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

2. The Demographics of the US tell us important information

3.  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

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

5. 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.

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

7. 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.

8. 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)

9.  “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

10. 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

11. Children look for camera aesthetics.

12. Colorful, Interesting Pictures Attract Children

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

14.  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.

15. 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++0+++++ Ease of Manufacture+0+-++++ Appeal to Customer+000+-0+ Cost to Modify++0-0+0+ Durability0+-000+0 PLUSSES43113334 MINUSES00120100 NEUTRAL12322121 TOTAL4303234 RANK12452321 CONTINUE?YES NO YESNOYES

16. 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%51515140.8 Ease of Manufacture15%50.7530.4550.7540.6 Appeal to Customer35%51.7531.0551.7531.05 Cost to Modify10%40.44 50.530.3 Durability20%30.65140.84 Total Score4.53.94.83.55 Rank2314 Continue?Develop No

17. Redesigning the packaging will make the camera more appealing

18. Renewable power makes cameras more sustainable. Flash Bulb Capacitor

19.  800 film (currently used) : $3.16 per roll  400 film (proposed) : $2.16 per roll Film Quality should make sense.

20.  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.

21. Questions?