International Marketing Study Program 2001
Polaroid Corporation, Cambridge MA
26 January 2001
"Why can't I see it now?"
This question by Dr. Edwin Land's daughter initiated the invention of instant photography in 1948, which led to the evolution of Polaroid Corporation. Today, Polaroid designs, manufactures, develops and markets instant and digital imaging products.
We were warmly greeted and briefed on the agenda for the day by Lou Gaglini, Manager of University Relations. Our visit was also accompanied by Joani Gilman and Maria Barrios from the Human Resources Department.
Next, Sandra Lawrence, Senior Vice President of Marketing set the pace of the day by providing us an overview on the 'border-less world of marketing'. She also expressed Polaroid's foundation for success - "Develop the Business and Develop the People" as defined by Dr. Edwin Land; founder of Polaroid Corporation in 1937. This concept is the key to achieving their mission: to re-invent the mass instant imaging experience in digital age, their strategy: to revitalize core instant business and accelerate growth by fusing instant with digital imaging and their principles: instantness, simplicity and style.
Todd Lynton, Senior Marketing Manager and Jim Davey, Marketing Director evaluated current and future products for market development. Their latest innovation; I-Zone targeted at the youth market has been well received worldwide.
We were then taken to their Products room and given a demonstration and a fun trial of various Polaroid products by Dick Lombardi, technical consultant. Next, we headed to the Brands room whereby Dave Laituri, Director of Industrial Design provided us an insight of Polaroid's brand design and strategy.
Over a scrumptious lunch, Randall Smith, Marketing Director showed us a video, which summarized the essentials of advertising and gave us valuable advice on a marketing career. The Lunch Crowd involved Marketing Managers & Associates who included Veronica Castillo, Sarah Cook, Jane Keenan, Maureen Madigan, Shannon Smith and Craig Stafford.
Jeff Dade from Business Development National Accounts division spoke about the retail environment in the US and the importance of network communications to overcome the challenges that may occur in the market.
Last but not least, Christine Madigan, Marketing Director wrapped up the presentation with the essence of brand management and quoted that "A product is made in a factory, a brand is made in a consumer's mind".
Truly, Polaroid has given us the power to create...
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