The first slide outlines the POD marketing strategy of Kodak which involves standardized benefits and attributes that consumers robustly associate with the brand. These attributes of the Kodak brand are different from the other market hence having an absolute advantage. Kodak brand is therefore associated with attributes such as innovative, dynamic, well-loved brand and technology simplicity that help the consumers to use the products more effective acquire quality satisfaction. On the other hand, Points Of Parity of Kodak offers similar attributes to the generic product. These attributes include trust and quality that convinces the consumers to consider the product credible.
Brand rejuvenation
Brand rejuvenation is discussed in the second slide. After Kodak has dominated the photography market, it success has started to be its failure. It is due to this reason that the company has developed a strategy to add more value to the existing brand in order to improve its product. One of the additional values includes shifting from the film camera to digital camera. In addition the company has also has moved forward to create a pseudo brand that is a bust to its digital technology in order to catch up with its main competitors such as Canon.
The customers in the photography industry tend to associate Kodak with the film camera which is currently technology of past. Therefore, the company has modified its logo from a yellow logo to a red one. Kodak has changed logo because yellow logo reminds the consumer about the yellow boxes of the film.
Evaluation
The final slide illustrated the evaluation of the Kodak Company that illustrates that it has been using pharmacies as distribution channels for the imaging products and services offered to the consumers. However, despite the rejuvenation strategies formulated, the company lags behind in the market. This is because the company has been challenged in looking into the future and produce groundbreaking demand for its products.
