Digital Camera Market

One of today's hottest new markets is the digital camera market. A myriad of digital cameras with varying specifications have flooded the market, making it difficult for consumers to choose. Kodak EasyShare cameras have enjoyed great popularity in this market, as consumers are familiar with the trusted name Kodak. Consumers almost universally find the EasyShare products simple to use, and the accessories in the EasyShare line such as camera docks and printer docks further their ease of use even more. Users can press one button on a camera dock to transfer pictures from the camera to the computer. While the camera is sitting on the dock unused, the dock charges the camera so that it will be ready for its next use. The printer dock is like a portable printer; the camera docks on top of it, and when the user presses the "Print" button, the dock prints out borderless 4" x 6" photos. It also transfers photos at the touch of a button and charges the camera like the camera dock does.

Effective marketing of the Kodak EasyShare cameras depends on identifying market segments that will respond to particular marketing strategies. These market segments will be comprised of consumers who have certain characteristics in common that will cause them to respond similarly to a marketing strategy. The market segments for the Kodak EasyShare line, for example, would include sophisticated consumers who do not mind spending money to get the b

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pment, especially if the mother has more than one child. This motivator ties in with a pastime that is related to digital cameras scrapbooking. Scrapbooking is, as one writer puts it, "The passion to preserve," and as one of the fastest-growing hobbies today, any product that serves scrapbooking has the potential to garner big sales ("The Passion to Preserve: One of the Fastest-Growing Hobbies Today, Scrapbooking Has Gotten Millions Making Unique, Personal Books in an Effort to Preserve Information They Care About" 24). Scrapbooking adds a dimension of magnitude to a mother's interest in digital cameras that she might not ordinarily have, simply because scrapbooking requires lots of high-quality photographs. The act of scrapbooking adds meaning to photos, as well, because the photos are accompanied by journaling that describes the person or situation they depict. Like any hobby that people can become passionate about, scrapbooking can be a consuming interest that endures over a long period of time, and the need for a camera that can take good scrapbook photos will not diminish. Furthermore, the extra accessories that can be sold with the camera, such as the camera dock and printer dock, are quite relevant to a young mother;

Category: Business - D