Polaroid Corporation

Polaroid why Polaroid failed Polaroid Background Information 1937 founded by Edwin drop first to switch to colored dyes 1948 ready of instant film cameras first & single sword within its category 1982 Edwin dry land left the company early 90s entrance of digital cameras Oct 2001 couldnt compete with digital cameras & filed a bankrupcy Consumer Centric securities industry why Polaroid failed? 2 Polaroid Edwin state of matter Factory of regeneration 535 patents Block-buster creator House Genius Edwin Land centric company Product-oriented Showman merchandise is what you do when your product is not commodity Consumer Centric Marketing wherefore Polaroid failed? 3 Polaroid Contextualizing Competitive Advantage belligerentness direct merchandise druthers gross revenue taste product orientation yield orientation until mid 80s render pauperism add together = demand supply demand 4 innovative excellence first doer cult status brand indistinguishability Consu mer Centric Marketing why Polaroid failed? Polaroid Changes in the market competitiveness level market orientation mid 80s onwards sales orientation product orientation production orientation rices for conventional cameras drop 1-hour-photo shops step to the fore home computers & digital cameras supply demand 5 supply demand supply = demand Consumer Centric Marketing Why Polaroid failed? Polaroid Reactions & Cause of Failure Polaroid stayed product-centric Failed to anticipate market changes & implications Ignored opportunity despite having scientific expertise & fixated on Polaroids As electronic imaging becomes more prevalent, there rest a basic human bring for a permanent visual demeanReaction to changes too slow personnel casualty of key brand asset & competitive advantages Consumer Centric Marketing Why Polaroid failed? 6 Polaroid Loss of Competitive Advantage limited interactivity (social network etc. ) lack of dodge (10 pics at a time) expensive compared to di gital cameras emergence of instant printing shops. brand identity adopted by digital camera competitors Polaroid nowadays perceived as artsy & retro Consumer Centric Marketing Why Polaroid failed? 7 Polaroid Way Around It & ConclusionPolaroid could harbour branded digital products as a logical extensions of its instant range if they had anticipate the changes early enough and reacted accordingly rivet on product & brand grade rather than products & technology Keep up with the market trends Anticipate future changes & implications suffer a need camera should go beyond amusement and record do to become a continuous accessory of most human beings a new-made eye, a second memory. (Land) Consumer Centric Marketing Why Polaroid failed? 8 Polaroid Sources Arvidson, Erik, Polaroid History, retrieved from http//www. how. com/info_8730013_polaroidhistory. hypertext mark-up language Camerapedia. wikia. com, http//camerapedia. wikia. com/wiki/Polaroid, viewed Oct 6th 2012 Haig, Ma tt (2011), Brand Failures The fair play About the 100 Biggest Branding Mistakes of on the whole Time Polaroid. com, http//www. polaroid. com/about-us, viewed Oct 7th 2012 Smith, Andrea Nagy (November 2009), What was Polaroid thining? , in behavioural Research, A publication of the Yale School Of Management, retrieved from http//qn. som. yale. edu/ electrical capacity/what-waspolaroid-thinking Consumer Centric Marketing Why Polaroid failed? 9