MISSION & VISION About: Fujifilm Holdings Corporation is commonly referred to as Fuji or Fujifilm. It is a public company of Japanese origins. It is associated with electronic industry and deals in imaging and photography. Fujifilm was founded in the year 1934 and presently has a global presence. Mission: To help enhance the quality of life of people worldwide and fulfill its mission of protecting and advancing photographic culture. To create something innovative and different Vision: To remain a leading company by boldly taking up the challenge of developing new products and creating new value. To help their customers bring their vision to life through their products Competitors: Polaroid, Kodak, , Holga, Leica, Lomo Tag line: Value for innovation
BRAND POSITIONING ●
Fujifilm aims to be recognised for its excellent product quality and its value-based pricing system.
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Instax strives to be different in a mainstream digital camera market by providing instant film cameras
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It started with wanting to be a cute camera for young women and girls with an eye for fashion and art; but has grown to have acquired various segments like vintage, influencer driven, modern, sleek etc
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The products have always been portrayed as easy-to-use and a creative tool for self expression through their campaigns
BRAND POSITIONING ●
In demographic segment, the company was more focusing on female customers and they also look into psychological aspects of young females. Based on demographic and psychological fit, the company is more focused on young female customer.
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Fujifilm’s core sales strategy is to market many of its most popular cameras to young women and teens. However, there are still segments geared towards smartphone users, families and adults. Interestingly, the Instax Wide film is more for families and the Mini 90 is for the adults–or at least they are according to Fujifilm’s data.
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To please the target audience, the instax mini 8 is positioned and marketed as the “cutest camera in the world”
BRANDING INSTAX ●
The instax mini 8 in 2012 was envisioned as “the cutest camera in the world,” and the model completely fit the bill.
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To gain further traction in youth fashion and culture, the team also completely revised the packaging of instax: it would now look perfect in trendy shops where young women and girls bought a variety of hip goods.
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After the mini 8 Instax had become too much of a fashion accessory and not enough of a tool for communication. So the company introduced the instax mini 90 NEO CLASSIC, which featured a chic yet classic design and a wide variety of photographic modes.
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After 11 different products catering to sub segments of the instant camera market Instax continues to inspire people to enjoy photography in new and creative ways.
BRAND IMAGE ●
Instax is viewed as an economical instant camera brand due to its affordability amongst young women and teenagers
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As the retro trend of instant cameras have roared up the value of Instax in targeted consumers eyes has become an item they covet
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While Instax aimed at young women many young men also showed interest but due to its candy coloured appeal of its earlier models were driven away, which was no longer a problem after newer more modern and unisex models were launched
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The products have always been viewed as a means of collecting memories in an unconventional medium
BRAND IMAGE ●
Instax is still gifted to many friends and relatives throughout the year as it is a product many desire to own
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Due to the low image resolution and inability of using clicked pictures in any other form say print media or digital, instax products are secondary to a digital camera or a phone camera.
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Instax is also used by professional photographers or people interested in photography as another medium to explore for creative expression.
BRAND PERCEPTION Perception of Instax as a company is based on its product lines and quality so here we’ve listed reviews of customers
The ideal starter camera for anyone who's new to instant photography. Has everything you need to get started with instant film, and none of what you don't. It might be moulded from plastic, and the chunky, bubble-like design makes it look a little toy-like, but the Mini 9 doesn’t feel cheap.. - Tom Morgan
It's a camera! It's a printer! And it's more fun than it has any right to be! Instant cameras are a novelty, but the Instax Mini LiPlay keeps that novelty from fading by combining a camera and mobile printer in one. The sound-recording feature is also a surprisingly fun addition. -Daven Mathies
It's a reminder of a simpler time when we didn't have the luxury of taking hundreds of shots in one go, since every one has to count. The Mini 9 is a camera you break out for parties or other social gatherings where these instant photos make for fun and personal, mementos of the good times. Plus, the ability to have these physical photographs in your wallet with you has its appeal. - Roydon Cerejo
The Fujifilm Instax Mini LiPlay is going to appeal to so many different types of photographers. There is something here for not just the younger crowds but also the photographers who care about image quality. - the phlobographer
BRAND IDENTITY: LOGO Instax as a brand name is very recognisable, memorable and catchy and using it as a word mark was a smart move by the company The logo is a curvy font with edges placed that makes it easy on the eye, reflects the versatility of the brand and its various product personalities and is easy to remember. The colour black is classic, much like most of its products. The product name and logo are alphabetised for simplicity, like SQ for square and mini for the rectangular format. Numerical hierarchy is used to differentiate different models for ease of understanding. The simplicity and versatility of the logo is synonymous to the brand positioning, product offerings and personality
BRAND IDENTITY: GRAPHICS ●
The graphics also demonstrate the various brand personalities that come under the instax family. Namely the fun and young, modern and sleek, vintage and trendy and more.
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The graphics are clean and elegant with pops of color to show a fun yet vintage aesthetic much like that of the product use
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The graphics use a simple and straightforward language to communicate as fast as possible.
BRAND IDENTITY: SOCIAL MEDIA Social media acts as a catalyst for the company to make sales and they have remained at the forefront with active social media coverage of all their products: new and old On Instagram they hold regional accounts as well as a HQ account in which they post content of new launches, collaborations, accessories and also repost images of their customers across the globe Their social media language is relatable, young and entices the viewer to the world of instant cameras. The images posted are a mix of many aesthetics from bright and bold, classy and elegant to downright simple and minimal.
BRAND PERSONALITY Instax has a range of several different cameras under it. so it would be hard to categorise the cameras into one personality, so here we have taken 5 main camera styles and categorised them according to their various personalities and characteristics
mini 7 & mini 8 Launched: Candy coloured, targeted toward young women, girly, affordable, lightweight
mini 90 Launched: vintage, targeted toward adult men and women,mature, affordable, lightweight, double exposure feature, travel
BRAND PERSONALITY mini sq6 Launched: Metallic, square polaroid to match instagrams theme, elegant, rose gold option (trendy)
mini 10 and mini 20 Launched: digital technology, people who want to control the image output, People who like collages and adding ďŹ lters, new approach of semi digital instant cameras
mini liplay Launched: Elegant, people who like high end technology, want to own an instant camera but also have a printer, stylish
BRAND PERSONALITY: ARCHETYPE Brand archetype of instax : “CREATOR” ●
Instax falls under the archetype of creator because the brand has a desire to create something new that was not there previously
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Creators believe that if something can be imagined it can be created and are constantly aiming at creating to innovations, a quality that instax resonates with.
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Instax is creative and original, they fear stagnation and dissolution
EX 6 EXPLORE edition for the explorer in you
MISSION AND VISION Mission: With the launch of instax square EX6 the ďŹ rst model in the explore series, we wish to merge our love for innovation with travel enthusiasts and explorers all over the globe. Vision: The travel edition of the instax will enable travellers to add a bit more zing to their already existing travel gadgets. The explore edition focuses on making the experience of using an intax on the go easier and more fun with exciting new features.
BRAND POSITIONING ●
The instax EX6 is envisioned as “the most convenient instant camera in the world”
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The accessories provided would also be very travel centric making it the best package for a traveller
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After the mini 8 Instax had become too much of a fashion accessory and not enough of a tool for communication. So the company introducing the instax Square EX6 would help the brand move farther away from a casual camera to a more serious mode of photography
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After 11 different products catering to sub segments of the instant camera market Instax continues to inspire people to enjoy photography in new and creative ways.
BRAND POSITIONING ●
In demographic segment, the company will be more focused on the age group of 18- 35 years, travel enthusiasts and they also look into psychological aspects of travel focused customers. Based on demographic and psychological fit, the company is more focused on a campaign that emphasises the “convenience” of using the instax “on the go”
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Fujifilm’s core sales strategy is to market the EX6 not for extreme adventurists but people who travel and explore to see new cities and towns and learn cultures of the world.
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Collaboration with travel bloggers, advertising on travel channels like television ads, magazines and social media would position it parallel to travel photography. Going to a travel and adventure expo to launch the product would further solidify this positioning
BRAND IMAGE ●
Fujifilm Instax wants to stay relevant with market trends while delivering products of excellent quality at an affordable price tag.
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Instant film cameras are trending with the younger crowd, specially young women and photography explorers, the EX6 wants to expand the market by tapping into the travel and explore industry
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The EX6 line will be launched to be the primary instant camera for any user who wants to move around with the instax around the globe
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The ease of the product will attract more digital camera users as this model will be more convenient than older instax models
BRAND IMAGE ●
The instax EX6 is envisioned as “the most convenient instant camera in the world”
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The accessories provided would also be very travel centric making it the best package for a traveller
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After the mini 8 Instax had become too much of a fashion accessory and not enough of a tool for communication. So the company introducing the instax Square EX6 would help the brand move farther away from a casual camera to a more serious mode of photography
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After 11 different products catering to sub segments of the instant camera market Instax continues to inspire people to enjoy photography in new and creative ways.
BRAND IDENTITY: LOGO ●
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Instax as a brand name is very recognisable, memorable and catchy and using it as a word mark was a smart move by the company The logo is a curvy font with edges placed that makes it easy on the eye, reflects the versatility of the brand and its various product personalities and is easy to remember. The colour black is classic, much like most of its products. The product name and logo are alphabetised for simplicity, like SQ for square and mini for the rectangular format. Numerical hierarchy is used to differentiate different models for ease of understanding. The simplicity and versatility of the logo is synonymous to the brand positioning, product offerings and personality
EX 6
BRAND IDENTITY: GRAPHICS ●
The graphics will demonstrate the personality of leisure travellers of two sorts: one an iconic older personality and another a younger more fun personality
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The graphics would be clean and elegant with pops of color to show a fun yet vintage aesthetic much like that of all instax lines
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The graphics use a simple and straightforward language to communicate as fast as possible. Use of various travel destinations and instagrammable locations used in the campaign
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Here are some reference pictures
BRAND IDENTITY: SOCIAL MEDIA
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Their social media language will remain relatable, young but mature and entice the viewer to the world of instant cameras. The captions will make the traveller in the viewer want to board a flight and take off with the EX6 The images posted will be travel centric with a mix of older products and reposts of consumers. A social media campaign or contest to gain traction will also create buzz during the launch of the EX6
Here are some reference pictures
FEATURES New features in the instax square EX6 ● ●
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Zoom lens - never been seen before on an analog instant camera, the explore range brings you the perks of a zoom lens to capture better images of your favourite tourist destination Convertible strap option: shoulder strap to fanny pack strap - not comfortable strapping your camera around your neck? We have got your back! Quickly swap you strap with a pair very comfortable fanny pack straps Shutter speed - Capture movement with the new slow shutter speed option, taking exploring with instant cameras to a whole new level lens filters - Introducing 3 lens filters to make your images more fun while travelling and exploring new places Better battery life - An increased battery life will enable you to take a month long trip worth of images in one charge Passport look inspired polaroid album to store all your clicks around the world in one tidy place.
BRAND PERSONALITY ● ●
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Instax Square EX6 would have the personality of a young and curious traveller. A colour option of “classic” and“explorer”caters to 2 different types of consumer personalities, first who likes minimal and iconic products and the second who loves to customise and have fun with the products. The product being on the higher spectrum of the price range would have a more serious and adult personality as opposed to the “toy” like personality that came with the mini 8 model,
mini 7 & mini 8
mini 90
SQ6
EX6
EX Launching on 10th November 2019 Get exclusive preview at PHOTO+ADVENTURE fair and festival in Vienna
Since 2004 Photo+Adventure is a successfully established Trade Fair+Event concept with festival character around the leisure themes photography, Film+Video, travel and nature experience. For two days, the international photo, ďŹ lm and video industry will give an overview of the latest high-tech products and innovative possibilities of digital workow as well as accessories of all kinds. The current trend towards the convergence of photography and moving images is thus being considered to an ever-increasing extent. Exhibiting travel agencies, tourism countries and regions as well as nature associations aim at a very consciously travelling public
TYPES OF STALLS ●
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There are two types of standard booths provided in the photo + Adventure exhibition They are highline and basic Dimensions : Height - 8ft Length - 13ft Width - 10ft These standard booths are backed by a wall from two sides and are open from the other two Variation of the booth construction is available on request
STALL VARIATIONS
TYPES OF STALLS
FLOOR PLAN Floor plan of the 2018 Photo + Adventure expo
15m by 12m
REQUIREMENTS OF BRAND FOR THE STALL ● ● ● ● ● ● ●
Space for launch / unveiling 3 backdrop/ photo walls Huge centre space for product display wall Minimum size of 10 meters in length and 8 meters in breadth, 2.5 meters in height zones: lounge area, installation area, purchase area/counter, photo booth Wall covering on at least one side LCD screens facility
15m FUJI FILM
10m
12m 8m
INSTAX
STALL EXPLORATIONS The exhibition area will be divided in four main zones 1. The lounge: will have a relaxed style seating area with LCD screens playing infomercials of the new instax launch. Small seminars and workshops will also be conducted in the same area 2. The photo booth: This is a fun interactive area where the consumers can come and take their pictures with the new instax against aesthetic backgrounds. Discount coupons/ Spin the wheel style promotion will be teamed up with the photo wall concept 3. Main Installation: This will showcase the main model and its version to be launched during the expo. Option A) The instax models kept on three airplane windows. The backdrops behind the airplane windows will show three distinct types of travellers which are the brands target audience. Option B) A conveyor belt carrying the three instax models is rotating around the globe. Option C) Instax models placed inside luggage bags or hugging them with the convertible strap 4. Purchasing counter: The purchasing counter will be backed up by the storage section. Here the consumers can queue up and purchase the instax models and its accessories.
STALL EXPLORATIONS
FLOOR PLAN ● ● ●
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This floor plan is made to the scale of 100:1.5 The plan have overview measurements of the areas Major space has been given to the Lounge and Workshop area as this is the space where speakers, influencers and professionals will give their workshops with the new instax EX6. This area can host a capacity of 12 people seated and 20 people standing. The photowalls are strategically placed to attract people from all directions, specially the left side.
CIRCULATION MAP AND BUBBLE ZONING MAP ● ● ● ● ●
This floor plan is made to the scale of 100 : 1.5 cm The Zoning of each area is considered with area required for all the equipment and furniture to be used. The negative space visible is the space left for people to move around freely The zoning also is an estimated maximum space required so people will get more space to explore the entire area of the exhibition. Shown example of the circulation is made based on what is most attractive to the viewer and if they make a purchase.