Case | HBS Case Collection | February 1994 (Revised May 1995)

Eastman Kodak Co.: Funtime Film

by Robert J. Dolan


Eastman Kodak has suffered significant declines in film market share at the hands of lower priced branded producers and private label products. The case presents Kodak's proposal to launch a new economy brand of film to combat these rivals.

Keywords: Product Positioning; Competition; Price; Product Launch; Brands and Branding; Consumer Products Industry;


Dolan, Robert J. "Eastman Kodak Co.: Funtime Film." Harvard Business School Case 594-111, February 1994. (Revised May 1995.)