Visual strategy guide

01 visual strategy guide

KODAK VISUAL STRATEGY GUIDE

TABLE OF CONTENTS

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WHERE WE WERE 12 14 20 22

brand overview timeline george eastman history

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WHERE WE ARE 32 34 36 38 40 42 56 58 60

our vision our mission our past look our new look future audience audience spectrum current competitors future competitors ancillary competitors

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01 WHERE WE WERE 12 14 20 22

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brand overview timeline george eastman history

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KODAK

brand overview

A brand name that has come to define a photogenic moment, Kodak made the once expensive and complicated hobby of photography accessible and affordable to the common man. From the late 1800s to the 1980s, Kodak dominated the consumer photography market, an innovative and admirable icon of American industry. It has won Emmy's and Academy Awards, sent cameras into space and is credited with creating the digital camera. With the sad news that the company is now struggling to stay afloat.

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1907

evolution of kodak

changed their logo

1878

1888

eastman displays the effectiveness of gelatin based dry plate photography.

the name “kodak” is born. eastman came up with the word because he liked the letter k, and the name was unique and easy to remember. the company’s slogan was “you press the button, we do the rest.”

1854 George Eastman born

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1881

1900

eastman joins with financial bader henry string to form eastman dry plate co.

the kodak brownie is introduced

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1935

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1960

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1971

changed their logo changed their logo

changed their logo

1962 kodak’s consolidated sales surpass the $1 billion mark

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1950

1963

16 mm koda color film allows amateur cinematographers to shoot color movies.

an 18’ x 60’ kodak colorama display screen is installed in the grand central station terminal. dismantled in 1989, it featured many iconic photos over the years.

kodak’s instamatic cartridge camera was introduced. high demand for the cameras meant more than 50 million were produced before 1970

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1935

changed their logo

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1960

1971

changed their logo

changed their logo

1962

1975

kodak’s consolidated sales surpass the $1 billion mark

kodak invents the world’s first digital camera.

1950

1963

1981

an 18’ x 60’ kodak colorama display screen is installed in the grand central station terminal. dismantled in 1989, it featured many iconic photos over the years.

kodak’s instamatic cartridge camera was introduced. high demand for the cameras meant more than 50 million were produced before 1970

company sales excee billion worldwide

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1987

changed their logo

ed $10

2006

changed their logo

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2016

changed logo

2012 kodak files for chapter 11 bankruptcy.

2016

1989 the kodak fun saver one time-use camera is introduced.

2011 the international trade commission issues a split decision in a billion dollar patent dispute between kodak and apple and rim.

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With the slogan “you press the button, we do the rest,” George Eastman put the first simple camera into the hands of a world of consumers in 1888. In so doing, he made a cumbersome and complicated process easy to use and accessible to nearly everyone.

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GEORGE EASTMAN founder of the eastman kodak company

He was a high school dropout, judged “not especially gifted” when measured against the academic standards of the day. He was poor, but even as a young man, he took it upon himself to support his widowed mother and two sisters, one of whom had polio. He began his business career as a 14-year old office boy in an insurance company and followed that with work as a clerk in a local bank. He was George Eastman, and his ability to overcome financial adversity, his gift for organization and management, and his lively and inventive mind made him a successful entrepreneur by his mid-twenties, and enabled him to direct his Eastman Kodak Company to the forefront of American industry.

When Eastman was 24, he made plans for a vacation to Santo Domingo. When a co-worker suggested he make a record of the trip, Eastman bought a photographic outfit with all the paraphernalia of the wet plate days. The camera was as big as a microwave oven and needed a heavy tripod. And he carried a tent so that he could spread photographic emulsion on glass plates before exposing them, and develop the exposed plates before they dried out. There were chemicals, glass tanks, a heavy plate holder, and a jug of water. The complete outfit “was a pack-horse load,” as he described it. Learning how to use it to take pictures cost $5.

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Eastman did not make the Santo Domingo trip. But he did become completely absorbed in photography and sought to simplify the complicated process. He read in British magazines that photographers were making their own gelatin emulsions. Plates coated with this emulsion remained sensitive after they were dry and could be exposed at leisure. Using a formula taken from one of these British journals, Eastman began making gelatin emulsions.

He worked at the bank during the day and experimented at home in his mother’s kitchen at night. His mother said that some nights Eastman was so tired he couldn’t undress, but slept on a blanket on the floor beside the kitchen stove. After three years of photographic experiments, Eastman had a formula that worked. By 1880, he had not only invented a dry plate formula, but had patented a machine for preparing large numbers of the plates. He quickly recognized the possibilities of making dry plates for sale to other photographers

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KODAK'S PAST our history

Kodak is one of the oldest companies on the photography market, established more than 100 years ago. This was the iconic, American organization, always on the position of the leader. Its cameras and films have become know all over the world for its innovations.

Kodaks strength was it brand ± one of the most recognizable and resources, that enabled creating new technologies. Since the formation of Kodak, the company has remained the world’s leading film provider with virtually no competitors. That is until the arrival of Fuji Photo Film, which now surpasses Kodak in earnings per share and is viewed as the industries number two. It is evident that there has been a significant shift from the use of traditional film cameras to a market fully fledged and saturated with modern and updated digital cameras and digital photographic tools.

Kodak not only sell pictures film, Kodak is enough number of lines to offer products and services, such as digital images, Printer cartridges, paper and innovative equipment markers, which sell Kodak global. Furthermore, the aim and purpose of the overall quality of the Kodak is to achieve Total Customer Satisfaction. This is achieved by leveraging the appropriate process improvement techniques in ways that deliver increased productivity and optimal deployment of resources.

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The company is organized along three segments: the Graphic Communications Group (GCG); the Film, Photofinishing, Entertainment Group (FPEG); and the Consumer Digital Imaging Group (CDG). Thirty-nine percent of Kodak‘s revenue comes from the GCG segment, which provides products and services to businesses with large scale printing operations. Thirty-one percent of Kodak‘s revenue comes from the FPEG segment, which provides traditional photographic products and services to consumer, professional, and industrial markets. Thirty percent of Kodak‘s revenue comes from the CDG segment, which provides digital consumer products.

Kodak reacted slowly to the digital revolution. Since the takeoff of digital cameras, Kodak has seen revenues plummet from $15 billion to $9.4 billion. Kodak has cut 40,000 jobs over the last five years, and plans to eliminate 3,500 to 4,500 in 2009. Since 2003, Kodak has sought to meet this challenge with robust restructuring programs. Approximately 80% of Kodak revenue is from new products and services developed within the last five years.

Approximately 60% of Kodak employees have been there less than four years.

However over the time, the situation started to change for Kodak, as it has underestimated thechanges on the market.

There has been a significant shift from the use of traditional film cameras to a market fully fledged and saturated with modern and updated digital cameras and digital photographic tools. The age of digital technologies were emerging. The core business of Kodak-the film business, started to decline and some areas of the business started to be less profitable and filled with many competitors, especially cheap ones from Asia.

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it needs solutions. it needs change. it needs action

Many imaging companies, including the iconic Polaroid, went bankrupt in the digital age. It seemed that the same fate awaited Kodak.

By making photography accessible to nearly everyone with its film and user-friendly cameras, it became a multinational corporation and a brand recognized around the world – but it was that same head start that threatened to become a disadvantage for the company in the digital age. Hayzlett (chief marketing officer and vice president at the Eastman Kodak Company) cites Jim Collins’ latest book How The Mighty Fall: And Why Some Companies Never Give In: “He writes about overcoming ‘the hubris of success’. We were the game when it came to photography, and that changed with the advent of digital.” Hayzlett, stresses the urgency of its re-branding operation. “It was change or die, so we focused on changing the business model.”

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02 WHERE WE ARE 32 34 36 38 40 42 56 58 60

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our vision our mission our past look our new look future audience audience spectrum current competitors future competitors ancillary competitors

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KODAK'S OBJECTIVE our vision

Now days people are so busy in there everyday work routine life, they hardly get time to discover or experiment new activities, opportunities and hobbies. Some people aren’t able to find out what really interests them. Therefore the new Kodak brand will not only to allow people to make new memories by capturing moments on their cameras but by also providing them other means of making new memories such as travel services, social events, and other miscellaneous services that will help create memories. Kodak will also provide health related services to protect memories.

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Enabling people to capture moments and make new memories, while protecting the old ones. our mission

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OUR PAST LOOK the key visuals of the old kodak was classic, stationary and comfortable.

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OUR NEW LOOK according to the new vision and mission of kodak to make and protect memories, the new look will be exciting, active, friendly, warm and protective.

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FUTURE AUDIENCE kodak's potential target audience and personas

The target audience is the demographic of people who are most likely to show interest in our product or service. To build a solid foundation for our business, we must first identify our typical customer and tailor our marketing pitch accordingly.

Targeting specific type of people does not mean that we are excluding people who do not fit our criteria. Rather, targeting specific group allows us to focus on or business strategy and brand message on a specific audience. This is a much more affordable, efficient, and effective way to reach potential clients and generate business.

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audience

non audience

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AUDIENCE SPECTRUM target audience overview

audience non audience sally cooper // fun lover neil sharma // traveler ashley brown // explorer michael millman // alzheimer's patient sharon hill // go getter

steve moore // workaholic

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Sally is a recruiter. She recently got married to a photographer. She love spending time with him, but their work keeps them away. Her husband Jack, is a photographer and have to constantly travel unfortunately Sally cannot go with him due to her work.

She feels they’re missing a lot of precious time. Sally wants to spend maximum time with her husband and create as many memories as possible.

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FUN LOVER name: age: status: career: location: interest:

sally cooper 28 years married recruiter dallas loves to spend quality time with her husband

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Sally feels lonely when she gets back home because her husband is usually out for work at on hours.

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Sally likes to go out for shopping with her friends because she wants to kill time.

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Sally sometimes has an argument with her husband because he is not able to give her enough time due do work.

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Sally loves to go on vacations with her husband because they are both working and don’t get enough time when they’re home.

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Sally is usually home and watching movies on Friday night because her husband is generally out for a photo shoot on events.

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Sally gets excited when she sees her husband’s text on her phone because it gives it a hope that they might get to spend quality time together.

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Sally wants to plan trips with her husband, but can’t afford expensive trips because they are both on a starting point of their careers.

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Sally loves making scrapbooks as she can store all her memories in one book.

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Neil is a single man loves to travel alone. Other people’s opinion does not affect him as he loves his freedom. He is very courageous and keeps exploring new activities and really enjoys the turn of risk. Neil loves doing work that articulates his vision. He likes being original with anything he puts his mind and hands on. He is naturally inquisitive and spends a lot of time in his mind investigating ideas. He has the gift of the imagination and idealism, giving her boundless creativity and an enthusiasm for life that is enchanting to others.

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TRAVELER

name: age: status: career: location: interest:

neil sharma 33 years single photographer arizona he loves exploring new places

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He has made is hobby, his career because he does not want to be bound by work.

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Every month he goes camping hiking and climbing for at least five days because he wants to enjoy his time.

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He joined an adventure group because he wants to get new ideas and some advice for traveling.

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He gets really excited when he talks about his trips because it reminds him of that time and he can relive that movement.

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Whenever he goes to a different country for his photo shoot he always buys places to visit guide because he wants to create as many memories as possible.

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After he finishes his work he relaxes by playing active sports because it gives him a feeling of excitement.

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He has a habit of collecting photos and writing daily because he likes to treasure his memories.

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Sharon is a very confident young woman. She is an extrovert and befriends with anyone easy. Not only was she successful in college but also in hope present job. She is always high on energy. She hasn’t been set of hobbies. Moreover she is very enthusiastic to volunteer explore and discover active activities. She believes that doing activities with other people can make a good relationship and gain her life experience.

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GO GETTER

name: age: status: career: location: interest:

sharon hill 29 single secretary san francisco loves to live a healthy and active life

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She goes to the gym every day at 7a.m. before going to work because she wants to stay healthy.

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During her break at work place she does yoga for 10 minutes to reduce the stress level.

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She maintains a schedule planner that guides her routine and reminds her to do her activities.

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She subscribed for a travel magazine because it gives her new destination ideas for our next journey.

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She is taking dance lessons on weekends because she does not want to stay home and therefore lives an active life.

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Sometimes she also goes for fishing with her boyfriend because she wants to try different activities.

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She loves planning trips with her boyfriend and friends because she loves to explore and experience new things.

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Ashley is a high school student who lives in Virginia with her parents. She is studying art and has a very friendly relationship with her parents. She wants to make them happy by making sure she gets into good college. She likes to hang out at places where her parents don’t worry about what she is up to.

She played soccer and run track in middle school. She is a very active girl. She has two best friends Emily and Sarah.

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EXPLORER

name: age: status: career: location: interest:

ashley brown 17 years single hsc student virginia loves exploring

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Love hanging out with her friends after school because she is very lively and wants to enjoy each and every moment.

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Good student but leaves her homework and studies until the last minute as she likes to do more fun activities.

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Ashley loves to go on school trips as it is fun and she gets to spend more time with your friends.

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She likes to go on adventure trips with her family because she likes to discover things that interest her.

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She wants to travel abroad to places like Rome and Italy to find more art to enjoy.

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Being a student is important for her because she wants to live her life to the fullest while she can.

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Uses Face-book to stay in touch with family and friends when she is away on trips.

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Ashley loves watching movies because it refreshes her mind and takes her to a new world of imagination.

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Michael is the founder and president of an investment banking and financial advisory services firm. He earned four degrees, spoke four languages and pursued four passions: climbing, hiking, sailing and fine woodworking. Then he heard four words that changed his life: "You have Alzheimer's disease." After receiving his diagnosis, Michael developed another passion: nature photography. Although he lives a very restricted life he tries his best to do all the activities he wishes to.

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ALZHEIMER'S PATIENT name: age: status: career: location: interest:

michael millman 67 years married retired virginia nature photography

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Michael often feels lonely since the time he has been diagnosed with Alzheimer.

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Due to his disease Michael doesn't want to interact with other people because he feels ashamed of his disease.

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Falls sick and has to visit doctors very ofter as he forgets to take his medicines on time.

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He doesn't go out of the house alone as his family worries he might forget the address and get lost.

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He is worried for his future because in the later stage of Alzheimer, the patient is required to live in a medical care home.

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He cannot be left alone, not even for a few minutes as he often makes dangerous mistakes like leaves the stove on.

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He loves photography as he feels thats the only way he can express himself.

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As a CEO of a leading telecommunication’s company, I have to remain focused one step ahead of change. I am always on–the– go, and my assistant is responsible for making sure my email and appointments are always up to date in my mobile as I go from one meeting to the next. My day is a rush between meetings with clients. Since he considers his family a very important aspect of his life, he always tries to get home to have dinner; despite it is not always possible.

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WORKAHOLIC

name: age: status: career: location: interest:

steve moore 38 years married ceo new york workaholic

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He is a very hard workingman and sometimes he works overtime because he wants to provide his daughters with the best he can.

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He works hard to set an example for his daughters because he when he was young he had a tough life.

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Steve sends his daughters to the best school in order to get the best education, as he believes that his success is from studying hard.

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Steve always encourages his kids to participate in different school trips and events to create as many memories as they can, before the working life starts.

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Steve never works on Sundays because he wants that’s one date to rejuvenate by spending time with his family and friends.

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Steve always takes the Christmas week off because he only wants to be with family when the new year starts.

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Steve works for long hours everyday therefore he hardly gets time to spend with family.

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His daughters are becoming rebellious because they are disappointed that their father chooses his work rather than them.

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CURRENT COMPETITORS kodak's current competitors are other film and camera manufacturers.

Current competition is a situation in which two or more businesses offer products or services that are essentially the same, the businesses are competing for the same potential market. Apple’s i Phone, for example, is in direct competition with Samsung’s Galaxy in the smart-phone market.

ILFORD A manufacturer of photographic materials known for its black & white film, papers and chemicals, as previously as its range of Ilfochrome and Ilfocolor color printing materials.

SONY The company is one of the leading manufacturers of electronic products for the consumer and professional markets. Sony is ranked 116th on the 2015 list of Fortune Global 500 » 56

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FUJIFILM A film manufacturer that also designs and builds cameras and competes with Kodak in many if not all of the same fields such as medical imaging, graphics.

CANON Canon successfully made the transition from making traditional photography equipment to making high-resolution photo printers

SHUTTERFLY A closely held company, competes with Kodak’s Easy Share Gallery in offering prints of digital photos and other products and services.

NIKON Its products include cameras, camera lenses, binoculars, microscopes, ophthalmic lenses, measurement instruments of which it is the world’s second largest manufacturer.

OLYMPUS Manufactures precision machineries and instruments, Cameras, Voice recorders, Medical endoscopes and other medical devices.

SAMSUNG Notable Samsung industrial subsidiaries include Samsung Electronics, the world’s largest information technology company measured by 2012 revenues, and 4th in market value.

GO PRO The company eventually descended into the connected sport genre, developing its line of action cameras, and eventually video editing software.

POLAROID Polaroid has been a trusted global brand for more than 75 years and is best known for pioneering instant photography.

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FUTURE COMPETITORS kodak's future competitors are other companies that help make new memories

Future competitors are business not necessarily similar to yours at all, but who compete for the same piece of the pie. Basically, their product and service offerings may be different, but are intended to solve the same consumer need as yours.

24 HOUR FITNESS 24 hour fitness is a gym center.

Some people exercise to release their stress from work.

TICKET MASTER Ticket master makes it easy for one to buy tickets for events, concerts and other forms of entertainment.

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AMC AMC is a movie theatre, and serves as a medium of entertainment for one to escape from usual routine,

AIR BNB Airbnb makes it convinient for its customers to easily escape for their busy life schedule.

APPLE Apple offers a lot of features to entertain its customers. For example its i phone apps.

INCREDIBLE ADVENTURES Believes in the transformation power of travel. It rejuvenates people tired from work.

SENSPA A nice day at the spa can also be a way to avoid work and rejuvenate oneself.

STUB HUB Stubhub made it easy for one to buy tickets for events, concerts and other forms of entertainment.

NETFLIX Netflix is a one stop entertainment place for everyone. People can watch movie or play games according to their choice.

DAVE AND BUSTERS Offers a lively and playful environment. The place is full of entertainment and fun.

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ANCILLARY COMPETITORS kodak's ancillary competitors are other companies that offer fun, adventure and activeness

Ancillary competitors are those firms you would like to be competing against but you’re just not in their league yet. These aspirational competitors may be more sophisticated in the marketing and management of their firm so there is much to be learned from their successes, as well as their mistakes.

TOYS R US Offers a lively and playful environment. The place is full of entertainment

HIRED Hired is a modern way to find jobs. It has made it much easier for people to find jobs.

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LINKED IN Linked in offers a friendly professional networking media. People can meet other people with similar background and interest.

AIR BNB Airbnb offers a friendly exchange of needs and makes it convenient for its customers to easily escape from their busy life schedule.

MAKE MY TRIP Helps people make a plan to do what they enjoy doing.

SLACK Slack offers as a medium to connect colleagues when they are away from work place.

CRAIG’S LIST A very easy medium to exchange materials between one another.

MEETUP Meetup made it very convenient for people to meet other people with similar background and interest.

UBER The company has made transportation very easy for people, plus has a friendly vibe

AMAZON The customer service is amazing.

The whole user experience is makes the company so special.

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Because in the end all you have is memories...

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» DESIGNER

» Bani Rangar

» PHOTOGRAPHY

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Henry Peach Robinson Adolphus H. Stoiber Andrew Pringle George Davison Alfred Horsley Hinton Tom Perkins Rule Maxphil Simone Tramonte

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