The Transformation

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The Transformation
Steve GreenRegion Managing Director,Consumer
Digital Group Graphic Communications
Group,Asia Pacific Region, Eastman Kodak Company
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A New Kodak is emerging
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The beginning of Kodak
The idea gradually dawned on me, that what we
were doing was not merely making dry plates, but
that we were starting out to make photography an
everyday affair to make the camera as convenient
as the pencil." -
George Eastman
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Where did Kodak come from?
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Kodak operating locations
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Kodak Asia Pacific Region
Pakistan
Regional Headquarters

• Manufacturing facilities
• Gunma, Japan
• Shanghai, China
• Xiamen, China
• Wuxi, China
• Goa, India
• Malanpur, India

Perth
Melbourne
Sydney
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You didnt know, did you?
About 70 million pictures are captured daily with
Kodak digital cameras or film. Kodak invented the
digital camera in 1975. That 40 of all printed
material is touched by Kodak technology. All
Oscar-winning Best Pictures have been on Kodak
film - 80 years! Kodak technology is used to
print 80 of the world's scratch-off lottery
tickets.
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and there is more!
Kodak Gallery has more than 70 million members
and manages over 4 billion photos! Our 39
megapixel image sensor, the world's largest, is
used in 3 out of 4 medium format cameras and
backs. Everyday 5 of all U.S. mail is printed
by our Kodak Versamark printers. Cinesite, a
Kodak subsidiary, creates visual effects for
feature film and television. Our digital
intermediate technology was used on 80 of all
feature films in 2007.
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The New Kodak
Other

Consumer Digital Group (CDG)
Graphic Communications Group (GCG)
Film Photofinishing Entertainment Group (FPEG)
Display
Inkjet Systems Digital Capture and Devices Image
Sensor Solutions Retail Printing
Solutions Consumer Imaging Services
Enterprise Solutions Digital Print Solutions
Prepress Solutions Document Imaging Security
Solutions
Entertainment Imaging Film Capture Aerial and
Industrial Markets
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The worlds imaging expert
for filmmakers and entertainment
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The worlds imaging expert
for graphic communicators
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The worlds imaging expert
for business, government and OEMs
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The New Kodak 2008 Revenue
Digital (Consumer Digital Group Graphic
Communications Group)
Business to Consumer
Traditional (Film Photofinishing Entertainment
Group)
Business to Business
The New Kodak is 70 digital revenues.
The New Kodak is 60 higher-margin commercial
businesses.
60 of Kodaks earnings from operations is
digital in 2008
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Digital Business Critical Mass and Healthy Growth
Greater than 7B in 2008
Graphic Communications Group
Consumer Digital Group
Capture
Output
Our Consumer Digital Group and Graphic
Communications Group businesses share IP,
innovation, sourcing and best practices.
The New Kodak digital businesses are 60 output
with associated fast growing annuities businesses.
2008 2011 Digital Business CAGR 10 - 12
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Geographic Balance Global Stability and Growth
2008 Revenue/Spend

• Strong brand worldwide
• Well positioned to take advantage of growth
  outside the U.S.

US
outside the US
Kodak revenue/spend outside the US is 60
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Key Differentiators
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Strong Worldwide Share Positions

• Thermal CTP systems
• Digital printing plates
• Unified workflow software(commercial printing)
• Production (mid to high volume)document scanning
• Entertainment films
• Film capture
• Color negative paper
• Kiosks and media

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Added Together
80Kodak Revenue

• Transactional production inkjet
• Color digital printing systems(electrophotography
  )
• Distributed (desktop) document scanning
• Digital cameras
• Kodak Gallery

TOP
3
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2008 Digital Portfolio Built to Grow
ConsumerInkjet
Enterprise Solutions
KodakGallery
Sensors
High
EP
Growth
Retail Solutions
Commercial Inkjet
Scanners
Digital Prepress
Low
Digital Capture
Below
Above
2008 Avg.
Gross Profit vs. Corporate Average
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its an incredible success story!

• 11 digital product lines
• provide 2/3 of our revenue
• Kodak holds top 3 market share
• in almost all those product lines
• More than HALF didnt exist at Kodak 4 years ago

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Brand Transformation
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Winds of Change Video
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Perceptions of Kodak Over the Years

• Trustworthy
• Reliable
• Caring Human
• Prints Memories
• Film rolls
• Traditional
• Not high-tech

Trustworthy Reliable Caring Human Prints
Memories
O L D
N E W
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Today We Are
Leader in new imaging categories
brand licensing
product roadmaps
web site
image advertising
co-marketing
High-tech
Innovative
customer experience
digital services
product design
Modern, young
product advertising
brand identity
public relations
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Kodak at the Beijing 2008 Olympics
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Kodak at the Beijing 2008 Olympics
The Kodak Experience - self-service kiosks
Accreditation and ID Services utilizing Kodak
scanner, camera thermal printer
Kodak Image Center showcase digital printing
technologies (Nexpress workflow) producing
on-demand, full-color materials, postcards,
newsletters.
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Sponsorships
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"Our motorsports relationships help us create
business opportunities with other sponsors and
racing enthusiasts, whether they're die-hard
Nascar fans or business partners in the racing
community," said Jeffrey W. Hayzlett
"We are thrilled to expand our relationship with
Kodak ," said Tim Cindric, President of Penske
Performance, Inc. "I am excited to see the
familiar Kodak yellow and red on the track at
Talladega in April as they return to Nextel Cup
primary sponsorship.
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Kodak Episode/Key Results

• 4.4 Kodak mentions/minute for 43 minute episode
• 6.3 Rating (Apprentice Premier 4.9 Desperate
  Housewives 7.5 CSI 5.9 60 Minutes 4.2)
• Total Impressions/Reach 89,268,000
• Sales Doubled the Week Following the Show

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PR Sampling
"Inner Tube Dots All Dec. 6, 2007 Circulation
2,791,680 (Print and Online)
Lennox Lewis _at_ CES Jan. 17 18,
2008 Viewership 3,268,000
"NBC Shares 'Apprentice' Wealth Dec. 6,
2007 Circulation 876,585 (Print and Online)
Gene Simmons Appearance Jan. 18,
2008 Viewership 2,100,000
Kodak Has Some Fun in Printer Spot Jan. 22,
2008 Circulation 154,751 (Online)
Seen Heard (Lennox Lewis _at_ CES) Jan. 16,
2008 Circulation 1,310,931
RollingStone.com
"Gene Simmons Exhiled from Planet Kodak Jan. 18,
2008 Circulation 5,916,260 (Online)
"Kodak handiwork on 'Apprentice' episode Jan.
18, 2008 Circulation 149,386
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360 Marketing Campaign At Retail

• Integrated Content into Existing Activities
• FSI to 40M
• Promotions
• Themed Merchandising
• Themed Demo Days _at_ gt1500 stores

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360 Marketing Campaign Kodak Online

• Microsite kodak.com/go/apprentice
• Content Links, Poll, Printable Projects
• Kodak store Promo
• Photo Contest
• Entries 4,183
• Views 1,082,963
• Blogs
• Used for Behind the Scenes stories

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360 Marketing Campaign Other Online

• NBC.com
• Banners 8M impressions, .37 CTR
• Pre-roll 800k impressions .19 CTR
• 18.48 interaction rate (electronics benchmark
  7.13)
• AccessHollywood.com Celebrity Apprentice Clip
  of the Week
• 337,883 impressions, .13 CTR
• Pre-roll 14,633 impressions, 0.9 CTR

360 Marketing Campaign Events

• CES
• Lennox Lewis Guest Appearance
• 500 Autographs
• 50,000 Booth Visitors
• 7 New Media Interviews
• 17M Impressions
• Employee Celebration
• Viewing Parties Across the Country
• Home Parties/Kits

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Brand Activation
Kodak at the Beijing 2008 Olympics
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Kodak 2.0
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• Kodak 2.0
• 
  Moments
  
  
• 
  Momentum
  

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Kodak Momentum
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QA Session
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Thank You!