Professional Documents
Culture Documents
The Polaroid Revival by Group 9
The Polaroid Revival by Group 9
TRENDS IN ELECTRONIC
INDUSTRY
The Polaroid Revival
Team Members
Mohsin Saeed – BSMT20003
Umer Munir – BSMT20006
Malaika Sohail – BSMT21035
Ahmad Caser – BSMT21024
Safiullah Amjad – BSMT21028
Table of Contents
INTRODUCTION......................................................................................................................3
BACKGROUND........................................................................................................................4
EVOLOUTION OF POLAROID CAMERAS..........................................................................5
The First Polaroid Camera.................................................................................................................5
Polaroids First Color Film...................................................................................................................6
SX-70..................................................................................................................................................6
Kodak EK4..........................................................................................................................................6
Fujifilm...............................................................................................................................................7
LITERATURE REVIEW...........................................................................................................7
PRODUCT DESCRIPTION......................................................................................................8
Components......................................................................................................................................8
Lens...................................................................................................................................................9
Rechargeable Battery........................................................................................................................9
Image Sensors..................................................................................................................................10
Camera body & Accessories.............................................................................................................10
Flash Unit.........................................................................................................................................10
Motherboard...................................................................................................................................10
Imagiq 780.......................................................................................................................................10
COST STRUCTURE...............................................................................................................11
Quarter projections.........................................................................................................................12
INSIGHTS FROM THE SURVEY.........................................................................................13
Insight 1...........................................................................................................................................14
Insight 2...........................................................................................................................................15
Insight 3...........................................................................................................................................16
Insight 4...........................................................................................................................................16
ANALYSIS..............................................................................................................................18
Survey Analysis................................................................................................................................18
Competitive analysis........................................................................................................................19
SWOT Analysis.................................................................................................................................20
Strengths.....................................................................................................................................20
Weaknesses.................................................................................................................................21
Opportunities..............................................................................................................................21
Page |3
Threats.........................................................................................................................................21
Pestle Analysis.................................................................................................................................22
Political........................................................................................................................................22
Economical..................................................................................................................................23
Social...........................................................................................................................................23
Technological...............................................................................................................................23
Legal............................................................................................................................................23
Environment................................................................................................................................24
Porter 5 Forces Analysis...................................................................................................................24
CONCLUSION........................................................................................................................25
APPENDIX..............................................................................................................................26
REFERENCES.........................................................................................................................29
Page |4
INTRODUCTION
Nikon is a world leading brand when it comes to optics. Nikon has been developing high end
cameras since 1917 best known for its high-end DSLRs. Nikon is known to set industry
Nikon is thinking about launching a polaroid camera with added features like picture
editing and better-quality pictures. The first Polaroid camera was made by Edwin Land in
1948. They soon became very popular, and everyone started using them. But then the
polaroid cameras disappeared from the market after the arrival of digital cameras because
they could take better quality pictures and the cost per picture was also less than a polaroid
picture.
After market analysis and research, we found out that there is still a market for
polaroid cameras and people are willing to buy them in 2022. In today’s world, when so
many things are making their move to digital, artists and creators are craving a more tactile
Seeing the potential market and the demand of the customers, Nikon will be launching
a polaroid camera in the price range of 60,000 Rs. The camera will have the ability to edit
your pictures. The camera will be powered by an Imagiq 780 chip and a 40mm lens will be
used to get better pictures. Looking at the demand for the product, the price of the camera
will increase and new models of the camera with added features will be introduced.
Since the camera is being launched by Nikon which has the best staff s well as the
machinery, the camera will be one of the best among its competitors offering services that no
other polaroid does. The brand name of Nikon will also help boost the sales in the initial
stages of the launch as Nikon is a brand loved by its consumers and does have a strong
consumer base.
Page |5
BACKGROUND
We all know about polaroid cameras. They were extremely popular in the 70s to
2000s. The advantage of having a polaroid camera was that you could instantly get a printed
picture after taking it. But then came the digital cameras, and soon the polaroid camera
started disappearing from the market. The reason that polaroid cameras started disappearing
from the market is that it costs more to take a picture from a polaroid camera than to take a
picture from a digital camera. Also, it is notoriously easy to take bad pictures from a polaroid
camera because there is no option to see or edit the photo. Once the shutter button is pressed
there is no going back; whatever comes out of the camera is the final product.
But even now there is a market for polaroid cameras. To be able to instantly see and
feel the photo come alive in tangible form, right before your eyes, is a beautiful and nostalgic
feeling. Many people cherish that feeling and still are using polaroid cameras. There’s
something special about being able to hold a physical photo in your hand, and we at Nikon
think that consumers have started to miss that aspect of photography. With a polaroid camera,
you instantly get the picture which also has less chance of getting lost as compared to the
pictures on digital cameras as they are stored on the phone or laptop, which carries the risk of
products and are loyal to Nikon. Nikon is coming up with a polaroid camera with editing
features like crop, edit, and filters. Etc. With these, the consumer will be able to edit the
picture before getting it printed; this will solve the problem of getting bad pictures on
polaroid cameras. The picture taken will be stored on the memory card and can be printed
whenever the consumer wants. This will also help consumers save their money because their
asked him why she couldn't see the picture he had just taken of her from his camera. This
gave Land an idea to make a Polaroid camera and thus Polaroid Land Model 95 (Exhibit 1)
camera was born. A flash was installed so that bright pictures can be taken. The camera held
two sheets of photo paper at the opposite ends inside the camera body. The sheets were
pushed together with the help of an exterior knob and a pair of interior rollers. The
development chemicals in the film start working as soon as the sheets are pressed together. It
takes a minute before the chemicals work their magic and the image is revealed. A minute
may feel like a long time for an instant photo, but it was faster than all the existing photo
take colourful pictures; until then only black and white pictures could be taken. This deed
was achieved by using 3 exposures taken from red, blue, and green filters. The Polacolor had
3 layers, each layer sensitive to either ref blur or green. The three layers were pressed
together to make a colourful picture. The Polacolor film was introduced in the Colorpack
SX-70
The SX-70 (Exhibit 3) was the most popular polaroid camera. The camera was in a
much sleeker shape than the existing bulky cameras. The camera could be folded into a flat
shape making it much easier to carry around. However, the main development in the SX-70
was the introduction of the integral film. Rather than having multiple layers of film. There
Page |7
was a single layer in which chemicals were stored at the bottom of the film. The pictures
were taken and the light is reflected in the film. The rollers helped in moving the picture out
of the camera and during this process the rollers opened the seal at the bottom of the film.
The chemicals spread over the film and the picture is developed. The film pack is put inside
the camera which has the batter to power the rollers and the flash.
Kodak EK4
Kodak introduced their first-ever instant camera EK4 (Exhibit 4) in 1976. It was an
instant success and Kodak dominated the market selling 90% of the films and 85% of the
cameras in the USA. The photos from the camera were ejected through a hand crank. The
camera was powered by a 6V J-sized battery. There were markings in both feet and meters
around the lens. Sliders were given on the face of the camera to control focus and exposure.
Fujifilm
Nowadays, companies like Fujifilm (Exhibit 5) are making a polaroid camera using
the same old technology with no innovation. The cameras have the same integral film and
working mechanism. A flash unit to lighten the pictures and a film pack with an inbuilt
LITERATURE REVIEW
There was much debate over the polaroid camera vs the digital camera. The evolution
of digital cameras and the ending scope of polaroid cameras was in demand debate. Polaroid
cameras become history in 2008 when Joycam stopped its production of polaroid cameras.
Fujifilm is the only company that produces polaroid cameras till now. Polaroid cameras
couldn’t last long because the benefits of digital cameras hid the importance of polaroid
cameras.
Page |8
Digital cameras became the topic of debate because of the following features:
Instant Photographs
Easy to share
Pictures from digital cameras can be saved and shared easily with anyone, while polaroid
camera pictures can only be shared in the form of printed film. Digital cameras capture
pictures and give instant results while in polaroid cameras, the film takes time to process
inside the camera, and then it comes out. Digital cameras have an advantage over polaroid
cameras because there isn’t any need of buying films in digital cameras. Polaroid cameras
can’t store any data but in contrast, digital cameras can store a large amount of data.
There is a purpose for relaunching Nikon’s polaroid camera, which is to connect our younger
generation with history. The addition of more advanced technical features will attract the
youth. There is currently one competitor in the market fuji films which is producing polaroid
cameras in an old fashion. This Nikon’s polaroid camera will have editing and filtering
features so that users can customize and save their pictures according to their preferences.
PRODUCT DESCRIPTION
Nikon’s Polaroid camera will include all the necessary features that will help you
capture memorable moments of your life and save them with yourself for an extended period.
Using Nikon’s Polaroid camera will give you a sensational experience you never experienced
before. Unlike the previous polaroid cameras, this polaroid camera is much more technically
Page |9
advanced with more functionalities. Initially, the polaroid camera just clicks the picture, and
the picture gets printed in its original form. This polaroid camera will be exceptional as you
will be able to save your polaroid picture inside the camera and changes will also be applied
to the picture.
Components
Nikon’s polaroid camera will be comprising of following features:
Lens
Rechargeable Battery
Image Sensors
Camera Body & Accessories
Flash Unit
Mother Board
Imagiq 780 chip
Some of these components were from previous polaroid cameras but with the inclusion of
the Imagiq 780 chip, motherboard, and flash unit, this polaroid camera will be a lot more
valuable product than previous models of the polaroid camera. Polaroid cameras will be easy
to carry and manage. It will be easy to operate as well as everything will be pre-defined and
with the help of instructions set customers can easily operate this camera. Nikon relaunched
this polaroid camera in keeping view the trend and interest of the younger generation toward
polaroid cameras. Moreover, this will be a product that travelers would love to have with
Lens
The better resolution was one of the reasons which shifted the interest of people
toward digital cameras. The quality of pictures in previous polaroid cameras was lacking.
Nikon’s polaroid camera will be using a 40 mm lens which would enhance the image details
P a g e | 10
much clear. Good resolution and increased picture quality would be a reason of buying the
Rechargeable Battery
Nowadays camera batteries drain very quickly. Corrosion and non-active features
remained on, which are the reasons behind quick battery drain. Nikon’s polaroid camera’s
battery will be temperature resistant, and the battery will be fully functional for a long period.
Imagiq 780 chip will also use an AI algorithm and turn off the non-functional features.
Image Sensors
Image sensors will detect & convey the information, that will be utilized in the
formation of an image. CMOS image sensor will be in cooperated with Nikon’s polaroid
camera. CMOS image sensors are based on MOSFET amplifiers which will effectively
customers can choose their preferred designs and size. Customers can buy wrist strips,
Flash Unit
Flash unit will expose the subject more clearly at a particular aperture. Nikon’s
polaroid camera will also have filters available for low light and high light pictures so that
Motherboard
The motherboard will keep all the components connected in one place so that data can
easily be transferred from one component to another, and images can be formed with great
Imagiq 780
Imagiq 780 is the chip that will be installed in Nikon’s polaroid camera, and this will
be the first time when a polaroid camera will be able to edit pictures as well. The
functionality of editing pictures was never a choice in the polaroid camera launched before.
But with the help of Imagiq 780 (AI algorithms), users can edit their pictures according to
their desires. They will be able to crop, rotate, zoom in / out, and add filters of their choice
COST STRUCTURE
Adding up all the costs it comprises up to 55K, while the selling price would be 60K for
camera with a profit of 5K. The profit margin is very less as students are main targeted
customers. The camera price may vary in future if the demand fluctuates.
Quarter projections
We expect to make the following sales and revenue in the first 4 months after the launch of
the camera. The numbers of unit sold with increase every month as our camera get more and more
popular. The increased demand will also result in an increase in the price of the camera.
P a g e | 13
So, we conducted a survey to better understand the market conditions and to better
understand our consumers to learnbout their demands and what features they want to see in a
polaroid camera. The sample size of our survey was 110 people. The sampling technique we
used was convenience sampling. 85.5% of respondents have age between 18 – 25 (see).
While 82/7% percent of the respondent were students (see). To check the demand for a
polaroid camera, we asked a simple question that would you consider buying a polaroid
camera in 2022? 54% of the respondents answered “Yes” while 27.3% answered “Maybe”
this showed us that there is still a demand for polaroid cameras in the market. Our survey
Insight 1
This graph shows the relationship between age and the buying decisions of consumers.
People in the age group 18 to 25 are more interested in buying a polaroid camera than the
other age groups. Old people don’t prefer it much, maybe because they are mature and think
photography is for kids and they are too old for photographs; on the other hand, the less than
18 age group are still young and cannot afford a polaroid camera and their interests are still
being developed. However, since the people of the age group are the keenest in buying our
camera the people of this age group could be our target market and since there are
Insight 2
This graph shows the relation between the price range of the camera and the occupation of
the respondents. Most of the respondents were students and they prefer to buy a Polaroid
camera at the price of less than 40k. Most of the students don’t earn; hence they chose the
least paying option. Some of the respondents were unemployed; they also wanted to buy the
camera for less than 40k. Some of the respondents were employed and they are willing to buy
the camera at the price range of 70 to 80k and even more than 100k because these people are
making money and can afford to expend some. The business owners would like to purchase
this in the range of more than 100k because they have sufficient earnings to buy a Polaroid
camera. This gave us our target audience as well as the price bracket at which we should
ideally launch the camera. Since most of our target market is students, we will advertise in
such a way that attracts students and the price should ideally be low so that the students can
afford it.
P a g e | 16
Insight 3
This graph shows us the relationship between what affects the buying decision of consumers
and what will they be using the polaroid camera for. Tech reviews are the most popular
answer when it comes to what affects your buying decision. What we can do from this
information is we can sponsor some popular tech reviews and ask them to make a video about
our camera is that the consumers will buy it. The other thing that we came to know from this
graph is that most of the consumers will be using the polaroid camera for traveling and events
like weddings. What we can do is we can advertise our cameras in such a way that depicts
these things. We can sponsor some travel vloggers to use our camera and review it, and we
could also in our advertisements the camera being used for wedding photography. All this
will help us in successfully advertising our product and targeting the customers.
Insight 4
P a g e | 17
In this graph, we can see that the biggest problem that the consumers face with a polaroid camera is
that you have to buy the films and that makes it expensive but then we asked the respondents what if
films are being offered in bundles, this would decrease the unit price of the film will this solve your
problem to this 80.49% of the respondents said that yes, it will solve our issue. This tells us that when
we launch the camera we should also offer different bundle packages comprising 50 or 100 films. So
that consumers can buy what best suits their wallets. Furthermore, since the biggest problem is that
the film is expensive, this means that in the future Nikon can work to make its film with a cheaper
Insight 5:
P a g e | 18
In this graph, you can see the features that consumers want to see in a polaroid camera.
33.33% of people want to have editing features such as crop to adjust pictures in a frame,
filters to make pictures more attractive, portrait mode, and night mode. While 27.78% of
people want to see higher resolution in a polaroid camera. 27.78% of people want to see
rechargeable batteries in the camera. This gives us the information that if we want to launch a
polaroid camera in the market it should have these features because the consumers are
demanding it, and when we offer these pictures, our sales are likely to be good because the
ANALYSIS
Survey Analysis
The survey gave us a lot of data about the market and how should we launch our
polaroid camera. We get to know the target market of our camera is people from age between
18 to 25 and most of them are students. From this information, we can decide our target
market and devise strategies on how we can target them. We also came to know people listen
P a g e | 19
to tech reviewers before buying the product this helps us devise strategies on how to get tech
influencers on board because they will be beneficial for us. We also came to know that
people will be using our cameras for traveling and for events like a wedding. We should
position it in such a way that people think this camera is for such events. We also came to
know that the biggest problem with polaroid cameras is films and we should devise strategies
to solve this issue. We also came to the knowledge about the desired price range of camera
the consumer wants and also desired features they want to see in this camera. All this
information is very valuable for us before the launch of the products as it gives us room to
improve.
Competitive analysis
Polaroid camera trend was on decline by the end of 2008, but still there are companies
who continued producing polaroid cameras. Some competitors of polaroid camera are listed
below:
Fujifilm
polaroid cameras are special because of anti-aliasing filter, which gives a sharp and enhanced
image quality. Fujifilm has the record of highest sales among competitors.
Kodak
Kodak started the production of polaroid cameras in 1976, kodak printed photographs
are water resistible and durable as well because it uses ZINK photo paper. Kodak is one of
Nikons polaroid camera will be relaunching its polaroid cameras at the end of this
year (2022), to revive the trend of polaroid camera. It will be a valuable experience for the
buyers as it will have much advanced technical functionalities from previous polaroid
cameras.
Nikons polaroid camera will be unique from other competitors as it will have Imagiq
780 chip integrated in it which will allow the editing features (crop, filters etc.). Editing in
polaroid cameras was never experienced before, so buying Nikon Polaroid camera will be an
SWOT Analysis
Following is the swot analysis of SWOT.
Strengths
Nikon's greatest strength rests in its primary focus on its core competency, which
Through its semiconductor business as well as scanners and printers, the company
Prices are lower than the competitors and advanced in technology which no other
Weaknesses
Nikon has long been a strong engineering firm that specializes in research. They
always check out concerns and try to solve them, however, when it comes to
To be successful in the field where Nikon operated, a firm must have a high
invention pace as well as an iteration speed. Nikon is a miracle in the latter but a
Nikon has faced serious claims of violating competition regulations, for which
they have been reprimanded and fined. This has resulted in a poor perception of
Opportunities
research team working in this area and can capitalize on this potential. Nikon
potential.
Threats
technology and the demand for Nikon's products decreases. Canon, Polaroid,
The disruptive technological advances within the digital imaging business are
posing several risks to the enterprises involved in this sector, particularly owing to
the costs of research investment. Furthermore, product life cycles have shrunk,
P a g e | 22
and there's a good chance that things may become obsolete shortly. The growing
Strengths Weaknesses
Opportunities Threats
improving model
Pestle Analysis
Nikon Market is a diverse service that operates all around the globe. Pestle framework
Political
decisions, such as unfavorable laws and rules governing goods trade, copyright protection or
Moreover, political instability in the countries where Nikon operates will have a significant
Economical
This suggests that the service's choice to expand its operations to Gulf countries will be
beneficial. On the other side, the currency of certain countries where Nikon will operate is
Social
Social factors such as increasing internet penetration, use of social media, Mobile
Apps, and games have redirected Youth attention away from cameras.
This has had an effect on the organization's service both nationally and worldwide.
Furthermore, children's wants and interests have shifted from visiting rural parks to visiting
Technological
Promoting and incorporating growth within the company's organizational model have
been critical success factors. The company strongly believes in developing innovative
services and activities in order to engage and attract youngsters. Similarly, the company is
thinking of using an online platform to sell its product to customers at a lesser cost.
Legal
discrimination laws relating to worker recruitment, cultural diversity, and the use of culturally
relevant activities.
Similarly, the company is subject to strict adherence to health and security standards in order
Furthermore, businesses must follow rules pertaining to the development of optical products
Environment
The company is subject to work on waste management, recycling policy and per
microeconomics. The five forces that determine the industry structure of an organization are:
If the danger of substitution is significant, Nikon must either consistently spend on R&D or
Suppliers with significant bargaining power will exact a greater price from Nikon.
If there is a substantial danger of new entrants, incumbent players will be willing to accept
When buyers have great negotiating power, they tend to push down prices, reducing the
When competition is fierce, it becomes difficult for existing firms like Nikon to achieve long-
term profitability.
CONCLUSION
The Polaroid cameras trend almost ended in 2008, after the evolution of digital cameras,
because people had to buy films to get their photographs but with the digital cameras, they
can get their pictures saved with them. Polaroid cameras didn’t have the editing features, but
Nikon’s upcoming polaroid camera will have all the editing features because of the
integration of the Imagiq 780 chip, which will provide the users with an exciting and
sensational experience. Nikon will be launching this camera at the economical price of
60,000. This camera is for all the photography enthusiasts out there who are beginning the
miss the physical aspect of photography. Depending on the success of this product, Nikon
will be further launching more cameras in this line-up with more added features.
P a g e | 26
APPENDIX
Exhibit 1
Exhibit 2
P a g e | 27
Exhibit 3
Exhibit 4
P a g e | 28
Exhibit 5
P a g e | 29
REFERENCES
The history of instant cameras. Kodak Photo Printer. (n.d.). Retrieved July 10, 2022, from
https://shop.kodakphotoprinter.com/blogs/news/the-history-of-instant-cameras
The history of instant cameras. Kodak Photo Printer. (n.d.). Retrieved July 10, 2022, from
https://shop.kodakphotoprinter.com/blogs/news/the-history-of-instant-cameras
Hartman, D. (2019, January 10). Polaroid vs. Digital. Our Pastimes. Retrieved July 10, 2022, from
https://ourpastimes.com/polaroid-vs-digital-12213612.html