Problem Analysis Kodak offered three product lines to target various market segments as a part of their Funtime strategy to regain market share. Gold Plus, Royal Gold, and Funtime. We have received your request for getting a sample. The biggest challenge now comes on how a company can maintain its market share while still supplying quality products. Prior to this strategy, Kodak offered only two product lines, Ektar, their superpremium line, and Royal Gold, their premium line.

The distribution will be allocated in amounts that will maximize profitability and will be attractive to customers who are selective in where they buy film. Customer satisfaction is king when it comes to acquiring market share. To the average consumer, Gold Plus and Royal Gold are far too similar in name, and give off the impression that they are of the same quality. Moreover, investing its time Kodak 10 and money on proper product development and analysis will allow Kodak to grow within the developing market. We are going to introduce Royal Gold to replace the current film, Ektar, in the high-end segment. Success in Business goes far than just having capital to start the business.

If Kodak 6 Kodak were to partner successfully with retailers like this, the company would be able to gain further market share and sales, because people would increase their recognition of this particular brand, and could become the go-to brand for most. With the correct promotional strategy, the education will be suited for the casee market, resulting in a satisfied consumer.

eastman kodak company funtime film case study

Making coupons available to customers helps Kodak keep their value. Eastman Kodak — Strategy Vault.

Kodak Major Case Essay

Moreover, investing its time Kodak 10 and money on proper product development and analysis will allow Kodak to grow within the developing market. Competition brings in the issue of consumer behavior: Because perception is reality, it is important for Kodak to position its brand as a product of high value.


Whereas people may not need to buy films during these particular seasons, Kodak will lure them to buy through the cheaper brand on offer.

They planned to introduce Funtime film, an economy brand film, which targeted the price sensitive consumer. Choose a Membership Plan I agree to wait a whole day. Often times, dog products should be divested.

New entrants into the market and rising of existing players are solely responsible. If you need this sample for free, we can send it to you via email Send. Even though its eastmam maximization and market share increase goals are important, the consumers always come first because they are the ones who determine whether these goals are going to be met.

Case PresentationKodak’s Strategy 1; 2. Promotion will help Kodak educate, along with create brand recognition. Please choose the access option you need: Funtime Film eashman Case — Harvard Business School Eastman Kodak has suffered significant declines in film market share at the hands of lower priced branded producers and private label products.

Instead of only focusing on repositioning their film, they should have also tried to advance the technology of their cameras. Clearly, Kodak should have had a rapid response to this threat. The economy line runtime new for Kodak since they specialized in high-end photography that was parallel with their high quality brand image.

A major outlook at influences on consumer decision such as brand loyalty, price, ufntime, and sampling among others also makes a significant content. The Funtime film idea was well calculated. The reality was that the film industry was slowly declining, people viewed photography as a commodity and they were just on the cusp of Kodak 5 the digital era.


Kodak was too concerned with maintaining its high profit margins that they were not willing to cannibalize their studt market share before the competition did. Hi, I am Sara from Studymoose Hi there, would easttman like to get such a paper? The solutionhowever, was a deal. Kodak has many ways to differentiate themselves from all of these competitors. Using our plagiarism checker for free you will receive the requested result within 3 hours directly to your email.

Harvard Flim Case Study: Before differentiating themselves from their competition they should have reacted immediately to new competition rather than ignore it. The innovation of Royal Gold coming from Ektar, which was originally targeted to professionals, adds confusion to the average photographer, assuming the consumer must be a professional to purchase the product.

Eastman Kodak: Funtime Film by Tí Con on Prezi

It faces stiff competition from other players in the market providing the same commodity. Kodak launches the Royal Gold and the Funtime film with the hope of capturing new markets.

eastman kodak company funtime film case study

Gold Plus advertisement will focus on the value of everyday quality film.