Kodak Disposable Camera:Spongebob Shake and Take

EDSGN 100—Section 4

Doug KomandtGraham Zimmerman

Adrian EvansCJ Brandmeier

Team 6

The Demographics of the US tell us important information

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

Expand Sales Grow Market Share Improve Profitability Reduce E-Waste

There is an opportunity.

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.

Our current camera design can be improved.

Battery Contributes significant e-waste

Over-Packaging Boring Style

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.

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)

“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

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

Children look for camera aesthetics.

Colorful, Interesting Pictures Attract Children

The importance of specific features matters.

1 2 3 4 5 6 70

5

10

15

20

Is the flash important to a child?

Response

Num

ber

of

People

95%

5%

Would you want to see the pictures you took?

Want to see

Don't want to see

How Important is Picture Quality?

Average : 3.42/7

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.

Each Potential Solution Must be Evaluated

Design Modification: Screening Matrix

ChangeLabel

DesignShakeFlash

CrankFlash

AddedRubbe

rGrip

NewOuter

Packaging

RemoveFilm

("Toy" Camera)

Modified

CrankWheel

Change

FilmQualit

yEase of Use + + 0 + + + + +

Ease of Manufacture + 0 + - + + + +Appeal to Customer + 0 0 0 + - 0 +

Cost to Modify + + 0 - 0 + 0 +Durability 0 + - 0 0 0 + 0

PLUSSES 4 3 1 1 3 3 3 4MINUSES 0 0 1 2 0 1 0 0NEUTRAL 1 2 3 2 2 1 2 1

TOTAL 4 3 0 -1 3 2 3 4RANK 1 2 4 5 2 3 2 1

CONTINUE? YES YES NO NO YES NO YES YES

Solutions must be evaluated with emphasis on certain areas.

Design Modifications: Weighted MatrixNew DesignLabel/Outer Packaging Shake Flash

Change Film Quality

Modify Crank Wheel

Selection Criteria Weight

Rating

WeightedScore

Rating

Weighted

Score Rating

Weighted

Score Rating

Weighted

ScoreEase of Use 20% 5 1 5 1 5 1 4 0.8

Ease of Manufactur

e 15% 5 0.75 3 0.45 5 0.75 4 0.6Appeal to Customer 35% 5 1.75 3 1.05 5 1.75 3 1.05

Cost to Modify 10% 4 0.4 4 0.4 5 0.5 3 0.3

Durability 20% 3 0.6 5 1 4 0.8 4 0.8Total

Score 4.5 3.9 4.8 3.55Rank 2 3 1 4

Continue? Develop Develop Develop No

Redesigning the packaging will make the camera more appealing

Renewable power makes cameras more sustainable.

Flash Bulb

Capacitor

800 film (currently used) : $3.16 per roll

400 film (proposed) : $2.16 per roll

Film Quality should make sense.

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.

Questions?