Sorry, but only registered users have full access. Accordingly, the star products Gold Plus and Royal Gold would be funded and, ultimately, further promoted. This is partly because most consumers do not buy as much from the middle segment. As a result, Kodak would be able to develop a star product, while maintaining several cash cows. Please choose the access option you need:

The lack of advertising sent a deceitful message. 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. Kodak could have taken advantage of the strong market and loyal customers that a wholesale retail company already has. Get a custom sample essay written according to your requirements urgent 3h delivery guaranteed Order Now. Kodak in this case uses the Funtime strategy.

Whenever easman take a picture, Gold Plus is there for you, always dependable in any situation. Top six brands scored 92 — 95 out of with Polaroid High definition taking the lead.

If you need this or any other sample, we can send it to you via email. Leave your email and we will send you an example after 24 hours Moreover, in the case study, we are told that Kodak offered three types of films: This paper examines the various aspects of factors affecting consumer decision that are significant in the case study. Royal Gold will be targeted to a broader customer base. If rumors of a price cut brought down its stock prices, then adding a lower quality product, like Funtime, would also bring down company stock prices.

Eastman Kodak: Funtime Film by Tí Con on Prezi

It was meant to give Kodak presence in the Economy Brand Tier. 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. No other film companies were educating consumers about value and benefits, eastmxn Kodak had an opportunity to capitalize on the lack of knowledge thereof.


We are really sorry but we cannot send the sample immediately. Clearly, Kodak should have had a rapid response to this threat.

eastman kodak company funtime film case study

As a result cmopany consumers being uneducated in the film market, the general hesitation of purchasing film will come from being unaware of the benefits each film provides. Kodak was used to the large profit margins on film and could not modak cannibalizing their own profits by lowering costs due to their rigid management before the whole industry lowered prices. Whichever the product in question is, there are a combination of factors to be put on the table for consideration.

Due to their lack of capitalization and overconfident mindset, Kodak lost a vast amount of their market. Educating consumers, promoting benefits of Kodak and showing the attributes important in the Gold Plus as well as the Royal Gold film will lead consumers to the correct product. The biggest disadvantage in implementing studt, however, would be the risk of product failure. Gold Plus is the dependable film for irresistible times thereafter when the baby is constantly photographed.

Film, at this point, had not been sold in larger wholesale packs, and was being sold primarily in smaller groupings, at general retail facilities. Please choose the access option you need: Would you like to get such a paper? By clicking “SEND”, you agree to our terms of service and privacy policy.


eastman kodak company funtime film case study

Since Consumer Reports released a study showing that most film rolls in that time performed similarly and printed pictures of comparable quality. They introduced the Funtime Strategy.

Recommendations for Kodak.

The fact that the Funtime film comes packaged in Value packs will korak quick sales since customers will have to purchase at least two rolls at a go.

The Battle for Instant Photography Ryerson 14 Aug The case did end favourably for Kodak though, especially after the high demands from Polaroid, who felt that Kodak had intentionally copied.

Funtime was the only film in this brand tier to be offered only at off-peak film use times and only packaged in value packs. If you need this sample for free, we can send it to you via email Send.

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

Using our plagiarism checker for free you will receive the requested result within 3 hours directly to your email. Kodak faced the biggest competition for dominance when Fuji went into Kodak territory in Only the users having paid subscription get the unlimited number of samples immediately. An emulsion technology would be used and three films would be offered. It is therefore very important to please customers to keep them coming back to you. Eastman Kodak — Strategy Vault.

Customers were becoming confused due to the similarity between these two names.