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Essay text:
Vision – Our vision at Kodak is to continue to dominate in the film rolls market.
2. Mission – Achieve a market share of around 75% in a year and grow at a steady 7-8% per annum to retain the market position. Therefore, I am defending the idea launching a new product line with a new go-to-market strategy. This new product line would consist of three films –
· Gold Plus – Existing brand, its our flagship brand
· Royal Gold – Replace Ektar in super premium segment, priced above 20% Gold Plus
· Funtime – For economy brand tier, priced 20% below Gold Plus.
Our positioning statement for new product line (Funtime films) of Kodak is “Kodak produces the latest technology film rolls for its value-conscious and price conscious customers”...
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