PowerPoint Presentation

Fading Brand

Presented by:Pranay AgrawalShiksha AgrawalDolma T GurungModule Lecturer:Ms. Jyoti shah

MC 5051

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1937Edwind landSunglasses, camera, filmInstant cameras- monopoly 1943 100% control Owned almost all patents 10% of the US camera market

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Synonym of instant photographs Cool Live for the moment Piece of Art Highly profiled

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90s Sales starting falling drastic cost cuts2001, Debt $1 billionShare value $60 in 1997 to 28 cents 2001Soon announced bankruptcy

PopularityCredibility

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2002 - 2005 One equity partnerMinneapolis financier Tom petersBankruptcy again2008 production stopped

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Why did they fail?Printed photographs replaced by Digital photography Lack of innovationPossessive about the market - law of categoryFocused more on products then valuePoor marketing management

Irony- Instant camera not instant to adapt change.

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Reinforcing PolaroidMaintain Brand consistency

instant photographSimultaneously, update with advancementEg:

Research Ignorance"Why should we accept a 38 percent margin? I can get 70 percent in film

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Reinforcing PolaroidProtecting sources of brand equity

One hour photo shops - usage decreased - Businesses stopped using PolaroidDigital cameras -strong impression, poor marketing management, ignoranceProtect by focusing on being a social lubricant Easy to adapt to change with core value intactFocus on Value than products

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Reinforcing PolaroidFortifying

Heavy impression fun, luxury, artistic, OPTIONAL !Possessive at the cost of entire marketKodak- suedHad they entered, different perception seriousLaw of Category -Leading brand promote category -Long term sustain single handedly

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Reinforcing PolaroidFine tuning the marketing program

Change consumers perceptionThe company is to blame for creating that imagePast commercials Muppets, spice girlsLuxury, fun, artistic but not NECESSARY.Extend the meaning of the brandPortray it more then just an artistic, luxury product

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Revitalizing BrandExpanding brand awareness

Synonym instant photographsVintageIncrease its usageSocial lubricant - Only internet devices social.Improve quality and featuresReplace the digital camera- added benefit of printing

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Revitalizing BrandImproving brand image

80 years oldDisappearing trend of printing photosBring back the charm of picturesPortray Polaroid Camera as more than optionalAdd more value - Printing along with store digitally.

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Revitalizing BrandEnter new market

Cheaper to keep loyal customers than to attract new onesRegain lost customerAdded features -Screen display, Memory card slot, Flexible setting optionsAttract more consumers- Video recording

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Recommendations They should introduce the digital screen as an addition to polaroid. It should be given a value for where it can be used other than just instant photos.Should specify its Target Market and advertise accordingly.Should take advantage of the uniqueness it has.

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Slowly revitalizing

After 8 years of complete obsolescence its slowly coming back 2015

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