prinique print unique
family
friends
2
Content About us
6-5
Project plan
7-21
Scope
23-25
Research
26-58
Design Exploration
59-69
Development
71-77
Final Delivery
79-84
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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 zhtart@yahoo.com
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 peggylee1102@gmail.com
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6
Project Plan
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1884 Eastman Dry Plate Company 8
Introduction
In our project, we examined market opportunities.
Eastman Kodak Company to discover Kodak’s future
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
Kodak first introduced
1888
10
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
1889
1891
1895
1898
1900
1921
1928
1936
First new home movie camera
The first The slide Kodacolor projector film for prints, the world’s first true color negative film
1936
1937
1942
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
The First Digital Camera
Kodak celebrated its 100th anniversary
Kodak Ultima picture paper, with colorlast technology, was introduced.
Continuously expend market in different market segments
1959
1962
1975
1980
2004
2005-2011
In the 19th and 20th century Kodak became a true American classic 11
Background The Foundation
With the KODAK camera in 1888, Eastman puts down the foundation for making photography available to everyone.
Kodak
Eastman wants to name his company with his favorite letter “K�. He feels that the letter K
letter.
is a strong, incisive sort of
Four basic principles
Eastman built his business on four basic principles: 1. Mass production at low cost 2. International distribution 3. Extensive advertising 4. A focus on the customer
12
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 14
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.
15
“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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Threats 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.
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Responds 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.
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1975, The first digital camera 19
The digital world... 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.
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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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It’s not that bad... 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
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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- Evaluation
A brand that has a strong culture and expend itself to wide rage of market
Motivated- Activity
A brand that explore new market continuously
Tenacious-Potency
A brand that never stop moving forward even in its business downturn
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Emotional Artful- Evaluation
A brand that allows people to create their meaningful memories through an artistic way
Energetic- Activity
A brand that is active and inspire people to be creative
Sincere-Potency
A brand that is honest and cares about its customers.
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Kodak markets categories
Value Proposition
Segments:
Kodak products encourage people to be creative and satisfy customer’s artistic spirit. From films to images, images to services and more.
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
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As our founder’s goal to make photography as convenient as the pencil”, now, Kodak wants make it easy for you not only from being a photogrpher but also an artist!
Kodak Product & Service
Profound- Evaluation
Motivated- Activity
Profound- Evaluation
Motivated- Activity
Energetic- Activity
Motivated- Activity
Energetic- Activity
Sincere-Potency
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Customer Persona
Sarah and John
Sarah (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 family Sarah 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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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?
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 product Like 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 student
Last 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 novels Dislikes Going to leave her friends after graduating from high school
Wishes
Create memories with friends Keep in touch with friends and family while in college 33
Kodak Core competencies 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 experienced benefits 3. Decide where to allocate resources 10% It contributes to the end customer’s experienced benefits
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SWOT
FujiFilm Core competencies
SWOT
1. Image processing 20% It is not easy for competitors to imitate It contributes to the end customer’s experienced benefits 2. Integrate the use of technology in carrying out 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 experienced benefits
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Canon Core competencies 1. Integrate the use of technology in carrying out 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 experienced benefits 3. Unify the company across business units and functional units, and improve the transfer of knowledge and skills among them 20% It can be leveraged widely across many products and markets
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SWOT
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.
Primary research Survey method 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
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Evaluation & Analysis Brand Perception Survey-Logo
Brand Perception Survey-interior Kodak
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Canon
Fujifilm
Evaluation & Analysis Brand Perception Survey-interior
Brand Perception Survey-interior Kodak
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Canon
Fujifilm
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Brand Perception Survey-exterior Kodak
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Canon
Fujifilm
Evaluation & Analysis Brand Perception Survey-exterior
EPA
Attributes
R A T I O N A L
E
A brand that has a strong culture and extends itself to a wide range of markets
A
A brand that explores new markets continuously
P
E M O T I O N A L
On Brand
Opposites
Profound
Motivated
Aimless
A brand that never stops moving forward even in its business downturn
Tenacious
Yielding
E
A brand that allows people to create their meaningful memories in an artistic way
Artful
Artless
A
A brand that is active and inspires people to be creative
Energetic
Inert
A brand that is honest and cares about its customers
Sincere
Insincere
P
E P A
= Evaluation (Good/Bad) = Potency (Strong/Weak) = Activity (Active/Passive)
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Brand Perception Survey-exterior Canon
TI O
TI
L
A
IO
N
L A
En er g
O EM
En er g
N
L
RA Mo tiv a
ous
A
Profoun d
aci Ten
IO
ic et
ere Sinc
AL
T RA
AL
d te
AL
N
T
N
O
IO
O
EM
N
TI
ous
Artful
RA Mo tiv a
tes – On Brand
N
ic
Profoun d
T
O
O
TI
et
ere Sinc
EM
RA
AL
aci Ten
ous
T
AL
N
AL
aci Ten
O
N
O
d te
AL
EM IO
TI
TI
Artful
RA Mo tiv a
N
O
Profoun d
bu Attri
tes – On Brand
O
ic et
ere Sinc
N
En er g
AL
d te
EM
N
bu Attri
O
O
tes – On Brand
O
TI
bu Attri
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FujiFilm-exterior
Canon-exterior
EM
Kodak-exterior
Fujifilm
Artful
Kodak
N
AL
RA
TI
O
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Brand Perception Survey-Products Kodak Kodak-prodcuts
e
tic
ere Sinc
Profoun d
RA Mo tiv a
TI
AL
En er g
AL
N
O
N
d te
aci Ten ous
Artful
EM
O
tes – On Brand
O
TI
bu Attri
T
N
O
A
L
EM
IO
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N
AL
RA
TI
O
Insight From our survey, although Kodak does meet most of its attribute. However, the points Kodak got was low. The conclusion we got out of survey is that Kodak are really uncertain of
Kodak Product
EPA Rational
EPA
Good
E
A brand that has a long and strong culture and expend itself to wide rage of market
Profound
Superficial
E
Bad
Strong
P
A brand that explore new market continuously
Motivated
Aimless
P
Weak
Active
A
A brand that never stop moving forward even in its business downturn
Tenacious
Yielding
A
Passive
Good
E
A brand that is active and inspire people to be creative
Artful
Artless
E
Bad
Strong
P
A brand that is active and inspire people to be creative
Energetic
Inert
P
Weak
Active
A
A brand that is honest and cares about its customers
Sincere
Insincere
A
Passive
what they want to do with its future.
Emotional Core competencies Profound Artful
1. Printing/imaging
Sincere
2. Widen the domain in which the company innovates, and spawn new products and services
Energetic
3. Decide where to allocate resources
Motivated
Motivated
Tenacious
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Fujifilm FujiFilm-products
ic et
ere Sinc
Profoun d
RA Mo tiv a
TI AL
En er g
AL
N
O
N
d te
aci Ten ous
Artful
EM
O
tes – On Brand
O
TI
bu Attri
T
N
O
A
L
EM IO
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N
AL
RA
TI
O
Insight Fujifilm does not meet the brand attribute very well. From our research, people think that
FujiFilm Product
EPA Rational
EPA
E
A brand that has a long and strong culture and expend itself to wide rage of market
Profound
Superficial
E
P
A brand that explore new market continuously
Motivated
Aimless
P
A
A brand that never stop moving forward even in its businessdownturn
Tenacious
Yielding
A
E
A brand that is active and inspire people to be creative
Artful
Artless
E
P
A brand that is active and inspire people to be creative
Energetic
Inert
P
A
A brand that is honest and cares about its customers
Sincere
Insincere
A
Fujifilm is not a profound brand and is aimless, yielding, an inert. However, people do feel Fujifilm is somewhat artful and sincere.
Emotional Core competencies
1. Image processing
Artful
2. Integrate the use of technology in carrying out business processes
Energetic
3. Enhance image and build customer loyalty
Sincere
Tenacious Motivated
Profound
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Canon Canon-products
Profoun d
RA Mo tiv a
TI
AL
En er g
ic et
ere Sinc
N
O
AL
d te
aci Ten
ous
Artful
EM
O
N
tes – On Brand
O
TI
bu Attri
T
N
O
A
L
EM IO
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N
AL
RA
TI
O
Insight Canon EPA Rational
Product
EPA
E
A brand that has a long and strong culture and expend itself to wide rage of market
E
P
A brand that explore new market continuously
P
A
A brand that never stop moving forward even in its business downturn
A
E
A brand that is active and inspire people to be creative
E
P
A brand that is active and inspire people to be creative
P
A
A brand that is honest and cares about its customers
A
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.
Emotional Core competencies
1. Integrate the use of technology in carrying out business processes
Artful Profound
2. Enhance image and build customer loyalty.
Energetic Motivated
3. Unify the company across business units and functional units, and improve the transfer of knowledge and skills among them
Sincere
Tenacious
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Evaluation & Analysis Brand Perception Survey-Products
EPA
R A T I O N A L
E
A brand that has a strong culture and extends itself to a wide range of markets
A
A brand that explores new markets continuously
P
E M O T I O N A L
On Brand
Opposites
Profound
Motivated
Aimless
A brand that never stops moving forward even in its business downturn
Tenacious
Yielding
E
A brand that allows people to create their meaningful memories in an artistic way
Artful
Artless
A
A brand that is active and inspires people to be creative
Energetic
Inert
A brand that is honest and cares about its customers
Sincere
Insincere
P
E P A
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Attributes
= Evaluation (Good/Bad) = Potency (Strong/Weak) = Activity (Active/Passive)
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After survey-new SWOT Kodak
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Fujifilm
After survey-new SWOT Canon
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Current
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To simplify Kodak’s business model Personal/Family
Consumer
Industry
Printing Center
Printer
Photopaper/ cards/ etc
Consumer
Professional
Camera
Product
Supplies
Products and supplies Photo Gallery
Online
Kodak
In Store Business solution/ packaging publishing
Consumer Printing
Services
Commercial Printing
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Personal and family From our research we found that
Kids
Teenager
Adult
Elderly
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.
Parents pick the product/ pictures/ family/memories
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Starting to learn about different brands/Prefer High technology product Friends/Family/ Memories
Not Familiar/Prefer High technology product Marriage/Family/ Memories
Familiar Brand/ Family/Memories
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.
Possible market direction From extension brand to stand alone brand 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.
Brand Architecture: Extension Op ons
Q A Will the Master Brand enhance the Extension?
Master Brand Extension Descriptor
Master Brand Extension Subbrand
Extension Subbrand Master Brand as Endorser
Extension StandAlone Brand
option
No
Will the Extension enhance the Master Brand?
Yes
option
option
option
Is there a compelling reason to generate a Stand-Alone Brand as the Extension?
No
option
option
option
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
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The art class idea 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.
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Business Model
ABC by Kodak
Printing center
1 Stage
Art Class
2 Stage
Printing service
After
ABC
Logo name Rent location for the art class Try 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 it Everything will be provided from the class for student to use From camera, printer to printing paper and more (Kodak’s products) Kodak rebuild the brand image by allow customer to try different Kodak product through class The new brand got familiarize as a family, friendly and sociable brand
Open printing service store Continue with art class to allow public familiar with the brand Slowly 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
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Detail of first stage business model
Maintenance Equipment
Art Schools
Equipment Provider
Service Providers Promotion Strategies
Media Advertising
Collaboration Pattern
Tecnique Support
Online (e.g...)
Collaborators’ Competitors
ABC Business Model
Potential Competitors
Potential Collaborators
Stores (e.g...)
Service Provider
Online (e.g...)
Websites Support
Stores (e.g...)
Service Providers
Service Classification
Capital Location Providers Income
Output
Equipments Manufacturing
Melon-Cutting Promotion
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Equipment Maintaning
Detail of second stage business model
Online (e.g...)
Stores (e.g...)
Previous Collaborators
Travel Agency
Art Schools
Media Advertising
Promotion Strategies
Potential Competitors
Equipment Provider
Service Support
Operation Pattern
ABC Business Model
Potential Collaborators
Travel Agencies
Exclusive Stores
Growth Trace
Celebration (e.g. Marriage, Family Party)
Family Subjects
Travelling Time
Promotion and Campaign Scheme
Other Campaign Planners Online (e.g...)
Previous Collaborators’ Competitors
Capital
Income
Stores (e.g...)
Exclusive Stores
Exclusive Stores Rent and Management
Taxs
Wages
Output
Equipments Manufacturing
Promotion
Equipment Maintaning
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New Extension brand attributes Rational
Sincerely
Evaluation
A brand that cares about consumers’ needs and try to meet customer’s satisfaction.
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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
Emotional
Sociable
Evaluation
A brand that is actively involved in being a bridge to link positive relations among families 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
2
3
4
5
6
prinique prinique
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.
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7
10
13
16
prinique 8
11
prinique
14
prinique 9
12
15
prinique
prinique 73
Brand Color
Sincerely, progressive, unique pleasurable, vibrant, sociable
Poster design
prinique print unique
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family
by Kodak
friends
Evaluation & Analysis
EPA
Attributes
On Brand
Opposites
R A T I O N A L
A brand that cares about consumer’s needs and try to meet customer’s satisfaction
Sincerely
Insincere
A brand that embarks on a track of steady development all the time
Progressive
Regressive
Unique
Commonplace
E M O T I O N A L
A brand that aim to please their customer and give them meaningful time for their families and friends
prinique
A brand that aims to offer professional service and products with friendly, sociable environment
A brand that is leading life with enthusiasm
A brand that is actively involved in being a bridge to link positive relationship among families and friend
prinique
Pleasurable
Painful
Vibrant
Dull
Sociable
Unsociable
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.
prinique
prinique
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Children’s opinion!!! East Broad Street Elementary School
prinique
7
prinique
11
prinique
11
We ask 14 children which logo they like and makes them feel happy!
prinique prinique
8
12
Insights: Adults and Children has different opinion about the logo. Colorful, Full, Social and Happy No sharp edges
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14
Refinment
print unique
prinique
family
friends
by Kodak
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CD cover
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