IMC

Essay by snuffy504University, Bachelor'sA+, February 2009

download word file, 5 pages 5.0

Integrated Message

In the previous week Team C took a look at the Eastman Kodak Company brand and how it is perceived in the marketplace. This week Team C will develop an original IMC message that will hopefully drive the consumers to purchase Kodak products. Why this message was chosen will be explained along with the strategies needed to ensure consistent messaging. Providing two reasons why the original IMC strategy would positively influence members of Team C will be explained.

IMC Message

The Eastman Kodak Company has been in business for over 100 years and has long been the leader when it comes to supplying products in the film industry. Kodak has grown over this time and has expanded into other ventures including their Medical Division. This paper will take a look at their consumer photography division which encompasses traditional and digital photography products for the average consumer. By 1986, cameras were being sold for one dollar so the average consumer could afford the product.

George Eastman knew that by supplying an affordable camera the consumer would continue to buy the real product that needed to be used over and over again, film. George Eastman came up with the slogan "you press the button, we do the rest" and then proceeded to dominate the film industry with high quality film products for the next century.

By having a superior product and supplying the product on a global scale Kodak was able to be the king of the mountain in terms of film sales. "In the very early years of the company, Eastman was devoted to the idea of supplying the tools of photography at the lowest possible price to the greatest number of people" (www.kodak.com). It was not until the mid 1960's when Fuji opened their first shop in the...