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Polaroid

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by

Dauanie Querido

on 24 November 2014

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Transcript of Polaroid

2005
2009
2008
1985
1937
1947
2001
Timeline
Current Status
SWOT Analysis
Strengths
Brand Heritage
Uniqueness
Core Values
Diversified Revenue Strategies
Instant Digital Camera (Z2300)
Weaknesses
Suffering Brand Image
Bankruptcy
Outdated Technology
Dependent on key retailers
Out of touch with customers
Opportunities
Digital environment
offers new innovation
New target markets
High growth in Technology sector
Web advertising
Threats
Intense competition
Speed of technology
Mobile Phones
Internal:
External:
HELPFUL
HARMFUL
Competitors
Target Market
Generation Y

History of Polaroid
Generation Z
Baby Boomers
David
Chloe
Amanda
Age: 25 yrs. old
Goes to school part time
Works at Macy's
Adventurous
Eats out twice a week with friends
Loves blogging
Socially conscious
Age: 16 yrs. old
No income
Constantly on phone
Looks for new trends
Spends 2 hours a day on Facebook
Not brand loyal
Age: 51 yrs. old
Retired
Enjoys traveling
Likes traditional media
Frequently visits his children
Big spender

Suffering brand name and image
Unattractive website
Excessive product offerings
Fierce competitive environment
Poor marketing
Founded by Edwin H. Land
Invented the world's first instant camera
Defeated Kodak in the Patent battle
Filed for Bankruptcy
Acquired by Peters Group Worldwide
Filed again for Bankruptcy
Purchased by PLR IP Holdings, LLC
Media Strategy
Co-operative promotion
Magazines
Social Media
Online advertisement
Direct Mail

Generation Y
Generation Z
Baby Boomers
Creative Executions
Cooperative Promotion
Magazine
Social Media
Facebook
Twitter
Instagram
Share Life with Polaroid z2300
Online Advertisement
Direct Mail
Front
Back
Polaroid Website
Travelocity Website
Current
Proposed
Polaroid Website
Advertisement
Positioning Statement
To those who cherish making memories,
Polaroid offers the ability to build, capture, and preserve any moment in time. Save digitally or print instantly, with Polaroid you will never lose another moment.
Full transcript