Brand Positioning

Thomas COLLET – Mélanie SANCTORUM – Auréline THOORIS

Brand Group Work

Task:Analyse a brand that is not performing well using the brand essence model

Using the Five Pillars suggest how the brand could improve its positioning

• Kodak brings EXPERTISE IN PHOTOGRAPHYBrand Authority

• Traditionnal values• Connecting people / Engaged

Brand Core Values

• Technological advantage in old times Brand

Territories

• EASY TO USE / Reliable• Human care brand

Brand personnality

• Yellow and Red logoBrand

Properties

Five pillards of Kodak

Kodak Situation:-Creator of film photos

- Creator of cameras-High margins

Context:-Technological evolution:

- Large use of cameras for all (amateurs and professionals)

- Changes of clients needs, desires-New competitors answering to

consumers needs

Scenario Kodak/ recommendations:

- Block the evolution of the Market-Reinforce the actual economical

model-Propose a maximum of patents linked to the digital to lock the

market-More market analysis to understand the current needs

• Sales of the company’s core business operation decline at rate of approximately 22% for the past 5 years

• Decline in sales is due to fierce competition from Fuji Film and missed opportunities by the management

• To counter competition and lessen its dependence on the core business, Kodak began diversification strategy

• Kodak is under immense threat of being taken over and dismantles, if the company fails to successfully manage the acquired companies

Problem of Kodak

Thank you for your attention