KODAK FUJI RIVALRY

Presented by-
1) Dnyaneshwar Kale(22)
2) Sagar Kolte(24)
3) Rohit Indurkar(14)
4) Pravin Kadam(20)
5) Sagar Jagtap(16)
6) Hem Shankar Jha(18)
INTRODUCTION
 Establishment

 Patent

 KODAK in Japan market

 Market share

 Fuji in US Market
FUJI IN US
Strategies of FUJI
 International Marketing
 Product
 Price
 Place/ Distribution
 Promotion
Strategies of FUJI

 Product Strategies
 Maintaining Quality and Innovation

- Technologically Advanced products

- Faster films
- One time use camera
 KODAK Follower
 Research and Development
Strategies of FUJI
 Price Strategies
 Persistent Dumping

 Kept prices lower than that of Kodak

YEN per Dollar exchange rates
Month
Year
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

1949–71 360

1972 308

1973 301.15 270.00 265.83 265.50 264.95 265.30 263.45 265.30 265.70 266.68 279.00 280.00

1974 299.00 287.60 276.00 279.75 281.90 284.10 297.80 302.70 298.50 299.85 300.10 300.95

1975 297.85 286.60 293.80 293.30 291.35 296.35 297.35 297.90 302.70 301.80 303.00 305.15

1976 303.70 302.25 299.70 299.40 299.95 297.40 293.40 288.76 287.30 293.70 296.45 293.00

1977 288.25 283.25 277.30 277.50 277.30 266.50 266.30 267.43 264.50 250.65 244.20 240.00

1978 241.74 238.83 223.40 223.90 223.15 204.50 190.80 190.00 189.15 176.05 197.80 195.10

1979 201.40 202.35 209.30 219.15 219.70 217.00 216.90 220.05 223.45 237.80 249.50 239.90

1980 238.80 249.80 249.70 238.30 224.40 218.15 226.85 219.20 212.00 211.75 216.75 203.60
Strategies of FUJI
 Place/Distribution strategies
 Concentrated more on other small players
first
 Expansion of distribution to Drugstores,
Super markets and Discount chains
 Spent more time with to build
relationship
Strategies of FUJI
 Promotion strategies
 Sales promotion(Free film rolls)

 Event sponsorship(Olympics 1984)

Strategies of FUJI
Producing Globally

Adapting products in that country

Marketing to the host country conditions

Reasons of Fuji’s success
 Low competitive prices
 Product features
 Zero switching costs to the customers
 Aggressive marketing
 Distributors relationship
 Minimized cost of production(By situating
offices)
 Bringing new innovative concepts( one time
use camera)
Strategies – Kodak in Japan
In 1980’s, Japan emerged as 2nd largest
market in photographic products.

1. Distribution
2. Joint ventures & Strategic Alliances
3. New Product Development
4. Branding & Advertising
Distribution
• Formed Kodak-Nagase for distribution &
marketing.
• Double its stores to 60,000 from 30,000
• More shelf space to display its products.

Joint Ventures & Strategic Alliances

• Bandai- leading Japanese toy manufacturer to
sell single use camera.
• Tied up with Noritsu Koku- World’s leading
manufacturer of “minilabs”.
• Setup R&D centre to make image of technology-
intensive company.
New Product Development
• “Panoramic disposable camera” which used to
take group photos.
• Waterproof disposable camera – successful with
underwater swimmer.
• “Falcon” a single use camera . Marketed it
aggressively & unconventionally.
Branding & Advertising
• Kodak constructed a huge yellow sign & put it in
Tokyo.
• Advertised their waterproof disposable and
Falcon camera aggressively
Reason for poor performance of Kodak in
Japan
 Initially neglect the Japanese market for
many years, till 1980
 Only one major distributor Nagase with
them
 Didn’t get the space in stores which market
Fuji products.
 Japan- high context culture , kodak didn’t
use brand ambassador to promote their
product.
 Distribution Network in US Market
Koda
Fuji
k
Distributor Retailers Costco Wholesalers
Camer
a
Stores
1) Film manufacturers sold directly to the retailers &
Photofinishers.

2) Fuji built a fruitful relationship with distributors.

3) Fuji distributed film rolls to retailers at a steep discount.

4) Kodak appointed Costco Wholesalers, leading distributors in

US to exclusively market their photographic products.
Distribution Network in Japan Market
Fuji Kodak

Distributors Nagase & Co.

Asanuma Misuzu
Kashimura Ohmiya Kodak Japan

Large Minilab
Retailers & s
Wholesalers
Small Camera
Retailers Stores
 Distribution network
advantage of Fuji in Japan
market
Conclusion
 Globalization

 FDI

 Market Entry Strategies

Conclusion contd….
 Role of WTO

 Business Ethics

 Business Environment