Gene, Article...kodak/ kodak, intel announce kodak picture cd, marketing tests in indianapolis and salt lake city...
September 30, 1998
M2 PRESSWIRE: Eastman Kodak Company and Intel Corporation today announced a four-month, two- market test of Kodak Picture CD and a collaborative marketing campaign to educate consumers on the ease and benefits of digital imaging.
The tests, which began last week in Indianapolis and Salt Lake City, are intended to gauge consumer response to the CD and marketing efforts. The companies will assess response by tracking sales in the test markets and by measuring overall effectiveness of the marketing efforts.
Kodak Picture CD: Simple, Automatic
Kodak Picture CD, the first product resulting from a new digital-imaging plan between Kodak and Intel, is an all-in-one, auto-loading CD-ROM that makes storing, enhancing, sharing and printing pictures on a personal computer simple, automatic, affordable and fun. On the version of Kodak Picture CD being tested in Salt Lake City and Indianapolis, Adobe Systems, Inc., will provide the CD's user interface and core software functions.
Kodak and Intel anticipate rolling out Kodak Picture CD nationally in early 1999, with their nationwide marketing campaign beginning later that year.
Marketing Campaign
Working from a joint creative strategy, Kodak and Intel will launch separate yet coordinated advertising campaigns during the test. Kodak's campaign will begin October 5, followed by the Intel campaign starting October 19. Each company's ads have been developed by their individual advertising agencies: (Ogilvy & Mather for Kodak; Messner Vetere Berger McNamee Schmetterer/Euro RSCG for Intel). The two companies previewed one television ad each at an event held today in New York.
For consumers comfortable with traditional picture-taking, Kodak Picture CD television ads show the benefits of digital imaging, while emphasizing that people need not change their picture-taking habits. Kodak's ads will introduce Kodak Picture CD by demonstrating how easy it is for people to organize and store their pictures on their computers. Intel's television advertising will focus on computer users and will promote the Intel Pentium II processor; Kodak Picture CD will be shown as a high-performance PC application.
The companies will quantify advertising effectiveness through a number of measures, including consumer awareness, market penetration of Kodak Picture CD and repeat purchases. Television advertising will be measured against previous Kodak ads that scored high with consumers.
Kodak and Intel will provide retail support and education through a number of marketing activities, including promotions, coupon drops, direct mail pieces and retail demo days. Participating retailers in Indianapolis and Salt Lake City will receive point-of-purchase materials--ranging from counter cards and sell- sheets to ad slicks and in-store radio spots--to promote Kodak Picture CD and other Kodak digitization products. Retailers also will receive a monthly newsletter on Kodak Picture CD.
"The intent of the collaborative advertising is to communicate the simplicity of digital imaging by using Kodak Picture CD as an example and to establish a strong connection between the product and high-performance PCs, " said Rory Gumina, worldwide marketing manager, Digital and Applied Imaging, Kodak. "First, Kodak's ad will show how Kodak Picture CD lets people do innovative things with their pictures on computers, followed by Intel Pentium II advertisements promoting Kodak Picture CD as a feature application. "
"The work in these test markets, and our sizable on-going joint marketing investment, gives Intel and Kodak the opportunity to both educate consumers and demonstrate to retailers how we can bridge traditional photography with the rich future of digital imaging," added Lorie Wigle, director of marketing, Digital Imaging and Video Division, Intel.
Pricing And Availability
It is expected that Kodak Picture CD will retail between $8.95 and $10.95 and will be available as an add-on to developing and printing traditional prints. Kodak Picture CD is available to consumers throughout Indianapolis and Salt Lake City through retailers, including CVS, K-Mart, Kroger, Marsh, Meijer, Osco, Rite- Aid, Target, Walgreens and Ritz Camera. More than 90 percent of all Kodak photofinishing retailers in Salt Lake City and Indianapolis have agreed to participate in this test. |
