At 70% market share, Kodak enjoys unrivalled brand awareness. Moreover, its research showed that 50% of film buyers were Kodak-loyal and an additional 40% relied heavily on Kodak. Royal Gold: With a price less than that of Ektar, heavy advertising (40% of total budget) and a wider consumer base, Royal
Should Neptune launch a mass-market brand? Excerpted from HBR Case Studies: Class — or Mass?, by Idalene F. Kesner & Rockney Walters. Reprinted with permission from Harvard Business Press. All Rights Reserved. Should Neptune launch a mass market brand? Here's the case of an organization reassessing its strategic priorities when faced with working capital pressures due to capacity being higher than demand, and this has led to a reassessment of its growth strategy . Neptune is under
Santhosh Varadarajan Brannigan Foods March 12, 2015 Problem Brannigan Foods soup division general manager Bert Clark was in charge of bringing their company out their recent decline. The company had seen steady decline in division sales, market share, and profitability over the last three years. He was in charge of moving their division’s growth back up to 3-4% per year and his team had come up with four different plans for doing this. It was Bert’s responsibility to review the benefits and costs
remodeling of an existing store into a SuperTarget format (Bruner, Eades and Schill). Each of these CPRs will be further analyzed based on the following criteria: NPV, IRR, size of the project, cannibalization of other stores sales, store sensitivities, variance of prototype, customer demographics, and brand awareness impact. The first capital project request that will be analyzed is Gopher Place. This store would come at a cost of $23 million which is $5.4 million more expensive than the prototype
Eastman Kodak Company: Funtime Film Case Analysis Group-5 PGP-RAK, 2012-14 PARTICIPANT Ankur Sinha Ishant Singal Prakhar Rathee Sambhav Jain Vikram Singh Shekhawat ROLL NUMBER 2012PGPRAK013 2012PGPRAK023 2012PGPRAK031 2012PGPRAK036 2012PGPRAK039 Situational Analysis Company Eastman Kodak is currently the market leader in the photo film market. The company has continued its domination of the photo film market, but in the past 5 years its market share has eased from 76% to 70%. Reason mainly
losing its market share in film products to lower-priced economy brands. Over the last five years, in addition to being brand-aware, customers have also become price-conscious. This has resulted in the fast paced growth of lower priced segments in which Kodak has no presence. Kodak plans to address this issue by introducing a new brand, “Funtime” in the economy brand segment. Kodak also proposes to replace their Superpremium brand by launching “Royal Gold” which would target a broader audience.
recommend that Budweiser promotes their Prohibition Brew as being a new and different product, with less emphasis on the fact that it is just like other Budweiser products. With this new market, they have an opportunity to appeal to a brand new market with a brand new marketing technique. There is a romantic quality associated with the Prohibition and gangsters that they could easily capitalize on and use to their advantage - especially considering the age groups of their two markets. One group was
the combined operating profit is higher in the mainstream strategy than niche strategy as shown on Graph 1 and Graph 2. According to feasibility study, even though Paramount loses -3% in Clean Edge razor and refill cartridge in the mainstream brand strategy in the first year, it is projected for Paramount to increase sharply its operating profit in refill cartridge from 2nd year. [Graph 2 : First Year Operating Profit Rate - Niche VS Mainstream] [Graph 3 : Second Year Operating Profit Rate