KODAK will spend more than $10 million to re-vamp its 250 photo-finishing outlets in Hong Kong and mount a major advertising campaign in the first half of next year.
The True Face Image Centres will be replaced by a new name - Kodak Express - as part of the firm's efforts to consolidate its leading position in Hong Kong's billion-dollar photo-processing industry, which handles more than 500 million prints each year.
There are about 600 photo-processing laboratories in Hong Kong. Kodak controls about 150 contracted retail outlets through the True Face and Fotomax chains and a further 100 independents that commonly use Kodak processes and products The most obvious change - as part of the J Walter Thompson-designed campaign - will be the transformation of the premises using a new space-saving 'consumer-friendly interior' created by Landor Associates, according to Douglas Gerber, general manager for consumer imaging at Kodak (Far East).
'More important will be the switch in emphasis from the perception of the photo-finishing shop as a mini-factory to a consumer-oriented retail imaging outlet,' he said.
'Moving the developing and printing equipment into the back room will generate more usable space in the front office. This simultaneously demotes the technology aspect and promotes the customer service element that will characterise these remodelled outlets.' The company has initiated a three-part, rolling programme, aimed at improvements to quality, service and appearance.
First, Kodak will introduce technological innovations such as an on-line, computer networked, quality-monitoring service.
