Kodak taps market with dual strategy

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
company.

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