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Kodak

Kodak is facing an issue of low number of hits on their website. They also noticed that the frequency of younger individuals (between the ages 15-40) visiting their website was low. We have come up with our three suggestions on how it can improve the number of people visiting their site.   Kodak Youth Campaign – Offer Special Promotion to University Students   Product & Positioning   We suggest running Kodak Youth Campaign and targeting Universities by offering university students special price when they print or shop on Kodak’s website as a way to penetrate the younger generation market. We feel that pricing discrimination strategy is a helpful way in attracting new segment of customers, especially the more price sensitive customers like university students. We believe that this strategy will not only help Kodak to achieve the objective of increasing Gen X and Gen Y users to use the website, but also generating greater sales revenue and raising brand awareness in the younger generation market.   Promotion   By implementing the special promotion to university students, we aimed to attract younger generation to register and shop at Kodak.com, habituate them to shop on Kodak.com by offering continuous discounts, and raise brand awareness in younger generation.   Pricing   Price skimming and cost of advertising may results in lower marginal revenue per unit. Statistics shows that population university students (Gen Y, age of 18 to 28 years old) is approximately 38 million in U.S., we believe that the additional revenue generated by the penetrating into the new Gen Y segment will justified the increase cost of the promotion.   Improvement in Website and its positioning   Product & Positioning   Our next suggestion is regarding the looks of the website. We feel, the main reason Gen Y would visit the website would be to search for cameras. They would want to look out for the best camera which fits in their budget and also has good features. For this purpose we feel the way cameras...