Consumer behavior

Assignment no 02

Case study solution

Kodak: the rebirth of an iconic brand

SANIA NAEEM
211458

BBA 4B
Case study questions

Q1; what are the key strengths of the brand? What are the core
associations and unique selling points ? what are the weaknesses?

Ans : kodak is a well reputed brand with a brilliant history and powerful
heritage, there are many unique selling points of kodak ;
The brand connection and trust it has developed and built over the years of
photography and imaging .
Key strengths:
Strong heritage brand which was one of the most recognized and had a
strong brand image all around the world . it had a strong power , legacy
and potential but also had a strong visual presence .many people had spent
their lives trusting kodak that it had become the google of its day . Every
image seen in a magazine , On TV , on film in family albums all went
through kodak technology , kodak has become a part of people’s memories
forever and it has a strong impact of its famous tagline of all the time.
The kodak moment .
It has products from personal use to commercial use to industries and that is
what makes it strong and different .
Weaknesses:
The culture of not adapting to change with times is one of the major
weaknesses that plays a major role in the downfall of kodak, not keeping
the pace with competitors like Fuji and others which are entering the
market at that time , ignoring technological disruptions failing to move
from analog to digital , it was unable to prioritize changing , it didn’t adapt
its culture and its way of thinking to digital .
Q2;What are the market opportunities does the brand have ? Who
should be the target segment ?
Ans : Over man was surprised to find that about 120 major films per year ,
were still being shot on Kodak's film and it indicates that there is still a
strong niche market for photography film as well .One of the Over man's
first moves to get influence's such as Steven Spielberg and Martin Scorsese
to tell the stories of beauty and advantages of film .
Target segment :
The target segment should be the young people who don’t remember life
before the digital era and are passionate about shooting the real film .
Q3:How can kodak use a cultural branding approach to tap into the
renewed interest in analog technology and the market culture zeitgeist
?
Ans: the renewed interest in analog technology including the much touted
Vinyl record among younger consumers , also increased the interest in
films , young people’s who don’t remember life before the digital era are
passionate about the shooting the real film , it was the analog renaissance .
By tapping into the consumers who are looking for nostalgia and authentic
craftsmanship kodak aimed to provide a platform for creativity .
Kodak is creative enabler
We provide the tools creatives need to make inspirational work
It is a magnetic brand and has kudos .
The young generation who is super enthusiastic about the film making is
highly aware by the kodak technology and they know its worth.
Q4; Where can the kodak brand go next ? how can it go beyond film?
How can the cool cache the brand has developed be translated into
sustainable brand value ?
Ans : kodak was going to go back to its roots , the historical examination of
Kodak's expertise and the Kodak's brand equity and brand awareness
clearly states that it can go beyond films and it can rebrand itself . The
kodak was a promising brand that it starts its “cool” cache journey
backwards . Normally the brand needs to innovate first , then go to cool and
then become relevant , but in case of kodak the process was reversed due
to brand image and reputation . the strategies they use for re branding was
linking kodak to many important festivals and events , with time marketing
strategies as also been changed in recent years , it is more of connecting
with people then attracting people towards your product and the social
media influencers who have great love for kodak were willing to promote it
on their pages
The innovation and collaboration wit different brands help boasting the
sales of kodak at a very large scale , it also proved the world that there is
nothing in the science of imaging and filming that kodak couldn’t do .
Q5: What products should kodak introduce or reintroduce ? should
they move into more digital platforms such as Instagram , If so , how?
Ans:There was no Instagram channel before but after re branding kodak
has grown its own Instagram page with 177,0000 followers and they have
launched many campaigns with many different globally reputed
personalities , many designers because fashion is the house of all
innovations and if you want to start a new trend or launch a new brand or
product or you want to bring innovation you should always start with
apparels, kodak has launched its campaign with Gucci because Gucci
always prefer films over modern photography , then over man and Antkins
started a podcast and they invite guests from all over the world they are
actually the famous personalities who come on the podcast to share their
journey of creativity and talent and how they keep pace with the rapidly
changing times .
The kodak should introduce products which are user friendly , cameras with
new technology with features that are friendly for bloggers , v loggers and
social media ,
Kodak should reintroduce its product super cam 8 , after re building the
brand image .

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