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Submitted by caadcz on January 29, 2008
Category: Miscellaneous
Words: 2719 | Pages: 11
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Executive Summary
Kodak has been a leader in the digital filming industry. Kodak has divided their operations to support the many divisions within the company. AT&T is the strongest communication company in the industry. Both companies have been successful in their brand recognition campaign and are known for quality and exceptional products. Kodak and AT&T are aware that technology is consistently changing. Competitors are coming out with new products to gain market share everyday. Innovation is the key to survive in this industry.
The concept that Kodak and AT&T have developed is a miniature 3 in 1 device that will operate as a phone, a camera, and a video recorder. The product will be known as the I-Smart View and will be worn on a wristband similar to a watch. The band is a Swiss Army type, part black leather and part black canvas and is water resistant up to 20mm. Kodak will partner with AT&T to provide current customers and potential customers an opportunity to own a device capable of multiple options. Kodak has the experience and knowledge to provide the digital technology needed to produce this product, while AT&T can provide the cellular services needed.
PR Campaign and Marketing within the IMC
"Integrated Marketing Communications is a management concept that is designed to make all aspects of marketing communication such as advertising, sales promotion, public relations, and direct marketing work together as a unified force, rather than permitting each to work in isolation. In practice, the goal of IMC is to create and sustain a single look or message in all elements of a marketing campaign. A successful integrated marketing communication plan will customize what is needed for the client based on time, budge and resources to reach target and goals."
(http://en.wikipedia.org/wik/Integrated_Marketing_Communications)
The I-Smart View is a new product developed by Kodak and AT&T to compete in today's...
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