POLAROID SHIFTS EMPHASIS
By Adnews Staff
U.S.-based Polaroid Corp. will re-focus its marketing efforts this year on a smaller core of profitable products, and will cut down its research and development budget. The company will concentrate in the high technology imaging area, on its Helios 810 Laser System and DryJet pre-press products. The Helios replaces x-rays, printing out a clearer image. Polaroid will continue to push the Spectra talking camera but will downplay the three-year-old Captiva model because sales haven't been as high as anticipated. Polaroid's instant photography business has been losing ground to 35mm photography. The switch in marketing emphasis is the first big move by CEO Gary DiCamillo, who took over the reins last October from MacAllister Booth. Formerly, DiCamillo was an executive at Black and Decker.