Polaroid | Why Polaroid failed Polaroid | Background Information 1937 | founded by simply Edwin Property first to switch to colored dyes 1948 | launch of fast film cams first , only company within their category 1982 | Edwin Land remaining the company early on 90s | introduction of digital cameras March 2001 | couldn’t compete with digital cameras , filed a bankrupcy Buyer Centric Advertising | So why Polaroid failed? 2 Polaroid | Edwin Land Manufacturer of advancement 535 patents Block-buster founder House Wizard Edwin Land centric business Product-oriented Showman Marketing is what you do once your product is not good Buyer Centric Promoting | Why Polaroid failed? 3 Polaroid | Contextualizing Competitive Advantage competitiveness level market positioning sales positioning product orientation production alignment until mid 80s supply <, demand supply = demand supply >, demand 4 impressive excellence initial mover conspiracy status brand identity Customer Centric Promoting | For what reason Polaroid failed? Polaroid | Changes in the industry competitiveness level market positioning mid 80s onwards product sales orientation product orientation production orientation rices for conventional cameras drop 1-hour-photo outlets emerge residence computers , digital cameras supply >, require 5 supply <, demand supply = demand Customer Centric Advertising | For what reason Polaroid failed? Polaroid | Reactions , Cause of Inability Polaroid remained product-centric Did not anticipate industry changes , implications Dismissed opportunity despite having scientific expertise , fixated on Polaroids žAs electronic image resolution becomes more prevalent, there is still a basic human need for an everlasting visual record”
Reaction to improvements too slow Decrease of key brand asset , competitive positive aspects Consumer Based Marketing | Why Polaroid failed? six Polaroid | Loss of Competitive Advantage limited interactivity (social network and so forth ) deficiency of convenience (10 pics by a time) expensive in comparison to digital cameras emergence of instant printing shops. brand identity adopted by simply digital camera rivals Polaroid currently perceived as šartsy’ , šretro’ Consumer Centric Marketing | Why Polaroid failed? 7 Polaroid | Way About It , Conclusion
Polaroid could have branded digital products as being a logical extensions of its instant selection if they had awaited the changes early on enough and reacted accordingly Concentrate on merchandise , company value instead of products , technology Match the market trends Anticipate upcoming changes , implications Gratify a need “camera should go beyond amusement and record making to become a constant partner of most human beings, a new attention, a second recollection.
” (Land) Consumer Based Marketing | Why Polaroid failed? 8 Polaroid | Sources Arvidson, Erik, žPolaroid History”, recovered from http://www. how. com/info_8730013_polaroidhistory. html Camerapedia. wikia. com, http://camerapedia. wikia. com/wiki/Polaroid, seen Oct 6th 2012 Haig, Matt (2011), žBrand Failures: The Truth About the 100 Biggest Branding Errors of All Time Polaroid. com, http://www. polaroid. com/about-us, viewed Oct 7th 2012 Johnson, Andrea Nagy (November 2009), žWhat was Polaroid thining? “, in: Behavioral Research, A distribution of the Yale School Of Management, recovered from http://qn. som. yale. edu/content/what-waspolaroid-thinking Customer Centric Promoting | How come Polaroid failed? 9