Kodak – The Idea Center

Category: Retail
Brand/Client: Kodak
Primary Agency: Ogilvy
Media Agency: mailto://Neo@Ogilvy



STRATEGIC CHALLENGE

Initially called Ofoto, Kodak Gallery is Kodak's digital photo storage & retail printing site for consumers. Success in the online picture storage space had initially been defined by a race for the greatest number of 'members'. Unfortunately most 'members' only shared or viewed pictures but did not buy, or if they did, they only bought a few 4×6 prints.

Despite a dramatic rise in images taken, the number of photographic prints generated in the US is declining (-2.4% per year, IDC Forecast Report 2007). Furthermore the profitably of 4×6? prints has been tumbling due to competitive pricing pressure from ubiquitous retailers like Wal-Mart & online competitors. Consequently, Kodak Gallery cannot drive sufficient growth via low margin 4×6 prints.