Kodak Disposable Camera: Spongebob Shake and Take EDSGN 100—Section 4 Doug Komandt Graham Zimmerman Adrian Evans CJ Brandmeier Team 6

The Demographics of the US tell us important information

 There is an Opportunity  Our Current Design Can be Improved  The mechanisms of the Kodak FunSaver are intricate  The Customer Knows Best!  We have ways to meet customer and societal needs  We must evaluate which ones are best  There are sustainable ways to incorporate these new and modified ideas Table of Contents

 Expand Sales  Grow Market Share  Improve Profitability  Reduce E-Waste There is an opportunity.

Our current camera design has positive aspects.  Industry Leading Recycling Program  Polystyrene  Provides up to 10 regrinding cycles  Circuitry  Flash mechanism, counts cycles  Parts  No tool assembly  Manufactured responsibly  Kodak Film  Company cash cow.

Our current camera design can be improved.  Battery  Contributes significant e-waste  Over-Packaging  Boring Style

The Outside of the camera is Dull Outer Design  Polystyrene black mainframe casing  Yellow Sticker  Outside Packaging  Cardboard box case wrapped in water-resistant protective case.

The inside of the camera is complex Inside Design  Looking from back  Battery (far left)  Film canister (far right)  Film extended across back  Gray/white spokes wheel (center)  Looking from front  Flash system (far right)  Flash charge button (bottom right)  Lens mechanism (center)  Circuit Board (right)  High voltage capacitor (bottom)

 “Rewind button” turned, lever pulled back  Shutter-release button pushed, lever released and pulled back into initial position by spring  Displaces small cover over film, opening the lens for light  Incoming light/image reflected in light captured on film  Rewind button turned, film advanced to dark container Taking A Picture Taking a Picture is a Chain Reaction Mechanism

Children are the best market for a “new” disposable camera. Current Price: $9.88 per pair (4.94 each) Customer willing to pay (on average) $8.02 PER UNIT On Average, consumers said they would buy a digital camera for a child at Age 11.95

Children look for camera aesthetics.

Colorful, Interesting Pictures Attract Children

The importance of specific features matters. How Important is Picture Quality? Average : 3.42/7

 Change Label Design  Shake Flash  Crank Flash  Rubber Grip  Change Outer Packaging  Remove Film (“Toy Camera”)  Modified Crank Wheel  Change Film Quality There are many ways to redesign the camera to meet society’s and customer’s needs.

Each Potential Solution Must be Evaluated Design Modification: Screening Matrix Change Label Design Shake Flash Crank Flash Added Rubber Grip New Outer Packaging Remove Film ("Toy" Camera) Modified Crank Wheel Change Film Quality Ease of Use Ease of Manufacture Appeal to Customer Cost to Modify Durability PLUSSES MINUSES NEUTRAL TOTAL RANK CONTINUE?YES NO YESNOYES

Solutions must be evaluated with emphasis on certain areas. Design Modifications: Weighted Matrix New Design Label/Outer PackagingShake FlashChange Film QualityModify Crank Wheel Selection CriteriaWeightRating Weighted ScoreRating Weighted ScoreRating Weighted ScoreRating Weighted Score Ease of Use20% Ease of Manufacture15% Appeal to Customer35% Cost to Modify10% Durability20% Total Score Rank2314 Continue?Develop No

Redesigning the packaging will make the camera more appealing

Renewable power makes cameras more sustainable. Flash Bulb Capacitor

 800 film (currently used) : $3.16 per roll  400 film (proposed) : $2.16 per roll Film Quality should make sense.

 Redesigned packaging and casing will appeal to our most stable demographic—children.  Addition of a “shake flash” mechanism will make the camera more sustainable and eliminate unnecessary e-waste.  Substitution of more appropriate film quality will reduce costs while meeting customer needs. The Spongebob Shake and Take is Kodak’s Opportunity.

Questions?