Term Paper Undergraduate 737 words

Kodak College Student Market Penetration Strategy

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Abstract

This paper presents a marketing plan for Eastman Kodak Company aimed at increasing brand penetration among the college student population. It examines Kodak's existing student-facing initiatives, outlines a multi-channel direct marketing strategy tailored to the 18–24 age demographic, and provides an implementation timeline with cost estimates. The plan incorporates one-to-one marketing, alternative indoor and outdoor advertising, campus tabling, flier distribution, and relationship-building with student governments and campus organizations. A SWOT analysis identifies Kodak's financial strength alongside the reputational risks of being perceived as a large corporate entity, and notes Fuji Film as the primary competitive threat.

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What makes this paper effective

The plan is tightly scoped to a specific demographic (college students aged 18–24), allowing each strategic recommendation to be justified by that audience's known behaviors and attitudes toward advertising.
Cost estimates are concrete and per-university, giving the implementation section practical credibility rather than remaining abstract.
The SWOT analysis is honest about weaknesses and threats, including the risk that students may view Kodak as an impersonal corporate brand — a self-critical point that strengthens the paper's analytical balance.

Key academic technique demonstrated

The paper demonstrates applied marketing framework integration: it moves logically from goals → strategy → implementation → evaluation, mirroring a professional marketing plan structure. The inclusion of per-school cost breakdowns within the implementation section shows how to translate strategic intent into operational detail, a technique common in business case writing at the undergraduate level.

Structure breakdown

The paper opens with context on Kodak's existing student programs and their limitations, then states goals, develops a non-traditional channel strategy suited to the campus audience, details implementation with timeline and costs, applies a SWOT framework, and closes with a brief evaluation and control mechanism. Each section builds directly on the previous one, forming a coherent planning document rather than a loosely connected set of observations.

Introduction

Eastman Kodak Company (hereafter referred to as Kodak) has not yet achieved maximum penetration of the college student market. In terms of current initiatives, Kodak sponsors the Student Filmmaker Program, which provides project grants, educational allowance programs, scholarships, and support services. Kodak's Cannes Program offers students an opportunity to extend their engagement with the Cannes International Film Festival. While these initiatives have increased Kodak's exposure among students with an interest in cinematography, they have done less to introduce the brand to the broader student population.

Consideration of the unique characteristics of the college marketplace will be essential to the success of this marketing plan. Specifically, the age demographic — almost exclusively 18–24 years of age — is an important factor, as is the significant spending power this demographic represents.

Marketing Goals and Objectives

The overarching goal of this marketing plan is to expose the campus student population to Kodak's photography products and services. To that end, this plan employs a variety of direct marketing techniques — including direct promotions and one-to-one marketing — in order to reach this unique marketplace effectively.

Marketing Strategy

The marketing strategy outlined here addresses the unique characteristics of the student population. Importantly, the student marketplace generally responds poorly to traditional marketing campaigns involving mainstream television, radio, print, and direct mail. In view of these considerations, this strategy incorporates a number of alternative techniques, including one-to-one marketing, alternative indoor and outdoor advertising, direct promotions, and campus tabling. Distributing fliers, posting information sheets, and advertising in college newspapers will also be utilized.

In addition, this marketing campaign will seek to build relationships with campus organizations and student governments in order to raise awareness of Kodak across the campus environment. Engaging these groups early is considered critical to establishing authentic brand presence among students who tend to be skeptical of conventional corporate advertising approaches.

3 Locked Sections · 345 words remaining

Marketing Implementation · 215 words

"Timeline, activities, and per-school cost estimates"

SWOT Analysis · 100 words

"Kodak's strengths, weaknesses, and competitive threats"

Evaluation and Control · 30 words

"Oversight and effectiveness measurement approach"

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Key Concepts in This Paper

Campus Marketing Direct Promotions One-to-One Marketing 18-24 Demographic Student Organizations SWOT Analysis Kodak Brand Fuji Film Competition Alternative Advertising Campus Tabling