Image is Everything: Kodak to Sponsor 2008-2009 AMA Collegiate Case Competition
Published 11/11/2008
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Summary
As sponsor of this year’s AMA Collegiate Case Competition, the Eastman Kodak Company will provide students with the challenging opportunity of creating marketing plans aimed at developing the next generation of Kodak Gallery products. All entries must be received by December 17, 2008.View this content
The sponsor of the AMA Collegiate Case Competition for the 2008-2009 year is the Eastman Kodak Company (Kodak). Kodak is engaged primarily in developing, manufacturing and marketing traditional and digital imaging products, services and solutions for consumers, professionals, healthcare providers, the entertainment industry and other commercial customers. The focus of this case is the Kodak Gallery. The Kodak Gallery offers prints and gifts (e.g., photo books, stickers, mugs, etc.) in addition to a variety of services such as archiving digital photographs, PhotoStamps, traditional picture frames for prints, digital picture frames, mobile subscriptions and MySpace integration.
AMA case teams are challenged with developing marketing plans for determining what products, features, services, and capabilities the next generation of Kodak Gallery must offer in order to maintain its current market leader position. The goal is to develop positioning strategies that appeal to the current core target audience as well as additional potential target markets. Students will develop an IMC program to support the launch of the next generation Kodak Gallery. This case brings two important issues together for marketing students: the leveraging of a successful brand and responding to the constantly changing Internet environment.
Student entries will be evaluated on the following components: situation analysis; market research; target marketing, objectives, and positioning strategy; marketing plan to promote the next generation Kodak Gallery to the appropriate target markets; and grammar and punctuation. Based on written entries, due December 17, 2008 at 9:00 AM CST, eight teams will be selected as finalists to present their case analysis at the 31st International AMA Collegiate Conference in New Orleans on March 26, 2009. Prize money is awarded to the eight finalists. The winner will be chosen based on the final presentation.
The case competition is a great opportunity for students to get involved and develop their marketing skills. By working on the case, students are given a chance to work on a real problem for a real client with real budget constraints. This real world experience will help students to develop critical thinking and research skills. In addition, it helps prepare them for a career in marketing by working on real-world implementation issues. Students are certain to benefit from this experience.
Clients also benefit by participating in the case competition. They are able to gain many creative ideas from a large number of teams. The teams also submit primary research that can be helpful to the client. Last year, almost 50 teams participated in the case competition.
The case competition is a win-win situation for both the client and participating students. Encourage your school to participate in this great opportunity. Visit the Collegiate Chapters page of www.marketingpower.com to learn more about the case competition. If you know of a company that would be interested in sponsoring the case competition in the future, please contact Dr. Gail Zank at gz10@txstate.edu or Dr. Scott Swanson at swansosr@uwec.edu