Sample3-Kodak - I. Market Market Trends Market Share...

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    Funtime Film Funtime Film Problems and Methods in Marketing Management MAR 5806 Dr. Alan Sawyer TEAM 2 Andrew Demaree  Ariel Chen  Jaime Villafuerte  Michael B. Yulsman   I.  Market  Market Trends  Market Share  Kodak’s position II.  Kodak’s Strategy  Product Life cycle  Brand equity   Dealing with                             Commoditization   Funtime Mistake III. Recommended  Price  Place  Product  Promotion
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  TMBA 04 – TEAM 3 Market Analysis Film is in the maturity stage of its life cycle  Market growth is 2% per year Film is becoming a commodity Consumer Reports showed that most film quality is the same across Superpremium,  Premium, Economy and Price Brands Size (1993) is 670 million 24-exp rolls Market share                                 Market share     Rolls 1 st  and 2 nd  tiers:                72%        482 3 rd  tier:                 11%          74 4th tier:                 17%        114 Market (1994) is 684 million 24-exp. rolls           Growth rate     Market share     Rolls 1 st  and 2 nd  tiers:        3%              70%         497 3 rd  tier:           15%              12%           85 4 th   tier:           10%              18%          125 Market is becoming more price sensitive
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  TMBA 04 – TEAM 3 Product Life Cycle -  Maturity Dealing with a mature market Marketing Objectives: Maximize Profits Defend Market Share Strategies: Product:     Diversify Brands/Models Pricing:     Match or Best Competition Distribution:  -  Intensive Advertising:     -  Comprehension of Brand Difference Kodak’s Available strategies to avoid or deal with  Commoditization : 1. Value-added Strategy 2. Market-focus Strategy  3. Price Compression
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  TMBA 04 – TEAM 3 Kodak’s Available Strategies to Prevent or Deal with  Commoditization Value-added and Market-focus - Differentiate yourself from competitors  - Focus on segments who don’t view product as commodity due to low  knowledge or particular needs.  These strategies are being used effectively with Royal Gold and Gold Plus. Kodak means Quality  – low knowledge consumers don’t know film is all the same and  buy Gold Plus. Professional photographers and Advanced Amateurs use Kodak’s Superpremium 
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Sample3-Kodak - I. Market Market Trends Market Share...

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