on Vacation, 5% on Festivals, & 20% on Daily.

- 24 -

10. How many print are made in a day using product?

Print in a day

No. of Labs/studios

8 5

7

100-250

250-250 No. of photos

More than 450

11. How frequently the product is use. INTERPRETATION: All labs/studios say that product is used frequently 12. Which value added feature is most printed? INTERPRETATION: Most of them say that Normal, collage, regular are printed but rarely calendar, card, and frame.

- 25 -

13. Rating the experience with each of the following tasks:

Experience of Kodak Labs/Studios
18 No. oflabs/studios 15 15 15 9 6 6 8 5 1 1 Maing a Greeting Card Making a Passport Adding Text to a photo Making a Calendar 7 8 0 Overall usability 15 Neutral Somewhat Easy Very Easy

2 3

4 1 Printing Pictures 0

5

7 4

5

Editing Pictures

Transferring pictures to product

Ratings

14.a. How the features of the product? INTERPRETATION: Labs/Studios are satisfied with the features of product the following percentage of answer: 55% say that the features are excellent, 35% good, and 10% satisfactory. 14.b. Satisfied with the editing option? INTERPRETATION: All labs/studio are satisfied. 14.c. Satisfied with the speed of the product? INTERPRETATION: All labs/studios are satisfied with the speed. 14.d. How the quality of the print given by the product?

- 26 -

INTERPRETATION: All the labs/studios say that the print quality is good but mainly depend on external device. 14.e. How is the overall performance of the product? INTERPRETATION: All he labs/studios say that the over performance is excellent and they are satisfied with the performance. 15. Any Additional features required? INTERPRETATION: Yes, 80% requires following: o Add future year’s calendar. o More colors in calendar. o Calendar, card, and frame should be more creative like cartoons.

16. Product should have Internet connectivity? INTERPRETATION: Yes, 70% says. And 30% says No reason: o It takes more time, which make the lab\studio crowded. o Viruses are downloaded from the internet. o Have separate facility already. o There are no customers for the internet. o It increases the expenses.

- 27 -

17. How likely to recommend the product to customers give ratings?

Recommendation of product to the customers
18 No. of labs/studios

0 1 LOW

1 2 Rating

1 3 4 HIGHLY

18. How many times service engineer visited?

Service engineer visited

0% 25%

20% 1-2 tim es 2-6 tim es 6-10 tim es More than 10 tim es

55%

- 28 -

19. Service provided is satisfactory. INTERPRETATION: All the labs/studios are satisfied with the service provided 20. Clarity of information or advice provided by the service engineer is satisfactory? INTERPRETATION: 55% people say excellent, 40%, say good and 5% say satisfactory. 21. The benefit from the product: INTERPRETATION: Labs/studios views are as follows: o As it is a self-service machine, the customer itself selects their photos, which save the time of the lab\studio. o Labs/studios burden are reduce and there is increase in the business due to this product. o Product has many features and easy to operate also. o Other labs\studios does not provide this kind of service of product. o Delivery time have became more faster than early. 22. What is difficulties/problem faced? INTERPRETATION: Labs/studios views are as follows: o It is possible to print 100 photos through this product but the service engineer recommend to print 50-60 photos only, which take time. o There is no option of 8x12”size photo printing in the kiosk. o Product is stuck when photo print goes more than 200 copies. o There is a cropping problem in a new version. o Sometime the writer/rom throws out the CD\DVD. o There is a virus problem, which comes from external devices. o Calendar only display till November 2008. o Product hangs while working. o There is starting problem in the product when started in the morning, problem faced: features doesn’t display on screen. o Software should be compatible with frontier machine also. - 29 -

o Option of Passport is difficult to use. 23. a. Suggestion from labs/studios: INTERPRETATION: o There should be more customize size. o Install Anti-virus software, which helps to reduce bias attack. o There is a requirement of passport option setting. o There is a requirement for kiosk software to be compatible with frontier machine. 23.b. Recommendation from labs/studios: INTERPRETATION: o No more software should be install it create problem.

- 30 -

8.4

.

RESEARCH FINDINGS

INTERPRETATION: Following are the observations: o Some of the labs/studios do not want to give full control in the hands of the customer as they take long time. o The product is easy to use even people having no knowledge of operation; majority of labs/studios has experience. o The product is mainly used by amateur customer. o There is lack of promotion from the side of labs/studios towards the customers for the usage of product. o Now days as the reach of camera phone is very high among the masses, so there is huge opportunity to trap this types of customers. Mobile phones have 2 technologies like memory card and Bluetooth. In this survey, found that customer prefer to use memory card and Bluetooth for their printing need, in the survey I found that youngster mainly use this kind. o Mostly product is busy in the weekend. o Customers are not properly aware of other features like calendar, card, and frame. o Product is innovative product as per the survey. o One feature which was lacking according to the labs/studios was internet connectivity because many customers have asked for it and even they feel it should be included in the features. o The quality of print is good but it mainly depends on the external devices. o Backup and support was good according to labs/studios provided by the company for the technical issues.

- 31 -

8.5.

SUGGESTION / RECOMMENDATION

o More marketing activities should be conducted at different labs/studios for the promotion of product usage and awareness of different features. o The customer should be given whole freedom and time to use this product. o The product should be installed at different residence and education places like school and colleges. o There should be a mobile van carrying this product which can be taken to the different places as per different occasion and requirement like (admission reason near the school and colleges; passport office; picnic spots.) o There should be more variety of design base on different famous cartoon character like tom & jerry, power rangers etc, specially for the kids; bollywood stars photo and theme for youngster and even travel theme which are every much famous. o There is an opportunity of this product at different location of importance like shopping malls, airport and resorts.

- 32 -

8.6.

QUESTIONNAIRE

:: Questionnaire ::
A brief survey to find out more about Kodak Customer views & preferences for the G4 Kiosk, Order Station product. I would be grateful if you could spare a few minutes to participate in it. Thank you for your cooperation.
1. How many customer visits to your lab/studio on an average in a day? Less than 20 20-50 50-90 More than 90 2. Which product are you using? G4 Kiosk G4 Order Station

Other, please specify …………...........

3. Since how long you have the above product? Less than 3 months 3-6 months 6 mths -1 yr

more than 1year

4. Is the above product user-friendly? Yes No, please specify…………………………………….. 5. By whom the most above product is use? Amateurs Professional 6. How many customers visit & use above product on an average in a day? Less than 15 15-40 40-75 More than 75 7. Mostly which external device is use in the above product to print? Bluetooth USB Drive CD/DVD Memory Card/Stick 8. Mostly which age group uses the above product? 13-18 19-26 27-35 35 & Above 9. On which occasion the above product is busy? Weekend Vacation Festivals Other, please specify………... 10. How many print you make in a day using above product?

- 33 -

Less than 100

100-250

250-450

More than 450

11. How frequently the above product is use? Rarely Frequently Occasionally

Normal

12. Which value added feature is most printed? Calendar Card Frame Others, please specify……….…. 13. Rate your experience with each of the following tasks: Difficult Neutral Editing pictures Printing pictures Transferring pictures to product. Making calendar Making a card Making a passport Adding text to a photo Overall usability 14. How do you find the product please rate the following: Excellent Features Editing option Speed of product Quality of print Overall performance 15. Do you want any additional feature? Yes, please specify…………………………………….. No Good Satisfactory Poor Depend Device on Easy

16. Do you think this machine should have Internet connectivity? Yes No, please specify..………………………………….. 17. How likely are you to recommend the above product to your customers? (Rate on scale of 1 = Low to 4 = Highly) 1 2 3 4 18. How many times service engineer visited? 1-2 2-6 6-10 More than 10 times

- 34 -

19. Are you satisfied with the service? Yes No, please specify…………………………………….. 20. How satisfied are you with the clarity of information or advice provided? Excellent Good Satisfactory Poor 21. What benefit from the above product you get? …………………………………………………………….. 22. Did you encounter any difficulties/problem? If so, what are they? …………………………………………………………………………………………… 23 Are you happy with the product? Please share your view. Suggestion: Recommendation:

LAB/STUDIO DETAILS: Lab/Studio: ………………………………… Person: ………………………………….. Age : ………………. Location:…………………………………………………………………………………… ……………………………………………………………………………………………… Gender: Male Female

- 35 -

9.

MARKET SURVEY FOR CONSUMERS
9.1. OBJECTIVE

To find and study views & preferences of consumers for picture kiosk product

9.2.

RESEARCH METHODOLOGY / TECHNIQUES

A Primary research was conducted using the Quantitative and Qualitative research technique. The instrument used was a structured questionnaire, the method being face-toface interview. Survey conducted in labs and studios in different zone of Mumbai with the help of questionnaire by visiting personally and interviewing the consumers. Questionnaires were design by me with help of Mr. Shahnawaz Ansari – Asstt. Sales Manger of Kodak India: Participants: o Consumer at Kodak express. Areas Covered: o East Zone, West Zone, and Central Zone of Mumbai. Sample Size: o Survey also conducted with a sample size of 34 end-users.

- 36 -

9.3.

SURVEY RESULT

The Results of the Survey conducted for consumer represented as below: 1. How frequently do you visit the lab/studio for overall service?

Frequently customers visit on
Weekly Monthly Occasionally First time

33%

26%

15%

26%

2. How frequently do you use the product for printing photos? INTERPRETATION: Most of the consumer uses the product frequently with 61%, 22% occasionally, and 17% rarely. 3. On which occasion you use the product?

- 37 -

Occasion the product is use most

6% 24%

18%

15%
Birthday Events Festivals

37%
Wedding Ceremony Others

4. Which external device is used most in the product to print?
Mostly device used

15% Bluetooth 15% 58% 12% USB Drive CD/DVD Memory Card/Stick

5.

Is the above product user-friendly?

INTERPRETATION: From interviewing the consumers, all of them say that the product is user-friendly.

- 38 -

6. Rating of the experience with each of the following tasks:

Experience of consumers
34 No. of customers 28 19 14 8 1 Editing Pictures 0 0 3 3 4 6 2 22 26 Neutral Easy Not use

Transferring pictures to product

Making a Calendar Ratings

Maing a Adding Text to Greeting Card a photo

7. Which value added feature you like apart from the normal feature? INTERPRETATION: Calendar has 61%, which the consumer likes the most apart from the normal features, 21% greeting card, and 18% of others who had use the product first time. 8. Do you want any additional feature? INTERPRETATION: As the product is innovative and new to the them, from the survey it was found that 100% of them do not require any additional features. 9. Do you think this machine should have Internet connectivity?

- 39 -

Requirement for internet connectivity
No of customers

24

8

Yes

No

10. Do you think this machine should have Language option? INTERPRETATION: By interviewing the consumer of the product all of them say that if there would be language option that can be more easily to operate. Hindi and Marathi is the language required in the product which is the national and state language. 11. How do you find the product please rate the following:

Rating of the Product
No. of consumers

Features Excellent Good Not use Satisfactory 4 9 21

Editing option 1 13 19 1

Speed of product 22 12

Quality of print

Overall performance 10

34

24

12. Is the pricing relative to your expectation? INTERPRETATION: The entire consumers are very much satisfied with the pricing of the print.

- 40 -

13. Did lab/studio recommend you to use this product?
Recom m endation from lab/studio

No

10

Yes No of consum ers

24

14. Is this product easily accessible to your location? INTERPRETATION: The product is installed at labs/studios which are at prime locations that’s why the consumers feel that it is easily accessible. 15. How likely are you to recommend the product to other people?
Recommendation to others
Very 4 Highly Highly 3 Low

22 10 2

Ratings

2

Very 1 Low

No. of consumers

16. What benefit from the product you get? INTERPRETATION: Some of the user has given their views: • • • • As it is a self-service machine, which save the time for selection It is easy to operate. Other labs\studios does not provide this kind of service of product. Product is innovative, which some thing is new.

17. Did you encounter any difficulties/problem? If so, what are they? INTERPRETATION: No Comments. 18. If you could change something about the product, what would it be?

- 41 -

INTERPRETATION: No Comments 19. Would you use this kiosk again? INTERPRETATION: According to survey it was found that consumers were willing to use the product again when visited later. DEMOGRAPHIC DETAILS: GENDER:
Mostly use product use by

35% Male Female 65%

OCCUPATION:
Occupation of the consumers
11 No. of consumers 8 12

3

Service

Self-employed occupation

Business

Student

- 42 -

AGE GROUP:

Age Group of the consumers
19 No. of consumers 14

1 Between 19 - 26 Between 27 - 35 Age Group Over 35

INTERPRETATION: From the survey I found that most of the users are between 19 to 26yrs i.e. youngster category. To gain more users in this category the product must be regularly updated.

9.4.

RESEARCH FINDING

INTERPRETATION: Following are the observations: o It was found that many consumers visited the labs/studios have experienced this product for the first time. o Events was considered to be the occasion in which the consumer visits the labs/studios the most, whereas in comparison to other occasions like birthday, festivals and wedding ceremony which are low. o It was found that maximum external device used for the transfer of the data is Bluetooth.

- 43 -

o Most of them have not use the value added features because they are not properly guided, advice, and informed about the features to use the product.

o Recommendation to consumers from labs/studios to use the product : o It was found from the survey that consumers who comes for the first time, lab/studio does not recommend them to use the product. And apart from that there is no proper promotion of the product in the sense that of pointers, guiding posters towards the product and also for how to use it? o Requirement of internet connectivity: o From the survey I found that most of them require internet connectivity o Most of them say that internet connectivity helps them because they can send their photo directly from office or home and don’t have to carry any external device.

9.5.

SUGGESTION / RECOMMENDATION

o First time user should be given well demo about the product. o Labs/studio should properly guide to the user insisted of using themselves. o Many consumer are not aware of the features the reason behind is that they are not informed about it so to avoid this we should have a demo person standing next to the product where he can explain them properly. o Keeping a demo person next to the product it can help to capture the waiting consumer as well. o Youngsters are the major category who uses the product most for this there should be regularly update of the features. o More marketing activities should be conducted at different labs/studios for the promotion of product usage and awareness of different features. o The consumer should be given whole freedom and time to use this product.

- 44 -

o Promotion banner require to be change as there is no product display which the consumer couldn’t understand properly.

9.6.

QUESTIONNAIRE

:: Questionnaire ::
Dear Consumerr, Thank you for choosing our product - G4 order station/kiosk. Please spare a few moments of your time to complete our questionnaire and provide us the opportunity to improve the standard of our products. 1. How frequently do you visit the lab/studio for overall service? Weekly Monthly Occasionally First Time, then go to Q.no.03 2. How frequently do you use the product for the printing the photos? Rarely Frequently Occasionally 3. On which occasion you use the product? Birthday Event Festivals Other, please specify….................. 4. Which external device is use in the product to print? Bluetooth USB Drive CD/DVD Memory Card/Stick Other, please specify …………… 5. Is the above product user-friendly? Yes No, please specify………………….…… 6. Rate your experience with each of the following tasks: Difficult Neutral Editing pictures Transferring pictures to product. Making calendar Making a card

Wedding Ceremony

Easy

Not use

- 45 -

Adding text to a photo 7. Which value added feature you like apart from the normal feature? Calendar Card Frame Others, please specify…………………... 8. Do you want any additional feature? Yes, please specify……………………………………..

No

9. Do you think this machine should have Internet connectivity? Yes, please specify...………………….. No, please specify...……………………. 10. Do you think this machine should have Language option? Yes, please specify...………………….. No 11. How do you find the product please rate the following: Excellent Good Satisfactory Poor Depend on Device Not use

Features Editing option Speed of product Quality of print Overall performance 12. Is the pricing relative to your expectation? Yes No, please specify…………………………………….. 13. Did lab/studio recommend you to use this product? Yes No, please specify…………………………………….. 14. Is this product easily accessible to you your location? Yes No, please specify…………………………………….. 15. How likely are you to recommend the product to other people? (Rate on scale of 1 = low to 4 = highly) 1 2 3 4 16. What benefit from the product you get? …………………………………………………………….. 17. Did you encounter any difficulties/problem? If so, what are they? …………………………………………………………………………………………… 18. If you could change something about the product, what would it be? ……………………………………………………………………………………………

- 46 -

19. Would you use this kiosk again? Yes No, please specify...………………………………….. 20. Are you happy with the product? Please share your view. Suggestion: Recommendation: Demographic Details: Name: …………………………………… Occupation: Service Self-employed Gender: Business Male Female

Other, please specify…….

In Which Age group do you belong? Up to 18 yrs between 19 and 26

between 27 and 35

over 35

10.

CONCLUSION

Chances are you’ll use a self-service kiosk of one sort or another today. They’re everywhere. In the early days of kiosk printing the main reason to use the self-service alternative was to save time. But now kiosks have gone way beyond that. Photo kiosks have become successful because they satisfy the four basic requirements consumers demand from selfservice transactional devices. Kiosks are easy to use, trustworthy, provide equal or higher quality than alternatives and are widely available. Kiosks are still quick and convenient— that’s for sure—but their primary attraction these days is the high quality pictures and other products such as Picture CDs they deliver at a very affordable price and with virtually no fuss. The benefit goes well beyond convenience. “The quality of the product is higher, too, and the price is equitable.” Kiosks provide a pleasant and satisfying user experience. If you have never used a Kodak kiosk you should try it. It’s easy and fun. Insert your memory card or CD and follow the on-screen instructions. You’ll be given a chance to zoom and crop, reduce red-eye, restore color, and make other improvements to your

- 47 -

images. You can personalize your prints with text or borders. And you can produce cards, calendars and other things besides basic prints.

11.

BIBLIOGRAPHY

Magazines:
o Asian photography o Smart photography o Better photography

Websites:
o www.kodak.com o www.kodakindia.com o www.google.com o www.wikipdeia.com o www.yahoo.com - 48 -

o http://money.cnn.com/magazines/fortune/fortune500/2008/full_list/201_300.html o http://money.cnn.com/quote/financials/financials.html?symb=EK&sid=1723&rep ort=2&period=annual o http://www.letsgodigital.org/en/news/articles/story_2633.html o http://www.ameinfo.com/111134.html o www.xp2003.org/keyspeeches/cusumano.pdf

- 49 -

Thank You!!!

- 50 -

Sign up to vote on this title
UsefulNot useful