How should Lomography position itself (and why)?
Lomography has established itself as a pioneer of analog photography. Lomography is recognized by theplastic quality of its camera and its colorful appearances, acombination of both give the cameras distinct personalities. Lomography is also recognizable by the artistic style of the images such as unusual color hues, soft focusing, heavy color saturation, and light leaks.
Lomography should position itself as the poster brand for experiential luxury, under the slogan of ‘Make your story history’. Because the true value of Lomography lens does not lie in the functional value but rather in emotional value, Lomography gives photographer of any age, an enhanced experience by moving them back to older photography.
Lomography should establish a digital presence without separating the core message of brand and analog roots. Lomography brings back one of the oldest lenses in photographic history by introducing Lomography Petzval Art Lens, this lens creates a bokeh effect that no modern lens can rival.
Lomography should position itself as anexperientialluxurybecause thelens is targeted for professional, semi-professional and people who know what they are doing.However it requires technical knowledge, it is not easy to use. Not everyone can use this lens, people who would like to get the experience of older photography.Lomography lens purchase is considered as afun as people have to increase their collection through purchasing of thenew lens.
Lomography Analog In A Digital World Harvard Case Solution & Analysis
The lens isconsidered as a luxury product,not because of its scarcity and price but it is not a necessity.The lens provides the userwith a luxury experience. That’s why its emotional appeal is much stronger than its functional appeal.
Emotional reasons are much stronger than the rational need to create the positive image of the brand in the photography industry as it is not necessary that we judge the picture on the point of view of theprofessional camera because each photo is a proof of effort, a documentation of people and places and a record of experience.
Initially, thecompany was providing aninexpensive lens, it was very cheap as in the luxury market lower prices show the lower quality of the product.Lomography is competing with Nikon and Canon, these large companies charge high prices for their cameras andlens and their image in the market is ofa qualitative brand. Moreover, it is a luxury product, its target market are rich, high-class people who are willing to pay premium prices for these products.
So thecompany should transform itself from analog to digital photography while maintaining its brand principles and core customers...............
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