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Kodak Disc Camera

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Isis Qui単ones
Isis Qui単ones

The document analyzes Kodak's failed Disc Camera project. It identifies issues with the project's management strategy such as weak communication, a lack of project management methodology, and team members who lacked faith in the project. The marketing strategy also faced challenges, including a poor evaluation of customer needs, a weak differentiation campaign, underestimating competitors, and time constraints that limited campaign development. Additionally, the Disc Camera suffered from quality problems like grainy pictures. The project's large scope and executives' obsession with the launch date contributed to overriding quality concerns.

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Case Study: Kodak Disc Camera Daniel Callahan, Gabriela Garcia, Isis Quinones, and Julio Sanchez February 22, 2012
2 Video Case Study: Kodak Disc Camera Daniel Callahan, Gabriela Garcia, Isis Quinones, and Julio Sanchez February 22, 2012
3 Analysis of Results: Reasons for Failure Case Study: Kodak Disc Camera Daniel Callahan, Gabriela Garcia, Isis Quinones, and Julio Sanchez February 22, 2012
4 Management Strategy Razor Blade Strategy in place Selling Cameras at Low Cost Selling High Cost Film Case Study: Kodak Disc Camera Daniel Callahan, Gabriela Garcia, Isis Quinones, and Julio Sanchez February 22, 2012
5 Management Strategy Weak Communication Channels I heard at that time if employees gave truthful feedback on certain data, cost projections, or unrealistic expectations from management, they could lose their job. Dan Callahan, 2012 (worked at Eastman Kodak from 1991 to 2004). Case Study: Kodak Disc Camera Daniel Callahan, Gabriela Garcia, Isis Quinones, and Julio Sanchez February 22, 2012
6 Management Strategy Lack of Project Management Methodology Unfortunately there were no formal phases and gates for the project or mechanism that signaled warning flags at failure points. - John Kaemmerlen, 2012 (Interview). Case Study: Kodak Disc Camera Daniel Callahan, Gabriela Garcia, Isis Quinones, and Julio Sanchez February 22, 2012
7 Management Strategy Team Members With No Faith in the Project Employees at Kodak told me (in 1991) that even during the production phase they knew that the Kodak Disc Camera project was going to be a failure. -Dan Callahan, 2012 Case Study: Kodak Disc Camera Daniel Callahan, Gabriela Garcia, Isis Quinones, and Julio Sanchez February 22, 2012
8 Marketing Strategy Case Study: Kodak Disc Camera Daniel Callahan, Gabriela Garcia, Isis Quinones, and Julio Sanchez February 22, 2012
9 Marketing Strategy mass production at low cost, international distribution, extensive advertising, customer focus, and growth through continuous research (Gavetti, Hernderson and Giorgio, 2007). Lets remember Kodaks slogan back in the 1800s. You Press the bottom, we do the rest Case Study: Kodak Disc Camera Daniel Callahan, Gabriela Garcia, Isis Quinones, and Julio Sanchez February 22, 2012
10 Marketing Strategy The Main Marketing outcome for the Disc Camera was a Combination of Media Merchandising Promotions Case Study: Kodak Disc Camera Daniel Callahan, Gabriela Garcia, Isis Quinones, and Julio Sanchez February 22, 2012
11 Marketing Strategy Poor Evaluation of Customers Needs Kodak Disc Camera was developed and design after a market research study focusing on those conditions or activities in which customers were not used to take pictures Was the definition of functionality of the Disc Camera adequate? negative effect on quality and excessive noise in the output signal (Chiang, Pennathur and Mital, 2000). Case Study: Kodak Disc Camera Daniel Callahan, Gabriela Garcia, Isis Quinones, and Julio Sanchez February 22, 2012
12 Marketing Strategy Weak Marketing Campaign Differentiation Customer begun to be confuse about which camera was doing which features and started being obscure about the different camera models. Kodak does not feel that its two new product campaigns will confuse consumers (Anonymous, 1982). Case Study: Kodak Disc Camera Daniel Callahan, Gabriela Garcia, Isis Quinones, and Julio Sanchez February 22, 2012
13 Advertisement Example Case Study: Kodak Disc Camera Daniel Callahan, Gabriela Garcia, Isis Quinones, and Julio Sanchez February 22, 2012
14 Marketing Strategy Price vs. Quality and Marketing Investment Fallon expresses his concern about Kodaks investment in marketing and advertising as in the hundreds of millions Fallon (1982). High Price Kodak encourages dealers to improve point-of-sale material and offer promotional allowance and also pay for local promotions (Renard, 1982). vs. Case Study: Kodak Disc Camera Daniel Callahan, Gabriela Garcia, Isis Quinones, and Julio Sanchez February 22, 2012
15 Marketing Strategy Poor Evaluation of Competitors Fuji Photo Film Co., Japan. Kodak felt extremely confident about their customer loyalty being extremely secure that North-Americans will not buy other camera besides Kodak (Luca, Heckaman & Faulkner, 1982). Sony, Japan : was already developing filmless models. Ansco, China. Polaroid, USA. Case Study: Kodak Disc Camera Daniel Callahan, Gabriela Garcia, Isis Quinones, and Julio Sanchez February 22, 2012
16 Marketing Strategy Time Constrains Kodak Busy Launching (Anonymous, 1982). Marketing Campaign was develop in less than 2 years. Case Study: Kodak Disc Camera Daniel Callahan, Gabriela Garcia, Isis Quinones, and Julio Sanchez February 22, 2012
17 Quality Problems Grainy pictures Cloudy or fuzzy pictures Camera noise Case Study: Kodak Disc Camera Daniel Callahan, Gabriela Garcia, Isis Quinones, and Julio Sanchez February 22, 2012
18 Grainy, cloudy picture Case Study: Kodak Disc Camera Daniel Callahan, Gabriela Garcia, Isis Quinones, and Julio Sanchez February 22, 2012
19 Comparison Taken with a 110 camera Taken with the Disc camera Case Study: Kodak Disc Camera Daniel Callahan, Gabriela Garcia, Isis Quinones, and Julio Sanchez February 22, 2012
20 Project Scope Huge capital investment. Kodak spent hundreds of millions of dollars building an entire system just for that single project. Case Study: Kodak Disc Camera Daniel Callahan, Gabriela Garcia, Isis Quinones, and Julio Sanchez February 22, 2012
21 Project Scope All about the launch date. Executives desperately wanted the product to reach the market. They were even willing to compromise their best asset, Quality. Executives became obsessed with launching the product. -John Timpano Case Study: Kodak Disc Camera Daniel Callahan, Gabriela Garcia, Isis Quinones, and Julio Sanchez February 22, 2012
22 Project Scope Whether to pull the plug or postpone the launching date. Case Study: Kodak Disc Camera Daniel Callahan, Gabriela Garcia, Isis Quinones, and Julio Sanchez February 22, 2012
23 Recommendations Case Study: Kodak Disc Camera Daniel Callahan, Gabriela Garcia, Isis Quinones, and Julio Sanchez February 22, 2012
24 Recommendations From a Management Perspective: The creation and adaptation of a project management methodology Engage team members Create a system for the evaluation of customer satisfaction Case Study: Kodak Disc Camera Daniel Callahan, Gabriela Garcia, Isis Quinones, and Julio Sanchez February 22, 2012
25 Recommendations From a Marketing Perspective: Porters 5 forces: supplier power, buyer power, competitive rivalry, threat substitution, threat of new entry. Division of Marketing Staff members for products categories. Use different media channels for the different target customers. Case Study: Kodak Disc Camera Daniel Callahan, Gabriela Garcia, Isis Quinones, and Julio Sanchez February 22, 2012
26 Recommendations From a Marketing Perspective: Do not launch different models at the same time using the same media channels. Correct identification of products features and effective communication of them. Use of social media: Facebook, Twitter, etc. Sponsor Events (e.g. Olympic Games). Case Study: Kodak Disc Camera Daniel Callahan, Gabriela Garcia, Isis Quinones, and Julio Sanchez February 22, 2012
27 Recommendations From a Quality Perspective: Use larger negatives/camera in order to deliver quality pictures Have scientists work 2 or 3 shifts to develop the best emulsion for film processing Use continuous improvement, lean operations, and six sigma MFG methods Case Study: Kodak Disc Camera Daniel Callahan, Gabriela Garcia, Isis Quinones, and Julio Sanchez February 22, 2012
28 Recommendations From a Project Scope perspective: Assess whether to launch the product or postpone launching date. Launch the product after the quality issue is solved. Case Study: Kodak Disc Camera Daniel Callahan, Gabriela Garcia, Isis Quinones, and Julio Sanchez February 22, 2012
29 Thank you Questions or Comments? Case Study: Kodak Disc Camera Daniel Callahan, Gabriela Garcia, Isis Quinones, and Julio Sanchez February 22, 2012

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Kodak Disc Camera

  • 1. Case Study: Kodak Disc Camera Daniel Callahan, Gabriela Garcia, Isis Quinones, and Julio Sanchez February 22, 2012
  • 2. 2 Video Case Study: Kodak Disc Camera Daniel Callahan, Gabriela Garcia, Isis Quinones, and Julio Sanchez February 22, 2012
  • 3. 3 Analysis of Results: Reasons for Failure Case Study: Kodak Disc Camera Daniel Callahan, Gabriela Garcia, Isis Quinones, and Julio Sanchez February 22, 2012
  • 4. 4 Management Strategy Razor Blade Strategy in place Selling Cameras at Low Cost Selling High Cost Film Case Study: Kodak Disc Camera Daniel Callahan, Gabriela Garcia, Isis Quinones, and Julio Sanchez February 22, 2012
  • 5. 5 Management Strategy Weak Communication Channels I heard at that time if employees gave truthful feedback on certain data, cost projections, or unrealistic expectations from management, they could lose their job. Dan Callahan, 2012 (worked at Eastman Kodak from 1991 to 2004). Case Study: Kodak Disc Camera Daniel Callahan, Gabriela Garcia, Isis Quinones, and Julio Sanchez February 22, 2012
  • 6. 6 Management Strategy Lack of Project Management Methodology Unfortunately there were no formal phases and gates for the project or mechanism that signaled warning flags at failure points. - John Kaemmerlen, 2012 (Interview). Case Study: Kodak Disc Camera Daniel Callahan, Gabriela Garcia, Isis Quinones, and Julio Sanchez February 22, 2012
  • 7. 7 Management Strategy Team Members With No Faith in the Project Employees at Kodak told me (in 1991) that even during the production phase they knew that the Kodak Disc Camera project was going to be a failure. -Dan Callahan, 2012 Case Study: Kodak Disc Camera Daniel Callahan, Gabriela Garcia, Isis Quinones, and Julio Sanchez February 22, 2012
  • 8. 8 Marketing Strategy Case Study: Kodak Disc Camera Daniel Callahan, Gabriela Garcia, Isis Quinones, and Julio Sanchez February 22, 2012
  • 9. 9 Marketing Strategy mass production at low cost, international distribution, extensive advertising, customer focus, and growth through continuous research (Gavetti, Hernderson and Giorgio, 2007). Lets remember Kodaks slogan back in the 1800s. You Press the bottom, we do the rest Case Study: Kodak Disc Camera Daniel Callahan, Gabriela Garcia, Isis Quinones, and Julio Sanchez February 22, 2012
  • 10. 10 Marketing Strategy The Main Marketing outcome for the Disc Camera was a Combination of Media Merchandising Promotions Case Study: Kodak Disc Camera Daniel Callahan, Gabriela Garcia, Isis Quinones, and Julio Sanchez February 22, 2012
  • 11. 11 Marketing Strategy Poor Evaluation of Customers Needs Kodak Disc Camera was developed and design after a market research study focusing on those conditions or activities in which customers were not used to take pictures Was the definition of functionality of the Disc Camera adequate? negative effect on quality and excessive noise in the output signal (Chiang, Pennathur and Mital, 2000). Case Study: Kodak Disc Camera Daniel Callahan, Gabriela Garcia, Isis Quinones, and Julio Sanchez February 22, 2012
  • 12. 12 Marketing Strategy Weak Marketing Campaign Differentiation Customer begun to be confuse about which camera was doing which features and started being obscure about the different camera models. Kodak does not feel that its two new product campaigns will confuse consumers (Anonymous, 1982). Case Study: Kodak Disc Camera Daniel Callahan, Gabriela Garcia, Isis Quinones, and Julio Sanchez February 22, 2012
  • 13. 13 Advertisement Example Case Study: Kodak Disc Camera Daniel Callahan, Gabriela Garcia, Isis Quinones, and Julio Sanchez February 22, 2012
  • 14. 14 Marketing Strategy Price vs. Quality and Marketing Investment Fallon expresses his concern about Kodaks investment in marketing and advertising as in the hundreds of millions Fallon (1982). High Price Kodak encourages dealers to improve point-of-sale material and offer promotional allowance and also pay for local promotions (Renard, 1982). vs. Case Study: Kodak Disc Camera Daniel Callahan, Gabriela Garcia, Isis Quinones, and Julio Sanchez February 22, 2012
  • 15. 15 Marketing Strategy Poor Evaluation of Competitors Fuji Photo Film Co., Japan. Kodak felt extremely confident about their customer loyalty being extremely secure that North-Americans will not buy other camera besides Kodak (Luca, Heckaman & Faulkner, 1982). Sony, Japan : was already developing filmless models. Ansco, China. Polaroid, USA. Case Study: Kodak Disc Camera Daniel Callahan, Gabriela Garcia, Isis Quinones, and Julio Sanchez February 22, 2012
  • 16. 16 Marketing Strategy Time Constrains Kodak Busy Launching (Anonymous, 1982). Marketing Campaign was develop in less than 2 years. Case Study: Kodak Disc Camera Daniel Callahan, Gabriela Garcia, Isis Quinones, and Julio Sanchez February 22, 2012
  • 17. 17 Quality Problems Grainy pictures Cloudy or fuzzy pictures Camera noise Case Study: Kodak Disc Camera Daniel Callahan, Gabriela Garcia, Isis Quinones, and Julio Sanchez February 22, 2012
  • 18. 18 Grainy, cloudy picture Case Study: Kodak Disc Camera Daniel Callahan, Gabriela Garcia, Isis Quinones, and Julio Sanchez February 22, 2012
  • 19. 19 Comparison Taken with a 110 camera Taken with the Disc camera Case Study: Kodak Disc Camera Daniel Callahan, Gabriela Garcia, Isis Quinones, and Julio Sanchez February 22, 2012
  • 20. 20 Project Scope Huge capital investment. Kodak spent hundreds of millions of dollars building an entire system just for that single project. Case Study: Kodak Disc Camera Daniel Callahan, Gabriela Garcia, Isis Quinones, and Julio Sanchez February 22, 2012
  • 21. 21 Project Scope All about the launch date. Executives desperately wanted the product to reach the market. They were even willing to compromise their best asset, Quality. Executives became obsessed with launching the product. -John Timpano Case Study: Kodak Disc Camera Daniel Callahan, Gabriela Garcia, Isis Quinones, and Julio Sanchez February 22, 2012
  • 22. 22 Project Scope Whether to pull the plug or postpone the launching date. Case Study: Kodak Disc Camera Daniel Callahan, Gabriela Garcia, Isis Quinones, and Julio Sanchez February 22, 2012
  • 23. 23 Recommendations Case Study: Kodak Disc Camera Daniel Callahan, Gabriela Garcia, Isis Quinones, and Julio Sanchez February 22, 2012
  • 24. 24 Recommendations From a Management Perspective: The creation and adaptation of a project management methodology Engage team members Create a system for the evaluation of customer satisfaction Case Study: Kodak Disc Camera Daniel Callahan, Gabriela Garcia, Isis Quinones, and Julio Sanchez February 22, 2012
  • 25. 25 Recommendations From a Marketing Perspective: Porters 5 forces: supplier power, buyer power, competitive rivalry, threat substitution, threat of new entry. Division of Marketing Staff members for products categories. Use different media channels for the different target customers. Case Study: Kodak Disc Camera Daniel Callahan, Gabriela Garcia, Isis Quinones, and Julio Sanchez February 22, 2012
  • 26. 26 Recommendations From a Marketing Perspective: Do not launch different models at the same time using the same media channels. Correct identification of products features and effective communication of them. Use of social media: Facebook, Twitter, etc. Sponsor Events (e.g. Olympic Games). Case Study: Kodak Disc Camera Daniel Callahan, Gabriela Garcia, Isis Quinones, and Julio Sanchez February 22, 2012
  • 27. 27 Recommendations From a Quality Perspective: Use larger negatives/camera in order to deliver quality pictures Have scientists work 2 or 3 shifts to develop the best emulsion for film processing Use continuous improvement, lean operations, and six sigma MFG methods Case Study: Kodak Disc Camera Daniel Callahan, Gabriela Garcia, Isis Quinones, and Julio Sanchez February 22, 2012
  • 28. 28 Recommendations From a Project Scope perspective: Assess whether to launch the product or postpone launching date. Launch the product after the quality issue is solved. Case Study: Kodak Disc Camera Daniel Callahan, Gabriela Garcia, Isis Quinones, and Julio Sanchez February 22, 2012
  • 29. 29 Thank you Questions or Comments? Case Study: Kodak Disc Camera Daniel Callahan, Gabriela Garcia, Isis Quinones, and Julio Sanchez February 22, 2012