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# System prepended metadata

title: Marketting plan ideation

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# Marketting plan ideation
> Team MYANKS

## Kodak
> Proposed by: Stefan
> Industry: Analog Camera Film

#### What do the company do?
Produce film for older analog cameras
#### What are the challenge they are facing?
Struggling a lot due to competition from the digital camera market.
#### Potential Marketing Case
Could make a marketing case along the lines of nostalgia, authenticity (no Photoshop), slowing down life, patience,

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## JK Paper
> Proposed by: Anand
> Industry: Paper industry

#### What do the company do?
Spcelize paper products. They make notebooks, papers for posters, papers for banks, etc.. 
* [Recent annual report](https://www.jkpaper.com/images/pdf/annual_reports/JK%20AReport_2018-19_final.pdf)


#### What are the challenge they are facing?
They cant scale up with digitalization techniques. Some intetrsing solutions could be to focus on developing/under-developed countries where digitalization is not hapening rapidly. Another solution is to dive into digital era.

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## Indigo
> Proposed by:Anand 
> Industry:Aviation

#### What do the company do?
This is a airline company with more than 50% pasenger traffic in India. 
* [Recent company's presentation](https://www.goindigo.in/content/dam/goindigo/investor-relations/presentation/2017-18/CompanyPresentation-Feb-2019.pdf)


#### What are the challenge they are facing?
While the compay has significant market share, the main problem is that their pricing power due to completition. 

#### Potential Marketing Case
The expanstion into International aviation would be a logical solution going forward.

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## TomTom
> Proposed by: Kenrick 
> Industry: Maps and Navigation

#### What do the company do?
TomTom's core business is in digital maps and navigation. 


#### What are the challenge they are facing?
TomTom is struggling to find identity within the digital maps and navigation market; people are not buying separate car navigation as they have mobile alternatives. The mobile market (dominated by Apple and Google) have their own alternative.

#### Potential Marketing Case
The company is shifting its focus on B2B (e.g. OEM car navigation SW, but hard to compete vs mobile i.e. Apple and Google) and recently starting to explore miscellaneous business (like wearables, competing against well-established brands like Garmin, Polar); therefore many products we can select from to base our Marketing project around.

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## Xerox
> Proposed by: Kenrick 
> Industry: Printers

#### What do the company do?
Xerox's core business is document management technology (printers, photocopiers etc.) as well as related services.


#### What are the challenge they are facing?
Printing is in decline as people are going paperless due to sustainability and digitisation. Also, the days that the preferred way of reviewing documents with a highlighter and a red pencil are gone as the document is most likely already outdated the moment it reaches the printer due to online editing and digitisation. 

#### Potential Marketing Case
Paper print however still has a niche market (there will always be some demand for specific documents and prints), the question is how to target and how to reach these.

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## Nokia (can be a similar case for Sony Walkman?)
> Proposed by: Katya
> Industry: Smartphones

#### What does the company do?
Multinational telecommunications, information technology, and consumer electronics company

#### What are the challenge they are facing?
Nokia was the global leader in mobile phones in early 2000 but didn’t want to lead the drastic change in user experience. This caused Nokia to develop a mess of an operating system with a bad user experience that just wasn’t a fit on the market.

#### Potential Marketing Case
Work on value proposition and differentiation (price / quality?)

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## GoPro
> Proposed by: Katya
> Industry: Action cameras (small, waterproof)

#### What does the company do?
Manufactures action cameras and develops its own mobile apps and video-editing software. 

#### What are the challenge they are facing?
GoPro was the most dominant outdoor camera brand in the world but competitive products (eg smartphones) become cheaper and a choice of customers who don't want to pay more for the brand.

#### Potential Marketing Case
Review target customers and the story behind the brand and product

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## Yahoo
> Proposed by: Katya
> Industry: Webservice provider 

#### What does the company do?
Web portal, Yahoo! Search, Yahoo! Mail, Yahoo! News, Yahoo! Finance, etc

#### What are the challenge they are facing?
Yahoo undervalued the importance of search, decided to focus more on becoming a media giant neglecting consumer trends and a need to improve the user experience. 

#### Potential Marketing Case
Develop a consistent story, tagline and developed solutions for users to explain their unique value proposition

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## Uber (similar to AirBnB struggle)
> Proposed by: Katya
> Industry: Taxi analog with a different business model 

#### What does the company do?
Connects drivers and passangers to offer cheaper alternatives to taxi

#### What are the challenge they are facing?
The company is at odds with regulators and drivers of traditional cabs in its most lucrative European market. 

#### Potential Marketing Case
Re-define selling points and added value to the community, local government