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Eastman Kodak

EASTMAN KODAK, INC.

TO: DIRECTOR OF MARKETING, EASTMAN KODAK INC
FROM: MARKETING CONSULTANT, EASTMAN KODAK
SUBJECT: MARKETING PLAN FOR KODAK – FUNTIME LAUNCH
DATE: 11/06/07

After conducting a detailed study of the Kodak film market share, trend, strengths, brand equity, and its competitor’s strategy, we would like to propose Go-To-Market (GTM) strategy for our new product line, Funtime, and recommend strategies to defend the current market strategy.
1. Vision – Our vision at Kodak is to continue to dominate in the film rolls market.
2. Mission – Achieve a market share of around 75% in a year and grow at a steady 7-8% per annum to retain the market position. Therefore, I am defending the idea launching a new product line with a new go-to-market strategy. This new product line would consist of three films –
· Gold Plus – Existing brand, its our flagship brand
· Royal Gold – Replace Ektar in super premium segment, priced above 20% Gold Plus
· Funtime – For economy brand tier, priced 20% below Gold Plus.
Our positioning statement for new product line (Funtime films) of Kodak is “Kodak produces the latest technology film rolls for its value-conscious and price conscious customers”. The GTM strategy for Funtime films will revolve around this positioning statement.
3. Target Customer Segment:
Customer Segment matrix to depict who buys our product
Old Age Middle Age Young
High Income Yes Yes Yes
Mid income x x Yes
Low income x x x

In the above table, we have made the following assumptions –
· Consumers in the category of old age and high income were more conscious about brand, and would not mind spending higher than usual for a film roll. They would also have turned into loyalists during a course of time
· Consumer in the middle age, high-income category, would have high disposable income and hence be more quality and brand conscious. They would also be Kodak loyalists
· Consumer in the young age, high-income category, would have high...