1. KODAK
BY
J.SIVA KUMAR

2. HISTORY
 Eastman Kodak Company is a multinational US corporation which
produces imaging and photographic materials and equipment. Long
known for its wide range of photographic film products, Kodak is re-
focusing on two major markets: digital photography and digital printing.
 The Eastman Kodak Company was founded in 1892.
 GEORGE EASTMAN was founder chairman.

3. KODAK
BRAND
AMBASSADOR
IN INDIA

4. LOGO CHANGES
CHANGED TO
TILL 2006 AFTER 2006

5. PRODUCTS
 Photo printing
 Film cameras
 Digital picture frames
 Instant cameras
 Digital cameras
 Document imaging
 Technical support

6. KODAK PRODUCTS

7. KODA K IS A LEA DING PLAY ER IN THE
INDIAN IMAGING PRODUCTS MARKET
 Kodak is one of the oldest players in the photographic
film and camera markets in India.
 Kodak has successfully changed the perception of photography in the
minds of consumers from being marriage-centric to a day to day usage
commodity.
 Kodak has witnessed increased market penetration with products that
have built a reputation for quality and consistent performance.

8. CONTD…
 Kodak is presently a market leader with a market share of 60 per
cent in the three million units camera market of India. Kodak had 47
per cent market share in digital cameras in 2003.
 Kodak has taken a number of initiatives to venture into the retailing
side of business and has penetrated the market in an efficient manner.
 The retail venture of Kodak is called Kodak Express. This
arrangement is similar to a franchise agreement between Kodak and
the retailer. Kodak Express is the world’s largest non-food retail chain.

9. FACTORS FOR SUCCESS
Diverse portfolio to capture the market
Bringing latest technology to the Indian Market
Wide distribution and retail network
Leveraging the India advantage
to create a manufacturing hub

10. Diverse portfolio to capture the market
Kodak has a wide product portfolio, which includes films
for amateur and professional photographers, photographic
paper and chemicals, photo-finishing services, medical/X-
ray films, graphic arts and microfilming equipment. Kodak
is one of the largest suppliers of raw stock to India’s
motion picture industry.

11. Bringing latest technology to the Indian Market
Kodak has always brought the latest technology in the photography
world to India.
• To stay abreast with digital technology, Kodak introduced Digital
Cameras, additional Multimedia kit and colour inkjet printers
• Kodak has gone into a three-way partnership with Hutch and Nokia
to provide value added services to their customers. The service allows
Hutch mobile subscribers with GPRS-enabled Nokia camera phones to
click away and have their developed pictures couriered to any
destination in India within five days.

12. Wide distribution and retail network
Kodak distributes its products through a central distribution centre
located at Mumbai and 4 regional distribution centres located in the
metros. It also has a network consisting of 27 Clearing and Forwarding
agents (CFA), 1,300 Kodak Express outlets, besides a retail distribution
network of photofinishing labs, general stores etc. It has taken fresh
initiatives like:
• Kodak Express venture was started in 1990. These outlets have been
opened in more than 300 metros and mini-metros of India and are
targeted at amateur photographers.

13. Contd…
• Kodak PhotoShop - a branded neighbourhood studio-
store also for the amateur customer.
• FMCG-style distribution operation for photographic
film, with 600 distributors taking films to grocery,
novelty, medical and lifestyle stores.
• Fotoplus retail outlets for processing and printing
colour films in different cities.

14. LEVERAGING THE INDIA ADVANTAGE
TO CREATE A MANUFACTURING HUB
 Kodak manufactures colour negative films, motion picture positive
films, cardiology films and X-ray films at its Goa plant. Photo chemicals
are manufactured at the Malanpur plant in Madhya Pradesh. A part of
these photo chemicals manufactured in India are exported.
 Kodak has a camera manufacturing and assembly plant near Bangalore,
which produces over four million units per year. Around 60 - 70 percent
of this centre’s products was exported to the US, Europe, West Asia and
the Far East in 2003.

15. Future Plans
• Kodak plans to launch new technologies, products and
services targeted at consumers (amateur and professional)
and health imaging areas.
• Kodak India has announced the launch of a
‘photographer-on-call-programme’ whereby consumers
can link up directly with photographers accredited by
Kodak by dialling a toll-free number.

16. MARKET SHARE