Kodak

Title of Project
Market Analysis, Marketing Communication Plan, Digital Marketing Assistance

Organization
Eastman Kodak
343 State Street
Rochester, NY 14650

Division
Kodak / Design2Launch Solutions
15 Bank Street, 2nd Floor
Stamford, CT 06901

Setting
Sacred Heart University
5151 Park Avenue
Fairfield, CT 06825

Organization Description
After developing a method for dry-plate photography, George Eastman established The Eastman Dry Plate and Film Company in 1884. In 1888 it introduced its first camera, a small, easy-to-use device that was loaded with enough film for 100 pictures. Owners mailed the camera back to the company, which returned it with the pictures and more film. The firm settled on the name Eastman Kodak in 1892, after Eastman tried many combinations of letters starting and ending with "k," which he thought was a "strong, incisive sort of letter." The user-friendly Brownie camera followed in 1900. Three years later Kodak introduced a home movie camera, projector, and film.

As of today, and moving forward, Kodak is focused on delivering imaging innovation for business.  We are building on our technological heritage to serve the fastest-growing packaging, functional and digital printing markets, as well as established markets in graphics and entertainment.  After our historic transformation, Kodak is stronger, leaner, and ready to grow.  Having touched consumers lives for over a century, we are focused on helping other businesses touch lives in a number of ways.  Supported by strong proprietary technologies, Kodak is bringing business solutions that are shaping the future of the markets mentioned above.  This goes far beyond visual communications, starting with printed circuit boards and sensors powering touch screens.  Our world-class talent is critical to Kodak’s success as a technology leader.  We are committed to a team environment that is diverse, inspiring, and dynamic – on e that will engage, excite and empower our employees.

Project Summary and Scope:

This project has two main segments, one focused on analyzing Kodak’s current offerings and messaging into packaging market, specifically to the Brand community, and evaluating possible messaging and communications that showcases Kodak’s Design2Launch offering to that community. The second segment will be a tactical program focused on the development and distribution of educational, innovative, and compelling content showcasing Kodak Design2Launch’s leadership position in packaging via Social Media.

Project Description and Deliverables:    

We do it every day – often, many times an hour – we pick up and experience a piece of packaging.  Most people are unaware of the time, energy, money, and thought that go into developing, producing and distributing that packaging.  But what even less people understand are the market-moving innovations about to happen in the world of Consumer Packaged Goods.

Leading that innovation, and at the forefront of this revolution stands Eastman Kodak and its primary brand-facing division Design2Launch.  Being in its infancy, Smart Packaging has a lot of growing up to do and Kodak is a proud parent that is seeking assistance in raising it – but we need to hurry up, an entire industry lies in wait.

There is a story to be told, by Design2Launch to our blue chip clients like Johnson & Johnson, Colgate, and the many new ones that want to stay or become leaders in the packaging space and CPG industry.  A story that explains what is going in packaging now, what innovations are occurring or will occur over the next 5-10 years, where Kodak fits in, and why Design2Launch is the appropriate entry point to start or expand that conversation.

With a team of dedicated, creative, and hardworking students to help us research and understand this market, and develop/deliver the resulting message, we know that this program will be incredibly successful.

Major Deliverables: 

The overall and specific project deliverables will be further developed by the student team and the client, with concurrence from the academic advisor, but would likely include the following: 

  1. A deep analysis of the brand packaging market; more specifically (but not entirely) focused on Kodak’s place in that market and on innovations in the packaging industry.  This will include primary examples of how packaging is driving growth at CPG, Retail and Life Science companies.  This will also include a competitive analysis detailing what other packaging players are doing and saying in the space.
  1. The digestion of that information into a digital media communication strategy and plan that enables Kodak, with Design2Launch at the helm, to communicate a position of thought leadership and innovation in this space. An examples of this would be a viral campaign aimed at increasing awareness about Kodak’s packaging capabilities, a target communities for the program, and content development for the program
  1. The creation of the report and plan detailed above.