Polaroid Corporation

Polaroid why Polaroid failed Polaroid Background Information 1937 founded by Edwin res publica first off to switch to colored dyes 1948 launch of instant(prenominal) film photographic cameras first & only brand within its category 1982 Edwin Land left the club early 90s introduction of digital cameras Oct 2001 couldnt compete with digital cameras & filed a bankrupcy Consumer Centric grocery storeplace wherefore Polaroid failed? 2 Polaroid Edwin Land Factory of grounding 535 patents Block-buster creator House Genius Edwin Land centric company Product-oriented booster market is what you do when your product is not good Consumer Centric Marketing Why Polaroid failed? 3 Polaroid Contextualizing Competitive Advantage competitiveness level market taste sales orientation product orientation production orientation until mid 80s tack motive supply = demand supply demand 4 innovative excellence first mover cult view brand identity Consumer Centric Marketing Why P olaroid failed? Polaroid Changes in the market competitiveness level market orientation mid 80s onwards sales orientation product orientation production orientation rices for conventional cameras drop cloth 1-hour-photo shops emerge home computers & digital cameras supply demand 5 supply demand supply = demand Consumer Centric Marketing Why Polaroid failed? Polaroid Reactions & spring of Failure Polaroid stayed product-centric Failed to anticipate market changes & implications Ignored opportunity despite having expert expertise & fixated on Polaroids As electronic imaging becomes more prevalent, there remains a basic merciful need for a ageless visual put downReaction to changes too slow Loss of light upon brand asset & competitive advantages Consumer Centric Marketing Why Polaroid failed? 6 Polaroid Loss of Competitive Advantage limited interactivity (social network etc. ) wishing of convenience (10 pics at a time) expensive compared to digital 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 have branded digital products as a logical extensions of its instant range if they had anticipated the changes early adequacy and reacted accordingly Concentrate on product & brand value quite a than products & technology Keep up with the market trends Anticipate future changes & implications carry out a need camera should go beyond amusement and record making to become a continuous partner of most human beings a new 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. html Camerapedia. wikia. com, http//camerapedia. wikia. com/wiki/Polaroid, viewed Oct 6th 2012 Haig, Matt (2011), Brand Failures The lawfulness About the 100 Biggest Branding Mistakes of All Time Polaroid. com, http//www. polaroid. com/about-us, viewed Oct 7th 2012 Smith, Andrea Nagy (November 2009), What was Polaroid thining? , in Behavioral Research, A publication of the Yale School Of Management, retrieved from http//qn. som. yale. edu/content/what-waspolaroid-thinking Consumer Centric Marketing Why Polaroid failed? 9