Film Holder

Launch Brief

545 Pro

April, 2000
Confidential Internal Document

Contents

Executive Summary Product Description
Photographic Functional 3-4 4-5 4-7-- 12 13

Marketing Strategy

Professional Customers Technical (Industrial & Scientific) Customers Features and Benefits Communications Customer Service -Post-sales Service
Pricing, Packaging & PIDs Questions & Answers
545 Pro Film Holder Programmed Film Types

Executive Summary

he new Polaroid 545 Pro Film Holder for 4x5 Instant Sheet Film makes automatic film development processing a reality. When an exposed sheet of film is pulled from the film holder, the timer takes the guesswork out of timing. An audible signal is activated for the specific film type used to indicate that the timing is completed and the LCD simultaneously flashes a visual prompt. The timing is even adjusted for changes in the ambient temperature. Additionally, when a series of quick shots is required, the timer counts down the development time of each shot and beeps for each of three photos. With a toggle of a button, the timer can switch back and forth between two film types. The photographer gets the best photo the first time, every time. The new 545 Pro Film Holder saves the photographer time and money by dramatically improving the consistency of every shot and assuring that each scene is captured accurately. The 545 Pro Film Holder is positioned as the next generation 4x5 film holder from Polaroid. It is the latest in a series of improved products and services that focuses on the critical needs of industrial, technical and scientific users and especially, the Professional Photographer. The 545 Pro Film Holder is a key piece of equipment to the Professional Photographer and can be the central promotional component in a packaged offering to the local trade in each Market. The benefit of the best proof the first time, every time can be reinforced with other appropriate products and services to create incremental sales. For industrial, scientific and technical users that are often not trained in photography, the 545 Pro Film Holders automatic features provide a unique ease-of-use and operational simplicity. Operational protocol can be learned without the need to understand photographic techniques and still yield the best photo the first time, every time. Continued
Several Marketing Communication aids are being made available to the Regions and Countries for local campaigns. All Marketing and Business Center personnel will electronically receive both the Launch Brief as well as the comprehensive 545 Pro Film Holder User Guide (English version) that is included with every unit shipped to customers. Of special interest to the International Business Center and Americas Business Center personnel are the reference sheets: 545 Pro Features-and-Benefits-at-a-Glance 545 Pro Film Holder Programmed Film Types
Pricing, packaging and PID information are included in this brief as well as helpful answers to a series of Frequently Asked Questions.

Product Description

PHOTOGRAPHIC
Polaroids new 545 Pro Film Holder for 4x5 Instant Sheet Film incorporates a new automatic processing timer that takes the guesswork out of development time. When an exposed sheet of film is pulled from the film holder, the timer is activated automatically. The timer counts down the optimum development time for the film used as well as sensing the ambient temperature. When the film has reached the optimum development time an audible signal is heard to prompt peeling. Simultaneously, the LCD on the film holder also flashes a visual prompt. When temperature may affect film speed, the film holder even indicates the specific f-stop adjustment the photographer should make to the camera. This exciting, built-in intelligence gives the photographer the opportunity to get the best proof the first time, every time. Continued

In addition, when the photographer needs to perform a series of quick shots, the timer automatically counts down the development time of each shot and separately emits a series of beeps for each of the three individual photos. For photographers who use different films for different purposes and subjects, the 545 Pro Film Holder can be set for all Polaroid color, black & white and positive/negative films. Even when a photographer takes a Polaroid black & white proof of a subject and immediately switches to a sheet of Polaroid color film for the same scene, a simple operation allows the user to switch to the optimum development time for the different film type. Of course, the new 545 Pro accepts and accurately times all Polaroid 4x5 sheet films. It fits all cameras designed to accept Polaroid 4x5 film holders such as those that accommodate 545 and 545i Film Holders.

FUNCTIONAL

The advanced design of the 545 Pro Film Holder dramatically lowers the risk of wasted shots due to film jams and unexposed proofs. The interior twin locking lugs prevent shifting of the negative as the dark-slide sleeve is moved in and out of the film holder. This feature eliminates the occasional skewed image caused by single-lug design. The film holder body is high-impact glass-filled for strength. This exciting, built-in reliability and ruggedness gives the photographer the opportunity to get the best proof the first time, every time. Ease-of-use is also incorporated into the new design. The film entryway has rounded edges for smooth insertion. A mechanical aid helps film ejection. Rollers are easier to access and clean. Overall, the new 545 Pro Film Holder saves the photographer time and money by dramatically improving the consistency of every shot and assuring that each scene is captured accurately.
The 545 Pro Film Holder is positioned as the next generation 4x5 film holder from Polaroid. It is the latest in a series of improved products and services that focuses on the critical needs of industrial, technical and scientific users and especially, the Professional Photographer.

Professional Customers

The Professional Photographer requires that equipment operate reliably and smoothly without interruption and annoyance. It also must not cause photographic anomalies or surprises that are difficult to diagnose and correct. In addition, unacceptable images that are due to equipment malfunction or inconsistent operation can pull attention away from the creative and exacting work required of a Professional Photographer. The 545 Pro Film Holder is a significant contributor to the ability of a Professional Photographer to do what s/he does best: create professional images. This new photographic component permits greater freedom from guessing, fixing and making do. In turn, it allows more attention to composition, lighting, exposure settings and the craft elements of imaging and final art. The 545 Pro Film Holder is a key piece of equipment to the Professional Photographer and can be the central promotional component in a packaged offering to the local trade in each Market. The benefit of the best proof the first time, every time can be reinforced with other appropriate products and services to create incremental sales.

Technical Customers

Industrial, scientific and technical users are often not trained in photography. They need images for documentation, analysis, discussions, publication, quality control, and for applications such as SEM and microscope imaging, copystand, fingerprints, low-light applications, and electrophoresis gel. The 545 Pro Film Holders automatic features provide a unique ease-of-use and operational simplicity. Operational protocol can be learned without the need to understand photographic techniques and still yield the best photo the first time, every time.

Features & Benefits

Photographic Features and Benefits

FEATURES

Development timer automatically activated when film pulled. Timing automatically adjusts to ambient temperature Audible & visual prompts Timer counts 3 quick shots concurrently. Timer settings for all 4x5 sheet films and positive/negative films. Programmable auto-power shut-off LCD backlight Exposure compensation indicator The timer can switch back and forth between film types

BENEFITS

Every shot correctly and automatically timed Every shot optimally timed; less wasted shots. Pull the film and just wait for the automatic prompt; no guesswork Series of quick shots optimally timed Every film type optimally timed Prolongs battery life Good visibility in dimly-lit studio environment Best quality image every time Easily accommodates two film types during a photo shoot
Functional Features and Benefits
New interior twin locking lugs High-impact, glass-filled body Film entryway has rounded corners New interior mechanical ejection aid Film engagement indicator Easy access to film rollers Fits all cameras designed to accept Polaroid 4x5 film holders
No negative shifting or skewing as dark slide is moved in and out; fewer jams Strong, rugged, long-lasting body Smooth, error-free film sheet insertion Fewer missed exposures; fewer jams Film properly engaged; print exposed every time Cleaning easier; fewer photographic defects No change in camera equipment

Communications

These communication aids are available, or will be available shortly, for local campaigns: Electronic Library and Theatre CD-ROM Polaroids Internet Web site. Polaroids internal Intranet which includes: Knowledge Management Database Launch Briefs Chat Room Fax-on-demand Launch Brief Sales Presenter Pages (Sales brief) Press release Product shots for literature pieces and mailers

All local sales programs will be formulated, funded and implemented by each Region and Country.The 545 Pro Program Team will be avialable to support your successaful launch.

Customer Service

All Marketing and Business Center personnel will electronically receive the comprehensive 545 Pro Film Holder User Guide (English version) that is included with every unit shipped to customers.

Post-Sales Service

All Marketing and Business Center personnel will receive electronic launch briefs prior to introduction. Of special interest to the International Business Center and Americas Business Center personnel are the reference sheets: 545 Pro Features & Benefits at-a-Glance 545 Pro Film Holder Programmed Film Types These pages can be transmitted, printed and provided to dealers, wholesalers, distributors and customers. Additionally, the 545 Pro Program Team and the Professional Imaging Category personnel will continue to communicate and work with the local Marketing and Sales Teams to ensure sales success and customer satisfaction. All other customer service needs will be integrated into the Business Center operations and handled as with other Polaroid products.
Pricing Packaging & PIDs
The standard cost of the 545 Pro is higher than the 545i. Therefore, the recommended selling price should reflect the cost to the Markets. The cost-benefit ratio should permit a higher selling price. Packaging and display box details will be forthcoming. Of interest is that the product is packaged in a rigid foam nest inside the display box for better protection from accidental handling; consequently, the display box is slightly larger than the 545i. Included in each display box are: 1. 545 Pro film holder 2. Timer batteries 3. Instruction sheet for inserting batteries into timer 4. User guide 5. Registration card

PRODUCT

545 Pro Film Holder

100072

STANDARD COST

$100.00 (Target)

CASE QUANTITY

8 / case

Note: Suggested selling price in the USA is tentatively planned to be $199.00.
The 545 Pro film holder will be available to the markets for sale in April, 2000. In order to assure that finished goods will be available, include the PID in the next rolling forecast.

Questions & Answers

Q How is the film processing time programmed into the timer? A The processing time for any exposure is dependent on the film type. Each Polaroid film type has a two-digit timer code that can be found on the back of the film holder and on a table included in the User Guide (The table is included at the end of this launch.). Each films timer code will also be listed on the films packaging. The code is entered manually into the timer. Refer to the 545 Pro User Guide for the simple step-by-step procedure.
Q How is the camera exposure adjustment displayed? A The camera exposure adjustment is dependent on both the film type and the ambient temperature. Refer to the User Guide for the simple one-button procedure to display the f-stop adjustment.

Q Can the timer be turned off if desired? A Yes. But the timer powers-down and turns off automatically with no intervention to conserve batteries. Q If the timer display is powered-down, how can it be powered-up? A Press any button and the display will appear. Q Can the LCD display be seen in low-light conditions? A Yes. The LCD is backlit when the blue button is pressed and held. Q Is the film inserted or handled differently with the 545 Pro? A No. But a special icon is displayed on the LCD when the film is fully inserted to confirm proper positioning. Q Is the 545i film holder still available? A Yes. Continued
Q How do you know which photo is being timed when a series of quick shots are taken and the timer times each photo individually? A 1 is displayed in a corner of the LCD for the first photo, 2 for the second photo and 3 for the third photo.
Q What is happening when the LCD seems to fade or the audible tone is weak? A The batteries require replacement. Slide the battery cover open and replace the batteries with longer-life SR-54 batteries. After replacing the cover the timer will display 545 for a few seconds. Reset the film timer codes. LR-54 batteries can be used but have a shorter life than SR-54 batteries. Q Is there a warranty? A The 545 Pro Film Holder has been thoroughly tested and inspected before shipment. All parts are guaranteed against defects in materials and workmanship for one full year from the date of original purchase. Polaroid will remedy any defects free of charge except for any transportation costs. Q When will the 545 Pro film holder be available to the markets for sale? A April, 2000. Q Can the 545 Pro film holder accommodate two different films (i.e. color and B&W) for the same photo shoot? A Yes. In the timer mode, the 545 Pro can switch back and forth between two film types. Q Which films are programmed in the timer? A Refer to the table that follows on the next page.

Programmed Film Codes

FILM TYPE
Polapan 51 HC Polacolor 52 Polapan 53 Polapan 54 Polapan 55 PN Polapan 56 Sepia Polapan 57 Polacolor 59 Polapan 72 Polacolor Pro100 (Type 79) Polacolor 64 Tungsten

DESCRIPTION

High contrast, black and white film producing both a negative and positive print. Black and white, coaterless, medium contrast film for general photographic purposes. High quality, high speed, medium contrast, panchromatic black and white film. Black and white, medium contrast, coated film for professional photographic proofing. Panchromatic black and white film that produces both a positive print and a recoverable negative. A medium contrast sepia tone film for creative professional photography. Panchromatic black and white, high speed, medium contrast coated film. Polacolor ER (Extended Range) color print film, balanced for daylight and electronic flash (5500K). High quality, medium contrast black and white film for professional and scientific purposes. Color print film, balanced for daylight and electronic flash (5500K) for professional photographic proofing. Color print film balanced for longer exposure times with tungsten/halogen light source (3200K).

PROGRAMMED CODE

The Polaroid Corporation reserves the right to change the film timer codes without any prior warning. If in any doubt, contact the customer services department for the latest information.