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priniqueprint unique family friends
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About us
Project plan
Scope
Research
Design Exploration
Development
Final Delivery
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Content
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About us
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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
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
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Project Plan
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1884 Eastman Dry Plate Company
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Introduction
In our project, we examined Eastman Kodak Company to discover Kodak’s future market opportunities.
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.
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The Kodak
18881889 1891 1895 1898 1900 1921 1928 1936
Kodak first introduced
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
11In the 19th and 20th century Kodak became a true American classic
1937 1942 1959 1962 19801975 2004 2005-20111936
The first slide projector
The Kodacolor film for prints, the world’s first true color negative film
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
Kodak celebrated its 100th anniversary
The First Digital Camera
Kodak Ultima picture paper, with colorlast technology, was introduced.
Continuously expend market in different market segments
First new home movie camera
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Background
The FoundationWith the KODAK camera in 1888, Eastman puts down the foundation for making photography available to everyone.
KodakEastman wants to name his company with his favorite letter “K”.
He feels that the letter K is a strong, incisive sort of letter.
Four basic principlesEastman built his business on four basic principles:
1. Mass production at low cost 2. International distribution3. Extensive advertising 4. A focus on the customer
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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.
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Kodak Brownie Camera
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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.
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“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.
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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.
Threats
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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.
Responds
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1975, The first digital camera
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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.
The digital world...
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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.
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Scope
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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
It’s not that bad...
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Research
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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.
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Kodak Brand Attributes
Rational
Profound- EvaluationA brand that has a strong culture and expend itself to wide rage of market
Motivated- ActivityA brand that explore new market continuously
Tenacious-PotencyA brand that never stop moving forward even in its businessdownturn
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Emotional
Artful- EvaluationA brand that allows people to create their meaningful memories through an artistic way
Energetic- ActivityA brand that is active and inspire people to be creative
Sincere-PotencyA brand that is honest and cares about its customers.
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Kodak markets categories Value Proposition
Segments:
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
Kodak products encourage people to be creative and satisfy customer’s artistic spirit. From films to images, images to services and more.
As our founder’s goal to make photography as convenient asthe pencil”, now, Kodak wants make it easy for you not only from being a photogrpher but also an artist!
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Kodak Product & Service
Profound- Evaluation
Motivated- Activity
Sincere-Potency
Motivated- Activity
Energetic- Activity
Profound- Evaluation
Motivated- Activity
Energetic- Activity
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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?
Customer Persona
Sarah and JohnSarah (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 familySarah 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.
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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 productLike 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 studentLast 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 novelsDislikes Going to leave her friends after graduating from high school
Wishes Create memories with friendsKeep in touch with friends and family while in college
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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 experiencedbenefits
3. Decide where to allocate resources 10%
It contributes to the end customer’s experiencedbenefits
Kodak
Core competencies SWOT
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FujiFilm
1. Image processing 20%It is not easy for competitors to imitate
It contributes to the end customer’s experiencedbenefits
2. Integrate the use of technology in carryingout 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 experiencedbenefits
SWOTCore competencies
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Canon
1. Integrate the use of technology in carryingout 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 experiencedbenefits
3. Unify the company across business units andfunctional units, and improve the transfer ofknowledge and skills among them 20%
It can be leveraged widely across many productsand markets
SWOTCore competencies
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.
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Survey method
Primary research
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
Evaluation & Analysis
Brand Perception Survey-Logo
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Brand Perception Survey-interior
Kodak Canon Fujifilm
Brand Perception Survey-interior
Evaluation & Analysis
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Kodak Canon Fujifilm
Brand Perception Survey-interior
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Brand Perception Survey-exterior
Kodak Canon Fujifilm
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P = Potency (Strong/Weak)
A = Activity (Active/Passive)
EPA
EMOTI
ONAL
Attributes Opposites
E = Evaluation (Good/Bad)
RATI
ONAL
On Brand
Profound
Aimless
Yielding
Artless
Inert
Insincere
Motivated
Tenacious
Artful
Energetic
Sincere
E
A
P
E
A
P
A brand that allows peopleto create their meaningfulmemories in an artistic way
A brand that has a strong culture and extends itself to a wide range of markets
A brand that explores new markets continuously
A brand that never stops moving forward even in its business downturn
A brand that is activeand inspires peopleto be creative
A brand that is honest and cares about its customers
Brand Perception Survey-exterior
Evaluation & Analysis
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Kodak Canon Fujifilm
Attributes – On Brand
E M
O T I O
N A L R A T I O N A L
E M O T I O N A L R A T I O
N A
L
Canon-exterior
Art
ful
Energ
etic
S
incere Profound Motivated Tenacious
Attributes – On Brand
E M
O T I O
N A L R A T I O N A L
E M O T I O N A L R A T I O
N A
L
Kodak-exterior
Art
ful
Energ
etic
S
incere Profound Motivated Tenacious
Attributes – On Brand
E M
O T I O
N A L R A T I O N A L
E M O T I O N A L R A T I O
N A
L
FujiFilm-exterior
Art
ful
Energ
etic
S
incere Profound Motivated Tenacious
Brand Perception Survey-exterior
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Brand Perception Survey-Products
Kodak
Attributes – On Brand
E M
O T I O
N A L R A T I O N A L
E M O T I O N A L R A T I O
N A
L
Kodak-prodcuts
Art
ful
Energ
etic
S
incere Profound Motivated Tenacious
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Insight
From our survey, although Kodak doesmeet most of its attribute. However,the points Kodak got was low. The conclusion we got out of survey isthat Kodak are really uncertain ofwhat they want to do with its future.
EPA EPA
Kodak
Rational
Emotional
Product
E E
P P
A A
E E
P P
A A
A brand that has a long and strong culture and expend itself to widerage of market
A brand that explore new market continuously
A brand that never stop moving forward even in its business downturn
A brand that is active and inspire people to be creative
A brand that is active andinspire people to be creative
A brand that is honest and caresabout its customers
ProfoundGood BadSuperficial
MotivatedStrong WeakAimless
TenaciousActive PassiveYielding
ArtfulGood BadArtless
EnergeticStrong WeakInert
SincereActive PassiveInsincere
Core competencies
Sincere
Energetic Motivated Tenacious
Motivated
Profound Artful1. Printing/imaging
2. Widen the domain in which the company innovates,and spawn new products and services
3. Decide where to allocate resources
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Fujifilm
Attributes – On Brand
E M
O T I O
N A L R A T I O N A L
E M O T I O N A L R A T I O
N A
L
FujiFilm-products
Art
ful
Energ
etic
S
incere Profound Motivated Tenacious
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Insight
EPA EPA
FujiFilm
Rational
Emotional
Product
E E
P P
A A
E E
P P
A A
A brand that has a long and strong culture and expend itself to widerage of market
A brand that explore new market continuously
A brand that never stop moving forward even in its businessdownturn
A brand that is active and inspire people to be creative
A brand that is active andinspire people to be creative
A brand that is honest and caresabout its customers
Profound Superficial
Motivated Aimless
Tenacious Yielding
Artful Artless
Energetic Inert
Sincere Insincere
Core competencies
Sincere
Energetic Motivated
Tenacious
Profound
Artful1. Image processing
2. Integrate the use of technology in carrying outbusiness processes
3. Enhance image and build customer loyalty
Fujifilm does not meet the brand attribute very well. From our research, people think that Fujifilm is not a profound brand and is aimless, yielding, an inert. However, people do feel Fujifilm is somewhat artful and sincere.
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Canon
Attributes – On Brand
E M
O T I O
N A L R A T I O N A L
E M O T I O N A L R A T I O
N A
L
Canon-products
Art
ful
Energ
etic
S
incere Profound Motivated Tenacious
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Insight
Core competencies
Sincere
Energetic Motivated
Tenacious
ProfoundArtful1. Integrate the use of technology in carrying outbusiness processes
2. Enhance image and build customer loyalty.
3. Unify the company across business units andfunctional units, and improve the transfer of knowledgeand skills among them
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.
EPA EPA
Canon
Rational
Emotional
Product
E E
P P
A A
E E
P P
A A
A brand that has a long and strong culture and expend itself to widerage of market
A brand that explore new market continuously
A brand that never stop moving forward even in its business downturn
A brand that is active and inspire people to be creative
A brand that is active andinspire people to be creative
A brand that is honest and caresabout its customers
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EPA
EMOTI
ONAL
Attributes Opposites
E = Evaluation (Good/Bad)
P = Potency (Strong/Weak)
A = Activity (Active/Passive)
RATI
ONAL
On Brand
Profound
Aimless
Yielding
Artless
Inert
Insincere
Motivated
Tenacious
Artful
Energetic
Sincere
E
A
P
E
A
P
A brand that allows peopleto create their meaningfulmemories in an artistic way
A brand that has a strong culture and extends itself to a wide range of markets
A brand that explores new markets continuously
A brand that never stops moving forward even in its business downturn
A brand that is activeand inspires peopleto be creative
A brand that is honest and cares about its customers
Brand Perception Survey-Products
Evaluation & Analysis
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After survey-new SWOT
Kodak Fujifilm
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After survey-new SWOT
Canon
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Current
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To simplify Kodak’s business model
Kodak
Camera
Consumer Printing
Online In Store
Printer
Industry Printing CenterPersonal/Family Consumer
ConsumerProfessional Photopaper/ cards/ etc
Photo GalleryProducts and supplies
Business solution/ packagingpublishing
Supplies
Commercial Printing
Product
Services
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From our research we found that 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.
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.
Personal and family
Kids Teenager Adult Elderly
Familiar Brand/ Family/Memories
Not Familiar/Prefer High technology productMarriage/Family/Memories
Starting to learn about different brands/Prefer High technology productFriends/Family/Memories
Parents pick the product/ pictures/
family/memories
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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.
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
No
Yes
No
Brand Architecture: Extension Op ons
Will the Master Brand enhance the Extension?
Will the Extension enhance the Master Brand?
Master Brand Extension Descriptor
Master Brand Extension Subbrand
Extension Stand-
Alone Brand
Extension Subbrand
Master Brand as Endorser A Q
Is there a compelling reason to generate a Stand-Alone Brand as the Extension?
option option
option
option
optionoption
option
Possible market direction
From extension brand to stand alone brand
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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.
The art class idea
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ABCby Kodak
ABC
Printing center
Printing service
Art Class
Logo nameRent location for the art classTry 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 itEverything will be provided from the class for student to useFrom camera, printer to printing paper and more (Kodak’s products)Kodak rebuild the brand image by allow customer to try different Kodak product through classThe new brand got familiarize as a family, friendly and sociable brand
Open printing service storeContinue with art class to allow public familiar with the brandSlowly 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
1 Stage
2 Stage
After
Business Model
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Detail of first stage business model
ABCBusiness Model
Capital
OutputIncome EquipmentsManufacturing
EquipmentMaintaning
Promotion
Melon-Cutting
Collaborators’ Competitors
PotentialCollaborators
Potential Competitors
Art Schools
Media Advertising
ServiceClassification
Stores(e.g...)
Online(e.g...)
Stores(e.g...)
Online(e.g...)
Location Providers
ServiceProviders
WebsitesSupport
ServiceProviders
Equipment Provider
MaintenanceEquipment
TecniqueSupport
ServiceProvider
Collaboration Pattern
Promotion Strategies
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Detail of second stage business model
ABCBusiness Model
Capital
OutputIncome EquipmentsManufacturing
Wages
EquipmentMaintaningPromotion
Promotion and Campaign Scheme
Taxs
Exclusive Stores
Previous Collaborators
PotentialCollaborators
Potential Competitors
Art Schools Travel Agency
Media Advertising
Stores(e.g...)
Online(e.g...)
Equipment Provider
ServiceSupport
Operation Pattern
Stores(e.g...)
Online(e.g...)
Promotion Strategies
Exclusive Stores Rent and Management
Family Subjects
Celebration(e.g. Marriage,Family Party)
Travelling Time
Growth Trace
Exclusive Stores
PreviousCollaborators’ Competitors
Travel Agencies
Other CampaignPlanners
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Rational
New Extension brand attributes
Sincerely Evaluation
A brand that cares about consumers’ needs and try to meet customer’s satisfaction.
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
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Emotional
Sociable Evaluation
A brand that is actively involved in being a bridge to link positive relations amongfamilies 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.
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Brand Logo
Initial ideas
1
3
5
2
4
6
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.
prinique prinique
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7 10
8 11
9 12
prinique
13 16
14
15
priniqueprinique
prinique
prinique
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Sincerely, progressive, uniquepleasurable, vibrant, sociable
Brand Color Poster design
priniqueprint unique family friends
by Kodak
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Evaluation & Analysis
EPA
EMOTI
ONAL
Attributes Opposites
RATI
ONAL
On Brand
SincerelyA brand that cares about consumer’s needs and try to meet customer’s satisfaction
ProgressiveA brand that embarks on a track of steady development all the time
UniqueA brand that aims to offer professional service and productswith friendly, sociable environment
PleasurableA brand that aim to please their customer and give them meaningful time for their families and friends
Vibrant A brand that is leadinglife with enthusiasm
Sociable A brand that is activelyinvolved in being a bridge to linkpositive relationship among familiesand friend
Insincere
Regressive
Commonplace
Painful
Dull
Unsociable
priniqueprinique prinique prinique 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.
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Children’s opinion!!!
priniqueprinique prinique prinique prinique
7 11 11 8 12 14
East Broad Street Elementary School
We ask 14 children which logo they like and makes them feel happy!
Insights:
Adults and Children has different opinion about the logo.
Colorful, Full, Social and Happy
No sharp edges
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Refinment
by Kodakprinique
print unique family friends
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CD cover
