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Marketing Strategy of Eastman Kodak

Marketing Strategy of Eastman Kodak

Discuss Marketing Strategy of Eastman Kodak within the Marketing Management forums, part of the PUBLISH / UPLOAD PROJECT OR DOWNLOAD REFERENCE PROJECT category; Eastman Kodak Company (NYSE: EK) is a multinational US corporation which produces imaging and photographic materials and equipment. Long known ...



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Marketing Strategy of Eastman Kodak
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Anjali Khurana
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Marketing Strategy of Eastman Kodak - December 7th, 2010

Eastman Kodak Company (NYSE: EK) is a multinational US corporation which produces imaging and photographic materials and equipment. Long known for its wide range of photographic film products, Kodak is re-focusing[2] on two major markets: digital photography and digital printing.

Kodak's origins rest with Eastman Dry Plate Company, and the General Aristo Company, founded by inventor George Eastman in Rochester and Jamestown, New York. The General Aristo Company was formed in 1899 in Jamestown New York, with George Eastman as treasurer, and this company purchased the stock of American Aristotype Company. Eventually, the business in Jamestown was moved in its entirety to Rochester, and the plants in Jamestown were razed. The Eastman Dry Plate Company was responsible for the first cameras suitable for non expert use. The Kodak company attained its name from the first simple roll film cameras produced by Eastman Dry Plate Company, known as the "Kodak" in its product line. The cameras proved such an enormous success that the word Kodak was incorporated into the company name. George Eastman registered the trademark Kodak on September 4, 1888. The Eastman Kodak Company was founded in 1892.[1] The company is incorporated in New Jersey but has its offices in Rochester, New York.[3] George Eastman, Kodak's founder, coined the advertising slogan, "You press the button, we do the rest."[4] In 1901 the Eastman Kodak Company acquired the stock of General Aristo Company.

Kodak is a brand known for its traditional instincts in the business sector, but, that might be on a change; very swiftly. Their new aggressive marketing tag ‘Print and Prosper’ is soon catching consumer’s eyes and ears in this recession-hit economy. The tag emphasises on the economic prints that their printers offer and yet after using their printers, one can still prosper. Eye catching!!!

This new strategy has been led from the front by Kodak’s new chief marketing officer, Jeff Hayzlett who believes that if there isn’t much tension around, it doesn’t feel like he’s working. This campaign is planned to hit UK, USA and Canada in its first phase, and based on the response, will spread to other pockets.

In a complete makeover, the company has decided to ditch some of its old slogans that brought Kodak the fame – “You push the button – we do the rest” and “Share moments, share life.” Instead, Mr.Hayzlett is looking for avenues and phrases that can boost sales in these troubled times. Apart from these, he is participating in a reality-TV show called ‘The Celebrity Apprentice’ to boost the company from all angles.

The price of prints is hefty currently, and analysts have rightly coined the term ‘rainbow gold’ for printer inks. One print ad goes on to state that the world’s most expensive liquid isn’t found in the Middle East, but in ink-jet-printer cartridges.

Mr.Hayzlett can only choose the bait and throw it in the pond. Whether it will entice the fish or not will be known in days to come.

Read more about Kodak’s Marketing Strategy Intensifies with ‘Print and Prosper’ by CreativeCloud from the UK's leading supplier of printer cartridges
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