BLAST FROM THE PAST

Kodak Overview (razor and blade model)

1879: George Eastman invented the dry plate process

1935: Introduced color film

1970: Major Sales growth for Kodak

1980: Fuji emerges as a competitor

January 2005: Kodak EasyShare was launched (world first Wi-Fi
consumer digital camera capable of sending pictures by email)

December 2010: Kodak was removed from S&P 500 index

January 19, 2012: Filed for Chapter 11 Bankruptcy Protection
Why it failed?!?
Failed to recognize the
potential of digital camera-
developed in 1975 by its own
engineer

Avoided developing new
products- stuck to tried and
tested formula of selling films

Failed to connect with the
consumers

Ignored the new technology
and tried to prolong the life of
existing technology- film

Revenue and share prices
In the fourth quarter of 2009,
Kodak posted $137 million loss.

Kodaks total liabilities equalled
$7.3 million compared with its
total assets of $4.6 million.

Between 2009 and 2011, Kodak
revenues declined from $7.6 to
$6.0 million.

In 2010, Kodak only held 7
percent of the digital market and
ranked seventh behind Sony,
Canon, and Nikon.
Kodaks share price has declined ever since
digital cameras became mainstream
Slogan
You press the button,
we do the rest
Kodak Moment,
Capturing photos
that are as precious
as your moments
Rebranding Kodak
Competitions
Social Media
Mobile App
KODAK
MOMENTS
Kodak Moments
Billboards:

Competition:
people will share their Kodak moment
a part of their Customer Relationship Management strategy-
engaging customers
special moments to be captured and shared almost effortlessly
BILLBOARDS: at tourist spots
and market areas
Showing Kodaks contribution
and future plans
Peoples Kodak Moments
Updating their Website and connecting with other social networking
sites
for people to browse through pictures uploaded by others under
the name Kodak Moments which will have Kodak as the
watermark,
discussion forums in which people will describe their moments etc.
shared on various social networking sites
Mobile App:
develop mobile application for various operating systems (windows, Ios,
android, etc)
people can participate by sharing photos taken directly from their
mobile camera, tablet or any other gadget.
Not a heritage brand only!!
Virtual and physical imaging
and photography museum in
which their work towards
the evolution of cameras will
be displayed along with their
upcoming work
Along with projecting itself
as a modern brand, Kodak
can flaunt its over 100 years
old history by establishing a
museum. Also the museum
will display its upcoming
projects to create interest
among customers

Museum
The way ahead in technology
New products and Innovation: Low price leader

Easy to use and easily available

Youth/ fun-loving and social brand

Enter into new market: Along with normal digital cameras Kodak
have to enter in market of closed circuit and mobile camera market.
As nowadays, more and more people are shifting towards mobile
phone cameras due to change in technology and image clarity.

Submitted By:
Team Resolve
Amandeep
Snigdha Singh