Challenge Polaroid, a legacy instant photography brand, was losing relevance with Gen Z and younger millennials due to digital disruption, product obsolescence, and an over-reliance on nostalgia. The brand needed a modern marketing strategy to reclaim its cultural relevance without abandoning its iconic identity.

How I Helped As part of a 7-person team, contributed to a full strategic marketing plan for the Polaroid Now Instant Camera including:

• Environmental and competitive analysis across the instant photography market

• Porter's Five Forces analysis identifying key threats from Fujifilm and smartphones

• Brand repositioning strategy — shifting Polaroid from nostalgic to culturally relevant

• New target market strategy focused on Gen Z and younger millennials aged 16–30

• Full 4P marketing strategy including product, pricing, place, and promotion recommendations

• Perceptual mapping identifying Polaroid's competitive positioning vs Fujifilm, Kodak, and smartphones

Result Delivered a comprehensive 22-page strategic marketing plan recommending the "Souvenirs in Prints" campaign — a strategy to bridge analog and digital photography through app connectivity, influencer partnerships, limited edition drops, and experiential retail activations.

*Note: Group project completed as part of MKT 5750 Marketing Strategy at Baruch College, Zicklin School of Business. Team: Alexandra Diaz-Solis, Jackenson Edme, Victoria Helwani, Hayden Kitz, Nithley Luna, Katherine Sun & Lizeth Villegas.