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