Marketing Product Reassessment

Assignment 2: Product Reassessment

Marketing 100

March 10, 2013

The Eastman Kodak Company, since its origin 1888, has formed the way most individuals throughout the entire nation catches, shares as well as store their personal photographs. Kodak has successfully established itself as the industry leader in photographic services that assist consumers in eternalizing their most precious memories, or let’s say “Kodak Moments.”

In huge effort to expand effective leadership into this booming digital age, Kodak in June of 2001 purchased Ofoto, which is now called the Kodak Gallery. (AMA Collegiate Case Competition 2008-2009 Prompt). This photo service, which is an online service, offers users with an array of products as well as services; theses service offerings and product range from photo gifts and prints to digital archiving of photographs.

Currently, the Gallery targets “Momfluenials”, which pertain to very busy women ranging in ages from 20 to 55 having children under the age 18. Even those consumers who may be savvy with regard to internet use and connected highly, they may not be aware as of yet of just how to utilize their photos in order to cultivate personal expression and connections on a social basis. (How Women and Men Use Internet)

The Kodak Gallery site is presently a unique offering concentrating on the functional benefits of editing, printing, uploading, as well as gifting photographs. On the other hand, continuous advancements in technology as well as consumer tends present Kodak with the change to better service consumers’ emotional and functional photo-services request, as well as the chance to attract fresh users, guaranteeing that its sustained leadership in this industry that is swiftly evolving.

In order to approach the most effective strategy for making sure Kodak’s leadership continues to develop in the market for online photo services, extensive primary and secondary research projects must be conducted and then...