Marketing Management essay

Case Study to understand Product Positioning Using the Perceptual Mapping TechniqueEastman KodakEastman Kodak – some background• Since inception in 1888, Kodak a market leader in the photography business. • As late as 1976, Kodak commanded 90% of film sales and 85% of camera sales in the U.S.• Japanese competitor Fujifilm entered U.S. market with lower‐priced film • Kodak did not believe that American consumers would ever desert its brand. • Kodak began to struggle financially in the late 1990s ‐ decline in sales of photographic film and its slowness in transitioning to digital photography, despite developing the first self‐ contained digital camera.• By 1993, its share had declined to 70% from 76% in only 5 years• Kodak’s research: • 50% of buyers “Kodak‐loyal”; 40% ‘Samplers’; 10% shopped on price. • Importance of Brand name in decision making to buy film was still strong. • But number of price sensitive consumers was increasing.Eastman Kodak – proposed solution• To stop eroding share position and compete with less expensive rivals, Kodak management preparing to launch a new brand called Funtime.• Kodak’s existing product line : • Ektar ‐ professional brand at $4.27/roll • Royal Gold – household brand at $3.49/roll• Kodak’s new product line strategy replaces the existing brands with: • Royal Gold ‐ for “very special” occasions, especially to make an enlargement (to replace Ektar). • Gold Plus ‐ for “everyday” use (to replace Royal Gold as mainstay brand). • Funtime ‐ for “casual picture taking”• Funtime would have the following characteristics: • Only available during off‐peak times • Value‐size package of 4 rolls • Limited quantities; no advertisingEastman Kodak contd…Brand Price Overall Quality Score Superpremium Brands Fujicolor Reala $4.69 90 Kodak Ektar $4.27 92Premium Brands Kodak Gold Plus $3.49 93 Agfacolor XRG $3.49 88Economy Brands Fujicolor Super G $2.91 94 Konica Super SR $2.91 93 ScotchColor $2.69 92Price Brandsa(S) Polaroid High Definition $2.49 95 (S) Kroeger $2.49 91 (A) Walgreen’s $2.49 91 (S) York $2.40 90 (A) Clark Color $2.35 90 (S) Kmart Focal $2.29 89 (S) Target $2.19 92Notes: • ScotchColor was also sold as private labelfrom Kmart, Kroeger , Walgreen’s, Target and York, among others as shown in the table.• Consumer Reports regarded score differences of less than 5 points as ‘not significant’.• Let us review the market situation and the proposed Funtime strategy to see if it might resolve Kodak’s problems.(S) Designates the film was procured from 3M and was equivalent to ScotchColor (A) Designates the film was procured from Bayer’s Agfa and was equivalent to AgfaColor XRGEastman Kodak contd…PriceQuality$1 $2 $3 $4 $5 $69594939291908988(S) Designates the film was procured from 3M and was equivalent to ScotchColor(A) Designates the film was procured from Bayer’s Agfa and was equivalent to AgfaColor XRGKodak plans to replace Ektar with Royal Gold and introduce Funtime @ ± 20% price differencePosition all these brands on the map:Brand Price Overall Quality Score Superpremium BrandsFujicolor Reala $4.69 90 Kodak Ektar $4.27 92Premium Brands Kodak Gold Plus $3.49 93 Agfacolor XRG $3.49 88Economy Brands Fujicolor Super G $2.91 94 Konica Super SR $2.91 93 ScotchColor $2.69 92Price Brandsa(S) Polaroid High Definition $2.49 95 (S) Kroeger $2.49 91 (A) Walgreen’s $2.49 91 (S) York $2.40 90 (A) Clark Color $2.35 90 (S) Kmart Focal $2.29 89 (S) Target $2.19 92
Approximate price: $22
We value our customers and so we ensure that what we do is 100% original..

With us you are guaranteed of quality work done by our qualified experts.Your information and everything that you do with us is kept completely confidential.You have to be 100% sure of the quality of your product to give a money-back guarantee. This describes us perfectly. Make sure that this guarantee is totally transparent.The Product ordered is guaranteed to be original. Orders are checked by the most advanced anti-plagiarism software in the market to assure that the Product is 100% original. The Company has a zero tolerance policy for plagiarism.The Free Revision policy is a courtesy service that the Company provides to help ensure Customer’s total satisfaction with the completed Order. To receive free revision the Company requires that the Customer provide the request within fourteen (14) days from the first completion date and within a period of thirty (30) days for dissertations.The Company is committed to protect the privacy of the Customer and it will never resell or share any of Customer’s personal information, including credit card data, with any third party. All the online transactions are processed through the secure and reliable online payment systems.By placing an order with us, you agree to the service we provide. We will endear to do all that it takes to deliver a comprehensive paper as per your requirements. We also count on your cooperation to ensure that we deliver on this mandate.