Building a photographic system around the user
A Kodak case study

Page 1: Introduction

In its simplest form marketing answers the question - What does the customer want to buy? A key definition of marketing is: Marketing is the anticipation and identification of consumer wants and needs in order to meet these needs and to make a profit.This case study models this marketing process. It shows how the world’s leading name in imaging researched and produced the photographic system...
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Page 2: Customer requirements

At a simple level, it is possible to identify customer requirements using the sort of common sense which led to the development of many of the world’s best known businesses. Watching a cricket match on a hot summer’s day, it was realised that there was scope to sell soft drinks from a refrigerated van positioned outside the ground. Another enterprising individual spotted the...
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Page 3: Research

Years of consumer research and major advances in technology went into the development of the simplest and smartest photo system ever: The Advanced Photo System. The comments which consumers were making to Kodak in this market research phase are illustrated below: “I’d switch to a photo system that helps me get more good shots from each roll.” Research showed unanimously that...
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Page 4: New products

At the heart of the Advanced Photo System is the most intelligent film cassette ever designed. The new film format is smaller than 35mm and is contained within a sealed cassette, thus eliminating the need to handle film ever again. A thin, invisible magnetic coating on the film records and communicates crucial information such as lighting conditions, speed of exposure, date, time and even the...
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Page 5: Customer focus

True to its vision and mission, Kodak has built every part of its photography system around the consumer. By speaking to customers every step of the way, Kodak has designed its best ever camera range. Instead of providing prototype cameras, Kodak supplied blank blocks of wood and asked them to place controls, such as the viewfinder and LCD panel, where they seemed most comfortable. These...
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Page 6: Conclusion

In the early 1990s, Kodak initiated the most comprehensive international consumer survey ever taken. Development of the Advanced Photo System is a direct result of listening to exactly what consumers want from photography. They outlined a number of shortcomings in existing photography and confirmed the benefits they would most like to have. The result is the Advanced Photo System.
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Related: Corus
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