Essentials of Marketing 7th Edition by Charles Lamb,Joe Hair,Carl McDaniel

Exercise 5

Unquestionably, Kodak is one of the most recognized brands in the United States and the world. For over a century, Kodak was known as the company that brought the technology of photography into the everyday, aptly summed up in the tagline, "Celebrate the Moments of Your Life." Grocery stores, convenience stores, and camera stores contained aisles full of little yellow boxes of Kodak film in every possible speed. But after Kodak invented the digital camera, the company was faced with the challenge of leveraging the equity of its brand in a new competitive market-one that didn't include film.
Using Exhibit 10.1 as a guide, create a diagram that organizes the Kodak products mentioned in the video. How are changes in the company's product mix necessitating changes to the way managers market Kodak's offerings?