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.
What was happening in the film industry that had Kodak worried?
How did Kodak segment the market before and after the introduction of Funtime film? How would you segment the consumer film market and what would be the key drivers of your segmentation scheme?
How should Kodak adapt its products and strategies to your segmentation scheme?
Given the changes in photographic technology (e.g., digital cameras) over the past several years, do you believe that your segmentation scheme is still relevant? What changes might or might not be appropriate?