Kodak: Marketing Plan for New Products

Topics: Marketing, Advertising, Market segmentation Pages: 33 (6609 words) Published: March 22, 2011
Marketing Management

MBA- Business Administration

Jan-2010

Kodak

Marketing Plan for Two Newly Introduced Products

Submitted by: Prashant Kumar Dubey

Executive Summary

This report gives an environmental appraisal for the Kodak, UK. PLEEST tool has been adopted to do the environmental analysis. After the analysis, two new products have been introduced aiming to increase the market share of Kodak in the United Kingdom. Target segment has been selected and justification given for the choice for both the products. A detailed marketing plan consisting of details of the product and recommendations for the R&D, pricing, distribution and promotions strategies has been developed. An organization structure for the team handling the two products has been suggested and a control philosophy has also been discussed.

Academic references have been used to justify the credibility of the marketing plan and its content.

|TABLE OF CONTENTS | |S.No |Item Description |Page No | |1 |Kodak: Environmental analysis |4 | |2 |Kodak: New Products and Marketing Plan |8 | |3 |Kodak Background: SWOT analysis |8 | |4 |Marketing Plan: Digital camera |9 | | | Market segmentation |9 | | | Product |12 | | | Pricing |13 | | | Distribution |13 | | | Advertising and Promotion |18 | | | Promotion |20 | | | Organization structure |21 | | | Control |21 | |5 |Marketing Plan: All-in-one Printer |22 | | | Market segmentation |22 | | | Product |23 | | | Pricing |25 | | | Distribution |25 | | | Advertising and Promotion |27 | | | Promotion |29 | | | Organization structure |29 | | | Control |30...

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5. George Parker and Nicholas Timmins. (29th November, 2010). Britain: Breakneck coalition. Financial Times. p1.
6. Jantsch, John. (Mar2009). 7steps to the perfect marketing plan. Entrepreneur. 37 (3), p98-98.
7. Kotler, P. and Keller, K. (2009). Marketing Management. 13th ed. London: Pearson- Prentice Hall. P42-70,106-126, 246-270, 414-444, 480-500, 538-602.
8. McMaster, Peter. (2008). Climate Change—Statutory Duty or Pious Hope? Journal of Environmental Law. 20 (Issue 1), p115-119.
9. Porter, M.E.. (Nov-Dec 1996). What Is Strategy? Harvard Business Review. p60-71.
11. UK Statistics Authority. (2010). Mid-2009 Population Estimates. Available: http://www.statistics.gov.uk/statbase/Product.asp?vlnk=15106. Last accessed 08th Dec 2010.
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