Kodak

Presented to :

Marketing Team

Table of content

1.

Situation Assessment

02

2.

Target Audience Analysis/Insight

3.

Media Objectives and Strategies

4.

Consumer Pathway/Decision Journey

5.

Media Touchpoints

6.

Budget Allocation

7.

Measurement Plan

8.

Conclusion

03

overview

As we embark on the journey to revitalize Kodak's brand through the proposed marketing and rebranding strategies, it is essential to establish a comprehensive review process. This process will serve as a crucial mechanism to gauge the effectiveness of our creative strategies, ensuring that they align with the outlined objectives and resonate with the target audience.

03

This very name had become synonymous with cameras, film and nostalgia. In the 21st century, however, this consumer giant has faced turmoil as it pivoted from one business to the next.

04

Primary focus:

• Tracking KPIs related to:
• Brand awareness,
  
• Audience engagement,
• Product sales
• Collecting of user feedback and sentiment analysis
  

05

Increase in ...

• Attention to present technology
  
• Strong social media presence
  
• Revive past methods of camera usage
  

Direct Competition

Competition

Direct Competition

Indirect Competition

06

Barriers

• They are not considered a first-pick option by photography users,
  
• Went bankrupt after failure to identify most profitable product (film) and investing in digital
  
• Loss of loyalty after discontinuing popular film options
• Lack of cohesive identity alignment in product production

07

Drivers

• The key drivers of this marketing campaign:
• Nostalgia & Emotional Connection
  
• Aspiration to Emulate Famous Photographers
• User-Friendly Appeal
• Collector's Mentality
• Desire for Social Media-Worthy Content
• Exclusive Design and Features

Swot analysis

KODAK has the potential to explore ‘blue ​ocean’ strategies by embracing the old, yet ​implementing present strategies such as ​utilizing their presence on social media ​effectively.

08

SWOT

09

• Demographics & Geographics
  
• Location: USA
  
• Age Range: 20-30
  
• Gender: Non-Specific
• Hobbies: Photography, social media, art
• Income: $40,000 min
  
• Collecting of user feedback and sentiment analysis
  

• Social Media Content Creator:
  
• Taylor (27-year old, Non-binary)
  
• Looks for visually striking content for their social media platforms
  
• Values unique, aesthetically pleasing items that resonate with their followers
  
• Behaviors: Actively collaborates with other content creators, and participates in trends and challenges.

• Inspiring member of the photography community
• Alex (23-year-old, male, Graphic Designer)
  
• Passionate about visual arts and photography
  
• Actively engages with photography content on social media
• Values: Affordable, beginner-friendly, and inspiring tech/creators

• Nostalgia Enthusiast:
  
• Andy (30-year old, Female)
  
• Emotional connection to traditional photography methods.
  
• Value authenticity, quality & time
  
• Financial stable possibly has a family
• Photography enthusiast
• Active on social media

Campaign Proposal

13

fLASH TO THE Present

Kodak

“Flash to the Past”

07

14

GOALS

• Increase Brand Awareness and Engagement
• Position Kodak as a blend of tradition and technology.
  
• Drive Sales Through Limited Edition Releases
  
• Showcase Kodak as a tool for creative expression.
  
• Establish Kodak as a Nostalgia Icon
  
• Emphasize the timeless and authentic qualities of Kodak cameras, leveraging nostalgic appeal.
  

14

GOALS

• Enhance Social Media Presence and User Engagement
  
• Message: Encourage user-generated content through social media competitions, showcasing Kodak moments.
  
• Boost Website Traffic and Conversion
  
• Direct audience to the Kodak website to explore customization options and exclusive releases.
  

15

Communication

Objectives

• Accentuate the authentic camera experience that Kodak uniquely
  
• Presenting it as an alternative that goes beyond the mainstream, digital-dominated landscape Strong social media presence
  
• Beacon to a niche audience
  

Seek a departure from the mainstream

Moment of Receptivity

Craving Authenticity

Value for the Tangible

16

INTEGRATED MEDIA

EARNED MEDIA

OWNED MEDIA

We plan to integrate many different forms of media eventually, but as for our

campaign, we plan to focus on handheld/digital platforms such as

• INSTAGRAM
  
• TWITTER
• PINTEREST
• TIKTOK
  

We plan to organically spread the word of Kodak and the campaign by utilizing

hashtags on various social media platforms, eventually spreading the word about

the reinvention of a once very famous/high-demand camera.

We have a solid website, solid instagram that is owned by Kodak

We want to create a more variety in their social media platforms, such as

integrating themselves in tiktok, pinterest, and other platforms our target audience

utilizes.

BRAND INTERACTIONS

Social media will utilize this feature by showing photography skills and capabilities

of kodak.

Social Media Goal

Promoting 150 Kodak cameras through social media platforms such as twitter,

tiktok, instagram, and pinterest.

BUSINESS GOAL

We want to revive the Kodak brand and restart a regular flow of income/revenue

that ensures Kodak remains high in the competitive camera industry.

Thank You