Kodak taps market with dual strategy

DQW Bureau
11 Apr 2005


The strategy consists of related initiatives in expanding the market for both

the traditional and the digital businesses of the company

Kodak has rolled out its dual strategy for the Indian market. The dual

strategy is the latest corporate initiative for the Digital and Film Imaging

Systems (DFIS) division of Kodak India and consists of rela-ted initiatives in

expanding the market for both the traditional and the digital businesses of the


According to the company, the purpose is to engage more consumers towards

photography. "India is one of the most important markets for Kodak. In

fact, India lists highly in the focus countries where Kodak is investing. We are

trying to convey to consumers through the new dual strategy that both analogue

and digital world are on the growth path here. We have equal focus on both, and

all our products are designed to suit the customer preferences and

budgets," said Francois Monnet, Regional Business GM, Kodak DFIS Greater

Asia Region.


One of the major steps taken towards meeting the changing needs of the Indian

consumers is the integration of Kodak's two consumer divisions in January this

year. The new integrated division is called the DFIS. The main objective is to

integrate the traditional and digital business as well as enable the customer to

have one point of contact for all his needs.

Kodak also plans to launch newer models of digital cameras catering to varied

user needs and budgets; there are 10 models presently from price range of Rs

7,000-Rs 34,000. And, on the digital output side, various options are available

for printing photos at home or in the work place. In traditional, too, the

widest range in both manual and automatic cameras is available, between the

prices range of Rs 500-Rs 3500.

CyberMedia News

New Delhi