In this presentation we are going to analyse a brand that is not performing well using the brand essence model. Using the Five Pillars suggest how the brand could improve its positioning.

1. Thomas COLLET – Mélanie SANCTORUM – Auréline THOORIS

2. Task:
Analyse a brand that is not performing well using the brand essence model
Using the Five Pillars suggest how the brand could improve its positioning

3. • Kodak brings EXPERTISE IN PHOTOGRAPHYBrand
Authority
• Traditionnal values
• Connecting people / Engaged
Brand Core
Values
• Technological advantage in old times
Brand
Territories
• EASY TO USE / Reliable
• Human care brand
Brand
personnality
• Yellow and Red logo
Brand
Properties

4. Kodak Situation:
-Creator of film photos
- Creator of cameras
-High margins
Context:
-Technological evolution:
- Large use of cameras for all
(amateurs and professionals)
- Changes of clients needs, desires
-New competitors answering to
consumers needs
Scenario Kodak/
recommendations:
- Block the evolution of the
Market
-Reinforce the actual
economical model
-Propose a maximum of
patents linked to the digital to
lock the market
-More market analysis to
understand the current needs
• Sales of the company’s core business operation decline at
rate of approximately 22% for the past 5 years
• Decline in sales is due to fierce competition from Fuji Film
and missed opportunities by the management
• To counter competition and lessen its dependence on the
core business, Kodak began diversification strategy
• Kodak is under immense threat of being taken over and
dismantles, if the company fails to successfully manage the
acquired companies