The Funtime strategy was a last chance effort to regain market share and compete with private label brands. By selling within these types of stores, companies were more likely to succeed because this was a retail niche that was evolving, and would give particular brands and products more consumer recognition.
To the average consumer, Gold Plus and Royal Gold are far too similar in name, and give off the impression that they are of the same quality. Some foreseeable cons with this solution would be the costs incurred from holding inventory and phasing out a product.In order for a product to still succeed in the Kodak 12 maturity stage, the product must stand out among competitors. Customers were becoming confused due to the similarity between these two names. It seemed as if Kodak believed that people would not buy another film other than Kodak. Summarize the market characteristics and trends. Royal Gold will be available for purchase in a variety of forms. Those wishing to potentially enlarge the photo will have a finished product that is so crisp they will have the peace of mind in knowing it will not jeopardize the integrity of the picture. This strategy does not solve their problem of competing with their competitors. Often times, dog products should be divested. Kodak offered 3 main lines of film but did not educate the customer on the difference between the lines. Now that Gold Plus has been on the market for a while, it is now in the maturity stage of its life cycle, as sales have begun to stabilize. Film had become a commodity product to most consumers, and there was little customer loyalty to any particular camera film brand.
This late response resulted in a rapid loss of market share. Because of the recent upward trend with consumers buying in bulk, wholesale retailers were gaining more loyal customers on a daily basis. The reality was that the film industry was slowly declining, people viewed photography as a commodity and they were just on the cusp of Kodak 5 the digital era.
In a Kodak commercial, Royal Gold is the film used to capture the special first moments of a baby being born. Keegan, Professor of International Business and Marketing and Director of the Institute for Global Business Strategy, Lubin School of Business, Pace University, New York, as a basis for class discussion rather than to illustrate either effective or ineffective handling of a business situation.