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This presentation of Steve Green is about the transformation Kodak made, from the very beginning till now.
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The Transformation
Steve GreenRegion Managing Director,Consumer Digital Group & Graphic Communications Group,Asia Pacific Region, Eastman Kodak Company
A New Kodak is emerging
“The idea gradually dawned on me, that what we were doing was not merely making dry plates, but that we were starting out to make photography an everyday affair… to make the camera as convenient as the pencil."
- George Eastman
The beginning of Kodak
Where did ‘Kodak’ come from?
LuxembourgRomania
Italy
NewZealand
Sweden
Corporate HeadquartersRochester, NY
Barbados
Austria
AustraliaArgentina
Bermuda
Brazil
Canada
Chile
Portugal
Dominican Republic
Denmark
China
Egypt
Finland
Greece
Hong KongIndia
Iceland
Hungary
Indonesia
Japan
Poland
Mexico
Malaysia
France
England
Peru
Switz.
South Africa
Spain
RussiaGermany
Thailand
Taiwan
Ukraine
United States
Scotland
Norway
Korea
Neth.Bel.
ColombiaPanama
Uruguay
SingaporePhillipines
LebanonTurkey
Dubai
Kodak operating locations
Kodak Asia Pacific Region
Australia
New Zealand
JapanKorea
India
Greater China Cluster
South East Asia
Regional Headquarters
Beijing
Philippines
Singapore
Malaysia
Indonesia
Thailand
Taiwan
SeoulTokyo
New Delhi
Mumbai
ShenzhenGuangzhou
ShanghaiShanghai
Chennai
Brisbane
Auckland
Vietnam
Hong Kong
WuhanXian
Chengdu
Kolkata
Manufacturing facilities:
- Gunma, Japan
- Shanghai, China
- Xiamen, China
- Wuxi, China
- Goa, India
- Malanpur, India Melbourne
Sydney
Perth
Pakistan
You didn’t know, did you?
About 70 million pictures are captured daily with Kodak digital
cameras or film.
Kodak invented the digital camera in 1975.
That 40% of all printed material is touched by Kodak technology.
All Oscar-winning Best Pictures have been on Kodak film - 80 years!
Kodak technology is used to print 80% of the world's scratch-off lottery
tickets.
…and there is more!
Kodak Gallery has more than 70 million members and manages
over 4 billion photos!
Our 39 megapixel image sensor, the world's largest, is used in 3 out of 4 medium format cameras and backs.
Everyday ~5% of all U.S. mail is printed by our Kodak Versamark printers.
Cinesite, a Kodak subsidiary, creates visual effects for feature film and
television.
Our digital intermediate technology was used on 80% of all feature films in 2007.
The New Kodak
Film Photofinishing Entertainment Group (FPEG)
Consumer Digital
Group (CDG)
Graphic Communications
Group (GCG)Other
Entertainment Imaging
Film Capture
Aerial and Industrial Markets
Enterprise Solutions
Digital Print Solutions
Prepress Solutions
Document Imaging
Security Solutions
Inkjet Systems
Digital Capture and Devices
Image Sensor Solutions
Retail Printing Solutions
Consumer Imaging Services
Display
for filmmakers and entertainment
The world’s imaging expert
for graphic communicatorsThe world’s imaging expert
for business, government and OEMs
The world’s imaging expert
The New Kodak: 2008 Revenue
~60% of Kodak’s earnings from operations is digital in 2008
Traditional(Film Photofinishing Entertainment Group)
The New Kodak is 70% digital revenues.
Digital(Consumer Digital Group &
Graphic Communications Group)
Business to
ConsumerBusiness to
Business
The New Kodak is 60% higher-margin commercial businesses.
Output
Capture
The New Kodak digital businesses are 60% output with
associated fast growing annuities businesses.
Greater than $7B in 2008
Our Consumer Digital Group and Graphic Communications Group
businesses share IP, innovation, sourcing and
best practices.
Digital Business: Critical Mass and Healthy Growth
2008 – 2011 Digital Business CAGR = 10% - 12%
Consumer Digital Group
Graphic Communications
Group
Geographic Balance: Global Stability and Growth
• Strong brand worldwide
• Well positioned to take advantage of growth outside the U.S.
Kodak revenue/spend outside the US is 60%
2008 Revenue/Spend
USoutsidethe US
Key Differentiators
Strong Worldwide Share Positions
• Transactional production inkjet• Color digital printing systems
(electrophotography)• Distributed (desktop) document scanning• Digital cameras• Kodak Gallery
11##
33TOPTOP
• Thermal CTP systems• Digital printing plates• Unified workflow software
(commercial printing)• Production (mid to high volume)
document scanning• Entertainment films• Film capture• Color negative paper• Kiosks and media
80%Kodak Revenue
80%Kodak Revenue
AddedTogether =
AddedTogether =
Below Above
Gross Profit % vs. Corporate Average
Low
Hig
h
Gro
wth
Commercial Inkjet
KodakGallery
2008 Digital Portfolio: Built to Grow
EP
Retail
Solutions
Enterprise Solutions
Sensors
Digital Capture
Scanners
ConsumerInkjet
Digital Prepress
2008 Avg.
… it’s an incredible success story!
11 digital product lines
provide 2/3 of our revenue
Kodak holds top 3 market share
in almost all those product lines
More than HALF didn’t exist at Kodak 4 years ago
Brand Transformation
Winds of Change Video
Perceptions of Kodak Over the Years
Trustworthy
Reliable
Caring & Human
Prints &Memories
Trustworthy
Reliable
Caring & Human
Prints &Memories
Film rolls
Traditional
Not high-tech
O L D N E W
product roadmaps
digital services
public relations
customer experience
web site
co-marketing
brand licensing
brand identity
product advertising
image advertising
product design
Today We Are …
InnovativeHigh-tech
Leader in new imaging categories
Modern, young
Kodak at the Beijing 2008 Olympics
Kodak at the Beijing 2008 Olympics
Kodak Image Center showcase digital printing technologies (Nexpress & workflow) producing on-demand, full-color materials, postcards, newsletters.
The Kodak Experience - self-service kiosks
Accreditation and ID Services utilizing Kodak scanner, camera & thermal printer
Sponsorships…
"We are thrilled to expand our relationship with Kodak …," said Tim Cindric, President of Penske Performance, Inc. "I am excited to see the familiar Kodak yellow and red on the track at Talladega in April as they
return to Nextel Cup primary sponsorship.”
"Our motorsports relationships help us create business opportunities with other sponsors and racing enthusiasts, whether they're die-hard
Nascar fans or business partners in the racing community," said Jeffrey W. Hayzlett
Kodak Episode/Key Results
-4.4 Kodak mentions/minute for 43 minute episode
-6.3 Rating (Apprentice Premier: 4.9; Desperate Housewives: 7.5; CSI: 5.9; 60 Minutes: 4.2)
-Total Impressions/Reach = 89,268,000
-Sales Doubled the Week Following the Show
PR Sampling
“Lennox Lewis @ CES”Jan. 17 & 18, 2008Viewership: 3,268,000
“Gene Simmons Appearance”Jan. 18, 2008Viewership: 2,100,000
"Inner Tube: Dots All“Dec. 6, 2007Circulation: 2,791,680 (Print and Online)
"NBC Shares 'Apprentice' Wealth“Dec. 6, 2007Circulation: 876,585 (Print and Online)
“Seen & Heard” (Lennox Lewis @ CES)Jan. 16, 2008Circulation: 1,310,931
Kodak Has Some Fun in Printer SpotJan. 22, 2008Circulation: 154,751 (Online)
RollingStone.com "Gene Simmons Exhiled from Planet Kodak“Jan. 18, 2008Circulation: 5,916,260 (Online)
"Kodak handiwork on 'Apprentice' episode“Jan. 18, 2008Circulation: 149,386
360 Marketing Campaign: At Retail
Integrated Content into Existing Activities
-FSI to 40M-Promotions-Themed Merchandising-Themed Demo Days @ >1500 stores
360 Marketing Campaign: Kodak Online
Microsite – kodak.com/go/apprentice-Content Links, Poll, Printable Projects- Kodak store Promo-Photo Contest:
-Entries: 4,183-Views: 1,082,963
Blogs-Used for Behind the Scenes stories
360 Marketing Campaign: Events
-CES-Lennox Lewis Guest Appearance
-500 Autographs-50,000 Booth Visitors-7 New Media Interviews-17M Impressions
-Employee Celebration-Viewing Parties Across the Country-Home Parties/Kits
360 Marketing Campaign: Other Online
NBC.com-Banners: 8M impressions, .37 CTR-Pre-roll: ~800k impressions; .19% CTR-18.48% interaction rate (electronics benchmark 7.13%)
AccessHollywood.com: Celebrity Apprentice ‘Clip of the Week’-337,883 impressions, .13 CTR-Pre-roll: 14,633 impressions, 0.9 CTR
Brand Activation
Kodak at the Beijing 2008 Olympics
Kodak 2.0
Kodak 2.0
Moments =
Momentum
Kodak Momentum
Q&A Session
Thank You!