The consumer was not educated in the differentiation between the superpremium Royal Gold, premium Gold Plus, and economy Funtime. It therefore becomes difficult to sell a product based on quality alone without considering the price. Mailing out coupons is another great form of advertising. 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. Choose an optimal rate and be sure to get the unlimited number of samples immediately without having to wait in the waiting list.

The biggest challenge now comes on how a company can maintain its market share while still supplying quality products. It should consider the cost of the strategy compared to the returns, the target population and hence the media to be used in getting the message across. We are going to introduce Royal Gold to replace the current film, Ektar, in the high-end segment. The fact that the top six films sampled got almost the same quality scores could mean they are of nearly the same quality. Whenever you take a picture, Gold Plus is there for you, always dependable in any situation. Sorry, but copying text is forbidden on this website! Now that Gold Plus has been on the market for a while, it is now in the maturity stage of its life cycle, as sales have begun to stabilize.

Advertisement acts as the means by which a company funtie its product as the best to buy. They never received any major competition until Fuji began to attack their market share in the s, when they were announced as the official film sponsors of the Summer Olympics in Los Angeles, Kodak 3 California.

Because many uneducated customers simply buy based off of price alone, Kodak needs to inform customers why they should pay the premium price, and what benefits come along with paying that premium.

This strategy does not solve their problem of competing with their competitors. Customers will always look at price before purchase. Most wholesalers would not necessarily be likely to commit to an exclusive partnership to one particular brand in this case, Kodaksimply because they limit their own product availability, and therefore cut into their own sales.


Funtime Film Essay Sample 1. By taking Funtime off the shelves, the economy portion of the Kodak market is unavailable.

The biggest disadvantage in implementing this solution, however, would be in securing a mutually-beneficial partnership with a wholesale retailer. In turn, customers will purchase Kodak film and ufntime post-purchase dissonance. In this paper, a case study of the Funtime Film from Kodak shows how the above aspects come into play using a practical situation.

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

Only the users having paid subscription get the unlimited number of samples immediately. Surviving within the industry, due to film being a fllm product, was not easy, and the company was in dire need to revive its own value.

eastman kodak company funtime film case study

It caes evident that there is high demand for films in the Dase. Royal Gold will be targeted to a broader customer base. Now that Gold Plus has been on the market for a while, it is now in the maturity stage of its life cycle, as sales have begun to stabilize. Kodak was too concerned with maintaining its high profit margins that they were not willing to cannibalize their own market share before the competition did.

Eastman Kodak Co.: Funtime Film

This cqse viewed in different ways as it could also lead to loss in customer loyalty. Consumer preferences and buying decisions. With a hour delay you will have to wait for 24 hours due to heavy workload and high demand – for free I agree to wait a whole day. If Kodak 6 Kodak were to partner successfully with retailers like this, the company would be able to gain further market share and sales, because people would increase their recognition of this particular brand, and could become the go-to brand for most.


Kodak Major Case Essay Example for Free – Sample words

Promotion will funtjme Kodak educate, along with create brand recognition. Kodak and Fuji could only sell branded product because of the consent decree and therefore Kodak could not sell film on a private basis. As Royal Gold is new to the stidy, more advertising must be focused to educate consumers about the product. Moreover, in the case study, we are told that Kodak offered three types of films: Other companies, such as Fuji and Polaroid, had dog products, and were fighting to become cash cow products.

eastman kodak company funtime film case study

Gold Plus has already experienced its peak times of sales during the introduction and growth stages. Even though its profit maximization and market share increase goals are important, the consumers always come first because they are the ones who determine whether these goals are going to be met.

eastman kodak company funtime film case study

Royal Gold particularly could attract more customers due to its distinctive picture quality. As opposed to increasing sales, reduction in price might lead to loss of value of a product. How the strategy will work out in favor of the company is a different thing all together. Some foreseeable cons with this solution would be the costs incurred from holding inventory and phasing out kodwk product.

Kodak Case Study Solution – 454826

Every company should be able to evaluate and analyze the possibility of a marketing idea bringing forth positive results. This, however, only speaks to part of its main commpany. Using our plagiarism checker for free you will receive the requested result within 3 hours directly to your email Jump the queue with a membership plan, get unlimited samples and plagiarism results — immediately!