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Campaign
Amanda Healy
Jen Himes
Mary Hoerner
Vince Klain
Lauren Shaw

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Kodak

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First Look
The Problem:

Kodaks sales are down because

consumers are increasingly using
their camera phone rather than
purchasing a digital camera to take
pictures, and as a result they are not
as likely to print their pictures using
Kodaks printers

Consumer Insight:
If consumers knew Kodak sold affordable, user-friendly
digital cameras that take higher quality pictures than their
smartphone, they would buy Kodak cameras. If consumers
knew about the high quality of Kodak printers, ease of use,
and availability to the consumer, and then they would print
more pictures using Kodak printers.

Target

18-24 year
olds
All races
and
ethnicities

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Demographics:

Male &
Female

Consumers
in the US

Average
annual
income
between
$40k-60k
Living in
suburban/ur
ban
neighborhoo
ds

Psychographics:
People that care
about relationships
with family and
friends

Consumers
wanting to
document and
share their special
events with a
physical reminder

Scrapbookers

Consumers with a
special interest in
photography but
do not possess
professional skills

Budget-conscious
consumers

Enjoy user-friendly
electronics

Brand Imperatives:

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Kodak logo

A camera

A printer

#PictureThis

Tagline - Kodak
Moment

Price of camera$60-$200

Price of printer$30-$100

Innovation
Awards from the
Consumer
Electronics
Association

Objectives:
Selling Proposition:
Positioning:

Supports:
Creative

The cameras that

capture the Kodak
Moment. Kodak is the
affordable choice for
people who want to share
their life through quality
Direction:
pictures without the use
of their camera phone.
Kodak also gives its
consumers the chance to
print these moments and
keep them forever. Kodak
Kodak sells reliable, easy
as a company
is known
to use, and reasonably
for its longpriced
heritage.
digital cameras and
printers that offer the
benefits of capturing
important life events and
obtaining high quality
photos.

Focus on the
long-standing
Media Imperatives:
reputation of
Kodak

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Innovation
Shots of people
To
increase
To
increase
Awards from the
Focus on the
Shots
of people
Price of camera
Price of printer
Quality
of
photos
Consumer
taking pictures
phrase
printing
said
camera
printer
sales
Kodak sales
Electronics
of important
Moment
pictures
Association
by 15% byevents by 10%
by
Q2 2014.
Q2 2014.

Making the
brand image
appeal to a
young audience

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TV Commercial

HGTV - House Hunters

AMC - The Walking Dead
ABC - Modern Family
Fox - New Girl, Glee
NBC - Parks and Recreation
CBS - How I Met Your Mother

Print Ad - Magazine

Cosmopolitan
People
Teen Vogue
Seventeen
Mens Health

Live showing at an event

Social Media Presence
Twitter
Facebook
Tumblr
Flickr

Diving deeper

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SWOT Analysis
Strengths
o Iconic image
o Longstanding reputation
o Quality & affordable (93% of respondents are influenced by
price)
Weaknesses
o Kodak did not respond to needs of digital market
o Digital market does not fit Kodaks brand image
o Brand Image relies on non-digital characteristics of products
Opportunities
o Picture-taking trend (because of social media/camera phone
use)
o Digital market is pushing professional-grade cameras, where
Kodak can market as the affordable alternative.
Threats
o Smartphones/camera phones (95%)
o Other big name competitors, ie. Canon, Nikon, Fujifilm, etc.
o Consumers may already own digital cameras (65% of
respondents)

Problem that communication can solve:

o Kodaks camera sales are down because of the increase in

camera phone usage over the digital point-and-shoot camera.

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Quality consumer insights

Qualitative Results:
Focus Groups results
Kodak commonly associated with film, not
digital, or not seen as a primary brand in
the camera market.
Interest in wanting to easily print photos
Camera vs. smartphone use is influenced
by occasion
Satisfaction with camera phone quality
varies
o Depends on level of photo-taking
interest
Common camera brand associations:
Canon, Nikon, Fujifilm

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Quantitative Results:

Median
Age

Median
Income

01810
01886
02748

42.4
42
49

$109,400.00
$121,600.00
$59,400.00

11565

46.3

$112,100.00

11746

39.4

$98,600.00

12540

43

20015

Consumer
spend ($$ per
household)

Racial
Majority

$74,466.00
$75,471.00
$52,982.00

White
White
White

$71,516.00

White

10

Amount Zip
Code
Appeared in
Survey

Page

Zip
Code

$69,514.00

**White

$96,700.00

$68,234.00

White

45.7

$143,200.00

$74,196.00

White

24153

42.7

$47,200.00

$51,037.00

White

30005

36.3

$99,900.00

$67,353.00

White

34232

45.6

$43,200.00

$43,541.00

White

40241
43551
**43762

40.4
39.7
31.2

$75,800.00
$61,300.00
$47,300.00

$57,834.00
$50,186.00
$73,077.00

**White
White
White

44024
44057
44143

44.7
41.7
47.6

$60,700.00
$48,200.00
$59,300.00

$52,930.00
$46,036.00
$51,362.00

White
White
White

46184

34.7

$58,500.00

$48,046.00

White

48009
48840
48866

41.7
41.9
39.5

$81,600.00
$52,800.00
$46,900.00

$60,928.00
$44,689.00
$41,680.00

White
White
White

49024
49316

37.5
36

$57,600.00
$57,700.00

$49,641.00
$53,903.00

White
White

49331
49506

38.9
33.5

$50,500.00
$49,300.00

$47,628.00
$58,674.00

White
White

49546

39.4

$50,400.00

$55,012.00

White

53005

47.1

$78,300.00

$59,758.00

White

53029

40.4

$85,300.00

$62,347.00

White

53045
53059
53072
53150

47.4
43.5
43.5
42.8

$88,100.00
$57,500.00
$70,900.00
$78,700.00

$62,385.00
$45,888.00
$56,617.00
$58,399.00

White
White
White
White

53188

38.2

$62,700.00

$51,637.00

White

53189

39.4

$76,000.00

$57,554.00

White

53202

33

$35,600.00

$49,684.00

White

53405
55105
55318

37.5
34.6
34.8

$42,600.00
$65,000.00
$71,200.00

$45,748.00
$70,304.00
$56,642.00

White
White
White

55347
55410
55417
58078
60004
60010
60030
60035
60041
60044

38.8
40.3
38.2
34.3
42.8
46
38.1
45.8
37.7
44.8

$102,600.00
$83,800.00
$64,700.00
$61,300.00
$72,500.00
$106,200.00
$81,300.00
$101,400.00
$64,100.00
$82,200.00

$69,815.00
$64,632.00
$54,337.00
$51,704.00
$57,302.00
$70,080.00
$59,448.00
$68,168.00
$52,735.00
$62,484.00

White
White
White
White
White
White
White
White
White
White

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Other trends you see

with this area

Asian population
lower income, Older
population
extremely wealthy
Neighborhood
younger, more racially
mixed
extremely wealthy
Neighborhood
extremely wealthy
Neighborhood
slightly poorer
neighborhood
yuppie area, diverse and
wealthy
older, poorer
neighborhood
extremely diverse area
younger, poorer area
very young, very lower
class, highly white
average white, mid-class
lower to mid-class white
wide range of income,
older population
mostly white, middle
class
high income, highly white
lower income
highly white, average
income
mostly white
average income, mostly
white
highly white
average income, mostly
white, average age range
lower income, mostly
white
high income, older
population
highly white, higher
income
high income
highly white, middle class
mostly white
highly white, higher
income
one to two person
households
about one-quarter makes
over $100,000
one to two person
households, no children
Primarily white
pretty even spread of
ages
Wealthy
Even age spread

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Taking another look

Secondary Findings

Nikon - Imaging Company:

The compact digital camera market continues to shrink in

the fiscal year ending March 2014. By contrast, we anticipate that
the market for interchangeable lens-type digital cameras will
continue to grow.

We anticipate negative growth in the fiscal year ending March

2014, due to the growing use of smartphones with camera
functions. Over the long term, we see the smartphone market
expansion as an opportunity: many people become more
interested in photography once they start taking pictures with
smartphones.

Distributive Technology: How Kodak Missed the Digital Photography

Revolution
o Kodaks managers unable to make the transition to think digitally.

TWICE: New Cameras Target Smartphone Users

o Camera makers trying to divert the consumers attention away from
their smartphones and toward dedicated cameras that capture more
artistic and professional-looking images.
o The need to shoot quality pictures in low light and getting close-ups
from long distances remain primary in consumers minds.

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Showcase our cameras and

printers to the age 18-24,
American suburban and urban
demographic who enjoy keeping
memorable records of life events
through multiple media such as
commercials, magazine ads, and
live events.

Creative Campaign
Strategy:

S e r ie s o f
c o m m e r c ia ls
fe a t u r in g d iff e r e n t
im p o r t a n t lif e
e v e n ts
S u r p r is e P a r t y ,
Fa m ily V a c a tio n
- H a w a ii,
C h r is t m a s ,
W e d d in g
C a m e ra p h o n e
u se r v e rsu s
K o d a k d ig it a l
c a m e ra u se r
T h e d ig it a l
c a m e ra u se r
t a k e s c le a r ,
q u a lit y p h o t o s
T h e c a m e ra
p h o n e u s e r is
u n a b le t o t a k e
q u a lit y p h o t o s
A t th e e n d o f
e v e ry
c o m m e r c ia l,
th e Ko d a k
d ig it a l c a m e r a
u s e r p r in t s t h e ir
p h o t o s u s in g a
K o d a k p r in t e r
w h ile t h e
c a m e ra p h o n e
u s e r is le ft w it h
a s e r ie s o f
b lu rr y p h o t o s
o n t h e ir
c o m p u te r

M a g a z i n e P r in t

Page

T V C o m m e r c ia l

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Making it happen:

S id e b y s id e p r in t
o f t w o d iff e re n t
p h o to s
Ko d a k u se r
h o ld s a h ig h
q u a lit y p h o t o
u p in f ro n t o f
t h e a c t io n a n d
it m a t c h e s
C a m e ra p h o n e
u s e r h o ld s a
p o o r q u a lit y
p h o t o o n t h e ir
p h o n e u p in
f ro n t o f t h e
a c t io n a n d it
d o e s n o t m a tc h

L iv e E v e n t

W a ll, C a m e r a
S t a t io n , P r in t in g
S t a t io n
M u s ic Fe s t iv a ls

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Works Cited
"Imaging Company." Nikon. Nikon Corporation, 19 July 2013. Web. 04 Nov. 2013.
Lucas, Henry C., Jr., and Jie Mein Goh. "Disruptive Technology: How Kodak Missed the Digital
Photography Revolution." Journal of Strategic Information Systems 18.1 (2009): 46-55.
Disruptive Technology: How Kodak Missed the Digital Photography Revolution. Science
Direct, Mar. 2009. Web. 05 Nov. 2013.
Tarr, Greg. "New Cameras Target Smartphone Users." TWICE: This Week In Consumer
Electronics 28.5 (2013): 8-26. Academic Search Complete. Web. 5 Nov. 2013.