case study of kodak photo cd
TRANSCRIPT
Group Members
Name ID
Md:Mafijul Haque 14202167
Shariful Islam 14202166
Fateur Rahman Shibly 14202090
Tanvir Hussain Shaikat 14202133
George Eastman revolutionized photographycreated Kodak in 1880Manufacturer of film“You push the button, we do the rest”
In 1935, Kodak produced the first mass-market color film in 16mm and 8mm.
1970s- Kodak owned the film market with a 90% market share
Created the first Digital camera in the 1970sDid not want to threaten their film business, did not go through with the marketing of the Digital cameraBecause of this, other digital camera companies, such as Nikon, Sony and Fujifilm put pressure on Kodak, and their sales began to plummet.
On January 18th, 2012, Kodak filed for Chapter 11 bankruptcy protection.
• Photo CD is a system designed
by Kodak for digitizing and
saving photos in a CD.
Launched in 1992, the discs
were designed to hold nearly
100 high quality images,
scanned prints and slides using
special proprietary encoding.
Photo CDs are defined in
the Beige Book and conform to
the CD-RO XA and CD-i
Bridge specifications as well.
They were intended to play
on CD-i players, Photo CD
players (Apple's Power CD for
example)
QUESTION #1
How new a product is Photo a CD? Give your answer, what special marketing challenges
does Kodak face?
ANSWER
Photo CD is a systemdesigned by Kodak fordigitizing and saving photosin a CD. The CD’s weredesigned to hold nearly 100high quality images, scannedprints and slides using specialproprietary encoding.
Continued…
Marketing Challenges:
Lead Generation
Target Audience
Content Marketing
Social Media
Latest Marketing Trends
Increasing ROI
QUESTION #2
Examine the benefits Photo CD offers consumers. Which of the three target-market
strategies would you recommend?
THE BENEFITS OF PHOTO CD
Storing pictures.
Displaying picture on a TV screen.
Holds up a good number of picture.
Picture can be viewed, rearranged, combined with sound.
Copied one CD with another.
Target Market
Target marketing is about attracting customers who will buy what you’re selling.
A well-defined target market is the first element of a marketing strategy.
QUESTION NO - 3
How should the marketing efforts directed to the business users differ from the marketing
aimed at consumer?
Photo CD catalog disc can store 6000 images and provide on screen menu to business user.
Allow to store large film format.
Developed photo CD technology to incorporate high quality pictures in desktop publishing.
Knowledge to design ‘ Easy To Use System’.
Understanding of consumers needs and how they use image.
Security features.
Recommendation
• Discontinue unprofitable products
• Change middle to high-level management
• Launch new and innovative product
• Move to another business segment such as movie and
entertainment
• Focus on high potential products
– Kiosks and mini-lab
– Online services such as photo printing and sharing
• Emphasize on niche market i.e. medical market and
professional
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Conclusion
Kodak introduce us with a updated electronic
storage device which change our concept of
storing photo. Different models and theoretical
concepts were applied to identify key factors
that have led the company from where it was
to where it stands today.