Leisure and entertainment: Cameras, photography

 

Canon was seeking to establish a market leading position in the digital camera market. To do so, it faced not only stiff competition from lower-priced rivals, but a market that was subject to the incr ...

Canon photo printers were losing territory in the photo printing market to retail photo stores and online services, while many customers were also expressing disappointment with the quality of home pr ...

Polaroid Corporation, manufacturer of one of the premiere brands of cameras for more than 50 years, faced a crisis in the 1990s as the rise of new technologies, in particular digital cameras, negated ...

By 1995 Polaroid Corporation was perceived as a brand and a company whose time had passed. Disposable and 35mm cameras were less expensive than instant ones, their film was much cheaper and could be ...

Nikon Corporation, one of the leading manufacturers of professional photography equipment, ran an advertising campaign in 1997 to invite photographers of all skill levels to participate in the Ni ...

Long known as a reliable but predictable maker of computer printers, Hewlett-Packard Company (HP) was, in 2003, engaged in a recasting of its moribund image, a project initiated by HP's chief ...

With the rise of digital photography in the 1990s, Fuji Photo Film U.S.A. found itself in danger of being marginalized as nothing more than a film company despite offering a wide range of digital prod ...

Eastman Kodak Company ran one of the largest advertising campaigns in its history to publicize the Advanced Photo System (APS), a new type of camera, film, and related products developed jointly by Ko ...

In the early 1990s Kodak, the venerable photo products company, found itself in increasing difficulties. Despite a long history of pioneering products and dominating the market, the company was u ...

In the mid-1990s the Eastman Kodak Company was not just the leading manufacturer of photographic film, paper, and chemicals; it was listed as one of the top companies in America. In both 1996 and 19 ...

One of the most successful brands in the history of the United States, Eastman Kodak Company, whose founder had invented popular photography in the 1880s, was slipping as it entered the twenty-first ...

In 2001 Canon U.S.A., Inc., a subsidiary of the Japanese printer, copier, and peripherals manufacturer Canon Inc., introduced a compact digital-photo printer, which offered speed and the convenience o ...

In 2004-05, Sony launched its new DVD Handycam across six different European markets. The camcorder market had become highly competitive and price-driven, so the communication objective was to use TV ...

This is the story of how a global brand, with historically strong Canadian sales and share, was losing momentum, only to be revitalized by a fresh Canadian approach to its strategy and advertising. Th ...

As 2005 dawned, Kodak's brand still sorely lacked the digital and innovation credentials it needed to compete in the new realities of the digital marketplace. By broadening its definition of itself an ...

2005 presented a grave challenge to Kodak. It needed to drive revenue and update its brand image - but without the benefit of new products to effect the transition. This is the story of how, by levera ...

Hewlett-Packard faced a tough challenge when the printing market shifted to photo printing, leaving the brand with less relevance versus competitors. It took a dramatic shift in advertising - from spe ...

The success of the campaign 'New Eyes V' was based on introducing the high-end camera brand Olympus to young and fashionable buyers. Olympus entered the mass market without leaving its classical premi ...

How to convince people to buy bulky, heavy single-lens reflex (SLR) cameras when slick credit card sized digital compact cameras make acceptable photos? Canon required a campaign that would entice com ...

With the launch of the EOS300D, a new Digital Single Lens Reflex (SLR) camera, Canon took professional technology and made it available to a wider audience. The aim was to double category sales in the ...

Campaign in 1999 by Lowe Howard-Spink for Olympus i Zoom 75 camera. A late entrant, needed to differentiate from lead competitor (Canon Ixus). Selling point: better lens and picture quality. TV ads wi ...

The 1998 paper shows how advertising was used by Olympus cameras as a catalyst for a series of different reactions (PR, sales force, trade and consumer) that could maximise the sphere of influence of ...

1995-7 campaign to re-position Polaroid cameras. There had been a new generation of products launched in 1992 to counter improvements in 35mm competition, but it had failed to uplift sales. Research s ...

In March 1997, Polaroid US/Europe approached BBH/Motive with an advertising brief for a new product, a torch called Polapulse, on a global basis. BBH/Motive saw an opportunity to position the Polapuls ...

1991-4 campaign to reposition Polaroid: having been the only brand in instant photography, its advantage was being eroded by new affordable high quality cameras and availability of one-hour processing ...

When Polaroid Europe appointed BBH in December 1994, the company was looking for international advertising that would galvanise its business. Overall, sales for Europe looked good; however, this was p ...

In the early 1980s, Kodak was losing 3-4% of its market share annually in the face of aggressive competition. The response was to put a strong brand emphasis on Kodak products using the 'Kodakettes', ...

Kodak’s disposable cameras faced both low levels of awareness and poor levels of trials, despite two initial TV advertising campaigns when they were launched. This was attributed to two key factors: a ...

Describes the crucial importance of the camcorder market between 1989 and 1991, how the advertising strategy was developed and how this contributed to the success and efficiency of three periods of ad ...

1989 TV campaign to promote a free camera giveaway promotion for Supasnaps, first tested in Scotland in 1988. TV in 8 areas, double weighted in Tyne Tees, supported by national press and displays in s ...