Page 1

prinique print unique

family

friends


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Content About us

6-5

Project plan

7-21

Scope

23-25

Research

26-58

Design Exploration

59-69

Development

71-77

Final Delivery

79-84

3


About us

4


Zhao Ti Ti graduated from Donghua University with an industrial BFA degree. She has been working as a 2D designer in DVN digital company in Shanghai. She has worked on some projects such as TV game, TV mp3 downloading, and TV Kara ok system. Ti is now pursuing her MA in Design Management at SCAD zhtart@yahoo.com

Pei-Jung Lee Pei-Jung (Peggy) is from Taoyuan, Taiwan. She graduated from Ohio State University with a bachelor’s degree in Industrial Design and a minor in Economy. She is now pursuing her MA in Design Management at SCAD peggylee1102@gmail.com

5


6


Project Plan

7


1884 Eastman Dry Plate Company 8


Introduction

In our project, we examined market opportunities.

Eastman Kodak Company to discover Kodak’s future

We first familiarize ourselves with Eastman Kodak Company with its history, market directions, customer segments, products and services. We also did our research on its news and articles to understand Eastman Kodak’s

financial problem and current market issues.

9


The Kodak

Kodak first introduced

1888

10

The first commercial transparent roll film

The company marketed its first daylight loading camera, which meant that the photographer could now reload the camera without using a darkroom

The Pocket Kodak Camera was announced

Kodak marketed the folding pocket Kodak Camera

First Brownie Camera introduced. The very first time that photography is avaliable to everyone

Kodak developed aerial cameras

Motion pictures in color became a reality for amateur cinematographers

Kodachrome Film introduced first commercially successful amateur color film

1889

1891

1895

1898

1900

1921

1928

1936


First new home movie camera

The first The slide Kodacolor projector film for prints, the world’s first true color negative film

1936

1937

1942

Kodak high speed EKTACHROME film became the fastest color film on the market

The company’s US consolidated sales exceeded $1 billion for the first time and worldwide employment passed the 75,000 mark

The First Digital Camera

Kodak celebrated its 100th anniversary

Kodak Ultima picture paper, with colorlast technology, was introduced.

Continuously expend market in different market segments

1959

1962

1975

1980

2004

2005-2011

In the 19th and 20th century Kodak became a true American classic 11


Background The Foundation

With the KODAK camera in 1888, Eastman puts down the foundation for making photography available to everyone.

Kodak

Eastman wants to name his company with his favorite letter “K�. He feels that the letter K

letter.

is a strong, incisive sort of

Four basic principles

Eastman built his business on four basic principles: 1. Mass production at low cost 2. International distribution 3. Extensive advertising 4. A focus on the customer

12


Why Kodak? You press the button, We do the rest Kodak makes it easy for people to take picture by

introducing the first commercial transparent roll film in 1889 and its first daylight loading camera in 1891. Kodak define itself as a

film company . During this period,

Kodak has a clear market direction and customer segment.

Furthermore, Kodak kept growing by having a simple

and cheap photography available to everyone. This business idea leads to the company’s first pocket camera in 1895 and its Brownie camera in 1900. The Brown camera was only sold for $1.

13


Kodak Brownie Camera 14


From Black and White to Color Kodak developed the consumer camera market even further by bring black and white film into

color film.

In 1928, Motion pictures in color became a reality for amateur cinematographers. And 1936, Kodachrome Film introduced first commercially successful amateur color film.

15


“To Kodak” Film could be bought and finished in any everywhere at Kodak store. To make film processing even faster and easier, in 1902, Kodak developed a new machine that allowed film

processing without benefit of darkroom. Kodak was so popular that “to Kodak”become a verb just like today’s Google.

16


Threats Japanese film company, Fujifilm enter the film industry in 1970s. Fujifilm not only target

the Asia market but also entered the U.S film market.

Moreover, Polaroia’s instant photography target the

amateur market also threatened Kodak.

During that time, Canon also entered the camera

market with cheaper and higher quality than Kodak’s camera.

17


Responds After Japanese’s film and camera companies’ entered into the U.S market. Kodak responds this threats by

diversified their products and opened

Also, Kodak want to have a more distinguish products than its competitors, they started to develop

digital camera.

In 1975, Kodak announced the very first digital camera.

18


1975, The first digital camera 19


The digital world... George fisher, Kodak’s CEO in 1990s, thinks that the digital camera can bring up Kodak’s film and camera business. They did everything to get into the digital market in the area of consumer, professional

camera, software, projector, and printing paper. However, when Kodak entered the digital industry they forgot about the digital value chain does not

function like the traditional market.

Kodak used to dominate the entire chain from film to

image processing. But in the digital industry, the competitors are more than just film and camera.

They have to compete with more companies such as HP

for PC market, Adobe for image software market and Canon in the printer market.

20


The adjustment... Led by CEO Antonio M. Perez, Kodak

is struggling to reinvent its business model. It’s not alone The more successfully you use a way of working, the stronger your culture is, which is a great strength right up to the time when you need to change, says Clayton Christensen, a professor at Harvard Business School.

All innovation is hard. Reinventing your entire business is the hardest innovation of all.

21


22


Scope

23


It’s not that bad... After looking at similar traditional film company like Kodak, we found that Kodak’s business direction is not all wrong. Their old competitors such as AgfaPhoto, Konica

Minolta, and Polaroid were all fell to adjust

themselves to the digital world and got out of business.

At least Kodak still survive during the change of traditional market to the digital fast pace market.

Now, we want to look at Kodak’s current market competitor and analyze the important elements that can lead us to a possible market opportunity. We compared

Kodak with

Fujifilm, and Canon with its brand attribute, value proposition

24


25


Research

26


Approach The first part of the research, we started with secondary online and book research. We defined Kodak’s brand attributes with visual metaphor, market segments, and

value proposition.

We will then compare Kodak, Fujifilm and Canon’s brand core competencies with the

degree of importance it contributes to its brand success.

After defined each brand core competencies we conduct an SWOT (strengths,

weakness, opportunities and threats) analysis each brand.

The second part of the research will the primary research conduct detail survey with people’s opinions about each brand.

27


Kodak Brand Attributes Rational Profound- Evaluation

A brand that has a strong culture and expend itself to wide rage of market

Motivated- Activity

A brand that explore new market continuously

Tenacious-Potency

A brand that never stop moving forward even in its business downturn

28


Emotional Artful- Evaluation

A brand that allows people to create their meaningful memories through an artistic way

Energetic- Activity

A brand that is active and inspire people to be creative

Sincere-Potency

A brand that is honest and cares about its customers.

29


Kodak markets categories

Value Proposition

Segments:

Kodak products encourage people to be creative and satisfy customer’s artistic spirit. From films to images, images to services and more.

Consumer digital imaging group (CDG) Digital still and video cameras, picture frames, kiosk, APEX drylab systems, gallery products and services and imaging sensors and licensing activities related to digital imaging

Film Photo Finishing and Entertainment Group (FPEG) Consumer and professional film, one time use cameras, graphic arts film, aerial and industrial film, entertainment imaging products and services, paper and output systems

Graphics Communication Group (GCG) Workflow software, digital controllers, digital printing, commercial inject, prepress consumables/equipment and document scanners

30

As our founder’s goal to make photography as convenient as the pencil”, now, Kodak wants make it easy for you not only from being a photogrpher but also an artist!


Kodak Product & Service

Profound- Evaluation

Motivated- Activity

Profound- Evaluation

Motivated- Activity

Energetic- Activity

Motivated- Activity

Energetic- Activity

Sincere-Potency

31


Customer Persona

Sarah and John

Sarah (26) and John (28) are new parents. They just had their first child, Joanne. They are very happy and wish to capture every moments of their time with the baby.

Sarah

New mom. Stay at home and take care of baby. Likes to take pictures and share with friends and family Sarah wants to make photo album and scrapbook for the baby

John

Go to work every day at 7:30am and get home at 5:30. John does keep a photo of his wife and kids at the office. He just bought a new video camera so he can record his family time.

32

David 24 years old. He works in a small business firm. David’s work is about marketing and he has to present the marketing strategy, new ideas, concepts, and market research result all the time. Sometimes he will need to make Powerpoints for presentation, and sometimes he will also need to print out posters. However, David wants to impress his boss with a more professional presentation. He wonders beside powerpoints and posters, what else can he do to make his work even better?


George 75 years old. Still very active and like to hangout with his friends. George is not familiar with the computer and is afraid to use high tech products. He feels like all digital products have become too complicated and is hard to use. However, Georgia does like to take pictures and share with his friends once a while.

Dislike high technology product Like to has simple and esay to use produt

Amy

17 years old high school student. Amy is a very talented girl with great passion for design. She just got accepted from Savannah College of Art and Design last month. While Amy is happy for the incoming graduation, she also feels sad to leave her friends since she decided to live in dorm in college. Amy wants to enjoy her last year in high school and try to create all memories with friends.

High School senior student

Last year in high school. Value her time with friends. Parents help Amy to prepare things she will need in college, such as printer, laptop, digital frames and etc

Likes

Take pictures, make scrapbooks, watch movie, read novels Dislikes Going to leave her friends after graduating from high school

Wishes

Create memories with friends Keep in touch with friends and family while in college 33


Kodak Core competencies 1. Printing/imaging 70% It is not easy for competitors to imitate 2. Widen the domain in which the company innovates, and spawn new products and services 20% It contributes to the end customer’s experienced benefits 3. Decide where to allocate resources 10% It contributes to the end customer’s experienced benefits

34

SWOT


FujiFilm Core competencies

SWOT

1. Image processing 20% It is not easy for competitors to imitate It contributes to the end customer’s experienced benefits 2. Integrate the use of technology in carrying out business processes 70% It is not easy for competitors to imitate 3. Enhance image and build customer loyalty 10% It contributes to the end customer’s experienced benefits

35


Canon Core competencies 1. Integrate the use of technology in carrying out business processes 70% It is not easy for competitors to imitate. 2. Enhance image and build customer loyalty. 10% It contributes to the end customer’s experienced benefits 3. Unify the company across business units and functional units, and improve the transfer of knowledge and skills among them 20% It can be leveraged widely across many products and markets

36

SWOT


Primary research The second part of the research, we will conduct survey about brand logo, interior,

exterior and products to compete with each brand’s brand attribute.

The survey will help us to discover people’s insight about each brand. Moreover, based on each brand we will then define if

the brand is on the right track.

The result will help discover Kodak’s future possible

market opportunity.


Primary research Survey method The selection point is to be based on the feeling they have

between the brand and two opposite words with definitions The closer their selection is to a word, the

stronger they feel the brand is associated with that word and definition

38


Evaluation & Analysis Brand Perception Survey-Logo


Brand Perception Survey-interior Kodak

40

Canon

Fujifilm


Evaluation & Analysis Brand Perception Survey-interior


Brand Perception Survey-interior Kodak

42

Canon

Fujifilm


43


Brand Perception Survey-exterior Kodak

44

Canon

Fujifilm


Evaluation & Analysis Brand Perception Survey-exterior

EPA

Attributes

R A T I O N A L

E

A brand that has a strong culture and extends itself to a wide range of markets

A

A brand that explores new markets continuously

P

E M O T I O N A L

On Brand

Opposites

Profound

Motivated

Aimless

A brand that never stops moving forward even in its business downturn

Tenacious

Yielding

E

A brand that allows people to create their meaningful memories in an artistic way

Artful

Artless

A

A brand that is active and inspires people to be creative

Energetic

Inert

A brand that is honest and cares about its customers

Sincere

Insincere

P

E P A

= Evaluation (Good/Bad) = Potency (Strong/Weak) = Activity (Active/Passive)

45


Brand Perception Survey-exterior Canon

TI O

TI

L

A

IO

N

L A

En er g

O EM

En er g

N

L

RA Mo tiv a

ous

A

Profoun d

aci Ten

IO

ic et

ere Sinc

AL

T RA

AL

d te

AL

N

T

N

O

IO

O

EM

N

TI

ous

Artful

RA Mo tiv a

tes – On Brand

N

ic

Profoun d

T

O

O

TI

et

ere Sinc

EM

RA

AL

aci Ten

ous

T

AL

N

AL

aci Ten

O

N

O

d te

AL

EM IO

TI

TI

Artful

RA Mo tiv a

N

O

Profoun d

bu Attri

tes – On Brand

O

ic et

ere Sinc

N

En er g

AL

d te

EM

N

bu Attri

O

O

tes – On Brand

O

TI

bu Attri

46

FujiFilm-exterior

Canon-exterior

EM

Kodak-exterior

Fujifilm

Artful

Kodak

N

AL

RA

TI

O


47


Brand Perception Survey-Products Kodak Kodak-prodcuts

e

tic

ere Sinc

Profoun d

RA Mo tiv a

TI

AL

En er g

AL

N

O

N

d te

aci Ten ous

Artful

EM

O

tes – On Brand

O

TI

bu Attri

T

N

O

A

L

EM

IO

48

N

AL

RA

TI

O


Insight From our survey, although Kodak does meet most of its attribute. However, the points Kodak got was low. The conclusion we got out of survey is that Kodak are really uncertain of

Kodak Product

EPA Rational

EPA

Good

E

A brand that has a long and strong culture and expend itself to wide rage of market

Profound

Superficial

E

Bad

Strong

P

A brand that explore new market continuously

Motivated

Aimless

P

Weak

Active

A

A brand that never stop moving forward even in its business downturn

Tenacious

Yielding

A

Passive

Good

E

A brand that is active and inspire people to be creative

Artful

Artless

E

Bad

Strong

P

A brand that is active and inspire people to be creative

Energetic

Inert

P

Weak

Active

A

A brand that is honest and cares about its customers

Sincere

Insincere

A

Passive

what they want to do with its future.

Emotional Core competencies Profound Artful

1. Printing/imaging

Sincere

2. Widen the domain in which the company innovates, and spawn new products and services

Energetic

3. Decide where to allocate resources

Motivated

Motivated

Tenacious

49


Fujifilm FujiFilm-products

ic et

ere Sinc

Profoun d

RA Mo tiv a

TI AL

En er g

AL

N

O

N

d te

aci Ten ous

Artful

EM

O

tes – On Brand

O

TI

bu Attri

T

N

O

A

L

EM IO

50

N

AL

RA

TI

O


Insight Fujifilm does not meet the brand attribute very well. From our research, people think that

FujiFilm Product

EPA Rational

EPA

E

A brand that has a long and strong culture and expend itself to wide rage of market

Profound

Superficial

E

P

A brand that explore new market continuously

Motivated

Aimless

P

A

A brand that never stop moving forward even in its businessdownturn

Tenacious

Yielding

A

E

A brand that is active and inspire people to be creative

Artful

Artless

E

P

A brand that is active and inspire people to be creative

Energetic

Inert

P

A

A brand that is honest and cares about its customers

Sincere

Insincere

A

Fujifilm is not a profound brand and is aimless, yielding, an inert. However, people do feel Fujifilm is somewhat artful and sincere.

Emotional Core competencies

1. Image processing

Artful

2. Integrate the use of technology in carrying out business processes

Energetic

3. Enhance image and build customer loyalty

Sincere

Tenacious Motivated

Profound

51


Canon Canon-products

Profoun d

RA Mo tiv a

TI

AL

En er g

ic et

ere Sinc

N

O

AL

d te

aci Ten

ous

Artful

EM

O

N

tes – On Brand

O

TI

bu Attri

T

N

O

A

L

EM IO

52

N

AL

RA

TI

O


Insight Canon EPA Rational

Product

EPA

E

A brand that has a long and strong culture and expend itself to wide rage of market

E

P

A brand that explore new market continuously

P

A

A brand that never stop moving forward even in its business downturn

A

E

A brand that is active and inspire people to be creative

E

P

A brand that is active and inspire people to be creative

P

A

A brand that is honest and cares about its customers

A

Canon ‘s core competencies meets all brand attritudes. From the survey result, people view Canon as a brand they can trust and a brand they is always reliable.

Emotional Core competencies

1. Integrate the use of technology in carrying out business processes

Artful Profound

2. Enhance image and build customer loyalty.

Energetic Motivated

3. Unify the company across business units and functional units, and improve the transfer of knowledge and skills among them

Sincere

Tenacious

53


Evaluation & Analysis Brand Perception Survey-Products

EPA

R A T I O N A L

E

A brand that has a strong culture and extends itself to a wide range of markets

A

A brand that explores new markets continuously

P

E M O T I O N A L

On Brand

Opposites

Profound

Motivated

Aimless

A brand that never stops moving forward even in its business downturn

Tenacious

Yielding

E

A brand that allows people to create their meaningful memories in an artistic way

Artful

Artless

A

A brand that is active and inspires people to be creative

Energetic

Inert

A brand that is honest and cares about its customers

Sincere

Insincere

P

E P A

54

Attributes

= Evaluation (Good/Bad) = Potency (Strong/Weak) = Activity (Active/Passive)


55


After survey-new SWOT Kodak

56

Fujifilm


After survey-new SWOT Canon

57


58


59


Current

60


To simplify Kodak’s business model Personal/Family

Consumer

Industry

Printing Center

Printer

Photopaper/ cards/ etc

Consumer

Professional

Camera

Product

Supplies

Products and supplies Photo Gallery

Online

Kodak

In Store Business solution/ packaging publishing

Consumer Printing

Services

Commercial Printing

61


Personal and family From our research we found that

Kids

Teenager

Adult

Elderly

elder people usually has good impression about Kodak. Because Kodak has a really long history that

they grew up with Kodak. However, the new generation does not really know about Kodak. They think about Kodak as a cheap and low quality brand.

Parents pick the product/ pictures/ family/memories

62

Starting to learn about different brands/Prefer High technology product Friends/Family/ Memories

Not Familiar/Prefer High technology product Marriage/Family/ Memories

Familiar Brand/ Family/Memories

The chart is base on our survey result that in different age range of people will consume certain type of product. Also, we found that in people in all age all like to create and keep their

meaningful memories with their family and friends.


Possible market direction From extension brand to stand alone brand We wish to change people’s perception about Kodak by creating an Extension brand that has a fresh and new feeling with clear market direction. However, we understand that when a brand first launch into market, it is hard to get customer’s attention and convince people to buy our product. We want to first launch our brand into the market by having brand name followed by the master brand name. In this way when people look at our product, they will know that our brand is from a known company. From our research, we found that many printing center like Staples, OfficeMax, and etc. actually use Kodak’s professional printing equipments.

Brand Architecture: Extension Op ons

Q A Will the Master Brand enhance the Extension?

Master Brand Extension Descriptor

Master Brand Extension Subbrand

Extension Subbrand Master Brand as Endorser

Extension StandAlone Brand

option

No

Will the Extension enhance the Master Brand?

Yes

option

option

option

Is there a compelling reason to generate a Stand-Alone Brand as the Extension?

No

option

option

option

We wish to first expose our brand name as much as possible by partner with existing printing center with our brand name on their counter or packages. In this way, we can lower our capital cost. After people get more familiar with our brand, we then will start to have our own store. Also, we will slowly switch our brand into a stand alone brand

63


The art class idea We also wish to create an art class with the idea of using Kodak’s products. The art class allow family, children, and friends to come and create photo album, scrapbook, greeting card and more. People can get together in a friendly and sociable environment. From our brand survey, we realized that people usually like to buy products or services from a brand they can trust or a brand they are familiar with. By having art class that allow customer using our brand or Kodak’s product, children will start to familiar with our brand. Furthermore, parents can also try out our brand/ Kodak’s product and possibly rebuilt their trust on Kodak.

64


Business Model

ABC by Kodak

Printing center

1 Stage

Art Class

2 Stage

Printing service

After

ABC

Logo name Rent location for the art class Try to let public familiar with the brand first Family Activities, such as making ablum/scrap book together Children’s art class: take pictures, print it, make it Everything will be provided from the class for student to use From camera, printer to printing paper and more (Kodak’s products) Kodak rebuild the brand image by allow customer to try different Kodak product through class The new brand got familiarize as a family, friendly and sociable brand

Open printing service store Continue with art class to allow public familiar with the brand Slowly transfer the production line of printing service and product to only showing the ABC logo

When the brand become more established, the brand will stand alone itself from Kodak

65


Detail of first stage business model

Maintenance Equipment

Art Schools

Equipment Provider

Service Providers Promotion Strategies

Media Advertising

Collaboration Pattern

Tecnique Support

Online (e.g...)

Collaborators’ Competitors

ABC Business Model

Potential Competitors

Potential Collaborators

Stores (e.g...)

Service Provider

Online (e.g...)

Websites Support

Stores (e.g...)

Service Providers

Service Classification

Capital Location Providers Income

Output

Equipments Manufacturing

Melon-Cutting Promotion

66

Equipment Maintaning


Detail of second stage business model

Online (e.g...)

Stores (e.g...)

Previous Collaborators

Travel Agency

Art Schools

Media Advertising

Promotion Strategies

Potential Competitors

Equipment Provider

Service Support

Operation Pattern

ABC Business Model

Potential Collaborators

Travel Agencies

Exclusive Stores

Growth Trace

Celebration (e.g. Marriage, Family Party)

Family Subjects

Travelling Time

Promotion and Campaign Scheme

Other Campaign Planners Online (e.g...)

Previous Collaborators’ Competitors

Capital

Income

Stores (e.g...)

Exclusive Stores

Exclusive Stores Rent and Management

Taxs

Wages

Output

Equipments Manufacturing

Promotion

Equipment Maintaning

67


New Extension brand attributes Rational

Sincerely

Evaluation

A brand that cares about consumers’ needs and try to meet customer’s satisfaction.

68

Progressive

Evaluation

A brand that embarks on a track of steady development all the time

Unique Potency A brand that aims to offer professional service and products with friendly, sociable environment


Emotional

Sociable

Evaluation

A brand that is actively involved in being a bridge to link positive relations among families and friend

Pleasurable

Evaluation

A brand that aim to please their customer and give them meaningful time for their families and friends

Vibrant

Activity

A brand that is leading life with enthusiasm.

69


70


71


Brand Logo Initial ideas 1

2

3

4

5

6

prinique prinique

prinique

We have different initial idea about brand logo. We also did a quick survey out of 14 people (SCAD students) if they can relate the logo to the brand attribute. We combine the result together and redesign our brand logo.

72


7

10

13

16

prinique 8

11

prinique

14

prinique 9

12

15

prinique

prinique 73


Brand Color

Sincerely, progressive, unique pleasurable, vibrant, sociable

Poster design

prinique print unique

74

family

by Kodak

friends


Evaluation & Analysis

EPA

Attributes

On Brand

Opposites

R A T I O N A L

A brand that cares about consumer’s needs and try to meet customer’s satisfaction

Sincerely

Insincere

A brand that embarks on a track of steady development all the time

Progressive

Regressive

Unique

Commonplace

E M O T I O N A L

A brand that aim to please their customer and give them meaningful time for their families and friends

prinique

A brand that aims to offer professional service and products with friendly, sociable environment

A brand that is leading life with enthusiasm

A brand that is actively involved in being a bridge to link positive relationship among families and friend

prinique

Pleasurable

Painful

Vibrant

Dull

Sociable

Unsociable

prinique

We picked five logos that got the most comment and do brand attribute survey again with families in Forsyth Park. We had interviewed parents and high school students to ask their opinion about our logo and brand color.

prinique

prinique

75


Children’s opinion!!! East Broad Street Elementary School

prinique

7

prinique

11

prinique

11

We ask 14 children which logo they like and makes them feel happy!

prinique prinique

8

12

Insights: Adults and Children has different opinion about the logo. Colorful, Full, Social and Happy No sharp edges

76

14


Refinment

print unique

prinique

family

friends

by Kodak

77


78


79


80


CD cover

81


Branding Project  

Evaluate and define Kodak Brand

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