A third of all Advanced Photo System (APS) cameras currently in use were received as a gift and during December, well over 50% of camera sales are as a gift item.
Since their introduction five years ago, Kodak Advantix gift packs have been a massive hit with consumers, helping to increase Kodak’s brand leadership position year-on-year. The 2002 gift packs will be no exception, providing tremendous value and style at no extra cost across a wide choice of models at prices to suit all pockets.
Kodak continues to be committed to high profile advertising during this vital season for camera sales and is investing a massive £2.5 million in national TV. 30 second and 20 second executions of the popular ‘Jungle’ ad will run from 18 November – 23 December 2002, to drive a ‘from £29.99’ message and feature the Kodak Advantix T700 model and new gift packs. The power of Kodak advertising to drive the market is well proven and could be seen at its best last Christmas when Kodak outsold its nearest rival by 2.4 times in volume terms*.
Six cameras make up this year’s gift pack offering and with RRPs from £29.99 to £99.99, there is something for everybody and every wallet. Each gift pack will contain the camera, film, photo frame, case, strap and batteries, plus a demo disc and free trial voucher for Kodak Picture CD to show consumers how easy it is to be creative with pictures.
“We believe that consumers will go wild for the new design and glitzy colours of this year’s gift packs and we are confident that Kodak Advantix will play a leading role in the battle for Christmas camera sales,” said Atul Patel, Kodak’s European Category Growth Manager for APS Cameras. “The visual impact of the new gift packs is considerable and will have a dramatic influence on consumers in-store, so prominent display and secondary sitings will be vital in generating sales.”
Powerful merchandising will support the launch with a number of quality floor and counter units available in a variety of product loadings. In addition, shimmering holographic POS material will create a real impact in-store making sure that no-one will miss the opportunity to purchase. Retailers should talk to their local representative or supplier about placing their order for merchandisers and POS material well in advance of the Christmas build-up.
* Source: GFK Retail Audit (Total Compact Cameras)
Kodak and Advantix are trade marks