Integrated Company Analysis - Business Library

Exhibit 3 – Competitor Endorsements
Figure 12 – Ashton Kutche, Nikon
Figure 13 – Maria Sharapova
Exhibit 4 – Economic Value Pricing
According to the economic value-pricing model, a firm‘s product price is a sum of its reference value and its
differentiation value. As such, the reference value for Kodak‘s products is the price of its competitor‘s comparable
products, while differentiation value is the price premium (or discount) captured by Kodak‘s products due to additional
(or fewer) benefits offered, as perceived by the consumer.
Figure 14 - Economic Value Pricing
Exhibit 5 – Kodak Product Pricing
Within the all-in-one inkjet printer category, Kodak‘s prices are slightly higher than those of Hewlett Packard (HP) and
Canon, which is consistent with its current campaign to charge a small premium for the printer, while offering the ink at
significantly lower prices. In addition, to offset the price premium, Kodak is partnering with retailers such as Best Buy to
offer a $50 discount on a printer, when a customer recycles an old printer. The digital picture frame market is highly
fragmented with 15 different brands ranked in the top 20 by Consumer Reports (add works cited). Kodak‘s price range of
$60-$230 is consistent with the pricing of other brands. An exception to this is the pricing of Kodak‘s recently released
wireless OLED frame, which demands an extreme price premium, at a price of $999, because it is the only frame offered
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