Instead of allowing Gold Plus to completely diminish from the market, diffusing it into the economy tier will still give Gold Plus a competitive edge. A simple picture can prove quality of film; alongside educating through commercials, Kodak will ensure the consumer knows exactly what to look for in film. Strategies such as pricing, advertising, product re branding, new products launches and customer segmentation are thoroughly explained in this paper. In asking the wrong questions, Kodak forged its own demise: There are several retail outlets that carry Kodak products so purchasing the new line will not be difficult or hard to find. However, Konica director of marketing called it a desperate move to regain market share and not to make the industry profitable.

The History of American Advertising. By phasing Gold Plus into the lower end, we can compete in both the high and low-end market. With a hour delay you will have to wait for 24 hours due to heavy workload and high demand – for free. By selling within these types of stores, companies were more likely to succeed because this was a retail niche that was evolving, and would give particular brands and products more consumer recognition. S market being the most preferred choice of film. All Materials are Cataloged Well. Because Kodak was only selling this product during the off seasons, Funtime could never become a cash cow.

eastman kodak company funtime film case study

We use cookies to give you the best experience possible. Sorry, but copying text is forbidden on this website. By educating customers, Kodak is able to both lock-in the loyalty of current customers, sustain its competitive advantage, and find additional ways to attract more new customers.

Kodak could have taken advantage of the strong market and loyal customers that a wholesale retail company already has. Instead of allowing Gold Plus to completely diminish from the market, diffusing it into the economy tier will still give Gold Plus a competitive edge. It is evident that there is high demand for films in the U.


eastman kodak company funtime film case study

Kodak should have recognized that technology would advance sooner rather than later. However, considering its change in strategy, dedication to marketing and advancement in technology, Kodak should continue giving its competitors a very hard task.

This paper seeks to funtme the different situations in the market that a product may face and strategies taken in order to keep the company making sales as well as maintaining its market share.

Harvard Review Case Study: Eastman Kodak Company: Funtime Film | Essay Example

While developing Funtime would have been a great solution given normal circumstances, developing a new lower quality product amidst fllm market rumors was a risky move.

By taking Funtime off the shelves, the economy portion of the Kodak market stuy unavailable. Kodakwhich ruled the imaging industry through innovation for more than a century, found itself facing tough times in the early s.

Often times, dog products should be divested. Would you like to get such a paper?

They introduced the Funtime Strategy. Of all the companies compay film products, there comes out a distinctive goal: We have received your request for getting a sample The users without accounts have to wait due to a large waiting list and high demand.

Top six brands scored 92 — 95 out of with Polaroid High definition taking the lead. Royal Gold will be available for purchase in a variety of forms. Even though its profit 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. It seemed that the economy line was introduced too late to recover the shares that were lost.

By clicking “SEND”, you agree to our terms of service and privacy policy. The purpose of this paper was to try and explain the various aspects of marketing in acquiring and maintaining market share. As much as Kodak still possesses the largest casf share in the world, it has not come without challenges of competition.


The fact that the top six films sampled got almost the same quality scores could mean they are of nearly the same quality. Hi, I am Sara from Studymoose Hi there, would you like to get such a paper? They never received any major competition until Fuji began to attack their market share in the s, when they were announced as the official film sponsors of the Summer Olympics in Los Angeles, Kodak 3 California.

Your membership has been canceled. Gold Plus is the dependable film for irresistible times thereafter when the cae is constantly photographed. Its lack of educational advertising left customers in the dark, as far as the difference between products available. To retain the market share it already has, and since the Funtime product is already developed, though, Kodak should phase out its production.

Eastman Kodak Co.: Funtime Film

Apart from selling within wholesale retail locations, another way to regain lost market share is to better educate consumers regarding camera film. Whereas people may not need to buy films during these particular seasons, Kodak will lure them to buy through the cheaper brand on offer. All Materials are Cataloged Well. Kodak Major Case send By clicking “Send”, you agree to our terms of service and privacy policy.

eastman kodak company funtime film case study