Mass Communication to Mass Customization
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Kodak is restructuring through Chapter 11 to enhance liquidity, resolve legacy costs, and focus on key business lines, while continuing normal operations. The company has secured $950 million in debtor-in-possession financing and aims to enforce its intellectual property rights. Additionally, there is a strong emphasis on mass customization in direct mail marketing, showcasing its effectiveness and the opportunities presented by new digital print technologies.
Mass Communication to Mass Customization
- 1. Mass Communication to Mass Customization – The Future of Commercial Print Vince Ferraro Vice President, Consumer Marketing
- 2. If you flew here on one of these airlines… …then you will know what Chapter 11 is and is not
- 3. What we announced • Kodak filing for Chapter 11 reorganization to: – Bolster liquidity in U.S. and abroad – Monetize non-strategic intellectual property – Fairly resolve our legacy costs, and – Enable company to focus on most valuable business lines • Business continues in ordinary course • Non-U.S. subsidiaries not included in filing; continue to operate as normal • Continued supply of goods and services to customers • Company has a commitment of $950 million in DIP ( Debtor in Possession) financing
- 4. What we intend to do • Take the steps to emerge as a more competitive, sustainable enterprise – like many other companies • Continue operating as usual – supplies and services to you will not be affected by the filing • Through the process Kodak intends to: – Bolster liquidity with approximately $950 million in DIP financing – Fully enforce Kodak’s IP rights against industry players that have infringed our proven and valuable digital imaging patents, or spur the monetization of the Company’s valuable intellectual property. – Ensure remaining legacy costs are fairly apportioned and scaled for a company of the size we are today – Actively manage value of Kodak’s enterprise for its stakeholders, enabling us to reorganize around our consumer and commercial business lines
- 6. Customized communications show proven results 50% 33% + 20-30% Increase in Consumers who Boost in response rates response rates go online to when personalized with multi-channel respond to URLs are integrated campaigns 1 direct mail 2 into direct mail 2 1Source: InfoTrends 2Source: DMA
- 8. Create, extend and multiply the dialogue
- 9. Trends in direct mail US businesses spent $45.2 B on direct mail in 2010 (Winterberry Group, Outlook: 2011) 13.5 B catalogs were mailed in 2009 (DMA2010) Catalog recipients spend 28% more (ComScore/USPS Catalog Study) Households receiving catalogs shop online more often (ComScore Cast Study) 18-34 year-olds prefer print when searching for information (ICOM, 2010)
- 10. Innovation Growth
- 11. Innovation Growth Mass customization through digital print
- 12. Revolutionizing direct mail Data + new digital print technologies = new revenue opportunities Hybrid printing offset + digital
- 14. Mass customization opportunities Customized collateral, web-based templates
- 15. Mass customization opportunities Books-on-demand, customized content
- 17. Mass customization opportunities Remote newspaper printing
- 18. Mass customization opportunities Personalized photo products