Sunumslayt 1

" capture moment "

The Story of PolaroidPolaroid Corporation is an American-based international consumer electronics and eyewear company, originally founded in 1937 by Edwin H. Land. It is most famous for its instant film cameras, which reached the market in 1948.

Edwin Land (1909-1991)- was an American scientist and inventor- invented Polaroid film - has patent applications over 500 - established Polaroid Corporation in 1937

- Polaroid made a deal with navy. - By 1942 the wartime economy had tripled Polaroid's size. - Polaroid produced a number of other products for the Armed Forces

“why can’t I see Photos right now?”

First Instant Camera

introduced in 1947

1950s and '70s- About 1 million films

- Polaroid expanded to Japan

- The first color Polaroid film

came into stores in 1963.

- monopoly in the market

-21,000 employees

- sale increase by 20 % and

reached $500 million

How Polaroid was so successful till 1980?

what is core competency?

Core competency defined as a unique ability that a company acquires its founders or develops that cannot be easily imitated.

Legend Leader of Polaroid- innovative

- foresight

- creative

- social skills

-Motivation

-…

"An essential aspect of creativity is no being afraid to fail" Edwin LAND

Business ModelGillettes’ Razor&Blades

Marketing Strategy

Casio vs Facit

BankruptcyThe system couldn’t renew itself. This led them into bankruptcy.

Polaroid shares decreased from $60 to 28 cent on the New York Stock Exchange

99,5 %

"Zombie Brand"Second bankruptcy (2008)

Polaroid achieved to shine even in the worst period.It branded LCDs and plasma televisions and portable DVD players appeared on the market. So, their brand name survived.

Bankruptcy could not stop them...

-The new holding corporation for Polaroid, PLR IP Holdings in 2009.-Completely, they adapted to digital age via Polaroid PoGo™ and Polaroid Two.

Creative director

LESSONS FROM "POLAROID"

-Be quick !

- Focus on values, not products

- Stay creative

- new strategy, same business model

Ramazan MAÇİNÖzge ALICIAdnan BAYRAKTAREsen DÜLGER