Kodak Inkjet Printer Range: An Unlikely David - Print and Prosper
Despite being a leading brand elsewhere, Kodak was a small player in printers, threatened by a downward spiral of poor awareness, sales and distribution. Insight revealed people felt ‘ripped-off’ by outrageously expensive replacement ink. Kodak’s solution was to create an alternative business model, focusing on the idea ‘print and prosper’ in a fully integrated campaign from PR to TV, digital and point-of-sale. These communications exposed the issue of high prices and emphasised an alternative. Within a year, the campaign has quadrupled sales, increased the market share ten percentage points higher than a year before, and generated a payback of £1.43 for every £1 invested.