MARKETING RESEARCH OF KODAK PICTURE

KIOSK
PROJECT REPORT ON
Marketing Research ! K"ak
Pict#re Kisks$
SU%MITTED %&
Mh"' A"i( Shaikh
T'&'%'M'S' )Se*ester +,
%CCA INSTITUTE OF MANAGEMENT STUDIES
SU%MITTED TO
UNI+ERSIT& OF MUM%AI
ACADEMIC &EAR
-../ 0 -..1
NAME OF PROJECT CO0ORDINATOR
PROF' MEHTA%' AHMED
DATE OF SU%MISSION
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BCCA INSTITUTE
Burhani College of Management Studies
Digital Printing Solutions in an Instant
Project Reort !n
Mar"et Research of #oda" Picture #ios"
A Stud$ of %a&s' Studios ( Consumers
Submitted By:
Mohd) Adil Shai"h
BMS Vth Semester (2008-2009)

MARKETING RESEARCH OF KODAK PICTURE
KIOSK
!CT!BER' *++,-
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DEC%ARATI!N
I Mr' Mh"' A"i( Shaikh' of T.Y.B.M.S (Semester V) of
B.C.C.A Institute of Management Studies has specific
areas of interest in Marketing of high technolog
products and consumer !eha"iour. So I ha"e therefore
prepared a #ro$ect %eport in Marketing on the topic
&Marketing Research ! K"ak Pict#re Kisks'' in
the Academic Year (())*+()),)
This is to declare that all m -ork indulged in the
completion of this pro$ect report is profound and honest
-ork of mine. And I also here! declare that the a!o"e
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information is true to the !est of m kno-ledge and
!elief.
Signature
of the Student
M
h"' A"i( Shaikh'
AC#N!.%ED/EMENT
Sometimes -ords fall short to sho- gratitude. the same
happened -ith me during this pro$ect. The immense
help and support recei"ed from /odak India 0imited
o"er-helmed me during the pro$ect.
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I -ould like to thank /odak India 0imited for gi"ing me
an 1pportunit of doing a summer pro$ect for Market
Sur"e on #icture /iosk.
M sincere gratitude to Mr' Shahna2a3 Ansari (Asstt.
Sales Manager. /odak India 0td) for pro"iding me the
necessar information and also for his "alua!le
suggestion and comments on !ringing out this report in
the !est possi!le -a.
0ast !ut not the least I -ould like to thank m friends
and heartfelt lo"e for m parents -hose constant
support and !lessings helped me throughout the
pro$ect.
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E4ECUTI+E SUMMAR&
O5er5ie2
2ith the e3plosion of digital photograph. customers no-
control man of the processing aspects of their
photograph. Com!ine that -ith toda's high 4ualit. eas
to use home photo printers. and the need to take a trip to
the local &%ite Aid5 for picture de"elopment !ecomes
o!solete. 6o-e"er. not e"erone has access to these
processing tools and the need a -a to print their
photographs from their digital de"ices. The 7
th
8eneration
/odak #icture /iosk attempts to fill this gap ! pro"iding
customers -ith a freestanding self ser"ice machine the
can use to easil edit and print their photos.
Meth"s
In order to o!tain a !road picture of some potential
pro!lems of the picture kiosk. I !egan the e"aluation !
esta!lishing glo!al principles for the analsis of the
product. 9rom there. I used the "arious techni4ues. stated
in the pre"ious research methodolog:techni4ues section.
to take a local approach to la!. studio and end+user
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difficulties. The local approach then detailed pro!lems that
la!s. studios and end+users encountered -hile using the
product and performing their assigned tasks.
I*6rtant Fin"ings
The /odak #icture /iosk en$oed initial praise from users.
In fact. users found the kiosk coloring familiar and.
therefore. percei"ed the machine to !e in"iting. 6o-e"er.
the "arious "iolations led to the follo-ing;
7' 8ack ! 6r*tin'
-' N 6r6er a2areness ! !eat#res'
2hile users -ere a!le to print pictures and found the
kiosk "er functional. the -ere consistent in their criti4ue
of the product's operational aspects. #articipants noted the
e3terior of the machine had no pictures of accepted forms
of media. and there -as an e3cess of empt space on the
touch+screen that could ha"e !een used to notif them
-here the -ere in the process of -orking -ith their
pictures.
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Contents:
Sr) Toics Page
No) No)
1. Eastman #oda" Coman$... 1
1.1 bout !od"# $ndi"...... %
2. CD/ Segment..... 8
%. To Cometitors.. 10
&. Product.... 11
&.1 'rodu(t )es(ri*tion + Summ"ry.. 1,
-. S.!T Anal$sis of Picture #ios" Product.. 1&
,. Pro&lem... 21
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.. Mar"et Sur0e$ for %a&s ( Studios. 21
..1 /b0e(ti1e. 21
..2 2ese"r(h Methodo3o4y + 5e(hni6ues.. 22
..% Sur1ey 2esu3t.. 2&
..& 2ese"r(h 7indin4. %&
..- Su44estion + 2e(ommend"tion %,
Sr) Toics Page
No) No)
.., 1uestionnaire.. %.
8. Mar"et Sur0e$ for Consumers. &2
8.1 /b0e(ti1e. &2
8.2 2ese"r(h Methodo3o4y + 5e(hni6ues.. &2
8.% Sur1ey 2esu3t.. &%
8.& 2ese"r(h 7indin4. -1
8.- Su44estion + 2e(ommend"tion -2
8., 8uestionn"ire.. -%
9. Conclusion.. -8
10. Bi&liograh$ -9
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E4ECUTI+E SUMMAR&
O5er5ie2
2ith the e3plosion of digital photograph. customers no-
control man of the processing aspects of their
photograph. Com!ine that -ith toda's high 4ualit. eas
to use home photo printers. and the need to take a trip to
the local &%ite Aid5 for picture de"elopment !ecomes
o!solete. 6o-e"er. not e"erone has access to these
processing tools and the need a -a to print their
photographs from their digital de"ices. The 7
th
8eneration
/odak #icture /iosk attempts to fill this gap ! pro"iding
customers -ith a freestanding self ser"ice machine the
can use to easil edit and print their photos.
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Meth"s
In order to o!tain a !road picture of some potential
pro!lems of the picture kiosk. I !egan the e"aluation !
esta!lishing glo!al principles for the analsis of the
product. 9rom there. I used the "arious techni4ues. stated
in the pre"ious research methodolog:techni4ues section.
to take a local approach to la!. studio and end+user
difficulties. The local approach then detailed pro!lems that
la!s. studios and end+users encountered -hile using the
product and performing their assigned tasks.
I*6rtant Fin"ings
The /odak #icture /iosk en$oed initial praise from users.
In fact. users found the kiosk coloring familiar and.
therefore. percei"ed the machine to !e in"iting. 6o-e"er.
the "arious "iolations led to the follo-ing;
7' 8ack ! 6r*tin'
-' N 6r6er a2areness ! !eat#res'
2hile users -ere a!le to print pictures and found the
kiosk "er functional. the -ere consistent in their criti4ue
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of the product's operational aspects. #articipants noted the
e3terior of the machine had no pictures of accepted forms
of media. and there -as an e3cess of empt space on the
touch+screen that could ha"e !een used to notif them
-here the -ere in the process of -orking -ith their
pictures.
EASTMAN KODAK COMPAN&
The /odak Compan -as started ! this man+ Gerge
East*an. <astman. an American. -as thoroughl
fascinated -ith still photograph
and cameras. 6e al-as !elie"ed
the still camera -as an ama=ing
in"ention. !ut thought that it did
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need to !e impro"ed. <astman felt that the cameras of his
da -ere too !ulk. hea". and not user friendl to the
a"erage person> so in ?*@, he left the Anited States for
0ondon to start a compan that -ould sol"e this pro!lem
and re"olutioni=e the photograph industr.
In ?**). ne- in"entions and patents ! <astman
impressed a fello- photograph !usinessman. 6enr A.
Strong. Strong -as so impressed ! <astman. that he
in"ested into <astmanBs compan to form a partnership.
The ne- partnership produced The <astman Cr #late
Compan. Because of this ne- partnership and
responsi!ilities. <astman decided to resign from his part+
time $o! at %ochester (<ngland) Sa"ings Bank and put all of
his concentration into impro"ing cameras. film. and photo
de"eloping. Do-. -ith more time to in"est into his
compan. 8eorge <astman -as a!le to recei"e more
patents for ne-er. more de"eloped in"entions. In ?**E.
<astman startled industr e3ecuti"es ! de"eloping the
first film in rolls. 0ater. -ith the first /1CA/ camera in
?***. <astman F...put do-n the foundation for making
photograph a"aila!le to e"eroneF.
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/odakBs origins rest -ith <astman Cr #late Compan. and
the 8eneral Aristo Compan. founded ! in"entor 8eorge
<astman and !usinessman 6enr Strong in %ochester. and
Gamesto-n De- York. 2ith the slogan Fou press the
!utton. -e do the rest.5
<astman /odak Compan is an American multinational
pu!lic compan -hich produces
imaging and photographic
materials and e4uipment. 0ong
kno-n for its -ide range of
photographic film products. /odak
is re+focusing on t-o ma$or
markets; digital photograph and
digital printing. The /odak
Compan attained its name from
the first simple roll film cameras
produced ! <astman Cr #late
Compan. kno-n as the F/odakF in its product line. The
cameras pro"ed such an enormous success that the -ord
/odak -as incorporated into the compan name. /odak
lies at (E* num!ers in fortune H)) companies as on ())*.
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A9#t K"ak In"ia
/odak India #ri"ate 0td. -as esta!lished in ?,?E.
Since then it has continued to gro- and
de"elop. Toda. in India. /odak is
strongl esta!lished as the leader in
Imaging. It offers a range of digital
products and ser"ices for !oth
commercial and consumer uses.
The South Asian su!sidiar of <astman
/odak. /odak India is one of the area's
!est kno-n corporations. 2ith re"enues of more than
ASI?@) million. /odak India is !oth structurall and
geographicall di"erse. Some J)) staff is emploed across
si3 separate !usiness units. three factories. four regional
offices. and a corporate head office. In addition. (J !illing
locations operate across all the ma$or state capitals.
operated ! carring and for-arding agents.
India has !een identified as among the top ?H markets for
/odak as far as consumer imaging is concerned and that
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means the -ill !e introducing and reinforcing the
compan in all the three categories manufacturing
cameras. photographic films and ser"ices.
/odak has three factories + at Bangalore. Malanpur and
8oa. The 8oa factor has recentl !een commissioned for
film and health imaging products.
/odak India 0imited is a su!sidiar of <astman /odak. A/
-hich holds @7 per cent stake in the compan. The
remaining rests -ith the pu!lic.
K"ak is a (ea"ing 6(a:er in the In"ian i*aging
6r"#cts *arket;
/odak is one of the oldest plaers in the photographic film
and camera markets in India. /odak has successfull
changed the perception of photograph in the minds of
consumers from !eing marriage+centric to a da+to+da
usage commodit. /odak has -itnessed increased market
penetration -ith products that ha"e !uilt a reputation for
4ualit and consistent performance. /odak is presentl a
market leader -ith a market share of J) per cent in the
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three million unit's camera market of India. /odak had 7@
per cent market share in digital cameras.
/odak has taken a num!er of initiati"es to "enture into the
retailing side of !usiness and has penetrated the market in
an efficient manner.
Factrs !r S#ccess
Di5erse 6rt!(i t ca6t#re the *arket;
/odak has a -ide product portfolio. -hich includes films for
amateur and professional photographers. photographic
paper and chemicals. photo+finishing ser"ices. medical:K+
ra films. graphic arts and microfilming e4uipment. /odak
is one of the largest suppliers of ra- stock to India's
motion picture industr.
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8e5eraging the In"ia a"5antage t create a
*an#!act#ring h#9;
/odak manufactures color negati"e films. motion picture
positi"e films. cardiolog films and K+ra films at its 8oa
plant. #hoto chemicals are manufactured at the Malanpur
plant in Madha #radesh. A part of these photo chemicals
manufactured in India are e3ported. /odak has a camera
manufacturing and assem!l plant near Bangalore. -hich
produces o"er four million units per ear. Around J) + @)
percent of this centre's products -ere e3ported to the AS.
<urope. 2est Asia and the 9ar <ast.
%ringing (atest techn(g: t the In"ian Market ;
/odak has al-as !rought the latest technolog in the
photograph -orld to India.
To sta a!reast -ith digital technolog. /odak
introduced Cigital Cameras. additional Multimedia kit
and color ink$et printers
/odak has gone into a three+-a partnership
-ith Vodafone (6utch) and Dokia to pro"ide "alue
added ser"ices to their customers. The ser"ice allo-s
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Vodafone (6utch) mo!ile su!scri!ers -ith 8#%S+
ena!led Dokia camera phones to click a-a and ha"e
their de"eloped pictures couriered to an destination in
India -ithin fi"e das.
<i"e "istri9#tin an" retai( net2rk;
/odak distri!utes its products through a central distri!ution
centre located at Mum!ai and 7 regional distri!ution
centres located in the metros. It also has a net-ork
consisting of (@ clearing and for-arding agents (C9A).
?.H)) /odak <3press outlets. !esides a retail distri!ution
net-ork of photofinishing la!s. general stores etc. It has
taken fresh initiati"es like;
/odak <3press "enture -as started in ?,,).
These outlets ha"e !een opened in more
than E)) metros and mini+metros of India and
are targeted at amateur photographers.
/odak #hotoShop + a !randed neigh!orhood
studio+store also for the amateur customer.
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9MC8+stle distri!ution operation for
photographic film. -ith J)) distri!utors taking films to
grocer. no"elt. medical and lifestle stores
9oto+plus retail outlets for processing and
printing color films in different cities.
Marketing an" C*6etitin;
The Compan faces competition from competitors. in
the markets in -hich it competes. generall competing on
price and technological ad"ances. %apid price declines
shortl after product introduction are common in this
en"ironment. as producers are continuall introducing ne-
models -ith enhanced capa!ilities. such as impro"ed
resolution and:or optical sstems in cameras.
The ke elements of CC8's marketing strateg
emphasi=e ease of use. 4ualit and the complete solution
offered ! /odak products and ser"ices. This is
communicated through a com!ination of in+store
presentation. online marketing. and ad"ertising. The
Compan's ad"ertising programs acti"el promote the
segment's products and ser"ices in its "arious markets.
and its principal trademarks. trade dress. and corporate
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sm!ol are -idel used and recogni=ed. /odak is
fre4uentl noted ! trade and !usiness pu!lications as one
of the most recogni=ed and respected !rands in the -orld.
The Compan's strateg to address the decline in the
market for color photographic papers is to offer a "ariet of
color paper formulations designed to optimi=e digital
printing -orkflo-s in consumer and professional photo
processing la!s. The Compan also offers to professional
and commercial la!s an industr+leading famil of digital
-orkflo- soft-are designed to impro"e their -orkflo-s and
enhance our position as a leading supplier of consuma!les.
Missin State*ent;
(To !e) The -orld leader in helping people take share.
enhance. preser"e. print. and en$o pictures L for
memories. for information. for entertainment.
The Compan has three Segments;
Consumer Cigital Imaging 8roup (CC8)
9ilm #roducts 8roup (9#8)
8raphic Communications 8roup (8C8)
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The segment for -hich I -as assign for the pro$ect in CC8
segment;
C!NSUMER DI/ITA% IMA/IN/ /R!UP 2CD/3
SE/MENT
The Compan is a glo!al plaer in pro"iding digital
photograph products and ser"ices for consumer markets.
Consumer digital products include digital cameras. digital
picture frames. home imaging accessor products. and
snapshot printers and printer media. /odak's line of
camera products and accessories ena!le the consumer to
personali=e their digital camera and their photographic
e3perience. /odak's product and ser"ice offerings to
retailers include retail kiosks. color paper. processing
chemistr. retail store merchandising and identit
programs. after sale ser"ice and support. 2e!
infrastructure support. and -holesale printing ser"ices.
/odak #icture /iosks and associated media. -ith
appro3imatel ,).))) installations -orld-ide. are sold
directl to retailers and pro"ide consumers -ith an arra of
output products from their digital images.
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The Compan is a glo!al leader in pro"iding digital
photograph products and ser"ices for consumer markets.
/odak holds top three market shares in man ma$or
categories in -hich it participates. such as digital still
cameras. retail printing. and digital picture frames.
CC8's mission is to enhance people's li"es and social
interactions through the capa!ilities of digital imaging
technolog. com!ined -ith /odak's uni4ue consumer
kno-ledge. !rand and intellectual propert. This focus has
led to a full range of product and ser"ice offerings to the
consumer. CC8's strateg is to e3tend picture taking.
picture search:organi=ing. creati"it. sharing and printing
to !ring inno"ati"e ne- e3periences to consumers L in
-as that e3tend /odak's legendar heritage in ease of
use.
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Digital ( 4ilm
Imaging
S$stems
5ealth Imaging Commercial
Printing
Commercial
Imaging
Disla$ (
Comonents
'ro1ides
(onsumers9
*ro:ession"3
*hoto4r"*hers9
"nd motion
*i(ture industry
;ith di4it"3 "nd
tr"dition"3
*rodu(t+ser1i(es.
Su**3ies
he"3th("re
industry ;ith
tr"dition"3 "nd
di4it"3 im"4e
("*ture9 out*ut
"nd in:orm"tion
m"4mts.
'rodu(ts+ser1i(es.
'rintin4 *rodu(ts9
systems9
net;or#s "nd
ser1i(es :or
*rintin4+
*ub3ishin4
industry.
/::ers im"4e
("*ture9
out*ut "nd
stor"4e
*rodu(ts "nd
ser1i(es to
business "nd
4o1ernment.
)e3i1ers
im"4e
dis*3"y "nd
("*ture
de1i(es :or
*rodu(ts
su(h "s
di4it"3
("mer"s "nd
s("nners.
T!P C!MPETIT!RS
C"non
Sony
<i#on
/3ym*us
7u0
i :i3m
'"n"soni(
=e;3ett-'"(#"rd
!oni("
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PR!UDCT
The c*6an:$s 6r"#cts s6an
Fi(* 6rinting
Pht 6rinting
Fi(* ca*eras'
Digita( 6ict#re !ra*es
Instant ca*eras
Digita( ca*eras
I*age sensrs
Mtin 6ict#re an" T+ 6r"#ctin
Ther*a( Printer; =/>.? //..? =.>? /.>
Retai( Pr"#ct
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K"ak Pict#re Kisk
#icture /iosk is same as ATM machine -hich ser"e self+
ser"ice. Gust ha"e to input the an
e3ternal de"ice. follo- the step and
make instant print the photo. The self+
ser"ice. standalone units allo-
customers to "ie-. edit. personali=e
and print real /odak 4ualit
photographs in a matter of seconds.
<astman /odak Compan announced a
ne-. lo-er cost digital printing kiosk
product to make it easier for traditional
and non+traditional retailers alike to
gain entr into the rapidl gro-ing
digital printing space. The ne- /odak #icture /iosk is a
pedestal+stle digital sstem. -hich has a significantl
smaller footprint and -eight than current kiosks. and is
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>& 'i(ture !ios# >& /rder St"tion 'i(ture !ios# >S Com*"(t

MARKETING RESEARCH OF KODAK PICTURE
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ideal for retailers -ho ha"e not traditionall !een a!le to
$ustif on+site digital printing ser"ices.
More and more consumers are using digital cameras. and
in turn. -e are seeing an incredi!le surge in the demand to
print digital pictures. B e3tending kiosk line -ith the
/odak #icture /iosk. and creating inno"ati"e features and
tools for 87 kiosk. /odak are generating ne- opportunities
for retailers to le"erage digital printing technolog for
increased sales.
K"ak Pict#re Kisk 0 82er Price Pints;
1ffer <asier <ntr into Cigital #rinting. /odak has e3panded
its /odak #icture Maker to include a ne- digital sstem
that -ill gi"e retailers an opportunit to enter the digital
printing market at a lo-er cost. pro"iding customers -ith a
!roader selection of locations at -hich to print their digital
pictures.
K"ak Pict#re Kisk 0 Se(!0ser5ice;
The self+ser"ice /odak #icture /iosk features a pedestal
monitor connected to a /odak #icture Maker 87 1rder
Station -ith #hoto #rinter J*H) M **)). -hich allo-s
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people to pre"ie-. edit. select and print their digital
images in $ust a fe- minutes. 87 1rder Station is the
-inner of <co+Cesign categor at the Consumer <lectronics
Sho- for Inno"ations ())@ Cesign and <ngineering A-ards.
This ne- digital sstem offers a much smaller footprint on
the retailer is counter along -ith eas set+up and lo-er
in"estment. -hile maintaining the most popular image
editing features and print si=es. #eople -ill !e a!le to order
prints from $ust a!out an digital camera memor card.
including Secure Cigital (SC) cards. Multimedia Cards
(MMC). Compact 9lash. Smart media. Memor Stick.
Memor Stick #ro. and 3C+#icture cards. Similar to the
/odak #icture Maker 87 of kiosks. the consumer+friendl
touch screen lets people =oom. crop. reduce red ee and
print the si=es and 4uantities of the e3act pictures the
-ant up to J 3 * inches.
K"ak Pict#re Kisk 0 Ne2 Kisk Enhance*ents;
Cri"e Additional 1fferings and %e"enue 1pportunities.
/odak announced their selection of Touch+#oint Solutions.
Inc.'s Catapult platform as a primar component of its
retail digital photo+printing infrastructure. The agreement
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-ill allo- for the installation of Touch+#oint's remote
management soft-are. Catapult. on thousands of ne- and
e3isting /odak #icture Maker kiosks -orld-ide. /odak -ill
use this ne-. net-orked infrastructure to further dri"e
efficienc and profita!ilit for retailers -ho o-n and
operate /odak e4uipment. B using a centrali=ed remote
management sstem. /odak can pro"ide fle3i!le !usiness
management ser"ices allo-ing deploment of a "ariet of
marketing. sales. and ad"ertising programs "ia the /odak
#icture Maker kiosk. In addition. it deli"ers centrali=ed dail
collection of production data -ith read access to reports
all -ithin a secure. pro"en en"ironment. And. retailers
!enefit from proacti"e ser"ice and support that monitors
and controls in+store e4uipment. e"en performing
diagnostics and repair. Ce"ices -ill automaticall
communicate -ith /odak technicians and store personnel
-hen attention are needed. thus minimi=ing e4uipment
do-ntime. This ne- capa!ilit pro"ides retailers -ith
"alua!le !usiness and ser"ice information to optimi=e
performance and profita!ilit.
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KIOSK
K"ak Pict#re Kisk 0 Increase" Print S6ee";
K"ak has a(s ann#nce" enhance*ents t its
6ht 6rinters !r the K"ak Pict#re kisk''
The *ain
9ene!it ! the
=/>. is !aster
6rinting s6ee"s
@ eight secn"s
!r a A B =0inch
6rint' The =/>.
2i(( *aintain
the a2ar"
2inning 6rint C#a(it:? 2hich 2n the
Digita( I*aging Marketing Assciatin
DDIMAE 6rinter sht#t an" Technica(
I*aging Press Assciatin DTIPAE a2ar"s in
-..A'
/odak #icture /iosks are e3pected to !e installed at more
and more locations in the coming ears. including /odak
<3press stores. hpermarkets. shopping malls. mo!ile
phone retail stores etc.
30 P A G E

MARKETING RESEARCH OF KODAK PICTURE
KIOSK
2ith ,).))) /odak #icture kiosks currentl installed
-orld-ide. /odak is not ne- to the photo /iosk !usiness.
The H)N market share makes /odak #icture /iosks the
-orld leader ! far.
PRODUCT DESCRIPTION F SUMMAR&
GA PICTURE KIOSK
It's so 4uick and eas. Consumers tell that the are
&ama=ed5 and &delighted5 -hen the
tr the /1CA/ #icture /iosk for the
first time.
/odak has designed the kiosks to
make sure ou get great results our
first time. and e"er time ou print.
8et true /1CA/ Oualit #rints. %ich.
"i!rant colors. Crisp detail. Simpl
!etter. !righter pictures.
You can do it ourself. Beautiful
pictures are right at our fingertips.
Gust touch the screen to get started.
31 P A G E

MARKETING RESEARCH OF KODAK PICTURE
KIOSK
The 7th generation /odak #icture /iosk is a self ser"ice
machine customers can use to edit their photos and make
professional 4ualit prints. The can also create calendars
and greeting cards from their photos. Its main parts are an
0CC monitor. a small to-er that houses its inputs. and dual
print stand that !oth the to-er and monitor stand on. As
ou can see from the picture !elo-. -hich includes the
measurements of the monitor plus the small to-er. the
unit is "er compact and it has a small footprint.
Si3e
?. Base is ?(5 3 ?(5
(. Terminal 6eight ()5
E. ?H5 Touch+screen (-ith tilt
option)
7. CC: CVC:Multimedia
Cards:E.H5
flopp:I%:Bluetooth
32 P A G E

MARKETING RESEARCH OF KODAK PICTURE
KIOSK
Feat#res F E"iting O6tin;
o Calendar
o 8reeting Card
o 9rame
o Adding te3t to photo
o 2ireless option
o Auto+media detection
o /odak perfect Touch
technolog
o %ed ee remo"al
o Poom and crop
o %otate image
o <3press prints option
o Simplified photo IC
process
In6#t O6tin;
<3ternal Ce"ice such as;
o Bluetooth
o ASB Cri"e
33 P A G E

MARKETING RESEARCH OF KODAK PICTURE
KIOSK
o CC:CVC
o Memor card:stick
G EAS& STEPS TO REA8 KODAK PICTURES
Ste6 7;
Apload our #ictures.
Insert our e3ternal de"ice.
Transfer pictures -irelessl from our
phone.
Scan our print.
See all input choices.
Ste6 -;
#re"ie- M Select our #ictures.
Select all pictures -ith $ust one touch.
34 P A G E

MARKETING RESEARCH OF KODAK PICTURE
KIOSK
1r print the pictures ou -ant.
Make eas edits to impro"e our picture
See our pics on screen !efore ou pa.
Ste6 G;
Touch the screen to indicate ho- prints ou -ant of each
pictures ma.
<nlarge fa"orite prints in $ust one step.
Choose a print package for pictures in more si=es.
.
'ri(in4 o: the >& order st"tion "nd >& #ios# is bet;een 2s. 19-09000+- to 2s. 29,09000+-.
The retail "enture of /odak is called /odak <3press. This
arrangement is similar to a franchise agreement !et-een
35 P A G E

MARKETING RESEARCH OF KODAK PICTURE
KIOSK
/odak and the retailer. /odak <3press is the -orld's largest
non+food retail chain.
2here is the !est place to get our photographs de"eloped
and printedQ 2here
can ou !u a -ell+
designed photo frameQ
2here can ou find a
good. ine3pensi"e
camera L and ad"ice on
ho- to use it. There is
one ans-er to all
These 4uestions; the /odak <3press store.
/odak <3press is the largest !randed photo+processing
net-ork in the -orld. -ith o"er E).))) stores -orld-ide.
and o"er ?H)) in India. <"er /odak <3press store is a one+
stop shop for practicall all our photograph needs.
/odak picture kiosk distri!ution channel is through /odak
e3press as said earl. 2here the product is install in retail
outlets.
36 P A G E

MARKETING RESEARCH OF KODAK PICTURE
KIOSK
S<OT ANA8&SIS OF PICTURE KIOSK PRODUCT
Strength +6+6
..
<eakness

?ser-:riend3y
8u"3ity o: the *rints.
B"(# u* :rom the !od"# $ndi".
@"(# o: ;"reness.
Virus *rob3em
O66rt#nities
..
Threats

More 7e"tures "dditions.
More Simi3"r *rodu(t to :i33 the 4"*
ir*ort9 M"33s ("n be ("*tured.
$nternet Conne(ti1ity.
Com*etitor (omin4 out ;ith simi3"r
*rodu(t.
6) PR!B%EM
The pro$ect -hich I -as assigned -as market sur"e i.e.
feed!ack. suggestion. "ie-s and preference of la!s.
studios and consumers for pictures kiosk. The reason of
gi"ing the pro$ect -as that> if other compan launches
same product in near future there is a chance of
competition to increase. to !e in the market the had gi"en
me a market research assignment to kno- more a!out the
product feed!ack. pro!lem or loophole of the product
-hich it can !e fulfill ! sol"ing it.
37 P A G E

MARKETING RESEARCH OF KODAK PICTURE
KIOSK
There -ere ( phase gi"en to me i.e.
Market sur"e for la!s and studios.
Market sur"e for end users.
D#ratin; It took appro3imatel A> das to complete the
sur"e.
MARKET SUR+E& FOR 8A%S H STUDIOS
O9Iecti5e;
To find and stud "ie-s M preferences of 0a!s:Studios for
picture kiosk product
It -as m goal that through the stud of #icture /iosk's
-eaknesses -ere identified. from -hich solutions can !e
outlined. and impro"ements carried out> such that the
compan's o!$ecti"e of creating a uni4ue and meaningful
customer e3perience can !e achie"ed.
RESEARCH METHODO8OG& F TECHNIJUES
A #rimar research -as conducted using the Ouantitati"e
and Oualitati"e research techni4ue. The instrument used
-as a structured 4uestionnaire. the method !eing face+to+
face inter"ie-.
38 P A G E

MARKETING RESEARCH OF KODAK PICTURE
KIOSK
Sur"e conducted in la!s and studios in different =one of
Mum!ai through a 4uestionnaire ! "isiting personall.
J#estinnaires 2ere "esign 9: *e 2ith he(6 ! Mr'
Shahna2a3 Ansari @ Asstt' Sa(es Manger ! K"ak
In"ia;
Partici6ants;
0a!s and Studios of /odak e3press.
Areas C5ere";
<ast Pone. 2est Pone. and Central Pone of Mum!ai.
Sa*6(e Si3e;
The sur"e -as conducted o"er a sample si=e of () la!s
and studios.
i.e. /odak e3press outlets.
So that a complete picture of the concerns surrounding the
#icture /iosk could !e o!tained. I used a num!er of stud
techni4ues to gather the necessar information I -ould
need in m analsis.
39 P A G E

MARKETING RESEARCH OF KODAK PICTURE
KIOSK
The sur"e consisted of 4uestions that measured different
aspects. such as satisfaction le"els and o"erall feelings of
the kiosk.
A structured 4uestionnaire -as formulated. -hich
consisted of 4uestions relating to the usa!ilit. de"ices
used. !asis of preference. le"el of satisfaction -ith the
features. 4ualit. speed. etc.
SUR+E& RESU8T
The Results of the Survey Conducted for labs /
studios represented as below:
40 P A G E
Customer visits to lab/studio in a da
5%
15%
30%
50%
Less than 20
20-50
50-90
More than 90

MARKETING RESEARCH OF KODAK PICTURE
KIOSK
?. 6o- man customer "isits to la!:studio on an a"erage
in a daQ
(. 2hich product are ou usingQ
INTERPRETATION; 9rom the sample si=e. ?, of the
la!s:studios are mainl using 87 1rder Station product and
onl ? using /iosk product.
E. Since ho- long ou ha"e the productQ
INTERPRETATION; Most of the la!s:studios are using the
product since from J months to ? ear.
7. Is the product user+friendl.
41 P A G E
!ostl Produ"t use b
Amateurs
#$%
Pro&essional
'(%
Customers visit ) use t*e +rodu"t in a da
Less than 15
35%
15-40
35%
40-75
20%
More than 75
10%

MARKETING RESEARCH OF KODAK PICTURE
KIOSK
INTERPRETATION; 9rom inter"ie-ing the participants.
most of them sa it is user+friendl.
-. By ;hom the most *rodu(ts "re useA
,. =o; m"ny (ustomers 1isit B use *rodu(t on "n "1er"4e in " d"yA
42 P A G E
!osted E,ternal -evi"e use
35%
10%
25%
30%
Bluetooth
USB Driver
CD/DD
Me!or" Car#
A.e Grou+s
5%
55%
40%
13-1$ 19-2% 27-35

MARKETING RESEARCH OF KODAK PICTURE
KIOSK
@. Mostl -hich e3ternal de"ice is use in the product to
printQ
*. Mostl -hich age group uses the productQ
43 P A G E
Print in a da
5
$
7
100-250 250-250 More than 450
/o0 o& +*otos
/
o
0

o
&

1
a
b
s
/
s
t
u
d
i
o
s

MARKETING RESEARCH OF KODAK PICTURE
KIOSK
,. 1n -hich occasion the product is !us.
INTERPRETATION; 2eekend is the occasion -here the
product is !us. @)N of the la!:studio sas. HN on
Vacation. HN on 9esti"als. M ()N on Cail.
?). 6o- man print are made in a da using productQ
??. 6o- fre4uentl the product is use.
INTERPRETATION; All la!s:studios sa that product is
used fre4uentl
44 P A G E
E,+erien"e o& 2oda3 1abs/4tudios
2
1
0
4
%
1
5
0
3
4
5
7
%
1
7
5
15 15 15
9
$
1$
$
15
&
#
i
t
i
n
'
(
i
)
t
u
r
e
s
(
r
i
n
t
i
n
'
(
i
)
t
u
r
e
s
*
r
a
n
s
+
e
r
r
i
n
'
,
i
)
t
u
r
e
s

t
o
,
r
o
#
u
)
t
M
a
-
i
n
'


a
C
a
l
e
n
#
a
r
M
a
i
n
'

a
.
r
e
e
t
i
n
'
C
a
r
#
M
a
-
i
n
'

a
(
a
s
s
,
o
r
t
/
#
#
i
n
'

*
e
0
t
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a

,
h
o
t
o
1
v
e
r
a
l
l
u
s
a
2
i
l
i
t
"
5atin.s
/
o
0

o
&
l
a
b
s
/
s
t
u
d
i
o
s
3eutral
So!e4hat &as"
er" &as"

MARKETING RESEARCH OF KODAK PICTURE
KIOSK
?(. 2hich "alue added feature is most printedQ
INTERPRETATION; Most of them sa that Dormal. collage.
regular are printed !ut rarel calendar. card. and frame.
?E. %ating the e3perience -ith each of the follo-ing tasks;
?7. a. 6o- the features of the productQ
INTERPRETATION; 0a!s:Studios are satisfied -ith the
features of product the follo-ing percentage of ans-er;
HHN sa that the features are e3cellent. EHN good. and
?)N satisfactor.
45 P A G E

MARKETING RESEARCH OF KODAK PICTURE
KIOSK
?7. !. Satisfied -ith the editing optionQ
INTERPRETATION; All la!s:studio are satisfied.
?7. c. Satisfied -ith the speed of the productQ
INTERPRETATION; All la!s:studios are satisfied -ith the
speed.
?7. d. 6o- the 4ualit of the print gi"en ! the productQ
INTERPRETATION; All the la!s:studios sa that the print
4ualit is good !ut mainl depend on e3ternal de"ice.
?7. e. 6o- is the o"erall performance of the productQ
INTERPRETATION; All he la!s:studios sa that the o"er
performance is e3cellent and the are satisfied -ith the
performance.
?H. An Additional features re4uiredQ
INTERPRETATION; Yes. *)N re4uires follo-ing;
Add future ear's calendar.
More colors in calendar.
46 P A G E

MARKETING RESEARCH OF KODAK PICTURE
KIOSK
Calendar. card. and frame should !e more creati"e
like cartoons.
?J. #roduct should ha"e Internet connecti"itQ
INTERPRETATION; Yes. @)N sas.
And E)N sas Do reason;
It takes more time. -hich make the la!Rstudio
cro-ded.
Viruses are do-nloaded from the internet.
6a"e separate facilit alread.
There are no customers for the internet.
It increases the e3penses.
47 P A G E
5e"ommendation o& +rodu"t to t*e "ustomers
0
1 1
1$
1 2 3 4
5atin.
/
o
0

o
&

l
a
b
s
/
s
t
u
d
i
o
s
56.5L7
L18
4ervi"e en.ineer visited
20%
55%
25%
0%
1-2 ti!es
2-% ti!es
%-10 ti!es
More than 10 ti!es

MARKETING RESEARCH OF KODAK PICTURE
KIOSK
?@. 6o- likel to recommend the product to customers
gi"e ratingsQ
?*. 6o- man times ser"ice engineer "isitedQ
48 P A G E

MARKETING RESEARCH OF KODAK PICTURE
KIOSK
?,. Ser"ice pro"ided is satisfactor.
INTERPRETATION;
All the la!s:studios are satisfied -ith the ser"ice pro"ided
(). Clarit of information or ad"ice pro"ided ! the ser"ice
engineer is satisfactorQ
INTERPRETATION;
HHN people sa e3cellent. 7)N. sa good and HN sa
satisfactor.
(?. The !enefit from the product;
INTERPRETATION;
0a!s:studios "ie-s are as follo-s;
As it is a self+ser"ice machine. the customer itself
selects their photos. -hich sa"e the time of the
la!Rstudio.
0a!s:studios !urden are reduce and there is increase
in the !usiness due to this product.
#roduct has man features and eas to operate also.
49 P A G E

MARKETING RESEARCH OF KODAK PICTURE
KIOSK
1ther la!sRstudios does not pro"ide this kind of
ser"ice of product.
Celi"er time ha"e !ecame more faster than earl.
((. 2hat is difficulties:pro!lem facedQ
INTERPRETATION; 0a!s:studios "ie-s are as follo-s;
It is possi!le to print ?)) photos through this product
!ut the ser"ice engineer recommend to print H)+J)
photos onl. -hich take time.
There is no option of *3?(5si=e photo printing in the
kiosk.
#roduct is stuck -hen photo print goes more than ())
copies.
There is a cropping pro!lem in a ne- "ersion.
Sometime the -riter:rom thro-s out the CCRCVC.
There is a "irus pro!lem. -hich comes from e3ternal
de"ices.
Calendar onl displa till Do"em!er ())*.
#roduct hangs -hile -orking.
50 P A G E

MARKETING RESEARCH OF KODAK PICTURE
KIOSK
There is starting pro!lem in the product -hen started
in the morning. pro!lem faced; features doesn't
displa on screen.
Soft-are should !e compati!le -ith frontier machine
also.
1ption of #assport is difficult to use9
(E. a. Suggestion from la!s:studios;
INTERPRETATION;
There should !e more customi=e si=e.
Install Anti+"irus soft-are. -hich helps to reduce !ias
attack.
There is a re4uirement of passport option setting.
There is a re4uirement for kiosk soft-are to !e
compati!le -ith frontier machine.
(E. !. %ecommendation from la!s:studios;
INTERPRETATION;
Do more soft-are should !e install it create pro!lem.
51 P A G E

MARKETING RESEARCH OF KODAK PICTURE
KIOSK
RESEARCH FINDINGS
INTERPRETATION;
Following are the observations:
Some of the la!s:studios do not -ant to gi"e full
control in the hands of the customer as the take long
time.
52 P A G E

MARKETING RESEARCH OF KODAK PICTURE
KIOSK
The product is eas to use e"en people ha"ing no
kno-ledge of operation> ma$orit of la!s:studios has
e3perience.
The product is mainl used ! amateur customer.
There is lack of promotion from the side of
la!s:studios to-ards the customers for the usage of
product.
Do- das as the reach of camera phone is "er high
among the masses. so there is huge opportunit to
trap this tpes of customers. Mo!ile phones ha"e (
technologies like memor card and Bluetooth. In this
sur"e. found that customer prefer to use memor
card and Bluetooth for their printing need. in the
sur"e I found that oungster mainl use this kind.
Mostl product is !us in the -eekend.
Customers are not properl a-are of other features
like calendar. card. and frame.
#roduct is inno"ati"e product as per the sur"e.
1ne feature -hich -as lacking according to the
la!s:studios -as internet connecti"it !ecause man
53 P A G E

MARKETING RESEARCH OF KODAK PICTURE
KIOSK
customers ha"e asked for it and e"en the feel it
should !e included in the features.
The 4ualit of print is good !ut it mainl depends on
the e3ternal de"ices.
Backup and support -as good according to
la!s:studios pro"ided ! the compan for the
technical issues.
54 P A G E

MARKETING RESEARCH OF KODAK PICTURE
KIOSK
SUGGESTION F RECOMMENDATION
More marketing acti"ities should !e conducted at
different la!s:studios for the promotion of product
usage and a-areness of different features.
The customer should !e gi"en -hole freedom and
time to use this product.
The product should !e installed at different residence
and education places like school and colleges.
There should !e a mo!ile "an carring this product
-hich can !e taken to the different places as per
different occasion and re4uirement like (admission
reason near the school and colleges> passport office>
picnic spots.)
There should !e more "ariet of design !ase on
different famous cartoon character like tom M $err.
po-er rangers etc. speciall for the kids> !oll-ood
stars photo and theme for oungster and e"en tra"el
theme -hich are e"er much famous.
55 P A G E

MARKETING RESEARCH OF KODAK PICTURE
KIOSK
There is an opportunit of this product at different
location of importance like shopping malls. airport and
resorts.
JUESTIONNAIRE
77 1uestionnaire 77
A !rief sur"e to find out more a!out /odak Customer
"ie-s M preferences for the 87 /iosk. 1rder Station
product. I -ould !e grateful if ou could spare a fe-
minutes to participate in it. Thank ou for our
cooperation.
?. 6o- man customer "isits to our la!:studio on an
a"erage in a daQ
0ess than () ()+H) H)+,) More than ,)
(. 2hich product are ou usingQ
87 /iosk 87 1rder Station 1ther.
please specif
56 P A G E

MARKETING RESEARCH OF KODAK PICTURE
KIOSK
E. Since ho- long ou ha"e the a!o"e productQ
0ess than E months E+J months J mths +? r more
than ?ear
7. Is the a!o"e product user+friendlQ
Yes Do. please
specifSSSSSSSSSSSSSS..
H. B -hom the most a!o"e product is useQ
Amateurs #rofessional
J. 6o- man customers "isit M use a!o"e product on an
a"erage in a daQ
0ess than ?H ?H+7) 7)+@H More than @H
@. Mostl -hich e3ternal de"ice is use in the a!o"e product
to printQ
57 P A G E

MARKETING RESEARCH OF KODAK PICTURE
KIOSK
Bluetooth ASB Cri"e CC:CVC Memor
Card:Stick
*. Mostl -hich age group uses the a!o"e productQ
?E+?* ?,+(J (@+EH EH M A!o"e
,. 1n -hich occasion the a!o"e product is !usQ
2eekend Vacation 9esti"als 1ther. please
specifSSS...
?). 6o- man print ou make in a da using a!o"e
productQ
0ess than ?)) ?))+(H) (H)+7H) More
than 7H)
??. 6o- fre4uentl the a!o"e product is useQ
%arel 9re4uentl 1ccasionall Dormal
?(. 2hich "alue added feature is most printedQ
Calendar Card 9rame 1thers. please specifS
58 P A G E

MARKETING RESEARCH OF KODAK PICTURE
KIOSK
?E. %ate our e3perience -ith each of the follo-ing tasks;
<diting pictures
#rinting pictures
Transferring pictures to
product.
Making calendar
Making a card
Making a passport
Adding te3t to a photo
1"erall usa!ilit
1&. =o; do you :ind the *rodu(t *3e"se r"te the :o33o;in4:
<3celle
nt
8ood
Satisfacto
r
#oor
Cepend
on Ce"ice
9eatures
<diting option
Speed of
product
Oualit of print
1"erall
performance
59 P A G E

MARKETING RESEARCH OF KODAK PICTURE
KIOSK
?H. Co ou -ant an additional featureQ
Yes. please specifSSSSSSSSSSSSSS.. Do
?J. Co ou think this machine should ha"e Internet
connecti"itQ
Yes Do. please specif..
SSSSSSSSSSSSS..
?@. 6o- likel are ou to recommend the a!o"e product to
our customersQ
(%ate on scale of ? T 0o- to 7 T highl)
? ( E 7
?*. 6o- man times ser"ice engineer "isitedQ
?+( (+J J+?) more than ?) times
?,. Are ou satisfied -ith the ser"iceQ
Yes Do. please specifSSSSSSSSSSSSSS..
60 P A G E

MARKETING RESEARCH OF KODAK PICTURE
KIOSK
(). 6o- satisfied are ou -ith the clarit of information or
ad"ice pro"idedQ
<3cellent 8ood Satisfactor #oor
(?. 2hat !enefit from the a!o"e product ou getQ

SSSSSSSSSSSSSSSSSSSSSSS..
((. Cid ou encounter an difficulties:pro!lemQ If so. -hat
are theQ
SSSSSSSSSSSSSSSSSSSSSSSSSSSSS
SSSSSSSSSSSSSSSSSSSSSSSSSSSSS
SSSSSSSSSSSSSSSSSSSSSSSSSSSSS
SS.
(E Are ou happ -ith the productQ #lease share our
"ie-.
Suggestion; %ecommendation;
61 P A G E

MARKETING RESEARCH OF KODAK PICTURE
KIOSK
8A%FSTUDIO DETAI8S;
8a9FSt#"i;SSSSSS..SSSSSSSSSSSSS
Persn; SSSSSSSSSSSSS.. Age ;
SSSSSS.
8catin;
SSSSSSSSSSSSSSSSSSSSSSSSSSSSS
SSSSSSSSSSSSSSSSSSSSSSSSSSSSS
SSSSSSSSSS
Gen"er; Ma(e Fe*a(e
MARKET SUR+E& FOR CONSUMERS
1'7' O%JECTI+E
To find and stud "ie-s M preferences of consumers for
picture kiosk product
62 P A G E

MARKETING RESEARCH OF KODAK PICTURE
KIOSK
1'-' RESEARCH METHODO8OG& F TECHNIJUES
A #rimar research -as conducted using the Ouantitati"e
and Oualitati"e research techni4ue. The instrument used
-as a structured 4uestionnaire. the method !eing face+to+
face inter"ie-.
Sur"e conducted in la!s and studios in different =one of
Mum!ai -ith the help of 4uestionnaire ! "isiting
personall and inter"ie-ing the consumers.
Ouestionnaires -ere design ! me -ith help of Mr.
Shahna-a= Ansari L Asstt. Sales Manger of /odak India;
Partici6ants;
Consumer at /odak e3press.
Areas C5ere";
<ast Pone. 2est Pone. and Central Pone of Mum!ai.
Sa*6(e Si3e;
Sur"e also conducted -ith a sample si=e of E7 end+
users.
SUR+E& RESU8T
63 P A G E
6re7uentl "ustomers visit on
2%%
2%% 15%
33%
8ee-l" Monthl" 1))asionall" :irst ti!e

MARKETING RESEARCH OF KODAK PICTURE
KIOSK
The Results of the Survey conducted for consumer
represented as below:
?. 6o- fre4uentl do ou "isit the la!:studio for o"erall
ser"iceQ
(. 6o- fre4uentl do ou use the product for printing
photosQ
INTERPRETATION;
Most of the consumer uses the product fre4uentl -ith
J?N. ((N occasionall. and ?@N rarel.
64 P A G E
8""asion t*e +rodu"t is use most
1$%
37%
15%
24%
%%
Birth#a" &vents :estivals 8e##in' Cere!on" 1thers
!ostl devi"e used
5$%
12%
15%
15%
Bluetooth
USB Drive
CD/DD
Me!or" Car#/Sti)-

MARKETING RESEARCH OF KODAK PICTURE
KIOSK
E. 1n -hich occasion ou use the productQ
;9 8hi)h e0ternal #evi)e is use# !ost in the ,ro#u)t to ,rint<
65 P A G E
E,+erien"e o& "onsumers
1
0
3
4
%
19
34
3
$
2
14
0
2$
22
2%
&#itin'
(i)tures
*rans+errin'
,i)tures to
,ro#u)t
Ma-in' a
Calen#ar
Main' a
.reetin' Car#
/##in' *e0t to
a ,hoto
5atin.s
/
o
0

o
&

"
u
s
t
o
m
e
r
s
3eutral
&as"
3ot use

MARKETING RESEARCH OF KODAK PICTURE
KIOSK
H. Is the a!o"e product user+friendlQ
INTERPRETATION; 9rom inter"ie-ing the consumers. all
of them sa that the product is user+friendl.
=9 >atin' o+ the e0,erien)e 4ith ea)h o+ the +ollo4in' tas-s?
@. 2hich "alue added feature ou like apart from the
normal featureQ
INTERPRETATION; Calendar has J?N. -hich the
consumer likes the most apart from the normal features.
66 P A G E
5e7uirement &or internet "onne"tivit
24
$
7es 3o
/
o

o
&

"
u
s
t
o
m
e
r
s

MARKETING RESEARCH OF KODAK PICTURE
KIOSK
(?N greeting card. and ?*N of others -ho had use the
product first time.
*. Co ou -ant an additional featureQ
INTERPRETATION; As the product is inno"ati"e and ne-
to the them. from the sur"e it -as found that ?))N of
them do not re4uire an additional features.
9. )o you thin# this m"(hine shou3d h"1e $nternet (onne(ti1ityA
@A9 Co ou think this machine should ha"e 0anguage
optionQ
INTERPRETATION; B inter"ie-ing the consumer of the
product all of them sa that if there -ould !e language
67 P A G E
5atin. o& t*e Produ"t
/
o
0

o
&

"
o
n
s
u
m
e
r
s
&0)ellent 4 1 22 10
.oo# 9 13 12 34 24
3ot use 21 19
Satis+a)tor" 1
:eatures
&#itin'
o,tion
S,ee# o+
,ro#u)t
Bualit" o+
,rint
1verall
,er+or!an)e
5e "ommendation &r om lab/s tudio
24
10
7es
3o
/o o& "ons ume r s

MARKETING RESEARCH OF KODAK PICTURE
KIOSK
option that can !e more easil to operate. 6indi and
Marathi is the language re4uired in the product -hich is
the national and state language.
@@9 6o- do ou find the product please rate the follo-ing;
?(. Is the pricing relati"e to our e3pectationQ
INTERPRETATION; The entire consumers are "er much
satisfied -ith the pricing of the print.
1%. Cid la!:studio recommend ou to use this productQ
68 P A G E
5e "omme ndation t o ot*e r s
2
1 0
2 2
1
2
3
4
5
a
t
i
n
.
s
/o0 o& "onsumers
Lo4
er "
5i'hl"
5i'hl"
er "
Lo4

MARKETING RESEARCH OF KODAK PICTURE
KIOSK
?7. Is this product easil accessi!le to our locationQ
INTERPRETATION; The product is installed at la!s:studios
-hich are at prime locations that are -h the consumers
feel that it is easil accessi!le.
?H. 6o- likel are ou to recommend the product to other
peopleQ
?J. 2hat !enefit from the product ou getQ
INTERPRETATION; Some of the user has gi"en their
"ie-s;
As it is a self+ser"ice machine. -hich sa"e the time for
selection
69 P A G E

MARKETING RESEARCH OF KODAK PICTURE
KIOSK
It is eas to operate.
1ther la!sRstudios does not pro"ide this kind of ser"ice of
product.
#roduct is inno"ati"e. -hich some thing is ne-.
?@. Cid ou encounter an difficulties:pro!lemQ If so. -hat
are theQ
INTERPRETATION; Do Comments.
?*. If ou could change something a!out the product. -hat
-ould it !eQ
INTERPRETATION; Do Comments
?,. 2ould ou use this kiosk againQ
INTERPRETATION; According to sur"e it -as found that
consumers -ere -illing to use the product again -hen
"isited later.
DEMOGRAPHIC DETAI8S;
70 P A G E
!ostl use +rodu"t use b
%5%
35%
Male
:e!ale
8""u+ation o& t*e "onsumers
11
3
$
12
Servi)e Sel+ -e!,lo"e# Business Stu#ent
o""u+ation
/
o
0

o
&

"
o
n
s
u
m
e
r
s
A.e Grou+ o& t*e "onsumers
19
14
1
Bet4een 19 - 2% Bet4een 27 - 35 1ver 35
A.e Grou+
/
o
0

o
&

"
o
n
s
u
m
e
r
s

MARKETING RESEARCH OF KODAK PICTURE
KIOSK
GENDER;
OCCUPATION;
AGE GROUP;

71 P A G E

MARKETING RESEARCH OF KODAK PICTURE
KIOSK
INTERPRETATION; 9rom the sur"e I found that most of
the users are !et-een ?, to (Jrs i.e. oungster categor.
To gain more users in this categor the product must !e
regularl updated.
RESEARCH FINDING
INTERPRETATION;
Following are the observations:
It -as found that man consumers "isited the
la!s:studios ha"e e3perienced this product for the first
time.
<"ents -as considered to !e the occasion in -hich the
consumer "isits the la!s:studios the most. -hereas in
comparison to other occasions like !irthda. festi"als
and -edding ceremon -hich are lo-.
It -as found that ma3imum e3ternal de"ice used for
the transfer of the data is Bluetooth.
Most of them ha"e not use the "alue added features
!ecause the are not properl guided. ad"ice. and
informed a!out the features to use the product.
%ecommendation to consumers from la!s:studios to
use the product ;
72 P A G E

MARKETING RESEARCH OF KODAK PICTURE
KIOSK
It -as found from the sur"e that consumers -ho
comes for the first time. la!:studio does not
recommend them to use the product. And apart from
that there is no proper promotion of the product in the
sense that of pointers. guiding posters to-ards the
product and also for ho- to use itQ
%e4uirement of internet connecti"it;
9rom the sur"e I found that most of them re4uire
internet connecti"it
Most of them sa that internet connecti"it helps
them !ecause the can send their photo directl from
office or home and don't ha"e to carr an e3ternal
de"ice.
SUGGESTION F RECOMMENDATION
9irst time user should !e gi"en -ell demo a!out the
product.
0a!s:studio should properl guide to the user insisted
of using themsel"es.
Man consumer are not a-are of the features the
reason !ehind is that the are not informed a!out it so
73 P A G E

MARKETING RESEARCH OF KODAK PICTURE
KIOSK
to a"oid this -e should ha"e a demo person standing
ne3t to the product -here he can e3plain them
properl.
/eeping a demo person ne3t to the product it can help
to capture the -aiting consumer as -ell.
Youngsters are the ma$or categor -ho uses the
product most for this there should !e regularl update
of the features.
More marketing acti"ities should !e conducted at
different la!s:studios for the promotion of product
usage and a-areness of different features.
JUESTIONNAIRE
77 1uestionnaire 77
Dear Cns#*ers?
Thank ou for choosing our product + 87 order
station:kiosk. #lease spare a fe- moments of our time to
complete our 4uestionnaire and pro"ide us the opportunit
to impro"e the standard of our products.
?. 6o- fre4uentl do ou "isit the la!:studio for o"erall
ser"iceQ
74 P A G E

MARKETING RESEARCH OF KODAK PICTURE
KIOSK
2eekl Monthl 1ccasionall 9irst Time.
then go to O.no.)E
(. 6o- fre4uentl do ou use the product for the printing
the photosQ
%arel 9re4uentl 1ccasionall
E. 1n -hich occasion ou use the productQ
Birthda <"ent 9esti"als 2edding
Ceremon
1ther. please specifS..................
7. 2hich e3ternal de"ice is use in the product to printQ
Bluetooth ASB Cri"e CC:CVC Memor
Card:Stick
1ther. please specif SSSSS
H. Is the a!o"e product user+friendlQ
75 P A G E

MARKETING RESEARCH OF KODAK PICTURE
KIOSK
Yes Do. please specifSSSSSSS.SS
J. %ate our e3perience -ith each of the follo-ing tasks;
Cifficul
t
Deutral <as Dot use
<diting pictures
Transferring pictures to
product.
Making calendar
Making a card
Adding te3t to a photo
@. 2hich "alue added feature ou like apart from the
normal featureQ
Calendar Card 9rame 1thers. please
SpecifSSSS.
*. Co ou -ant an additional featureQ
Yes. please specifSSSSSSSSSSSSSS.. Do
,. Co ou think this machine should ha"e Internet
connecti"itQ
76 P A G E

MARKETING RESEARCH OF KODAK PICTURE
KIOSK
Yes. please specif...SSSSSSS.. Do. please
specif...SSSS
?). Co ou think this machine should ha"e 0anguage
optionQ
Yes. please specif...SSSSSSS.. Do
??. 6o- do ou find the product please rate the follo-ing;

<3cell
ent
8oo
d
Satisfac
tor
#oo
r
Cepend
on
Ce"ice
Dot use
9eatures
<diting
option
Speed of
product
Oualit of
print
1"erall
performance
?(. Is the pricing relati"e to our e3pectationQ
Yes Do. please specifSSSSSSSSSSSSSS..
77 P A G E

MARKETING RESEARCH OF KODAK PICTURE
KIOSK
?E. Cid la!:studio recommend ou to use this productQ
Yes Do. please specifSSSSSSSSSSSSSS..
?7. Is this product easil accessi!le to ou our locationQ
Yes Do. please specifSSSSSSSSSSSSSS..
?H. 6o- likel are ou to recommend the product to other
peopleQ
(%ate on scale of ? T lo- to 7 T highl)
? ( E 7
?J. 2hat !enefit from the product ou getQ
SSSSSSSSSSSSSSSSSSSSSSS..
?@. Cid ou encounter an difficulties:pro!lemQ If so. -hat
are theQ
78 P A G E

MARKETING RESEARCH OF KODAK PICTURE
KIOSK
SSSSSSSSSSSSSSSSSSSSSSSSSSSSS
SSSSSS
?*. If ou could change something a!out the product. -hat
-ould it !eQ
SSSSSSSSSSSSSSSSSSSSSSSSSSSSS
SSSSSS
?,. 2ould ou use this kiosk againQ
Yes Do. please specif...
SSSSSSSSSSSSS..
(). Are ou happ -ith the productQ #lease share our
"ie-.
Suggestion; %ecommendation;
DEMOGRAPHIC DETAI8S;
Na*e; SSSSSSSSSSSSSS
Gen"er; Ma(e Fe*a(e
79 P A G E

MARKETING RESEARCH OF KODAK PICTURE
KIOSK
1ccupation; Ser"ice Self+emploed Business
1ther. please specifK
KKKKKKKKKK'
In 2hich Age group do ou !elongQ
Ap to ?* rs !et-een ?, and (J !et-een (@ and
EH o"er EH
CONC8USION
Chances are ou'll use a self+ser"ice kiosk of one sort or
another toda. The're e"er-here.
80 P A G E

MARKETING RESEARCH OF KODAK PICTURE
KIOSK
In the earl das of kiosk printing the main reason to
use the self+ser"ice alternati"e -as to sa"e time. But no-
kiosks ha"e gone -a !eond that. #hoto kiosks ha"e
!ecome successful !ecause the satisf the four !asic
re4uirements consumers demand from self+ser"ice
transactional de"ices. /iosks are eas to use. trust-orth.
pro"ide e4ual or higher 4ualit than alternati"es and are
-idel a"aila!le. /iosks are still 4uick and con"enientU
that's for sureU!ut their primar attraction these das is
the high 4ualit pictures and other products such as
#icture CCs the deli"er at a "er afforda!le price and -ith
"irtuall no fuss.
The !enefit goes -ell !eond con"enience. &The
4ualit of the product is higher. too. and the price is
e4uita!le.5 /iosks pro"ide a pleasant and satisfing user
e3perience.
If ou ha"e ne"er used a /odak kiosk ou should tr it.
It's eas and fun. Insert our memor card or CC and
follo- the on+screen instructions. You'll !e gi"en a chance
to =oom and crop. reduce red+ee. restore color. and make
other impro"ements to our images. You can personali=e
81 P A G E

MARKETING RESEARCH OF KODAK PICTURE
KIOSK
our prints -ith te3t or !orders. And ou can produce
cards. calendars and other things !esides !asic prints.
%I%8IOGRAPH&
Boo"s7
Maga8ines7
si"n *hoto4r"*hy
Sm"rt *hoto4r"*hy
Better *hoto4r"*hy
Articles7
5he 5imes o: $ndi"- /u'ust C@D EAAF
=indust"n times- M"r(h %09 200.
Personnel7
Mr) Shahna9a8 Ansari' sstt. S"3es M"n"4e9 !od"# $ndi" @td.
.e&sites7
;;;.#od"#.(om
;;;.#od"#indi".(om
;;;.4oo43e.(om
;;;.;i#i*dei".(om
htt*:++money.(nn.(om+m"4"Cines+:ortune+:ortune-00+2008+:u33D3ist+201D%00.htm3
htt*:++;;;.3ets4odi4it"3.or4+en+ne;s+"rti(3es+storyD2,%%.htm3
htt*:++;;;."mein:o.(om+1111%&.htm3
82 P A G E

MARKETING RESEARCH OF KODAK PICTURE
KIOSK
htt*:++money.(nn.(om+6uote+:in"n(i"3s+:in"n(i"3s.htm3A
symbEF!BsidE1.2%Bre*ortE2B*eriodE"nnu"3
44490,EAAC9or'/-e"s,ee)hes/)usu!ano9,#+
83 P A G E