Polaroid Corporation

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  • Topic: Polaroid Corporation, Camera, Digital cameras
  • Pages : 3 (465 words )
  • Download(s) : 301
  • Published : November 25, 2012
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Polaroid | Why Polaroid failed

Polaroid | Background Information
1937 | founded by Edwin Land first to switch to colored dyes 1948 | launch of instant film cameras first & only brand within its category 1982 | Edwin Land left the company early 90s | introduction of digital cameras Oct 2001 | couldn‘t compete with digital cameras & filed a bankrupcy

Consumer Centric Marketing | Why Polaroid failed?

2

Polaroid | Edwin Land
Factory of innovation 535 patents

Block-buster creator

House Genius

Edwin Land centric company

Product-oriented

Showman

“Marketing is what you do when your product is not good” Consumer Centric Marketing | Why Polaroid failed? 3

Polaroid | Contextualizing Competitive Advantage
competitiveness level market orientation sales orientation product orientation production orientation until mid 80s supply < demand supply = demand supply > demand 4

innovative excellence first mover cult status brand identity

Consumer Centric Marketing | Why Polaroid failed?

Polaroid | Changes in the market
competitiveness level market orientation mid 80s onwards sales orientation product orientation production orientation

prices for conventional cameras drop 1-hour-photo shops emerge home computers & digital cameras supply > demand 5

supply < demand

supply = demand

Consumer Centric Marketing | Why Polaroid failed?

Polaroid | Reactions & Cause of Failure

Polaroid stayed product-centric
Failed to anticipate market changes & implications Ignored opportunity despite having technological expertise & fixated on Polaroids „As electronic imaging becomes more prevalent, there remains a basic human need for a permanent visual record“

Reaction to changes too slow Loss of key brand asset & competitive advantages

Consumer Centric Marketing | Why Polaroid failed?

6

Polaroid | Loss of Competitive Advantage
limited interactivity (social network etc.) lack of convenience (10 pics at a time) expensive...
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