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Compact case
Case
-
Reference no. 9-594-111
Subject category: Marketing
Authors: Robert J Dolan (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 1994
Version: 08 May 1995
Length: 5 pages
Data source: Published sources
Topics: Market segmentation; Marketing management; Pricing strategy; Brands; Product lines
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Abstract

Eastman Kodak has suffered significant declines in film market share at the hands of lower priced branded producers and private label products. The case presents Kodak's proposal to launch a new economy brand of film to combat these rivals.
Location:
United States
Industry:
Photographic equipment & supplies
Size:
USD20 billion revenues
Other setting(s):
1994
Teaching note
-
Reference no. 5-597-080
Subject category: Marketing
Authors: Robert J Dolan (Harvard Business School)
Published by: Harvard Business Publishing
Published in: 1997
Length: 17 pages
View full details
Case
-
Reference no. 9-502-S03
Spanish language
Subject category: Marketing
Authors: Robert J Dolan (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 2002
Version: 8 May 1995
Length: 6 pages
Data source: Published sources
Topics: Market segmentation; Marketing management; Pricing strategy; Brands; Product lines
View full details
Case
-
Reference no. 9-510-P03
Portuguese language
Subject category: Marketing
Authors: Robert J Dolan (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 2009
Version: 8 May 1995
Revision date: 26-Apr-2019
Length: 6 pages
Data source: Published sources
Topics: Market segmentation; Marketing management; Pricing strategy; Brands; Product lines
View full details

About

Abstract

Eastman Kodak has suffered significant declines in film market share at the hands of lower priced branded producers and private label products. The case presents Kodak's proposal to launch a new economy brand of film to combat these rivals.

Settings

Location:
United States
Industry:
Photographic equipment & supplies
Size:
USD20 billion revenues
Other setting(s):
1994

Related

Teaching note
-
Reference no. 5-597-080
Subject category: Marketing
Authors: Robert J Dolan (Harvard Business School)
Published by: Harvard Business Publishing
Published in: 1997
Length: 17 pages
View full details
Case
-
Reference no. 9-502-S03
Spanish language
Subject category: Marketing
Authors: Robert J Dolan (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 2002
Version: 8 May 1995
Length: 6 pages
Data source: Published sources
Topics: Market segmentation; Marketing management; Pricing strategy; Brands; Product lines
View full details
Case
-
Reference no. 9-510-P03
Portuguese language
Subject category: Marketing
Authors: Robert J Dolan (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 2009
Version: 8 May 1995
Revision date: 26-Apr-2019
Length: 6 pages
Data source: Published sources
Topics: Market segmentation; Marketing management; Pricing strategy; Brands; Product lines
View full details