Mike Dunne

Zachary Whitenight

Matthew McTaggart

Revitalizing the Market

Kodak Stock Over the Years

The sale of Digital CamerasReturns no profit!

Why? What is the problem?

• The Problem: Emergence of Digital Cameras.

• Returning to the Basics.

• Is there a Market? Who?

• Specifications.

• Survey Results.

• Morphological Chart.

• Our Ideas/Brainstorming.

• Our Design.

• Drawing and Visualizations.

• Summary.

Table Of Contents

Emergence of Digital CamerasKodak began selling digital cameras in 2001, directly coinciding with stock drop.

Digital cameras push consumers away. They buy the camera and do not return to invest in a new product for a few of years.

Results in short-run profit, but long run deficit.

MUST KEEP CUSTOMERS AND THEIR MONEY COMING BACK!

But how?

Company was built off of selling film, not cameras. Film that is now considered to be outdated.

Film is a product that customers returned to buy every week, resulting in a constant cash flow into this business.

A return to film based products over digital

products will equal: PROFIT!

Returning to the Basics

YES!

But is There a Market?

Film based cameras may be considered outdated, but are not extinct.

They are considered a cheap alternative when bringing a digital camera is risky.

College students are considered to be clumsy, and no one knows this better than their parents.

83% of the parents we interviewed said they would rather their son/daughter take a cheap and replaceable disposable camera than the family’s best camera when going on a trip.

Who Will Buy?

Study Abroad programs are on the rise all across the globe!

The Institute of International Education stated that 270,372 U.S students studied abroad in the 2009/2010 academic school year alone!

This number continues to rise every year, considering the total number of students studying abroad in 2005 was only 200,000.

This is a 35.2% increase in only 5 years!

College Students are the Market!

Customer Specifications:• Easy to use.• Inexpensive, cheaper

than $5.• Takes good photos.• Durable.• Smaller Size/ Fit in

Pocket.• Film size of at least 27

pictures.• Manual Flash.• University Logo

Exterior.

Company Specifications:• Easy to Make.• Easy to Market.• Profitable.• Recycled Plastic.

SpecificationsMain Goal: A profitable camera!

Survey Results:

Functions/Features 1 2 3

Material Recycled Plastic Non Recycled Plastic Lightweight, Durable

Metal

Size Fit in Pocket Fit in Pouch Fit in Bag

Number of Photos 60 45 27

Flash Automatic Manual No Flash

Packaging Paper Sleeve Plastic Packaging Cardboard

Color Black Colored Plastic Design

Sticker Design (University Logos)

Morphological Chart • Through Survey, we have highlighted the follow features

in our design.

Our IdeasCriteria

Digital Camera

Standard

High Capacity

Portable Easy to use Reliable

O: Size/Portabl

e0 0 - + 0 0

O: Ease of Use

+ + + + + +

O: Durable 0 0 0 0 0 +

O: Number of Photos

+ 0 + - 0 0

C: Profit per Camera

0 - + + + +

C: Ease to make

- + + + + +

C: Inexpensive

- + + + + +Evaluation

Plus 2 3 5 5 4 5

Neutral 2 3 1 1 3 2

Minus 2 1 1 1 0 0

Net 0 2+ 4+ 4+ 4+ 5+

Continue No No Yes Yes Yes Yes

Disposable Camera (1.0|1.0)

Customer Specifications (0.40|0.40)

Functionality (0.50|0.20)

Size (0.40|0.08)

Ease of Use (0.40|0.08)

Number of Photos (0.20|0.04)

Reliability (0.50|0.20)

Durable (0.50|0.10)

Quality of Photos (0.50|0.10)

During Day (0.50|0.13)

At Night (0.50|0.13)

Kodak Specifications (0.60|0.60)

Easy to Make (0.2|0.12)

Profit to Company (0.60|0.36)

Marketable (0.20|0.12)

Weighted Objective Tree

Brainstorming through Weighted Matrix

Objectives + Constraints

Weights (1)

Digital Camera (2)

Standard (3)

High Capacity

(4)Portable

(5) Easy to use

(6) Reliable

(7)

C: Easy to Make/Inexpensive 12% 0 0.9 0.7 0.8 0.8 0.8

C: Profitable 36% 0 0 0.8 0.9 0.9 0.9

C: Marketable 12% 0.9 0.2 0.4 0.6 0.9 0.7

O: Small Size 8% 0.9 0.7 0.5 1 0.8 0.7

O: Ease of Use 8% 0.8 0.8 0.7 0.9 1 0.9

O: Adequate # of Photos 4% 1 0.6 1 0.7 0.8 0.8

O: Good Quality Photos 10% 1 0.8 0.8 0.8 0.8 0.8

O: Durable 10% 0.7 0.7 0.7 0.9 0.8 1

Total 100% 0.454 0.426 0.706 0.842 0.864 0.844

Percentage of Total 100% 45% 43% 71% 84% 86% 84%

Continue? N/A No No No No Yes No

Visualization

1 2 3 4 5 6 70.0%

10.0%20.0%30.0%40.0%50.0%60.0%70.0%80.0%90.0%

100.0%

Comparison of the Various Design Solutions

Percentage of Total

A disposable camera that is reusable via an easy open back that you can insert new film into. This camera can be sold to major University study abroad programs across the nation and world!

Both parties will make profit:

• We sell an extra 300,000, or more, cameras each year.

• The University can charge to develop the photographs.

• Film is being brought back into play, the student will need more than the one roll of film that comes with the camera to suffice the whole trip. We can sell extra film as well to these universities, that they can then turn and sell to the students for a profit.

Our Design

• This is a 1:1 scale, units being centimeters.

• Front, Right and Back respectively.

Front, Right and Back Multi-View:

CAD Representation

• Through our evaluations and surveys, we have come to the conclusion that making a reusable disposable camera is the best route to making this company profitable once again.

• Such a camera can easily be marketed to study abroad programs at major Universities.

• The camera will feature an easy open back that allows for exchanging old film for new film.

• Bringing film back into the picture will equal constant money being poured back into Kodak

Summary:

QUESTIONS?