Kodak's marketing strategy for a brand makeover

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Kodak's marketing strategy for a brand makeover

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Abstract

There are some moments in life that we would like to cherish forever. These are the moments that translate into sweet memories later. The people of old had no way of storing these memories other than in their brain, which could be recollected at a later date. Storage of memories became possible with the development of photography and the first permanent photograph was made by Joseph Nicephore Niepce in 1826. The first color photograph was made in 1861, by James Clerk Maxwell with Thomas Sutton, who was an English inventor and a photographer.

Introduction
Kodak ? Origin
Products
SWOT Analysis
A Few Costly Mistakes
The Marketing Game Plan
Benefits of the Marketing Strategy
Conclusion

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Extract

[...] Some of the things that they are trying as part of an image makeover are: The Marketing Game Plan Given the lack of innovation and the aging image of Kodak, operations to boost sales will be implemented: A photo contest on the theme of "Thief of Colors" will be organized with a view to gather the Kodak brand lovers around. Photographers will be forced to use an analog camera to participate. Participants will have the opportunity to claim the film back on receipt of referral. [...]

[...] The company that was founded by one of America's greatest innovators, George Eastman, has been on the path of decline for a while now. The image of the company has been fading for a while now. Though the company has been on the path of innovation constantly, success has not been smiling on them for a while. Let us see what ails this great company and threatens its very roots. A Strength, Weakness, Opportunity and Threat analysis (SWOT analysis) will help us with our study. [...]

[...] A new loyalty scheme will be implemented: a card accumulating loyalty points at each checkout and the ability to connect to the Internet account to check the points and the benefits provided. Also, to better understand the consumer and to propose offers that may interest them; personal questions will be posed at the launch of its loyalty card. An attractive customer base will be created. To reinvigorate the brand, a communication campaign will be implemented through magazines, movies and POS involving a famous photographer David Lachapelle. [...]

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