Kodak Strategy

The Kodak Eastman Company was created in 1880 in Rochester, New York. George Eastman, its founder, created film on a roll allowing photographers and developers to take a picture without having to change a plate every time a picture was taken. Next, Eastman invented the plain black box camera that had a push button to take pictures and a key to advance the film. When the roll of film, normally 100 exposures, was complete the photographer sent the entire camera to the Eastman Company in Rochester for development, reloading of film and printing for a mere $10. The first Kodak camera led to the creation of their first slogan: “You press the button – we do the rest”. He named the brand of camera Kodak because it was short, it would not be mispronounced, and the name was unique in the business. (Gartrell, n.d.) By the late 19th century and early 1900’s, advertising played a major role in Kodak’s marketing and promotion strategy. As a result, Kodak became a household word. Today, the Kodak name has become entrenched in home town America. It is known for being very American since its photo spots can be seen at iconic patriotic hot spots like Disneyland. In addition “Kodak Moments” help make it a household name for photography and imaging. (Wikinvest, 2007) Kodak has always dominated the “holy trinity of film”; film, paper and chemicals. (Upbin, 2000, para #8) Kodak’s big concern is to remain competitive in the market place. The Eastman Kodak company had to take on some strong competition, such as Polaroid, who is famous for instant photography. Kodak began to sell their version of the instant camera in June 1976 to expand its market. The camera was called the Pronto which spit out a picture card which formed into a picture before the photographers eyes. The idea was successful and although Kodak’s ten picture pack of film was more expensive than Polaroid’s, several Japanese companies made cameras that used the new Kodak Film. (Time Magazine, 1976)

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