The Impact of Digital Marketing on Brand Image of Kodak Company

The impact of digital
marketing on brand
image of KODAK
company

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
KODAK..................................................................................................................................3
Areas of failure.......................................................................................................................4
Retail trends and competition.................................................................................................5
SWOT ANALYSIS................................................................................................................5
PORTERS FIVE FORCES ANALYSIS................................................................................6
RECOMMENDATIONS.......................................................................................................7
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................8

INTRODUCTION
Digital marketing refers to promotion of products and services through the use of
electronic media and internet. It is also known as online marketing as it uses various
digital mediums such as emails, social media,text messages,SEO etc. to market
products. Digital marketing has contributed in building brands all across the globe as
advertising play a important role in enhancing brand image. Various platforms are used
to promote products ,these all help firms to connect with target customers in a efficient
manner. It also improves communication between organization and customers.
Consumers are more aware today and firms can efficiently gain brand awareness by
use of digital media. This report covers the impact of digital marketing on brand image
of Kodak company and why did fail in the digital era? It also covers the current retail
trends and the competition faced by retailers. SWOT analysis and Porters five forces is
also done to know the environment affecting business. Recommendations are also
been stated for betterment of business.
MAIN BODY
KODAK
The Eastman Kodak company was established in year 1892 on May 23. It was
founded by George Eastman, Henry A. Strong in America. It is best known for
photographic film products. It deals in various other segments also like Print
systems,Enterprise Inkjet Systems,Micro 3D Printing and Packaging,Software and
Solutions. In 20th century,Kodak was the most dominant in photographic films. Earlier
when company started its business it followed the business model of selling
inexpensive cameras and consumables likes chemicals, and paper. Company used to
sell the camera created by its founder George Eastman which was a leathered covered
box camera preloaded with 100 exposure roll film. It was reloaded with fresh roll film at
the cost of $10. Customers who knew photo processing could buy $2 roll films and this
easy use and cheap cost made access to general public .Kodak developed the first
hand held digital camera in 1975 but did not launched,in 1990s it planned to move to
digital technology and launched the DC-20 and DC-25 in 1996. Company thought it
would face no threat from new technologies but after boom of technology era in 2000s