Case Study Of Polaroid

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Introduction Polaroid initially was a very successful brand. Created by a man who invented the instant camera, Polaroid found much success in its initial years. As the brand started growing, many competitors were fought off as the company had rights to the production of the camera technology and film production. Not all competitors could be defeated quickly, causing issues for the brand. As Polaroid continued to be innovative with its new and intelligent products and camera production in its time, eventually new inventions and market shifts would leave Polaroid close to the brink of death. As employees were laid off and times got tough, the company after filing for bankruptcy, finally ceased production of their camera film. An item that was…show more content…
In early years, Polaroid tried to continuously fend of its competition, but this time it wasn’t working. Eventually, after 10 years the courts ruled in favor of Polaroid, which led to the cease in production of Kodak’s instant picture production. Before its retirement, the brand was trying to reinvent itself to innovate and shift into a market that was on a decline in the consumer-based photography market. The company had to fire workers and close factories due to the market change towards digital cameras (Staff, B). Being in the middle of recreating a new a strategic position for the polaroid brand, the company was suffering losses left and right. From the death of Land in 1991, to new competitors entering the market, Polaroid cut cost where they could and did their best to “just” stay afloat until filing for bankruptcy in October of 2001. After fighting to keep the brand alive, in 2008 the company announced it would stop producing instant film, ending the brand (Staff, B). Revitalization of…show more content…
In terms of the marketing mix, Polaroid would revamp their product, price, distribution tactics, and the promotion of their products. In regard to product, Polaroid introduce a product that targets the brands original foundation of its Polaroid One, its most popular instant camera, but also put to market a digital version of the product (Wallop, H). As for price, the company’s instant cameras are to be made overseas in China to cut costs. The film would be produced by The Impossible Project, the group who recreated Land’s original film to make it less expensive. The company would now distribute their old cameras and film from mostly online sources and their digital cameras in-stores and online to popular retailers such as Target and Wal-Mart. As for marketing, Polaroid targeted a creative and nostalgic blend market as well as those interested in camera technology and

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