In an effort to penetrate the interior segments and leverage the brand presence across the spectrum of SEC’s in the urban areas, Kodak India Ltd has now embarked on a whole cluster of integrated marketing strategies.
According to company sources, as a part of the foray in the rural areas, they have now launched a new camera pack aimed at interior markets in India. The objective, according to company source is to make a camera more affordable and to bring the joy of picture taking and sharing to the consumers in interior markets as well.
The communication initiatives include graphics on the pack that the consumer in the interior markets will be able to relate to. The pack graphics also visually demonstrate usage instructions. As a part of the initiative, there will be Point Of Sale(POS )in the local language, with wall paintings and rural vans. According to the company, this pack has been nationally launched in rural India in towns with population strata of 50,000 to 1 lakh.
Along with such market penetration moves, the company is also trying to create a thrust at the shopfloor. The company plans to launch shortly as a part of the retail initiatives are the Digital Kodak Express Stores. The Kodak Express Digital Imaging Center is a new concept in retailing.
Based on a worldwide concept, the store will be designed in a new international format, facilitating attractive and interactive product display and merchandising with all products placed within direct reach of customers enabling them to touch and feel these products.
According to company sources, the product categories, which cut across communication, data capture and storage, lifestyle and imaging - complement each other making for a strong value proposition for consumers. According to the company sources, there will be franchised outlets of Kodak and the company is looking at setting up about 100 to 150 such stores in the country.
To step-up the brand building initiatives across the product portfolios, the company is also launching a host of communication initiatives. There is also a new TV commercial planned for the new Kodak Max film, which will be on air shortly. Such mass media initiatives will be aligned with innovative POS and in store promotions, which will continue to support the new products in the market
The company also plans to use the Internet service providers Satyam and VSNL to serve the new Kodak commercial to the net savvy community. Accordingly, Kodak has sponsored the greetings section on Yahoo India, where each Yahoo greeting card carries the Kodak “Share moments Share life” tagline. The aim is to convey warmth, enjoyment and sharing as core propositions for the brand.
Source: Financial Express