Kodak Document Imaging

Kodak Document Imaging www.kodak.com

Brand Management Clarity, Worldwide

Kodak Document Imaging is a worldwide business. In fact, they had over 7 different locales that managed the same product information - on different URLS, in different languages. In order to better manage the Document Imaging brand, it was essential to gain centralized control over how the brand was expressed. At the same time, it was critical that product managers spread throughout the world be able to manage and update product information in their own languages.

Challenge

Coordinate and standardize the look and feel of all Document Imaging sites, worldwide. Capture greater operational efficiency through better content management.

Solution

Auragen designed and built a content management solution that separates content, language, and product information, and then unifies them under a single brand strategy. The result:

• One group can control the look, feel, and function of the web site, worldwide, from a central location.
• One group can control product information - technical specs, new product launches, and support information - from a central location.
• International product managers can contribute their own language translation and regionally specific information, for their own locale, without worrying about format.

The site also features specific technologies to address sales and merchandising issues within Document Imaging:

• The site connects customers with appropriate distributors. By allowing Kodak DI easy updating of their distributor information - in each locale - this information is accurate and complete. This eliminates issues of channel conflict between distributors, facilitates easy maintenance of channel information, and allows Kodak to share valuable leads with their customers.
• The site is context sensitive. Using a well designed data repository (Oracle, XML) and dynamically generated pages (ATG Dynamo) the site actually customizes itself based on the unique clickpath of the visitor. This allows highly targeted product promotions and user tracking

Results

• Reduced the number of unique websites from over 7 to one.
• This contribution to brand clarity is incalculable, but clearly valuable.
• This project has been so successful that it inspired a site-wide examination of how locale specific information is integrated into Kodak.com.