FREE ESSAY ON REMARKETING POLAROID ONESTEP

REMARKETING POLAROID ONESTEP

History
Edwin Land and George Wheelwright III founded Polaroid Corporation in 1936. The
interlocking rings of Polaroid filters have been the emblems of the Polaroid Corporation
for over sixty years. Edwin H. Land first demonstrated one-step photography at a meeting
of the Optical Society of America on February 21, 1947. Following that, the first
one-step camera with color film was invented in 1963. 
Since then, the company has come a long way. In 1998, the Polaroid Corporation expanded
distribution to over 150 countries worldwide. They are currently manufacturing in China,
India, Mexico, Netherlands, and Scotland. Today, Polaroid has thirty-five marketing and
manufacturing subsidiaries all over the world.
Polaroid offers a variety of audio and visual products. Some of these products include
digital cameras, projectors, film, digital photo printers, scanners and software. But,
the product that made Polaroid into the worldwide corporation it is today is the handheld
instant camera. The Business Edition was Polaroid's strategy for product development.
First introduced in the seventies, the Business Edition model was a new product in an
existing market. Accepted immediately into the homes of thousands of Americans, this
product dominated the camera industry for almost a decade. The hand held instant camera
is the all-time best selling product for Polaroid. The appeal of the product was both the
convenience and the simplicity of its use. Then, inexplicably the instant camera
disappeared in the 1990's. 
The Business Edition 600 is the workhorse for the Polaroid line of cameras. The camera's
faster shutter speed as well as its built-in close-up lens and built-in strobe, made it
the most appealing of the line of instant cameras. In addition, Polaroid offers more
high-end advanced instant cameras such as the Spectra, SpectraPro, and the Polaroid 680.
However, these models are more expensive and do not necessarily offer the simplicity of
use that the Business Edition and Polaroid One-Step Express posses. The Polaroid One-Step
Express is basically the Business Edition of the ninety's. This camera offers all of the
same features except in an updated new style. 
The product to be remarketed is the Polaroid OneStep Express. As a little known commodity
in the Polaroid line of cameras, the OneStep Express is an easy to use, point and shoot
instant camera. Also, it offers a fixed-focus lens with a 2 to 4 feet close up adapter.
Presently, the camera's appearance is green with yellow accents and is bundled in a tote
bag for travel. In addition to a new contemporary design with adjustable handstrap, it
also has other cosmetic and ergonomic updates. Its new appearance and design makes it
more appealing than the 600 model of old. 
The Target
The new target for the OneStep Express would be teenagers and older children. Presently,
the current target is undifferentiated by Polaroid. Originally, Polaroid marketed the
OneStep to photographers in general. The main disadvantage to this approach is that the
competitors of Polaroid may identify and target segments of the market that may be more
profitable. Currently, Polaroid is saving money in production and marketing costs by not
targeting the OneStep to a specific market. However, the product is also not earning
market share and dollars to its potential. 
This target is chosen over adults and senior citizens because they have already
experienced hand held instant cameras and are familiar with the pros and cons of them.
This product will be totally new to many teenagers and almost unheard of by children. The
change to target a specific segment would be an excellent marketing strategy for Polaroid
because teenagers and children have not experienced the pleasure and lucidity of instant
handheld photography offered by the OneStep. Teenagers especially would take more
photographs if they could experience the results immediately. Most teenagers would rather
spend a few extra dollars for film for instant pictures rather than go through the hassle
of dropping off used film at the film developer's and the inconvenience of returning a
few days later to pick it up. Teenagers are in a constant hurry to have results right
now. For example, it us a perfect solution for persons age 7 - 15 years of age because
they are unable to drive a car to the film developer. Therefore, the OneStep is perfect
for the life style that teenagers live. The OneStep will be marketed to children as a
toy. There are all kinds of possibilities for the OneStep as a toy. The camera is
extremely durable and is remarkably simple to use. For a middle class child it is a
perfect toy. Therefore, the OneStep Express is ideal for the lifestyle of the teenager
and older child market. 
Environmental Force
The major environmental force behind the remarketing of the OneStep is lifestyle.
Teenagers live a different life style now than that of the teenagers when the camera was
first introduced. Two decades ago, there was one camera per household. Moreover, this
camera was to be only used by adults. Teens would rarely be allowed to take the camera to
a high school dance, a gathering, or athletic event because the camera was too valuable.
Also, there were restrictions on its usage. In the ninety's, everybody has a camera and
people of all ages use photography. Teenagers would love to have a picture instantly with
the touch of a button. 
The cost of the camera is extremely affordable. Instant handheld camera's, when first
introduced, were priced like a lot of the new technology of the time such as VCR's. They
were expensive when the product was first introduced and then prices eventually fell.
Today, the price is affordable to relatively everyone. 
Benefits
The benefits of the OneStep Express are both tangible and intangible. The tangible
benefit would be a high quality photograph instantly with a push of a button. The primary
intangible benefit would be psychological, the pleasure of viewing the photograph almost
instantly. A secondary intangible benefit would be the fact that a person knows how the
picture turns out before experiencing the possible disappointment of a bad picture. Also,
if doubles or even triples of an image are desired, it can be made available right there
on the spot. Often times a person wants doubles of just one or two pictures out of a role
of twenty-five pictures. With the OneStep a consumer does not have to pay for a whole new
set of extra pictures that will go to waste. The cost of buying double photographs would
be eliminated. 
The Four P's of the Marketing Mix
The product to be remarketed is the Polaroid OneStep. This product offers benefits both
tangible and intangible benefits. Also, this is an old product in an old market that is
going to appeal to a different segment of the market. 
The place for the product would be found in retail stores and on the Internet. For
instance, the product will be on the shelves of mass merchandise retailers such as
Wal-Mart and K-mart along with department stores such as Ames. In addition, catalog
showroom stores like Service Merchandise will carry the product. The channel of
distribution in the case would start at the manufacturer, to the wholesaler next and then
to the retailers. Currently, the OneStep is not offered in all these retailers. A grand
majority of consumers will first look to these locations when first purchasing a camera.
Finally, the place that will make the difference in hitting the target market will be in
toy stores and departments. This will be effective in selling the OneStep to children
because they will see it sitting next to all of their favorite toys. 
Stores such as Toys R' Us will carry the children's version of the OneStep. First, the
hot pink Polaroid Barbie Camera will be offered to girls. Most Barbie products are very
attractive to this age group. Also, the camera version for young boys would be offered
with a popular Professional Wresting logo or term on. This would definitely be successful
with the current explosion in that form of entertainment. Obviously, selling the product
in retail toy stores would definitely increase sales. In addition, the Internet is a
growing and powerful for tool for purchasing by the consumer. Polaroid through the
Internet could offer the camera. Following that, a consumer could customize the product
with the available options. For example, they could buy an OneStep with Hulk Hogan logo,
Hollywood, with New World Order carrying case. In conclusion, the mass merchandising,
catalog showroom, and specialty stores along with toy stores and the Internet would make
the Polaroid OneStep extremely visible to any customer who is looking for a camera.
The price of the product, $39.99 for the Polaroid OneStep, would remain the same in
retail stores. This is extremely affordable to everybody in the market that is looking to
purchase a camera of any kind. The price of the film is $8.99 for ten exposures and
$17.99 for twenty exposures. This is remarkably competitive with the cost of buying a
disposable camera, which are currently very popular. A disposable Kodak camera costs
about $14. The cost of developing standard 4 by 6 prints is $7. Another reason why the
OneStep is better than disposable are the intangible benefits, such as the satisfaction
of knowing whether the picture turned out. The one time fee of $39.99 for push button
quality photographs is a steal. When comparing the cost of a disposable camera, which
millions of people worldwide use every year, to the cost of the OneStep's film and
battery, the OneStep is the obvious choice for consumers. The cost of a camera over the
Internet would be cheaper because both the wholesaler and retailer are eliminated. Buying
directly from the manufacturer would allow the consumer more buy more accessories with
the camera because of the savings. For example, they could order two sets of twenty
exposures for half the price because they would have more money to spend. Buying the
OneStep direct would pass the savings on to the customer and would be appealing to the
potential buyer. 
The promotion of the product is the most important ingredient of the marketing mix.
Polaroid should implement a pull strategy. The ability to communicate with the consumers
and potential buyers will determine the success of remarketing the Polaroid OneStep.
Providing the information about the handiness and simplicity of the OneStep Express would
be the central theme in promotion. Ultimately, television would be the most effective in
delivering this theme to the consumer. For example, in order to market the camera to
children, the advertisements should be aired Saturday mornings and in the afternoon after
school. Channels that would provide this would be Fox, USA, and Nickelodeon. A commercial
that would be aired on these television networks during the time period starting at 2:30
P.M. and ending at 5:30 P.M., would be highly visible to children. A more fitting time
for young adults would be during prime time in the week. A possible network for targeting
young adults would be the Warner Brothers Network. The WB Network almost exclusively
targets teenagers with their television programming. Magazines would be another great
means of reaching out to the target. Popular magazines for teenagers and older children
such as Teen, Seventeen, and Sports Illustrated for Kids would be effective in hitting
the market segment.
Specific promotional advertisements would be used in generating sales for the OneStep.
Commercials during Professional Wrestling could show popular Wrestlers using the OneStep
to promote the product. The wrestlers could be taking pictures of the high flying moves
they are doing to one and other and enjoying them seconds later. Polaroid could use
popular hip-hop artist such as Big Dog Punisher and modify one of his songs for the
theme, I ain't a photographer I just push a lot. In other words, the push, is the push of
a button for an instant picture. In addition, Polaroid could also offer a mail in rebate
of five to ten dollars with purchase of the OneStep. Obviously, the main promotional goal
is to get the consumer to purchase the camera. Once this is taken care of, the price of
film and accessories will generate a large portion of the OneStep's profits.
Conclusion 
The Polaroid OneStep could be a potential gold mine for Polaroid Corporation. The
Business Edition model introduced in the 1970's is proof of that. Targeting teenagers and
children would be a strategic marketing idea. The idea of instant results with this
camera along with the ease of its usage would be very tempting for their lifestyle. Also,
the price as well as packaging of the camera is attractive to the target market. The
availability through various media sources would guarantee maximum exposure to the
potential consumers. In conclusion, remarketing to teenagers and children would boost the
Polaroid OneStep Express to reach its full market potential.