Theoretical Part of KODAK
Introduction
Kodak is the leader in helping people take, share, print and view images – for memories, for information, for entertainment. The company is committed to a digitally oriented growth strategy focused on the following businesses: Health – supplying the healthcare industry with traditional and digital image capture and output products and services; Graphic Communications – offering on-demand color and black and white printing, wide-format inkjet printing, high-speed, high-volume continuous inkjet printing, as well as document scanning, archiving and multi-vendor IT services; Digital & Film Imaging Systems – providing consumers, professionals and cinematographers with digital and traditional products and services; and Display & Components – which designs and manufactures state-of-the-art organic light-emitting diode displays as well as other specialty materials, and delivers imaging sensors to original equipment manufacturers.
Early Years (World Perspective)
In 1879, London was the center of the photographic and business world. George Eastman went there to obtain a patent on his plate-coating machine. An American patent was granted the following year.
In 1883, Eastman startled the trade with the announcement of film in rolls, with the roll holder adaptable to nearly every plate camera on the market. With the KODAK camera in 1888, he put down the foundation for making photography available to everyone.
A successive concern — the Eastman Company, was formed in 1889. The company has been called Eastman Kodak Company since 1892, when Eastman Kodak Company of New York was organized. In 1901, the present firm — Eastman Kodak Company of New Jersey — was formed under the laws of that state. Kodak built the business on four basic principles:
ü mass production at low cost
ü international distribution
ü extensive advertising
ü a focus on the customer
Mass production could not be justified without wide distribution. Distribution, in turn, needed the support of strong advertising. From the beginning, he imbued the company with the conviction that fulfilling customer needs and desires is the only road to corporate success.
To his basic principles of business, he added these policies:
ü foster growth and development through continuing research
ü treat employees in a fair, self-respecting way
ü reinvest profits to build and extend the business
Kodak’s history is one of progress in developing these basic principles and policies.
By 1900, distribution outlets had been established in France, Germany, Italy, and other European countries. A Japanese outlet was under consideration, and construction of a factory in Canada was underway with the organization of Canadian Kodak Company, Limited.
Today, Kodak has manufacturing operations in North and South America, Europe, and Asia, and Kodak products are available in virtually every country across the globe.
About Eastman Kodak Company
For 120years, Kodak’s business was “Photographic” & centered on the manufacture of chemically based film products. Countless birthdays, vacation, world events & other memories have been preserved & shared on Kodak film & paper.
But all that is changing. Today, digital imaging is moving rapidly to the forefront replacing traditional film, not only in consumer picture – taking, but in healthcare, document management & printing.
Kodak is leading the way, with a digital growth strategy that covers digital & film imaging systems, health imaging products, & information systems & graphics communications, including commercial printing.
For more than a century, Hollywood movies have provided entrenchment white Kodak medical & dental x – ray film have been serving the healthcare needs of people the world over. Documents by the bullions have been recorded on Kodak micro film & other Kodak commercial document management products. Kodak aerial films have mapped earth and space. All these activities, & more, were made possible by the complex chemical technologies of film – making.
This presents numerous environmental challenges that need to be managed effectively & responsibility.
Brief history of Kodak in Bangladesh
Kodak comes in Bangladesh in 1992. MGH GROUP has AQUAMARINE DISTRIBUTION LTD. (ADL) is the distributor of Kodak in Bangladesh.
Kodak has been committed to provide quality products at affordable price
Kodak values customer needs tremendously and look forward to further fulfilling new needs. Kodak growth is the direct result of dedicating themselves is to provide highest quality products, reflecting the passion behind the vision “quality products and affordable price”. Kodak is maintaining proper and effective marketing activities in Bangladesh.
Main Distributor: AQUAMARINE DISTRIBUTION LTD. (ADL), MGH GROUP.
Main Distributor Center: Jahangir Tower (5th floor), 10 Kazi Nazrul Islam Avenue, Karwan Bazaar, Dhaka-1215.
Present scenario of Kodak in Bangladesh:
The market share of Kodak is 28%. Now the technical / sales team is best in Bangladesh from other competitor. It works totally structured. It is also computer based & its ERP (Enterprise Resource Planning) is good. It uses modern logistic & supply chain management.
In past time, Bangladesh market was introducing the Fuji color film. For these reasons, the Kodak market is not fully developed, but it is great opportunity that its product fully qualitative & present time oriented and its pricing strategy maintain all over the Bangladesh in one rate. Other competitor price is fluctuated but Kodak price is stable in all occasions.
Besides, Kodak is computer based business organization and its activities are online oriented such as order the product. For well known, Kodak supplies the film for FDC, BTV and others private channel e.g. ATN Bangla, Bangla vision, NTV, RTV, BOISHAKHI etc.
Kodak always maintains QMS (Quality Monitory System). Under this system, Kodak monitors all lab & its all activities. For these reasons, Kodak achieves robust growth in Bangladesh.
v Color lab in Bangladesh 600+
v Digital lab in Bangladesh 65
v Kodak lab in Bangladesh 110
Kodak is not maintaining the successive business plan in present time and it is growing. Kodak is well reputed organization in the world & taking first position without
Ø Bangladesh
Ø Indonesia &
Ø Japan
Slogan for Bangladesh – “We are growing”
Worldwide slogan – ‘You press the button, we do the rest’ &
“Share Moment Share
Life”
Marketing objective of Kodak:
Kodak identifies about to introduce “disruptive” technologies with high growth potential. These technologies will redefine the ways we capture and share information, such as:
- Wireless technologies that send pictures from a digital camera to a computer more swiftly than ever.
- Display technologies that place brighter viewing screens in handheld and mobile electronics with less power consumption and longer life.
- Advanced networking platforms that bring health care professionals together—despite vast distances—to consult over X-rays, MRIs, and other diagnostic images.
Marketing activities of Kodak:
· Interact with alliance partners, entrepreneurs and emerging companies.
· Identify opportunities where Kodak technology platforms and industry standards dovetail with emerging businesses’ innovations.
· Evaluate proposals and concepts for their potential to become double-digit growth generators.
· Augment Kodak R&D’s efforts.
· Seek investment opportunities that, properly executed, can help move forward the activities of an existing Kodak business unit.
· Take responsibility for Kodak’s risk-investment portfolio
Info imaging
Kodak Ventures Group exists, in part, to leverage the disruptive technologies that drive the burgeoning growth of the infoimaging industry. That’s why they choose to invest in businesses whose raison d’etre is to innovate around information technology and image science.
Kodak is a leader in the infoimaging industry, created by the accelerated convergence of image science and information technology in ways that were previously impossible. Images can contain more data—and different types of data—making them a universal medium for the infoimaging age.
What and how they share that information is at the heart of infoimaging—and Kodak Ventures.
Today, infoimaging unites three closely related imaging markets—devices, infrastructure, and services/media. Infoimaging enables consumers and businesses to easily use images as a fast and effective way to communicate. Infoimaging presents significant new revenue opportunities for any company that delivers value through the marriage of information and images.
Infoimaging is a launch pad for new emerging opportunities, where the richest concentration of investment opportunities exists. Channels include:
· Disruptive technologies, e.g. wireless services
· Digital hardware, software, tools, services
· Multimedia hardware, software, media, output
· Health imaging, proteomics, computed radiography, digital radiography, service.
· Entertainment technology, watermarking, storage
· OLED displays, systems, components
· Commercial printing and workflow systems
Managing, sharing, adding new features to images and pictures—empowering them in new, intriguing ways—will continue to be Kodak’s hallmark in the years to come. The Kodak Venture Group exists to hasten their emergence.
Practical Part of KODAK
Kodak Product & Marketing Strategies
Kodak launches new products, expands distribution capabilities, and presents one face to the customer by commercial printing exhibition.
Product Classification:
1) Consumer imagine
2) Digital Photography
3) Professional imagine
4) Health imagine
5) Entertainment imagine (FDC, Television film)
From the product classification, we have discussed the digital photography product.
Kodak easy share performance series digital cameras
| EASYSHARE P880
8.0 mega pixels 5.8X optical zoom MSRP (US$) $549.95 |
EASYSHARE P850
5.1 mega pixels 12X optical zoom MSRP (US$) $399.95 |
Easy Share High Zoom Series Digital Cameras
| EASYSHARE Z7590
5.0 mega pixels 10X Optical zoom 3X digital zoom |
EASYSHARE Z740
5.0 mega pixels 10X optical zoom 5X digital zoom |
EASYSHARE Z760
6.1 mega pixels 3X optical zoom 4X digital zoom |
| EASYSHARE Z700
4.0 mega pixels 5X optical zoom 4X digital zoom |
EASYSHARE Z650
6.1 mega pixels 10X optical zoom 5X digital zoom |
EASYSHARE Z730
5.0 mega pixels 4X optical zoom 4X digital zoom |
| EASYSHARE Z7590
6.1 mega pixels 12X optical zoom 4.2X digital zoom |
Easy share point and shoot series digital cameras:
| EASYSHARE C663
6.1 mega pixels 3X optical zoom MSRP (US$) $299.95 |
EASYSHARE C64
6.1 mega pixels 3x optical zoom 5x digital zoom MSRP (US$) $229.95 |
EASYSHARE C533
5.0 mega pixels 3x optical zoom 5x digital zoom MSRP (US$) $179.95 |
| EASYSHARE C530
5.0 mega pixels 5X digital zoom MSRP (US$) $139.95 |
EASYSHARE C360
5.0 mega pixels 3x optical zoom 5x digital zoom MSRP (US$) $249.95 |
EASYSHARE C340
5.0 mega pixels 3x optical zoom 5x digital zoom MSRP (US$) $179.95 |
| EASYSHARE C330
4.0 mega pixels 3X optical zoom 5X digital zoom MSRP (US$) $149.95 |
EASYSHARE C 310
4.0 mega pixels 5X digital zoom MSRP (US$) $119.95 |
EASYSHARE C 300
3.2 mega pixels 5X digital zoom MSRP (US$) $109.95 |
Easy Share Pocket Series Digital Cameras
| EASYSHARE V603
6.1 mega pixels 3X optical zoom 4X digital zoom 2.5″ (6.4 cm) display MSRP (US$) $299.95 |
EASYSHARE V570
5.0 mega pixels 5X optical zoom 2.5″ (6.4 cm) display Dual Lens Technology MSRP (US$) $399.95 |
EASYSHARE V550
5.0 mega pixels 3X optical zoom 2.5″ (6.4 cm) display Dock included MSRP (US$) $329.95 |
| EASYSHARE V530
5.0 mega pixels 3X optical zoom 2.0″ (5.0 cm) display Available in 4 colors MSRP (US$) $249.9 |
Compare Kodak Easy share Cameras
Compare Kodak Easy share Digital Cameras to choose the one that is just right for you. Compare digital cameras for features including resolution, maximum print size, zoom, memory and price.
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EASYSHARE-One |
4.0 MP | 20″ x 30″ | 10X
(3.0X optical 3.3X digital) |
256MB built-in
(SD/MMC card slot) |
Optional:
Camera Dock Series 3 Printer Dock Series 3 |
$599.95 | ||||||||||||||
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C663 |
6.1 MP | 20″ × 30″ | 15X
(3X optical 5X digital) |
32MB built-in
(SD/MMC card slot) |
Optional:
Camera Dock Series 3 Printer Dock Series 3 |
$299.95 | ||||||||||||||
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C530 |
5.0 MP | 20″ x 30″ | 5X digital | 16MB built-in
(SD/MMC card slot) |
Optional:
Camera Dock Series 3 Printer Dock Series 3 |
$139.95 | ||||||||||||||
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C360 |
5.0 MP | 20″ x 30″ | 15X
(3X optical 5X digital) |
32MB built-in
(SD/MMC card slot) |
Optional:
Camera Dock Series 3 Printer Dock Series 3 |
$249.95 | ||||||||||||||
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C340 |
5.0 MP | 20″ x 30″ | 15X
(3X optical 5X digital) |
16MB built-in
(SD/MMC card slot) |
Optional:
Camera Dock Series 3 Printer Dock Series 3 |
$199.95 | ||||||||||||||
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C330 |
4.0 MP | 20″ x 30″ | 15X
(3X optical 5X digital) |
16MB built-in
(SD/MMC card slot) |
Optional:
Camera Dock Series 3 Printer Dock Series 3 |
$149.95 | ||||||||||||||
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C310 |
4.0 MP | 20″ x 30″ | 5X digital | 16MB built-in
(SD/MMC card slot) |
Optional:
Camera Dock Series 3 Printer Dock Series 3 |
$129.95 | ||||||||||||||
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C300 |
3.2 MP | 11″ x 14″ | 5X digital | 16MB built-in
(SD/MMC card slot) |
Optional:
Camera Dock Series 3 Printer Dock Series 3 |
$109.95 | ||||||||||||||
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Z7590 |
5.0 MP | 20″ x 30″ | 30X
(10X optical 3X digital) |
32MB built-in
(SD/MMC card slot) |
Optional:
Camera Dock Series 3 Printer Dock Series 3 |
$349.95 | ||||||||||||||
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Z760 |
6.1 MP | 30″ x 40″ | 12X
(3X optical 4X digital) |
32MB built-in
(SD/MMC card slot) |
Optional:
Camera Dock Series 3 Printer Dock Series 3 |
$299.95 | ||||||||||||||
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Z740 |
5.0 MP | 20″ x 30″ | 50X
(10X optical 5X digital) |
32MB built-in
(SD/MMC card slot) |
Optional:
Printer Dock Series 3 Camera Dock Series 3 |
$299.95 | ||||||||||||||
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Z730 |
5.0 MP | 20″ x 30″ | 16X
(4X optical 4X digital) |
32MB built-in
(SD/MMC card slot) |
Optional:
Camera Dock Series 3 Printer Dock Series 3 |
$249.95 | ||||||||||||||
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Z700 |
4.0 MP | 20″ x 30″ | 20X
(5X optical 4X digital) |
16MB built-in
(SD/MMC card slot) |
Optional:
Printer Dock Series 3 Camera Dock Series 3 |
$199.95 | ||||||||||||||
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Z650 |
6.1 MP | 20″ × 30″ | 50X
(10X optical 5X digital) |
32MB built-in
(SD/MMC card slot) |
Optional:
Camera Dock Series 3 Printer Dock Series 3 |
$349.95 | ||||||||||||||
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V570 |
5.0 MP | 20″ × 30″ | 20X
(5X optical 4X digital) |
32MB built-in
(SD/MMC card slot) |
Included:
Photo Frame Dock 2 Optional: Printer Dock Series 3 |
$399.95 | ||||||||||||||
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V550 |
5.0 MP | 20″ x 30″ | 12X
(3X optical 4X digital) |
32MB built-in
(SD/MMC card slot) |
Included:
Photo Frame Dock 2 Optional: Printer Dock Series 3 |
$329.95 | ||||||||||||||
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V530 |
5.0 MP | 20″ x 30″ | 12X
(3X optical 4X digital) |
16MB built-in
(SD/MMC card slot) |
Included:
Photo Frame Dock 2 Optional: Printer Dock Series 3 |
$249.95 | ||||||||||||||
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P880 |
8.0 MP | 30″ x 40″ | 11.6X
(5.8X optical 2X digital) |
32MB built-in
(SD/MMC card slot) |
Optional:
Camera Dock Series 3 Printer Dock Plus |
$599.95 | ||||||||||||||
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P850 |
5.1 MP | 20″ x 30″ | 39.6X
(12X optical 3.3X digital) |
32MB built-in
(SD/MMC card slot) |
Optional:
Camera Dock Series 3 Printer Dock Plus |
$449.95 | ||||||||||||||
Product pricing strategy:
Maintain the standard price in worldwide.
Distribution Process:
Kodak fully works at structured way. They also follow supply chain management.
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ADL: AQUAMARINE DISTRIBUTIONS LTD
NTO: Non Traditional Outlet
NTC: Non Traditional Customer.
Targeting markets:
Contrast this to the film business, where Kodak has a nearly century long history and has kept specialty products such as Kodachrome 25 around for decades past their prime to ensure that they keep the hearts and minds of the professional film photographer. Let’s hope that as Kodak rolls out their newest digital strategy they focus on real customer groups and their needs and not just on the spreadsheets that total up to the $16 billion in revenue Kodak is planning to achieve by 2006.
Promotion tools & Advertising
Advertising Objectives:
To inform potential customer as to what Kodak and categories of products it offers to the customer.
To establish all the brands of Kodak in the retails market of Bangladesh in a way of so that Kodak products and to remind them more and more about products.
To enhance sales volume and extract maximum return form investment.
Every occasions Kodak distributes thousands of flyers and hangs banners in strategic location to bring in customers. At the same time, Kodak also does not a lot of advertising in the newspaper. Kodak mainly uses signboard. The advertising system of Kodak is presented bellow:
Advertising
ATL (Above the Line) BTL (Below the Line)
Electronic Media Paper, Poster, Signboard etc.
Customer Service
Packaging:
All the products of Kodak are packaged aesthetically and uniquely in order to create a great image among the potential customer.
Sales force Management:
To create a proper and effective sales force management Kodak organizes training program regularly. Moreover they have a proper orientation and rewarding system to motivate them.
Customer service component:
To give “The best value for money” a standard customer service is given to the customers. The entire shop attendant and shop in charge is well trained up in order to provide better customer service. The marketing and human resource executives conduct on a regular basis and as need basis training.
Social responsibility:
Now a day, societal marketing concept is being accepted by most of the marketing organization and text mart is also a follower of this concept.
Compensation
Non-Patented or Non-Copyrighted Submissions
If a submission has not been patented or is not patentable, and is not protected by copyright, but is original and new to Kodak and is adopted for use by the Company, Kodak may, at its sole discretion, consider granting a nominal award to the submitter. This limit is imposed because, among other reasons, information not subject to either valid patent or copyright protection may be used for free by Kodak’s competitors. In addition, submitters retain the right to give the same information to other companies, including Kodak competitors.
Kinds of Submissions Kodak Will Consider
Kodak will consider submissions that fall into the following categories:
- Design concepts, drawings, and/or prototypes for the enhancement of existing Kodak products or the development of new products.
- Recommendations relating to the material, equipment, and processes for the manufacture of new or existing products.
Kinds of Submissions Kodak Will Not Consider
Kodak, as a matter of general policy, will not consider unsolicited submissions relating to advertising, promotions, or marketing plans. Examples include: product promotions, photo contests, product names, slogans, songs, personal photographs, publications, sales strategies, and event sponsorships (unless submitted by an authorized representative of the event.
SWOT analysis
Opportunities:
Bangladesh is a big market for Kodak film, cameras, and paper. Because it quality totally high and price are in hand. For educational institution (school, college, university others), Service organization (bank, insurance, co-operative society ), passport processing, occasional day (birth day, marriage ceremony, Eid day, vacation, world events & other memories have been preserved & shared on Kodak film & paper). Official activities every type of work where bear identity, as since, Kodak is a quality product so, every body comes in and shares this. It is great news, Young generation is interested in photography and film oriented organization.
Strength:
Kodak has structural distribution channel. Its marketing activities are computer based. It has sophisticated quality and new product development strategy. Kodak always maintains QMS (Quality Monitory System). Under this system, Kodak monitors all lab & its all activities.
Weakness:
Main weakness of Kodak is shortage of skill people and lack of communication within main distribution center to lab.
Threat:
Fuji is the big competitor in the film market in Bangladesh. Besides, political instability, corruption, small market size are the other treating factor of Kodak.
Competitors:
Fuji: Fuji first time introduces film market in Bangladesh & creates a wide arena in film sector & taking extra opportunity in the market. They were fully monopolistic in the market.
Konica: Konica is other competitor of Kodak. Their operation is scrimped in the market and partially wakes out the film market in Bangladesh.
Future planning:
The Kodak Company has no interested in manufacturing the product in Bangladesh.
New product introduce in Bangladesh market which is totally special such as, color plus film, photo at metallic paper with 3d.
Product for – 2006
“Color plus film”
Slogan for color plus film – Picture perfect, in quality, in price.
Problem Facing of Kodak in Bangladesh:
1) Political instability.
2) Import duty is high.
3) People are not photography oriented.
4) Deficiency of high skill people & engineer.
5) Corruption
6) Terrorism
7) Small market size
Kodak range of service
Kodak provides:
· QMS (Quality Monitory System).
· Brand identity development
· Health & environment development
· Structured distributor channel
· Social communication
Conclusion
Kodak has once again declared that they are serious about digital imaging, this time with a commitment to in gaining market share in their self-declared target areas of consumer, commercial and health imaging by cutting their dividend to fuel investment. Predictably, Kodak cites shrinking traditional markets as the impetus for this bold move. Kodak is funding the investments by cutting their dividend, moving more distribution offshore and cutting costs (and more jobs) elsewhere in the country.
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