Professional Documents
Culture Documents
Project Report On
Submitted by
Mr. Junaid Shaikh
MMS – II Year (2007-2009)
Roll No. 50
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ACKNOWLEDGEMENT
Sometimes words fall short to show gratitude, the same happened with me
during this project. The immense help and support received from Kodak
India Limited overwhelmed me during the project.
Last but not the least I would like to thanks my friends and heartfelt love for
my parents whose constant support and blessings helped me throughout this
project.
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:: Contents ::
Sr. Topics Page
No. No.
1. Executive Summary…………………………………………. 1
3. CDG Segment…………………………………….…………. 6
4. Top Competitors…………………………………………….. 7
5. Product……………………………………………………….. 8
5.1 Product Description / Summary……………………… 11
7. Problem……………………………………………………….. 15
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Sr. Topics Page
No. No.
10. Conclusion…………………………………………………….. 40
11. Bibliography…………………………………………………… 41
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1. EXECUTIVE SUMMARY
Overview
With the explosion of digital photography, customers now control many of the processing
aspects of their photography. Combine that with today’s high quality, easy to use home
photo printers, and the need to take a trip to the local “Rite Aid” for picture development
becomes obsolete. However, not everyone has access to these processing tools and they
need a way to print their photographs from their digital devices. The 4 th Generation
Kodak Picture Kiosk attempts to fill this gap by providing customers with a freestanding
self service machine they can use to easily edit and print their photos.
Methods
In order to obtain a broad picture of some potential problems of the picture kiosk, I began
the evaluation by establishing global principles for the analysis of the product. From
there, I used the various techniques, stated in the previous research
methodology/techniques section, to take a local approach to lab, studio and end-user
difficulties. The local approach then detailed problems that labs, studios and end-users
encountered while using the product and performing their assigned tasks.
Important Findings
The Kodak Picture Kiosk enjoyed initial praise from users. In fact, users found the kiosk
coloring familiar and, therefore, perceived the machine to be inviting. However, the
various violations led to the following:
1. Lack of promotion.
2. No proper awareness of features.
While users were able to print pictures and found the kiosk very functional, they were
consistent in their critique of the product’s operational aspects. Participants noted the
exterior of the machine had no pictures of accepted forms of media, and there was an
excess of empty space on the touch-screen that could have been used to notify them
where they were in the process of working with their pictures.
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2. EASTMAN KODAK COMPANY
The Kodak Company was started by this man- George Eastman. Eastman,
an American, was thoroughly fascinated with still photography and
cameras. He always believed the still camera was an amazing invention,
but thought that it did need to be improved. Eastman felt that the cameras
of his day were too bulky, heavy, and not user friendly to the average
person; so in 1879 he left the United States for London to start a company George
Eastman
that would solve this problem and revolutionize the photography industry.
In 1880, new inventions and patents by Eastman impressed a fellow photography
businessman, Henry A. Strong. Strong was so impressed by Eastman, that he invested
into Eastman's company to form a partnership. The new partnership produced The
Eastman Dry Plate Company. Because of this new partnership and responsibilities,
Eastman decided to resign from his part-time job at Rochester (England) Savings Bank
and put all of his concentration into improving cameras, film, and photo developing.
Now, with more time to invest into his company, George Eastman was able to receive
more patents for newer, more developed inventions. In 1883, Eastman startled industry
executives by developing the first film in rolls. Later, with the first KODAK camera in
1888, Eastman "...put down the foundation for making photography available to
everyone".
Kodak's origins rest with Eastman Dry Plate Company, and the General Aristo Company,
founded by inventor George Eastman and businessman Henry Strong in Rochester, and
Jamestown New York. With the slogan "you press the button, we do the rest,".
Eastman Kodak Company is an American multinational public company which produces
imaging and photographic materials and equipment. Long known for its wide range of
photographic film products, Kodak is re-focusing on two major markets: digital
photography and digital printing. The Kodak Company attained its name from the first
simple roll film cameras produced by Eastman Dry Plate Company, known as the
"Kodak" in its product line. The cameras proved such an enormous success that the word
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Kodak was incorporated into the company name. Kodak lies at 238 numbers in fortune
500 companies as on 2008.
2.1. About Kodak India
Kodak India Private Ltd. was established in 1913. Since then it has continued to grow
and develop. Today, in India, Kodak is strongly established as the leader in Imaging. It
offers a range of digital products and services for both commercial and consumer uses.
The South Asian subsidiary of Eastman Kodak, Kodak India is one of the area’s best
known corporations. With revenues of more than US$170 million, Kodak India is both
structurally and geographically diverse. Some 600 staff are employed across six separate
business units, three factories, four regional offices, and a corporate head office. In
addition, 26 billing locations operate across all the major state capitals, operated by
carrying and forwarding agents.
India has been identified as among the top 15 markets for Kodak as far as consumer
imaging is concerned and that means they will be introducing and reinforcing the
company in all the three categories manufacturing cameras, photographic films and
services.
Kodak has three factories - at Bangalore, Malanpur and Goa. The Goa factory has
recently been commissioned for film and health imaging products.
Kodak India Limited is a subsidiary of Eastman Kodak, UK which holds 74 per cent
stake in the company. The remaining rests with the public.
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Kodak has taken a number of initiatives to venture into the retailing side of business and
has penetrated the market in an efficient manner.
Factors for Success
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distribution network of photofinishing labs, general stores etc. It has taken fresh
initiatives like:
• Kodak Express venture was started in 1990. These outlets have been opened in more
than 300 metros and mini-metros of India and are targeted at amateur photographers.
• Kodak PhotoShop - a branded neighborhood studio-store also for the amateur customer.
• FMCG-style distribution operation for photographic film, with 600 distributors taking
films to grocery, novelty, medical and lifestyle stores
• Foto-plus retail outlets for processing and printing color films in different cities.
The Company faces competition from competitors, in the markets in which it competes,
generally competing on price and technological advances. Rapid price declines shortly
after product introduction are common in this environment, as producers are continually
introducing new models with enhanced capabilities, such as improved resolution and/or
optical systems in cameras.
The key elements of CDG’s marketing strategy emphasize ease of use, quality and the
complete solution offered by Kodak products and services. This is communicated through
a combination of in-store presentation, online marketing, and advertising. The Company’s
advertising programs actively promote the segment’s products and services in its various
markets, and its principal trademarks, trade dress, and corporate symbol are widely used
and recognized. Kodak is frequently noted by trade and business publications as one of
the most recognized and respected brands in the world.
The Company’s strategy to address the decline in the market for color photographic
papers is to offer a variety of color paper formulations designed to optimize digital
printing workflows in consumer and professional photo processing labs. The Company
also offers to professional and commercial labs an industry-leading family of digital
workflow software designed to improve their workflows and enhance our position as a
leading supplier of consumables.
Mission statement
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(to be) The world leader in helping people take share, enhance, preserve, print, and enjoy
pictures – for memories, for information, for entertainment.
The Company has three Segments:
• Consumer Digital Imaging Group (CDG)
• Film Products Group (FPG)
• Graphic Communications Group (GCG)
The segment for which I was assign for the project in CDG segment:
The Company is a global player in providing digital photography products and services
for consumer markets. Consumer digital products include digital cameras, digital picture
frames, home imaging accessory products, and snapshot printers and printer media.
Kodak’s line of camera products and accessories enable the consumer to personalize their
digital camera and their photographic experience. Kodak’s product and service offerings
to retailers include retail kiosks, color paper, processing chemistry, retail store
merchandising and identity programs, after sale service and support, Web infrastructure
support, and wholesale printing services. Kodak Picture Kiosks and associated media,
with approximately 90,000 installations worldwide, are sold directly to retailers and
provide consumers with an array of output products from their digital images.
The Company is a global leader in providing digital photography products and services
for consumer markets. Kodak holds top three market shares in many major categories in
which it participates, such as digital still cameras, retail printing, and digital picture
frames.
CDG’s mission is to enhance people’s lives and social interactions through the
capabilities of digital imaging technology, combined with Kodak’s unique consumer
knowledge, brand and intellectual property. This focus has led to a full range of product
and service offerings to the consumer. CDG’s strategy is to extend picture taking, picture
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search/organizing, creativity, sharing and printing to bring innovative new experiences to
consumers – in ways that extend Kodak’s legendary heritage in ease of use.
Kodak is organized into these key SBU’s. Each of these units markets different products
to a clearly defined group of customers.
4. TOP COMPETITORS
o Canon
o Sony
o Nikon
o Olympus
o Fuji film
o Panasonic
o Hewlett-Packard
o Konica
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5. PROUDCT
o Film printing
o Photo printing
o Film cameras.
o Digital picture frames
o Instant cameras
o Digital cameras
o Image sensors
o Motion picture and TV production
o Thermal Printer: 6850, 8800, 605, 805
o Retail Product
Picture Kiosk is same as ATM machine which serve self-service. Just have to input the
any external device, follow the step and make instant print the photo. The self-service,
standalone units allow customers to view, edit, personalize and print real Kodak quality
photographs in a matter of seconds.
Eastman Kodak Company announced a new, lower cost digital printing kiosk product to
make it easier for traditional and non-traditional retailers alike to gain entry into the
rapidly growing digital printing space. The new Kodak Picture Kiosk is a pedestal-style
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digital system, which has a significantly smaller footprint and weight than current kiosks,
and is ideal for retailers who have not traditionally been able to justify on-site digital
printing services.
More and more consumers are using digital cameras, and in turn, we are seeing an
incredible surge in the demand to print digital pictures. By extending kiosk line with the
Kodak Picture Kiosk, and creating innovative features and tools for G4 kiosk, Kodak are
generating new opportunities for retailers to leverage digital printing technology for
increased sales.
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Drive Additional Offerings and Revenue Opportunities. Kodak announced their selection
of Touch-Point Solutions, Inc.’s Catapult platform as a primary component of its retail
digital photo-printing infrastructure. The agreement will allow for the installation of
Touch-Point’s remote management software, Catapult, on thousands of new and existing
Kodak Picture Maker kiosks worldwide. Kodak will use this new, networked
infrastructure to further drive efficiency and profitability for retailers who own and
operate Kodak equipment. By using a centralized remote management system, Kodak can
provide flexible business management services allowing deployment of a variety of
marketing, sales, and advertising programs via the Kodak Picture Maker kiosk. In
addition, it delivers centralized daily collection of production data with ready access to
reports all within a secure, proven environment. And, retailers benefit from proactive
service and support that monitors and controls in-store equipment, even performing
diagnostics and repair. Devices will automatically communicate with Kodak technicians
and store personnel when attention are needed, thus minimizing equipment downtime.
This new capability provides retailers with valuable business and service information to
optimize performance and profitability.
Kodak Picture Kiosks are expected to be installed at more and more locations in the
coming years, including Kodak Express stores, hypermarkets, shopping malls, mobile
phone retail stores etc.
With 90,000 Kodak Picture kiosks currently installed worldwide, Kodak is not new to the
photo Kiosk business. The 50% market share makes Kodak Picture Kiosks the world
leader by far.
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5.1. PRODUCT DESCRIPTION / SUMMARY
G4 PICTURE KIOSK
It’s so quick and easy. Consumers tell that they are “amazed” and “delighted” when they
try the KODAK Picture Kiosk for the first time.
Kodak has designed the kiosks to make sure you get great results your first time, and
every time you print. Get true KODAK Quality Prints. Rich, vibrant colors. Crisp detail.
Simply better, brighter pictures.
You can do it yourself. Beautiful pictures are right at your fingertips. Just touch the
screen to get started.
The 4th generation Kodak Picture Kiosk is a self service machine customers can use to
edit their photos and make professional quality prints. They can also create calendars and
greeting cards from their photos. Its main parts are an LCD monitor, a small tower that
houses its inputs, and dual print stand that both the tower and monitor stand on. As you
can see from the picture below, which includes the measurements of the monitor plus the
small tower, the unit is very compact and it has a small footprint.
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Size
1. Base is 12” x 12”
2. Terminal Height 20”
3. 15” Touch-screen (with tilt option)
4. CD/ DVD/Multimedia Cards/3.5”
floppy/IR/Bluetooth
Input Option:
External Device such as:
o Bluetooth
o USB Drive
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o CD/DVD
o Memory card/stick
Step 1: Upload your Pictures. Step 2: Preview & Select your Pictures.
Insert your external device. Select all pictures with just one touch, or
Transfer pictures wirelessly from your phone. print the pictures you want.
Scan your print. Make easy edits to improve your picture
See all input choices. See your pics on screen before you pay.
.
Step 3: Touch the screen to indicate how prints you want of each pictures may.
Enlarge favorite prints in just one step.
Choose a print package for pictures in more sizes.
Pricing of the G4 order station and G4 kiosk is between Rs. 1,50,000/- to Rs. 2,60,000/-.
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The retail venture of Kodak is called Kodak
Express. This arrangement is similar to a
franchise agreement between Kodak and the
retailer. Kodak Express is the world’s largest
non-food retail chain.
Where is the best place to get your photographs
developed and printed? Where can you buy a well-designed photo frame? Where can you
find a good, inexpensive camera – and advice on how to use it. There is one answer to all
these questions: the Kodak Express store.
Kodak Express is the largest branded photo-processing network in the world, with over
30,000 stores worldwide, and over 1500 in India. Every Kodak Express store is a one-
stop shop for practically all your photography needs.
Kodak picture kiosk distribution channel is through Kodak express as said early. Where
the product is install in retail outlets.
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• Internet Connectivity.
7. PROBLEM
The project which I was assigned was market survey i.e. feedback, suggestion, views and
preference of labs, studios and consumers for pictures kiosk. The reason of giving the
project was that; if other company launches same product in near future there is a chance
of competition to increase, to be in the market they had given me a market research
assignment to know more about the product feedback, problem or loophole of the product
which it can be fulfill by solving it.
Duration:
o It took approximately 45 days to complete the survey.
8.1. OBJECTIVE
To find and study views & preferences of Labs/Studios for picture kiosk product
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It was my goal that through the study of Picture Kiosk’s weakness’ were identified, from
which solutions can be outlined, and improvements carried out; such that the company’s
objective of creating a unique and meaningful customer experience can be achieved.
A Primary research was conducted using the Quantitative and Qualitative research
technique. The instrument used was a structured questionnaire, the method being face-to-
face interview.
Survey conducted in labs and studios in different zone of Mumbai through a
questionnaire by visiting personally.
Participants:
o Labs and Studios of Kodak express.
Areas Covered:
o East Zone, West Zone, and Central Zone of Mumbai.
Sample Size:
o The survey was conducted over a sample size of 20 labs and studios, i.e.
Kodak express outlets.
So that a complete picture of the concerns surrounding the Picture Kiosk could be
obtained, I used a number of study techniques to gather the necessary information I
would need in my analysis.
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The survey consisted of questions that measured different aspects, such as satisfaction
levels and overall feelings of the kiosk.
The Results of the Survey Conducted for labs / studios represented as below:
5%
15%
Less than 20
20-50
50-90
50%
More than 90
30%
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4. Is the product user-friendly.
INTERPRETATION: From interviewing the participants, most of them say it is user-
friendly.
Professional
13%
Amateurs
87%
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Customers visit & use the product in a day
More than 75
10%
Less than 15
40-75 35%
20%
15-40
35%
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Mos te d Exte rnal De vice us e
30%
35% Bluetooth
USB Driver
CD/DVD
Memory Card
25% 10%
Age Groups
5%
40%
55%
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10. How many print are made in a day using product?
Print in a day
No. of Labs/studios
8
7
5
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13. Rating the experience with each of the following tasks:
Neutral
9 8 Somewhat Easy
7 7 8
5 6 6 5 5 Very Easy
4 4
2 3 1 1 1
0 0
usability
Pictures
Pictures
Greeting
Printing
Making a
Passport
Overall
Adding Text
Making a
Maing a
Transferring
Calendar
Editing
pictures to
to a photo
Card
product
Ratings
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INTERPRETATION: All the labs/studios say that the print quality is good but mainly
depend on external device.
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17. How likely to recommend the product to customers give ratings?
1 1
0
1 2 3 4
LOW Rating
HIGHLY
0%
20%
25%
1-2 tim es
2-6 tim es
6-10 tim es
More than 10 tim es
55%
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19. Service provided is satisfactory.
INTERPRETATION: All the labs/studios are satisfied with the service provided
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o Option of Passport is difficult to use.
23. a. Suggestion from labs/studios:
INTERPRETATION:
o There should be more customize size.
o Install Anti-virus software, which helps to reduce bias attack.
o There is a requirement of passport option setting.
o There is a requirement for kiosk software to be compatible with frontier machine.
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8.4 . RESEARCH FINDINGS
INTERPRETATION:
Following are the observations:
o Some of the labs/studios do not want to give full control in the hands of the
customer as they take long time.
o The product is easy to use even people having no knowledge of operation;
majority of labs/studios has experience.
o The product is mainly used by amateur customer.
o There is lack of promotion from the side of labs/studios towards the customers for
the usage of product.
o Now days as the reach of camera phone is very high among the masses, so there is
huge opportunity to trap this types of customers. Mobile phones have 2
technologies like memory card and Bluetooth. In this survey, found that customer
prefer to use memory card and Bluetooth for their printing need, in the survey I
found that youngster mainly use this kind.
o Mostly product is busy in the weekend.
o Customers are not properly aware of other features like calendar, card, and frame.
o Product is innovative product as per the survey.
o One feature which was lacking according to the labs/studios was internet
connectivity because many customers have asked for it and even they feel it
should be included in the features.
o The quality of print is good but it mainly depends on the external devices.
o Backup and support was good according to labs/studios provided by the company
for the technical issues.
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8.5. SUGGESTION / RECOMMENDATION
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8.6. QUESTIONNAIRE
:: Questionnaire ::
A brief survey to find out more about Kodak Customer views &
preferences for the G4 Kiosk, Order Station product. I would be grateful if
you could spare a few minutes to participate in it. Thank you for your
cooperation.
6. How many customers visit & use above product on an average in a day?
Less than 15 15-40 40-75 More than 75
10. How many print you make in a day using above product?
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Less than 100 100-250 250-450 More than 450
14. How do you find the product please rate the following:
Depend on
Excellent Good Satisfactory Poor
Device
Features
Editing option
Speed of product
Quality of print
Overall performance
17. How likely are you to recommend the above product to your customers?
(Rate on scale of 1 = Low to 4 = Highly)
1 2 3 4
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19. Are you satisfied with the service?
Yes No, please specify……………………………………..
20. How satisfied are you with the clarity of information or advice provided?
Excellent Good Satisfactory Poor
22. Did you encounter any difficulties/problem? If so, what are they?
……………………………………………………………………………………………
23 Are you happy with the product? Please share your view.
Suggestion: Recommendation:
LAB/STUDIO DETAILS:
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9. MARKET SURVEY FOR CONSUMERS
9.1. OBJECTIVE
To find and study views & preferences of consumers for picture kiosk product
A Primary research was conducted using the Quantitative and Qualitative research
technique. The instrument used was a structured questionnaire, the method being face-to-
face interview.
Survey conducted in labs and studios in different zone of Mumbai with the
help of questionnaire by visiting personally and interviewing the consumers.
Participants:
o Consumer at Kodak express.
Areas Covered:
o East Zone, West Zone, and Central Zone of Mumbai.
Sample Size:
o Survey also conducted with a sample size of 34 end-users.
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9.3. SURVEY RESULT
33% 26%
15% 26%
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Occasion the product is use most
6% 18%
24%
15% 37%
15%
Bluetooth
USB Drive
15%
CD/DVD
Memory Card/Stick
58%
12%
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6. Rating of the experience with each of the following tasks:
Experience of consumers
34
No. of customers
28
26
22 Neutral
19
Easy
14
Not use
8
6
3 3 4
1 2
0 0
7. Which value added feature you like apart from the normal feature?
INTERPRETATION: Calendar has 61%, which the consumer likes the most apart from
the normal features, 21% greeting card, and 18% of others who had use the product first
time.
8. Do you want any additional feature?
INTERPRETATION: As the product is innovative and new to the them, from the
survey it was found that 100% of them do not require any additional features.
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Requirement for internet connectivity
No of customers
24
Yes No
Excellent 4 1 22 10
Good 9 13 12 34 24
Not use 21 19
Satisfactory 1
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13. Did lab/studio recommend you to use this product?
Recom m endation from lab/studio
No 10
Yes 24
No of consum ers
15. How likely are you to recommend the product to other people?
Recommendation to others
Very
4 22
Highly
Highly 3 10
Ratings
Low 2 2
Very 1
Low
No. of consumers
18. If you could change something about the product, what would it be?
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INTERPRETATION: No Comments
DEMOGRAPHIC DETAILS:
GENDER:
Mostly use product use by
35%
Male
Female
65%
OCCUPATION:
Occupation of the consumers
12
11
No. of consumers
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AGE GROUP:
14
INTERPRETATION: From the survey I found that most of the users are between 19 to
26yrs i.e. youngster category. To gain more users in this category the product must be
regularly updated.
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o Most of them have not use the value added features because they are not properly
guided, advice, and informed about the features to use the product.
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o Promotion banner require to be change as there is no product display which the
consumer couldn’t understand properly.
9.6. QUESTIONNAIRE
:: Questionnaire ::
Dear Consumerr,
Thank you for choosing our product - G4 order station/kiosk. Please spare a few
moments of your time to complete our questionnaire and provide us the opportunity to
improve the standard of our products.
2. How frequently do you use the product for the printing the photos?
Rarely Frequently Occasionally
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Adding text to a photo
7. Which value added feature you like apart from the normal feature?
Calendar Card Frame Others, please specify…………………...
15. How likely are you to recommend the product to other people?
(Rate on scale of 1 = low to 4 = highly)
1 2 3 4
17. Did you encounter any difficulties/problem? If so, what are they?
……………………………………………………………………………………………
18. If you could change something about the product, what would it be?
……………………………………………………………………………………………
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19. Would you use this kiosk again?
Yes No, please specify...…………………………………..
20. Are you happy with the product? Please share your view.
Suggestion: Recommendation:
Demographic Details:
Name: …………………………………… Gender: Male Female
Occupation: Service Self-employed Business Other, please specify…….
10. CONCLUSION
Chances are you’ll use a self-service kiosk of one sort or another today. They’re
everywhere.
In the early days of kiosk printing the main reason to use the self-service alternative was
to save time. But now kiosks have gone way beyond that. Photo kiosks have become
successful because they satisfy the four basic requirements consumers demand from self-
service transactional devices. Kiosks are easy to use, trustworthy, provide equal or higher
quality than alternatives and are widely available. Kiosks are still quick and convenient—
that’s for sure—but their primary attraction these days is the high quality pictures and
other products such as Picture CDs they deliver at a very affordable price and with
virtually no fuss.
The benefit goes well beyond convenience. “The quality of the product is higher, too, and
the price is equitable.” Kiosks provide a pleasant and satisfying user experience.
If you have never used a Kodak kiosk you should try it. It’s easy and fun. Insert your
memory card or CD and follow the on-screen instructions. You’ll be given a chance to
zoom and crop, reduce red-eye, restore color, and make other improvements to your
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images. You can personalize your prints with text or borders. And you can produce cards,
calendars and other things besides basic prints.
11. BIBLIOGRAPHY
Magazines:
o Asian photography
o Smart photography
o Better photography
Websites:
o www.kodak.com
o www.kodakindia.com
o www.google.com
o www.wikipdeia.com
o www.yahoo.com
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o http://money.cnn.com/magazines/fortune/fortune500/2008/full_list/201_300.html
o http://money.cnn.com/quote/financials/financials.html?symb=EK&sid=1723&rep
ort=2&period=annual
o http://www.letsgodigital.org/en/news/articles/story_2633.html
o http://www.ameinfo.com/111134.html
o www.xp2003.org/keyspeeches/cusumano.pdf
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Thank
You!!!
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