Close on the heels of the launch of its ‘photography packs’ targeted at the young mothers’ segment, Kodak India is in the process of launching the pack at the retail end. Earlier, as an initial launch strategy the company had rolled out the packs through the direct selling route.
As part of the brand leveraging initiative at the retail end, the company will also gear up on brand-building strategies by kicking off a slew of communication initiatives both in the cyber space and offline media.
The rationale behind the extensive emphasis on offline (print media only) and online medium is based on the consumer habit studies conducted by the company. Copany’s observations revealed that the media consumption habits for this segment leans more on the women’s magazines and the Net medium. Primarily, the Net is used by the segment for chats and information gathering to cater to household necessities.
To enhance better connect with this audience, the company will also evaluate direct marketing plans and below-the-line activities as a part of the overall integrated marketing strategy.