Eastman Kodak
Eastman Kodak Company: Funtime Film
Case Analysis Group-5 PGP-RAK, 2012-14
PARTICIPANT Ankur Sinha Ishant Singal Prakhar Rathee Sambhav Jain Vikram Singh Shekhawat
ROLL NUMBER 2012PGPRAK013 2012PGPRAK023 2012PGPRAK031 2012PGPRAK036 2012PGPRAK039
Situational Analysis
Company Eastman Kodak is currently the market leader in the photo film market. The company has continued its domination of the photo film market, but in the past 5 years its market share has eased from 76% to 70%. Reason mainly being the competitors like Fuji Photo Film Co. and Konica Corp. lured consumers with their lower-priced versions. In 1993, Kodak spent an estimated $50 million on camera and film supply advertising in the United States; this was about 4 times its market competitor Fuji’s U.S. advertising spending. Both Kodak and Fuji tried to position themselves as providing superior quality film through their advanced technology, however according to consumer reports test, the top six ISO 100 films scored almost similarly on comparable print quality. Context Primarily there are four price tiers in the market (Super-premium Brands, Premium Brands, Economy Brands and Price Brands). Kodak is mainly in two of the price tiers-Kodak Ektar under Super-premium Brand and Kodak Gold Plus under Premium Brand. Kodak’s gross margins are believed to be about 70%. Kodak offerings for super-premium brand targeted very narrowly at advanced amateurs and professionals. Even though a high percentage of films are sold by private label, Kodak does not do so because of 1921 consent decree still in force. Competitors Key competitors for Kodak are Fuji Photo Film Co., Konica Corp, 3M Corp. and Bayer’s Agfa. Fuji’s key brand, Fujicolor Super G, anchors the Economy Brand tier, it is priced 17% below the Premium tier. Gross margin for Fuji is believed to be about 55%. Konica and 3M’s ScotchColor brand make up the other competitors in this tier. Film procured from either Agfa or 3M and sold under a different
Case Analysis Group-5 PGP-RAK, 2012-14
PARTICIPANT Ankur Sinha Ishant Singal Prakhar Rathee Sambhav Jain Vikram Singh Shekhawat
ROLL NUMBER 2012PGPRAK013 2012PGPRAK023 2012PGPRAK031 2012PGPRAK036 2012PGPRAK039
Situational Analysis
Company Eastman Kodak is currently the market leader in the photo film market. The company has continued its domination of the photo film market, but in the past 5 years its market share has eased from 76% to 70%. Reason mainly being the competitors like Fuji Photo Film Co. and Konica Corp. lured consumers with their lower-priced versions. In 1993, Kodak spent an estimated $50 million on camera and film supply advertising in the United States; this was about 4 times its market competitor Fuji’s U.S. advertising spending. Both Kodak and Fuji tried to position themselves as providing superior quality film through their advanced technology, however according to consumer reports test, the top six ISO 100 films scored almost similarly on comparable print quality. Context Primarily there are four price tiers in the market (Super-premium Brands, Premium Brands, Economy Brands and Price Brands). Kodak is mainly in two of the price tiers-Kodak Ektar under Super-premium Brand and Kodak Gold Plus under Premium Brand. Kodak’s gross margins are believed to be about 70%. Kodak offerings for super-premium brand targeted very narrowly at advanced amateurs and professionals. Even though a high percentage of films are sold by private label, Kodak does not do so because of 1921 consent decree still in force. Competitors Key competitors for Kodak are Fuji Photo Film Co., Konica Corp, 3M Corp. and Bayer’s Agfa. Fuji’s key brand, Fujicolor Super G, anchors the Economy Brand tier, it is priced 17% below the Premium tier. Gross margin for Fuji is believed to be about 55%. Konica and 3M’s ScotchColor brand make up the other competitors in this tier. Film procured from either Agfa or 3M and sold under a different