CHAPTER 1 : PROJECT OVERVIEW

Chapter 1 Project Overview

1.1 Introduction

Fujifilm instant camera is producing cute, credit - card sized images in just a matter of moments, image enthusiasts young and old alike will once again enjoy walking away with an event souvenir just as soon as the shutter clicks. It builds with a high-quality Fujinon lens in combination with the Instax Mini Film. For having fun with Fuji instant camera to the next level is easy.

1.2 Problem Statement and Issues Not as strong as Polaroid, usually many consumers think that Polaroid and Fujifilm instax are same. It is not well known like in Japan, the prices are much cheaper compare to Polaroid. Type of instant camera in Malaysia is less.

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CHAPTER 1 : PROJECT OVERVIEW

1.3 Objectives and Aim Objective Aim To re-introduce Fujifilm Intax Mini 25s to the market. To widely increase the brand awareness to the market. To do an above line sales promotion by utilizing the media such as TV commercial, website, booth and event. To create a promotional strategy such as outdoor event, online contest and booth.

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CHAPTER 2 : PROJECT PROFILE

Chapter 2 Project Profile

2.1 Product Name Fujifilm Instax Mini 25s

2.2 Product Classification Fujifilm Instax Mini 25s is an instant camera that is easy-portable and targeted to consumer who like photography.

2.3 Product Characteristics Model Fuji Instax Mini 25s Price RM 350 RM 550 Unit per sale 1 camera and 1 box of Instax Mini Film Features - Fujinon Lens - f=60mm - Shooting Range/Focusing Range - 0.5 - Infinity - Motor Driven 2-ranges witching - Shutter Speed: 1/3 - 1/400 sec. - Programmed electronic shutter release - shutter release buttons - Automatic exposure compensation (Lighten-Darken Control): +/- 2/3 EV - Built-in auto flash - Effective flash range: .05-2.5m - Batteries: 2 CR2 Lithium Batteries - Includes a Close-Up lens - Image Size: 2.13" x 3.4"

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CHAPTER 2 : PROJECT PROFILE

2.4 Product Range

Colors: White-orange, white-blue, white-pink, pure white and Hello Kitty edition

2.5 Distribution This product is distributed indirectly in Malaysia as it is not manufactured in Malaysia. Consumer is able to purchase through online like e-bay or Amazon. On the other hand, consumer can purchase through some analogue camera shops which sell lomography camera or trend shops which sell many weird stuff. They dont have their only shop which selling their own products. Since the cost in market and purchase through online are different and only few outlets in Malaysia selling the product, it is selective distribution.

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CHAPTER 2 : PROJECT PROFILE

2.6 Product Life Cycle

2.7 The Brand Instax is a brand of instant still cameras and films marketed by Fujifilm since the late 1990s. Fujifilm Corporation, headquartered in Tokyo, Japan, is a wholly-owned subsidiary of Fujifilm Holdings Corporation. The company was founded in 1934 as a producer of photographic film under the name Fuji Photo Film Co., Ltd. Driven by original research and development, Fujifilm brings continuous innovation and leading-edge products to a broad spectrum of industries, including electronic imaging, photofinishing equipment, medical systems, life sciences, graphic arts, flat panel display materials, and office products, based on a vast portfolio of digital, optical, fine chemical and thin film coating technologies.
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CHAPTER 2 : PROJECT PROFILE

Throughout its activities, Fujifilm seeks to contribute to the advancement of culture, science, technology and industry, as well as to improved health and environmental quality. To further enhance the Fujifilm corporate brand, we have introduced a new corporate logo. The new corporate logo came into use when the Fujifilm Group made the transition to its new management structure on October 1, 2006. The new logo portrays the Fujifilm corporate brand simply and powerfully. The center of the logo features an innovative design feature that points to our commitment to cutting-edge technology. In the years to come, the FUJIFILM and FUJI XEROX corporate brand logos will come to symbolize quality and reliability to our customers.

2.8 Brand Image and Implication The brand is not new in market but it overwhelmed by others competitors. The other product like film is quite popular for consumer who likes photography. The brand is well known but instant camera is not as well known as the other products in Fujifilm.

2.9 Strengths and Weakness Strength Unique selling point is using the Fujinon lens Small, compact and user-friendly Namecard size image, can get it instantly Build in flash Special unique image compare to film or digital camera

Weakness Instant film is expensive It just can produce 1 size image and it is fix with the type of the camera Doesnt have timer Limited film can be use for once
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CHAPTER 2 : PROJECT PROFILE

2.10 Advantages and Disadvantages Advantages Consumer can view the images in seconds after take pictures. Consumer can use it anytime, anywhere. User friendly as it has 2 buttons to take pictures, especially consumer who likes self-portrait. Lightweight

Disadvantages Not affordable as the price is expensive for some consumers. Film for the camera is limited and costly. Different outlets sell in different prices as there are limited shops available. Only limited color to get in Malaysia. The CR2 battery is expensive compare to normal battery.

2.11 Unique Selling Proposition (USP) Fujifilm Instax Mini 25s is an easy-portable instant camera which brings fun and enjoyable happiness to consumer with a different experience.

2.12 Promotional History and Advertising Schedule 2008 Fujifilm Year End Trade-In Special 2008 Fujifilm Model Shoot Out at KLPF 2008 2009 Fujifilm Distinctions Award 2009 2010 Models Photo Contest at Photofest 2010 2011 Productivity Photography Contest 2011

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2.13 Positioning Statement Fujifilm Instax Mini 25s is an easy-portable instant camera which can produce a picture in seconds, mainly targeted consumer around age 2035 years old who like photography.

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CHAPTER 3 : THE COMPANY

Chapter 3 The Company

3.1 Company Overview FUJIFILM Malaysia, a wholly-owned subsidiary of FUJIFILM Corporation, Japan is well established with wide ranging products such as photo and electronic imaging, data storage media, graphic arts, medical, information systems and life science products for 20 years in Malaysia. The Malaysian marketing and sales operations incorporates a service centre, warehousing, and technical back-up services with branches in key markets nationwide. Fujifilms main objective is to enhance customer relationships and serve all needs of Malaysian market to deliver higher customer satisfaction. Fujifilm is a forward looking organization with a broad range of business activities that aims to exploit innovations in advanced technologies to maintain its leading position at the forefront of the imaging and information solution industries. Today, there are over 600 Fuji Image Plaza (FIP) and Fuji Digital Imaging (FDI) Station outlets, which serve as FUJIFILM Malaysia's distributors throughout the whole Malaysia 3.2 Business Description Fujifilm was established in 1934 with the aim of producing photographic films. Over the decades they have diversified into new markets and built a strong presence around the globe. The Fujifilm Group aims to become a global enterprise trusted by society and customers- that makes broad contributions to the advance of culture, science, technology, and industry. They will also contribute to enhancing quality of life and conserving global resources, while making further contributions to society through active business operations in the Imaging Solution Segment, Information Solution Segment and Document Solution Segment.

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CHAPTER 3 : THE COMPANY

3.3 Company History Fuji Photo Film Co., Ltd., established, based on a government plan to establish a domestic photographic film manufacturing industry. The new company inherited the split-off photographic film operations of Dainippon Celluloid Company Limited. Ashigara Factory (currently the Kanagawa Factory Ashigara Site) began operating, producing photographic film, photographic print paper, dry plates, and other photosensitive materials Odawara Factory (currently the Kanagawa Factory Odawara Site) established Business operations obtained from Enomoto Kogaku Seiki Manufacturing Co., Ltd., and Fuji Photo Optical Co., Ltd. established Natural Color Photography Co., Ltd. (name changed to Fuji Color Photo Co., Ltd., in June 1953 and subsequently transformed into Fujicolor Service Co., Ltd.), established Fujinomiya Factory established Name of Fuji Color Photo Co., Ltd., changed to Fujicolor Service Co., Ltd., and marketing operations of Fuji Color Photo Co., Ltd., split off to establish Fujicolor Trading Co., Ltd. Fuji Photo Film U.S.A., Inc. (currently FUJIFILM U.S.A., Inc.) established in New York State to comprehensively manage business in North America Fuji Photo Film (Europe) GmbH (currently FUJIFILM Europe GmbH) established in Dsseldorf to comprehensively manage business in Europe Yoshida-Minami Factory established Netherlands-based Fuji Photo Film B.V. (currently FUJIFILM Manufacturing Europe B.V.) established as the Fujifilm group's principal manufacturing company in Europe Germany-based Fuji Magnetic GmbH (a recording media manufacturing company, currently FUJIFILM Recording Media GmbH) established U.S.-based Fuji Photo Film, Inc. (currently FUJIFILM
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Jan. 1934 Feb.

1938 1944

June Mar.

1946 1963

Apr. Oct. Apr.

1965 Dec.

1966 1972 1982

June Dec. Aug.

1987 1988

Mar. July

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Manufacturing U.S.A., Inc.) established in South Carolina as the Fujifilm group's principal manufacturing company in the United States 1993 1995 1996 1997 2001 Oct. Oct. June Dec. Oct. Acquired 51% of outstanding shares in Chiyoda Medical Co., Ltd. FUJIFILM Imaging Systems (Suzhou) Co., Ltd., established in Suzhou, China Hong Kong-based Hong Kong Fuji Photo Logistics, Ltd. (currently FUJIFILM Hong Kong Limited), established Acquired German-based Eurocolor Photofinishing GmbH & Co. KG U.S.-based Enovation Graphic Systems, Inc. (a graphic arts materials marketing company, currently FUJIFILM Graphic Systems U.S.A, Inc.), established Acquired additional shares in Process Shizai Co., Ltd., (currently FUJIFILM Graphic Systems Co., Ltd.), transforming that company into a consolidated subsidiary Chiyoda Medical Co., Ltd., merged into FUJIFILM MEDICAL CO., LTD. FUJIFILM Battery Co., Ltd., merged into FUJIFILM AXIA Co., Ltd. FUJIFILM IMAGING Co., Ltd., established. Fujicolor Imaging Service Co., Ltd., and FUJIFILM AXIA Co., Ltd., merged into the new company, which also took over the domestic marketing operations of four major photographic product distributors to unify the Fujifilm group's domestic imaging solutions marketing operations Acquired microelectronic materials business of U.S.based Arch Chemicals, Inc., along with 100% of shares in joint venture FUJIFILM ARCH Co., Ltd. (currently FUJIFILM Electronics Materials Co., Ltd.) Acquired U.K.-based Sericol Group Limited (currently FUJIFILM Sericol Limited), a company with expanding operations in screen printing inks, packaging printing inks, and industrial-use inkjet printer inks Transformed Sankio Chemical Co., Ltd. (currently FUJIFILM FINECHEMICALS CO., LTD. ), into a wholly owned subsidiary Acquired Avecia Inkjet Limited (currently FUJIFILM
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2003

Apr.

Apr. Apr.

2004

Oct.

Nov.

2005

Feb.

2006

Jan. Feb.

CHAPTER 3 : THE COMPANY

Imaging Colorants Limited) Apr. July FUJIFILM Advanced Research Laboratories established Acquired U.S.-based industrial inkjet printhead manufacturer Dimatix, Inc. (currently FUJIFILM Dimatix, Inc.) Fujifilm group shifted to a holding company structure centering on the holding company FUJIFILM Holdings Corporation, which controls both the group's two largest companies FUJIFILM Corporation and Fuji Xerox Co., Ltd. Acquired Daiichi Radioisotope Laboratories Ltd., which was transformed into a wholly owned subsidiary (currently FUJIFILM RI Pharma Co., Ltd.) Acquired U.S.-based Problem Solving Concepts, Inc., a manufacturer of medical imaging information systems for cardiology Headquarters functions of FUJIFILM Holdings Corporation, FUJIFILM Corporation, and Fuji Xerox Co., Ltd. relocated to the Tokyo Midtown Building Established FUJIFILM Business Expert Corporation and concentrated the administrative and human resource operations Acquired Germany-based IP Labs GmbH, a developer of online photo service systems Established FUJIFILM India Private Limited as a subsidiary in India Toyama Chemical Co., Ltd. became a consolidated subsidiary of FUJIFILM Holdings Corporation through an acquisition of shares conducted Acquired U.S.-based Empiric Systems, LLc, a manufacturer of radiology information systems Acquired FUJIFILM-RU, an independent Russian distributor of its medical and imaging products, from Marubeni Corporation Fujinon Toshiba ES Systems Co., Ltd. integrated into FUJIFILM Medical Co., Ltd. Acquired and transformed FUJIFILM Hungary Co., Ltd., the distributor in Hungary, into a subsidiary (FUJIFILM Hungary Ltd.)
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Oct.

Oct.

Dec.

Feb. 2007 July Jan. Mar. Mar. Nov. Dec. Apr. 2009 May

2008

CHAPTER 3 : THE COMPANY

June Jan. Feb. 2010 Aug. Oct. Dec.

FUJIFILM Drug Discovery Research Laboratories established FUJIFILM USA, Inc. and FUJIFILM Graphic Systems U.S.A. Inc. integrated to establish FUJIFILM North America Corporation FUJIFILM Pharma Co., Ltd. established FUJIFILM Medical Systems U.S.A., Inc. absorbed Solving Concepts Inc. and Empiric Systems, LCC Established FUJIFILM Middle East FZE as a subsidiary in Dubai Transformed the semiconductor CMP slurry manufacturer / distributor US-based Planar Solutions, LLC, into a wholly owned subsidiary Acquired a Turkish sales agency for endoscopy products, FILMED TIBBI CIHAZLAR PAZARLAMA VE TICARET A.S. Acquired a provider of contract manufacturing and development services for the biopharmaceutical industry, Diosynth RTP, LLC and MSD Biologics (UK) Limited Fuji Xerox Service Creative Co., Ltd. established

Feb. Mar. 2011

Apr.

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CHAPTER 3 : THE COMPANY

3.4 Key People Managing Director Seniour Executive General Manager of Admin Senior Financial Controller General Manager Sales Manager : Mr. Yasuhiro Egami : Paul N.C. Ho : Zarinah Abdul Hamid : Geng Mun Mooi : Jason Chin : Alvin Yong

3.5 Location and Subsidiaries Main Office: FUJIFILM (Malaysia) Sdn. Bhd. Address : 22, Jalan Jurunilai U1/20, Seksyen U1, Hicom-Glenmarie Industrial Park, 40150 Shah Alam, Selangor. Contact Number : 603-5569 8388 Facsimile Homepage Subsidiaries: Pulau Pinang Address : 26-Q, Jalan Mesjid Negeri 11600 Penang Contact Number : 604-657 0388 Facsimile : 604-657 8318 Johor Address : 603-5569 8288 : www.fujifilm.com.my

: No.17, Jalan Molek 2/1 Taman Molek 81100 Johor Bahru, Johor Contact Number : 607-351 2826 Facsimile : 607-357 2826
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CHAPTER 3 : THE COMPANY

Sarawak Address

: Suite 2.02, 2nd Floor Crown Towers, 88 Jalan Pending 93450 Kuching, Sarawak Contact Number : 6082-338 232 Facsimile : 6082-337 232 Sabah Address

: Unit No. 2.27, 2nd Floor Komplex Asia City Jalan Asia City, Asiacity 88000 Kota Kinabalu, Sabah Contact Number : 6088-252 223 Facsimile : 6088-252 221

3.6 Brands, Major Product and Services Consumer Product Digital cameras, instant cameras, photographic films, DSLR, binoculars Business Products Photo finishing, medical system, life science system, graphic systems, motion picture films, optical devices, recording media, industrial products 3.7 Vision Fujifilm Groups Ideals Anchored by an open, fair and clear corporate culture and with leadingedge, proprietary technologies, Fujifilm is determined to remain a leading company by boldly taking up the challenge of developing new products and creating new value.

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CHAPTER 3 : THE COMPANY

We will create an open, fair and clear workspace culture that allows us to discern objective facts in a sincere and straightforward manner make rational decisions and continuously take on challenges with courage. With this corporate culture, we will further hone our leading-edge, proprietary technologies and develop innovative products and services that gain customer trust and provide satisfaction to remain a vigorous company, consistently creating new value and exercising pioneering leadership.

3.8 Mission The Unchanging Values of the Fujifilm Group We will use leading-edge, proprietary technologies to provide top-quality products and services that contribute to the advancement of culture, science, technology and industry, as well as improved health and environmental protection in society. Our overarching aim to help enhance the quality of life of people worldwide. We will create new value by integrating our distinctive and leading-edge technologies as well as turning out proprietary technologies to continue providing top-quality products and services that cultivate customer trust and satisfaction. Through these efforts we will transcend past boundaries of Imaging and Information to advance the development of culture, science, technology and industry across society and furthermore improve human health and protect the environment. Our new corporate philosophy is based on the recognition that mission, through our sustained corporate activities, is to significantly contribute to the realization of a society in which all people across the world can lead lives that are abundant in spiritual as well as material wealth with a sense of fulfillment and satisfaction.

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CHAPTER 3 : THE COMPANY

3.9 Companys Current Promotional Strategy 2011 Productivity Photography Contest 2011

3.10 Product Sales History

sales volume
10 9 8 7 6 5 4 3 2 1 0 2008 2009 2010 2011 sales volume

3.11 Current Marketing Objective 3.11.1 Short Term To increase consumers satisfaction.

3.11.2 Long Term Use leading-edge, proprietary technologies to provide top-quality products and services that contribute to the advancement of culture, science, technology and industry To increase the quality of life of people

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CHAPTER 3 : THE COMPANY

3.12 Media Expenditure Advertising costs ate expensed as incurred and include in selling, general and administrative expenses. Advertising costs RM999 445 thousand, RM 734 443 thousand and RM 904 706 thousand for the years ended March 31th, 2011, 2010 and 2009, respectively.

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CHAPTER 4 : CONSUMER AND STAKEHOLDER

Chapter 4 Consumer and Stakeholder

4.1 Current Consumers Characteristic 4.1.1 Demographics Age Gender Education Occupation Income Range Race & Ethnicity Geographic Location : 18 35 years old : Male and Female : College and above : Students and working adults (white collar workers) : RM 500 RM 3000 : All races : Urban and Sub-urban

4.1.2 Physiographic Perception Learning Motivation & Needs Attitude & Personality Lifestyle : Easy to use and for consumer who like photography : Online banner, Magazine, Social Network, Bunting : Consumer will get motivated by easyportable and enjoyable fun time that could take and get a picture in a seconds. : Fun and Cool : Modern, Outgoing and Travel

4.2 Stakeholders Characteristics 4.2.1Primary Director / Chairman Preside over meeting, direct and guide the employees so that everything work smooth Employees Contribute to the company in exchange for wages Consumer Spend money for the product distributed by the company which contributes to the companys revenue.
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CHAPTER 4 : CONSUMER AND STAKEHOLDER

Investor Inverted money during the start up of the company with interest of share of profit.

4.2.2 Secondary Media Aim to increase brand awareness as well as promoting the brand and increase the sales Bank Provides loan as funding backup in case of financial crisis.

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CHAPTER 5 : INDUSTRY AND MARKETPLACE

Chapter 5 Industry and Marketplace

5.1 The Industry

5.1.1 Definition of the industry The invention of modern instant cameras is generally credited to American scientist Edwin Land, who unveiled the first commercial instant camera, the Land Camera, in 1948, a year after unveiling instant film in New York City. The earliest instant camera, which consisted of a camera and portable darkroom in a single compartment, was invented in 1923 by Samuel Shlafrock. The instant camera industry is a type of camera that generates a developed film image. The most popular types to use self-developing film were formerly made by Polaroid Corporation. Nowadays, Fujifilm is not the only supplier that supplies instant film. Polaroid already back to produce their instant film as the film quality is totally different compare to Fujifilm.
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CHAPTER 5 : INDUSTRY AND MARKETPLACE

5.1.2 Shape of the industry In the late 1990s Fujifilm introduced a new series of cameras using a new film called Instax it was available in markets outside the US. Instax became available in smaller mini size with the introduction of the Instax mini/Cheki line. The Polaroid's Mio was available in the US, it uses the same film as the Fujifilm Instax Mini series but were rebranded as Mio film. None of Fujifilm's products were sold officially in the United States, although the Polaroidcompatible film is available through some larger photographic suppliers. With the announcement in 2008 of Polaroid ceasing film production, the Instax and peel apart type films are slowly becoming available in more channels. There are getting more and more shops selling Fujifilm instax in Malaysia. Even gift shops also selling Fujifilm Instax, as a gift for friends or the other part.

5.1.3 Development of the industry

5.2 The Marketplace 5.2.1 Current condition of marketplace Fujifilm Instax Mini is a unique instant camera compare to digital and film camera. The world 1st instant camera is produce by Polaroid Corporation. One of many steps developing, fixing, printing, and so involved in making a photograph. Edwin H. Land, 38-year-old president of the Polaroid Corporation, has invented a one-step process in which the camera does everything. With his camera, you snap the shutter and turn a knob; 60 seconds later you have a finished, dry print. The Land camera takes its pictures in the conventional way, but inside it, in addition to the film roll, there is a roll of positive paper with a pod of developing chemicals at the top of each frame. Turning the knob forces the exposed negative and the paper together through rollers, breaking the pod and spreading the reagents evenly between the two layers as they emerge from the rear of the camera. Clipped off, they can be peeled apart a minute later.
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CHAPTER 5 : INDUSTRY AND MARKETPLACE

From digital cameras, they cant print out immediately like instant camera. The sales is more far away compare to Fujifilm Instax Mini, but it has own special priority. Stunning the industry, Nikon a world leader in high-quality camera products, had stopped making most models of films cameras to focus on digital only. In February 2008, Polaroid announced it would discontinue production of film, shut down three factories and lay off 450 workers. Sales of chemical film by all makers have dropped by at least 25% per year in the first decade of the 21st century, and the decline is likely to accelerate. Today, Fujifilm is not the only supplier that supplies instant film. Polaroid already back to produce their instant film as the film quality is totally different compare to Fujifilm.

5.2.2Changes in marketplace Positive Not much similar competitor in the market as Fujifilm Instax series are like the only producing latest instant camera.

Negative Lack of promotional strategy and advertising Digital camera play monopoly in the market as it is cheap and consumer prefer digital camera. The price of digital camera is cheaper compare to instant camera.

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CHAPTER 6 : COMPETITIVE SITUATION

Chapter 6 Competitive Situation

6.1 Direct Competitors Polaroid Corporation

Polaroid 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, and continued to be the company's flagship product line until the February 2008 decision to cease all production in favor of digital photography products. Only certain shops selling Polaroid products and it did not service in Malaysia.

Strength Product range Positioning

: Leader of Instant camera : Available in red, blue and black. : Same function as Instax Mini 25s, but the image quality is different.

Price

: RM 350 - RM 600
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CHAPTER 6 : COMPETITIVE SITUATION

6.2 Indirect Competitors Nikon

Nikon created some of the first digital SLRs (DSLRs) as research projects for NASA in 1991. After a 1990s partnership with Kodak to produce digital SLR cameras based on existing Nikon film bodies, Nikon released the Nikon D1 SLR under its own name in 1999. Although it used an APS-C-size light sensor only 2/3 the size of a 35 mm film frame (later called a "DX sensor"), the D1 was among the first digital cameras to have sufficient image quality and a low enough price for some professionals (particularly photojournalists and sports photographers) to use it as a replacement for a film SLR. The company also has a Coolpix line which grew as consumer digital photography became increasingly prevalent through the early 2000s.

Strength

: Approx. 16.2 effective megapixels. Newly developed Nikon DX-format CMOS sensor realizes stunning image details and a wide sensitivity range of ISO 100 to 6400.
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CHAPTER 6 : COMPETITIVE SITUATION

Product range Price Positioning

: Body with kit, Body only : RM 3500 - RM4000 : A DSLR which have 39 focus points, 9 cross-type sensors cover the most frequently used center area. The light and durable magnesium alloy used for top and rear covers.

Advertising Campaigns :

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CHAPTER 6 : COMPETITIVE SITUATION

Sony

he Sony Group is primarily focused on the Electronics (such as AV/IT products & components), Game (such as PlayStation), Entertainment (such as motion pictures and music), and Financial Services (such as insurance and banking) sectors. Not only do we represent a wide range of businesses, but we remain globally unique. Our aim is to fully leverage this uniqueness in aggressively carrying out our convergence strategy so that we can continue to emotionally touch and excite our customers .

Strength Product range Price Positioning

: Capture expansive landscapes with one touch iSweep Panorama or record Full HD movies. : Available in pink, black, silver, green, and blue. : RM 1299* : Underwater Sweep Panorama iSweep Panorama and 3D Still Image Exmor R CMOS Sensor AVCHD Full HD movie recording Water-proof (up to 5 meters) 25mm wide angle Carl Zeiss Vario-Tessar lens
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CHAPTER 6 : COMPETITIVE SITUATION

Advertising Campaigns :

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CHAPTER 7 : SWOT ANALYSIS

Chapter 7 SWOT Analysis

7.1 Strength Unique selling point is using the Fujinon lens Small, compact and user-friendly Name card size image, can get it instantly Build in flash Special unique image compare to film or digital camera

7.2 Weakness Instant film is expensive It just can produce 1 size image and it is fix with the type of the camera Doesnt have timer Limited film can be use for once

7.3 Opportunity Consumer can have a different experiences compare to digital camera Special moment need to be produce in seconds like in event, they can get signature immediately by their idol. Trend of film photography is reviving

7.4 Threats Consumer will think that Polaroid is more popular compare to Fujifilm instax mini. Some people prefer digital camera as it can gt more images compare to instant camera. Many people refer instant camera as a toy camera like lomography camera.

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CHAPTER 8 : STRATEGIC TARGET AUDIENCES

Chapter 8 Strategic Target Audiences

8.1 Proposal Primary Target Audiences 8.1.1 Demographics Age Gender Education Occupation Income Range Race & Ethnicity Geographic Location : 20 - 30 years old : Male and Female : Secondary school and above : Students and working adults (white collar workers) : RM 500 RM 2000 : All races : Urban and Sub-urban

8.1.2 Physiographic Perception Learning Motivation & Needs Attitude & Personality Lifestyle : Photography lover, love to memory special moment, enjoyable journey : Online banner, Magazine, Social Network, Bunting : Consumer will get motivated by easyportable and enjoyable fun time that could take and get a picture in a seconds. : Fun and Cool : Modern, Outgoing and Travelers

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CHAPTER 9 : RESEARCH DEVELOPMENT

Chapter 9 Research Development

9.1 Marketplace Research I had visit several camera shops and found out that only few amount available selling in the shops. They only had 1-2 units for sale or display. Different shops display different models but the prices in the shop also different.

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9.2 Market Observation Fujifilm Instax Mini 25s is not the main selling product in the market. The 1st product launch in market is Fujifilm Instax Mini 7s. The size is much bigger compare to Instax Mini 25s. Instax Mini 25s is a new product in Malaysia market.

September Digicolor Sdn Bhd 3

Octerber 3

November 2

Fotokem Sdn Bhd

*This may not be the exact amount.

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CHAPTER 9 : RESEARCH DEVELOPMENT

9.3 Online Survey The online survey was conducted from 16th 20th November 2011 and managed to get 40 participants. The survey aims to investigate on consumer behavior, product awareness and brand awareness. Survey result Question 1: Gender

Gender

Male Female

The result shows that Male is more active to participant compare to Female.

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Question 2: Age

Age

Below 20 21-25 26-30 30 and above

This question helps to identify the age range among the participants. The chart shows that the average participants are around age 21-25 years old.

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Question 3: Occupation

Occupation

Student Office Worker Profesional Photographer Others

This question helps to identify the occupation of the participants. The chart shows that mostly are student participate in the survey.

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Question 4: Income / Allowance

Income/Allowance

RM 500 - RM 1000 RM 1001 - RM 2000 RM 2001 - RM 3000 RM 3001 - RM 4000

This question is to investigate the income or allowances range. Because the survey mostly participate by students, the highest is RM1001- RM 2000. Then, coming up next is RM 2001 - RM3000.

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Question 5: Do you own a camera?

Do you own a camera?

Yes No

This question investigates on the amount of participants who are already own a camera. Most of them already own their own camera, only few dont a camera.

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Question 6: How would you categorize yourself as a camera user?

How would you categorize yourself as a camera user?

Beginner Semi-professional Professional

The result shows that most of them are beginner for using camera. the follow by semi-professional.

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Question 7: Do you know Fujifilm Instax Mini cameras?

Do you know Fujifilm Instax Mini cameras?

Yes No

This question is meant to roughly measure the brand awareness of Fujifilm. Most of them have claimed to have heard of the brand while only few dont have heard of it.

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CHAPTER 9 : RESEARCH DEVELOPMENT

Question 8: How did you come to know about this brand?

How did you come to know about this brand?

Newspaper Magazine Internet Others

This question determines the mediums that have successfully spread the brand awareness. Magazine collected most amount compare to others. Internet also like second high score compare to others.

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Question 9: What reason discourage you from buying Fujifilm instax mini camera?

What reason discourage you from buying Fujifilm instax mini camera?

It is not famous as Polaroid The film is costly Prefer digital camera The camera is expensive

This question determines the reasons that discourage participant from buying instax mini. The main reason is the film for the camera is expensive.

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Question 10: What type of camera you prefer to buy for extra?

What type of camera you prefer to buy for extra?

Sony cyber shot Diana F+ (lomo) Fujifilm Instax Mini Polaroid

This questions to investigate amount of willing to buy extra. The result shows mostly willing to buy Sony Cyber-shot, then coming by Diana F+. Only few amount willing to buy intax mini and Polaroid.

9.4 Interview Fujifilm Malaysia had rejected to the interview as they ask me download the interview to Mr. Yasuhiro Egami from Fujifilm Global website. They prefer use the international interview by Mr. Yasuhiro Egami. This is because due to P&C issue.

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CHAPTER 10 : PRECEDENT STUDIES

Chapter 10 Precedent Studies

10.1 Advertising Strategy Set of advertisements for Fujifilm announcing their new "Green" positioning, featured in numerous publications in mid-2008.

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CHAPTER 10 : PRECEDENT STUDIES

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CHAPTER 10 : PRECEDENT STUDIES

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CHAPTER 10 : PRECEDENT STUDIES

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CHAPTER 10 : PRECEDENT STUDIES

Magazine Ads

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CHAPTER 10 : PRECEDENT STUDIES

10.2 Precedent Studies Samsung Camera ST 100

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Nikon One

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CHAPTER 10 : PRECEDENT STUDIES

Canon Print Ads

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CHAPTER 10 : PRECEDENT STUDIES

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CHAPTER 11 : REFERENCES

Chapter 11 References
Fujifilm Malaysia Website www.fujifilm.com.my Fujifilm Global Website www.fujifilm.com Fujifilm Holding Website http://www.fujifilmholdings.com/en/index.html Polaroid Corporation http://en.wikipedia.org/wiki/Polaroid_Corporation Nikon http://imaging.nikon.com/lineup/dslr/d7000/ Sony cyber-shot http://www.sony.com.my/product/dsc-tx10 Nikon www.nikon.com.my References TVC ads from www.youtube.com Lloyd wolf http://www.lloydwolf.com/resume.html Nikon D7000 http://fstoppers.com/chase-jarvis-shoots-nikon-d7000-ad

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