Kodak

Presented By-

Changing The Picture

KODAK

Anusha Archana Lohitha Sravan Sravya Srinivas Vamsi

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 

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WALGRE ENS  WALGREENS –Top US drug store  ONE-HOUR photo developing  Minilabs  Unreliable  Machine service

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:  2004:  2005:  2006:

Revaluation strategy Restructuring plan Dividing the company 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?

ØKnow your customer. Øchange according to the market. ØPlanning should be backed by alternatives . Øavailability of product through other ways . ØPromotional activities should be under taken.

Thank You