The big picture

A film company reinvents itself for the digital age

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Kodak's old strategy

Sell camera film and print processing-and lots of it-reaping profits via large margins and market domination. Use big, traditional-media marketing efforts to push the quality of the premium Kodak brand, using ads heavy on sentimentality.

Kodak's new strategy

Build a company around digital imaging. Offer a wide range of digital products and services, from cameras to online service to chips inside camera phones to consumer printers. Target marketing efforts to push competitive advantages-ease of use for digital cameras and low per-print prices for inkjet printers. Use edgier online and viral creative to attract a younger, hipper audience .
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