Kodak Harvard Case
Case preparation memo
GROUP NAME _____________________________
YOUR NAME_________Jordan Lewis_______ CASE __Kodak_________________
1. What is/are the problem(s) in this case? Keep it to a single statement. At most, you may point out a couple of the key questions. The problem in the Kodak case is that Kodak is losing market value because they are reworking their product line, causing doubt in customer mindset. They have created the Funtime film to attempt to regain market value.
2. What are the key issues? This is just a simple list (condensed SWOT). You do not need to analyze in great detail. The key issues are that they are losing market value by remaking their best seller. By attempting to enter the economy brand-pricing
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It makes little to no sense to introduce an economy price based item into the market without advertising it. In analyzing their target only 10% were price shoppers, but their manager of general merchandise marketing stated that there is a significant rise in price-sensitive shoppers, so it would make sense to dedicate at least a portion of the marketing strategy to the new price point product. Go for market penetration! Pricing: The Funtime film is meant to fit the economy brand pricing tier. The other films in this tier range from $2.69-$2.91. The case does not directly state the price of one individual roll of Funtime film. It does however mention that it is only to be sold in packages of two or four. It would make most sense to sell two of the Funtime films for the price of one roll of their premium film. However, they do offer more exposures in the pack of four and could possibly sell it for a larger margin. Especially if they are trying to compete with the private label margin which is higher than Kodak’s margin. To implement this pricing strategy I would advertise a “2 for 1” or “more bang for your buck” strategy, emphasizing the quality or genre difference as well. Promotional ideas: As an alternative I would choose to offer some form of promotion for the Funtime film. I find it necessary to promote a new product, rather than introduce it twice a year in limited quantities. An economy-based shopper is looking for something easy, cheap, and on the go, so