KODAKChanging The Picture

Presented By-

AnushaArchanaLohithaSravanSravyaSrinivasVamsi

George eastman-founder of kodak

Born in waterville,N.Y on july 24,1854

In 1884 ,he patented the first film in roll form

In 1888 unveiled the first kodak camera.

In 1900 kodak launched its famous brownie cameras,which were priced for $1.00

“you press the button-we do the rest”

In 1900 Eastman kodak company introduced brownie.

It was a simple,black,rectangular box covered in imitation leather

Brownie camera was very affordable selling for only $1.00 each

• WALGREENS –Top US drug store

• ONE-HOUR photo developing

• Minilabs

• Unreliable

• Machine service

WALGREENS

Fuiji over Kodak• Allowed prints from digital

cameras’memory devices• Kodak prints were believed to

have low quality

WEBSITE DEAL WAS LOST• Minimization of Walgreens

role• Retirement of two prominent

officials of Kodak• Fuji was more comfortable

Transformation

2003: Revaluation strategy 2004: Restructuring plan 2005: Dividing the company 2006: Setting focus on digital and

medical imaging. 2006: Ending: Sold the health unit

Question 1

How are the market structure and demand, the nature of the buying unit, and the types of decisions and decision processes in the proposed commercial and health care markets as compared with kodak’s traditional consumer market?

Question 2

What examples of the major types of buying situations do you see in the case? Discuss the implications of each in the terms of marketing strategy?

Question 3

How might kodak have made better use of the buying center concept in order to more effectively meet the needs of its commercial customers?

Question 4

With respect to Kodak’s industrial commercial customers how is the buying process differ for their current situation relative business model?

Question 5

What marketing recommendations would you make to Antonio Perez as a continues to try to turn things around at kodak?

Know your customer.

change according to the market.

Planning should be backed by alternatives .

availability of product through other ways .

Promotional activities should be under taken.

Thank You