Transcript
Product Introduction
June 1998
Customer Care Center Technical Publications 201 Burlington Road Bedford, MA 01730 TEL: 1.781.386.5309 FAX: 1.781.386.5988
790 Instant Camera
New Product Manual
Table of Contents
Purpose of this Manual
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Background Information
4
Product Description
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Camera................................................................................................................................5 Film......................................................................................................................................5 Film/Camera Compatibility Chart ..........................................................................................6 PID Numbers .......................................................................................................................6 Specifications.......................................................................................................................7
Camera and Film Modifications
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700 film cassette configuration .............................................................................................8 600/779/780 film cassette configuration................................................................................9 790 Camera modified pack spring ........................................................................................10
Quick Guide to Camera Operation
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Marketing Strategy
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Launch date .........................................................................................................................15 Target markets .....................................................................................................................15 Positioning ...........................................................................................................................15 Competing products .............................................................................................................16
Features and Benefits
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Unique Parts
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Troubleshooting
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Common Problems...............................................................................................................20
Potential Customer Questions
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Warranties
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790 Camera .........................................................................................................................22 700 Film...............................................................................................................................22
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790 Instant Camera
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Purpose of this Manual The purpose of this manual is to introduce the Polaroid Camera 790 (DIS), which is similar in styling to the 636 restyle version, and in function to the Polaroid 2000 Camera that was introduced in China in 1996. It describes the special features of this camera and provides details about marketing strategy, product positioning, features, benefits, PIDs, and unique parts required for repairing the camera. Refer to the 636 Close Up repair manual for servicing this camera. Since it is basically the same as the 636 camera, repair training is not necessary.
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Background Information To encourage the expansion of instant photography in highly populated, low income developing markets, Polaroid offers Type 600 film at a reduced cost. However, because of its low cost, this film is being transshipped to mature markets for use in Model 636 Close-up cameras.
As a solution, Polaroid introduced the Model 2000 camera and film system in China in 1996. The film was modified so that it would fit only in the 2000 camera. And, the camera was modified to accept both 600 and 2000 film. The new 790 camera and 700 film are basically the same as the 2000 system, except for cosmetics. A similar camera, the 780, is also being introduced to developing markets (refer to the 780 Product Introduction manual). These products are referred to as differentiated integral camera and film systems (DIS).
Note: With the availability of low cost 700 film, the cost of Type 600 film in developing markets will be increased to discourage transshipment.
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Product Description
Camera The 790 camera is the same as the 636 Close-up camera except for product name, cosmetics, and modified “China” dual pack spring. This modified spring allows the camera to accept 600, 700, 779, 780, and 788 film. Specific features include: a newly colorized body connoting youthfulness, spontaneity, and fun, new 790 name plus stylized logo on front plate, body instruction label indicating film type compatibility (600, 779, 780, and 788 films), and eye-catching new display box highlighting camera and “fun” usage across geographies and ethnicities.
Film The 700 film has TurboClear chemistry and is contained in a Time Zero film cassette that is compatible with the camera’s “China” dual pack spring. It features a new display package. Note: This film cassette will not fit into other 600 series cameras.
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Film/Camera Compatibility Chart Camera
700 Film
600/779/780/788 Film
Camera 780 (DIS)*
Yes
Yes
Camera 790 (DIS)
Yes
Yes
Model 636 Close-up
No
Yes
* Refer to the 780 New Product Manual
PID Numbers PID
Product
627366
Camera 790 Export (DIS)
627367
Camera 790 (DIS) LACE/Mexico
627459
DIS 700 Film General Export
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Specifications Lens
106mm
Focus zones
2
Normal focus distance
1.2m (4 ft.) to infinity
Ideal focus distance
2m (6.7 ft.)
Close-up focus distance
0.6m – 1.2m (2 - 4 ft.)
Scale focal length
112mm
Flash range
.6m - 3m (2 - 10 ft.)
Max. aperture
F/14.5
Min. aperture
F/42
Shutter speed range
1/3 - 1/200 second
Recharge speed
0.4 seconds
Exposure compensation
¾ stop
Size (W x H x D)
17.3cm x 10.6cm x 16.3cm 6.81 in. x 4.16 in. x 6.4 in.
Weight
655 grams (1.44lb)
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Camera and Film Modifications
700 film cassette configuration The illustration below shows how 700 Time Zero cassettes catch on the pack spring of 636 cameras, preventing insertion. .
Pack spring catch
700 film cassette stopped by pack spring “catch” in 636 Close-up camera
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600/779/780 788 film cassette configuration The illustration below shows how plastic wedges on the 600/779/780/788 cassettes “ramp” over the front edge of the pack spring “catch” in the 636 camera, allowing full insertion of the film pack.
Plastic wedges on cassette
Plastic wedges on Type 600 film inserted Into 636 Close Up camera
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790 Camera modified pack spring A new “dual” pack spring allows the new Polaroid 790 camera to accept 700 and 600/779/780/788 film cassettes. The next two illustrations show how the new pack spring configuration works with both film types.
Recessed pack spring catch
700 film cassette bypasses recessed pack spring “catch” in 790 camera
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Type 600/779/780/788 cassettes bypass recessed pack spring “catch” in 790 camera
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Quick Guide to Camera Operation 1. Pull up the flash unit.
2. Open the film door.
3. Insert the film pack.
4. Close the film door; film cover will eject.
5. Check the picture counter. The number tells you how many photos remain in the film pack.
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Location of camera distance setting
6. Use the 1.2m (4ft.) setting for subjects 1.2m or more from the camera.
7. Use the close up lens for subjects between .6m (2ft.) and 1.2m (4ft.) from the camera.
8. Press the shutter button. The photo will automatically eject.
9. When finished, snap the flash unit closed.
Picture-taking tips
1. To lighten the picture, slide the lighten/darken control to the right; to darken the picture, slide the lighten/darken control top the left.
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2. To photograph shiny or metallic objects, or to photograph a subject through glass, press the flash override button.
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Marketing Strategy
Launch date Product launch is scheduled for July, 1998.
Target markets q
Developing markets in Eurasia and Africa, Latin and South America, and Asia. •
Primary: Consumers – extroverted, aspirational young urban men/women, aged 18-30, with reasonable disposable income.
•
Secondary: Families with young children
Positioning q
Polaroid’s most fun way to create special times with your friends and family wherever you go, whatever you do, every single day.
q
Contemporary, spontaneous, helps you have more fun.
q
Stimulus to make things happen NOW.
q
Easy to use.
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Fail-safe operation
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Competing products q
Mainly conventional 35mm cameras and films
q
Low level Fuji integral films and cameras (mainly Asia)
q
Very limited digital and other electronic solutions
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Features and Benefits Features:
Benefits:
Comfortable-to-hold handle
Prevents camera damage from dropping
Lightweight
Portability
Close up lens
No auxiliary close up lens required
Automatic focusing
Easy to operate
Built-in flash
Consistent exposure
Automatic film advance
Easy to operate
Camera is fully automatic
Easy to operate
TurboClear film chemistry
Bright, sharp colors Pictures don’t fade
Foolproof film load
Easy to operate
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Unique Parts Below is a list of parts that are unique to the Polaroid 790 camera. All other parts are the same as the 600 CL Europe camera (PID 623620).
Part
Part Number
Body Assembly Includes: Body DIS Pack Spring Eye-Cup Counter Window/retn. Assy. Rear Handstrap Strap Strip Packaged Door Assembly Upper Apron Lower Apron Front Plate Lower Housing Gear Side Pivot Pin Non-Gear Side Pivot Pin Meniscus Bezel Logo Strip Decal S10 Button Lens Button Trim Actuator/Button Assy. Includes: Trim Actuator Trim Button Gripper Strobe Cover Front Instruction Label U/L Configuration Label (see below) Packaging Display Box Scored Insert Instruction Sheet PE30022M
1AC051G
Color
Black Black Black Cool Grey 11 Cool Grey 11 1AC016F 1AC017E 1AC010H 1AC007J 1AC003F 1AC004F 1AC079A 1AC085A 1AC001J 1AC012G 1AB131G
1AC018J 1AC005H 1AS647A 1AB015D 1AJ684B 1AS704A
U/L Configuration Label – located inside film compartment
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Black/Silver Black Black/Silver/Red 032C Black/Silver Black Painted Silver Silver/Black Red-Pantone 032C Red-Pantone 032C Cool Grey 11 Red-Pantone 032C Red-Pantone 032C Black White/Greyscale Purple Multi White
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Troubleshooting In addition to the problems addressed in “Common Problems” on the next page, the following unique customer issues may surface. Some customers will take pictures using the close-up lens incorrectly, attempting photos as distances less than 4 feet (1.2m) without the lens; or at distances greater than 4 feet with the lens. Either condition will result in out-of-focus pictures. Additionally, some customers may think of the close-up lens as a telephoto feature. They may use the close-up lens from a distance of several feet, thinking that the lens will make the subject look “close-up”. The resulting pictures will be out of focus. The customer needs to understand that the subject must be 2 - 4 feet (0.6 - 1.2m) from the camera when the close-up lens is used.
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Common Problems Symptom
Cause
Remedy
Foggy, misty pictures
Camera lens dirty
Breathe on lens and wipe gently with clean, soft tissue
Lens surface light struck
Avoid aiming camera into sun Cup hands above lens to shade from flare Look through viewfinder while holding the camera as close to the eye as possible
Subject partially cut off
Blurry pictures
Improper framing of subject in viewfinder
Flash not used in dim light Subject too close to camera
Frame subject on all sides in viewfinder Always use flash indoors Subject must be at least 4 ft (1.2m) away without close-up lens Subject must be at least 2 ft (0.6m) away with close-up lens
Background too dark Daylight pictures too dark
Camera or subject motion Background too far from subject Outdoors at night
Keep camera/subject still Place subject near a brightly colored background Stay within recommended flash range
Light level of scene too low
Use flash to get brighter pictures on dark, cloudy days or in the evening if subject is within 10 ft (3m) Stay within camera’s range (at least 2 ft (0.6m) from subject)
Pictures too light
Subject too close to camera
Red reflection in subject’s eyes (red eye) Poor color pictures
Light level of scene too high Flash reflected from subjects eyes Outdated film
Use camera trim to darken Turn up room lights; have subject look away from camera Use fresh film
Film stored in excessive heat
Keep film in cool place
Underexposed/overexposed Backlighting scene
See above - “Too dark & Too light” Avoid positioning subject near bright light source, e.g. window, lamp, etc.
Subject too dark; background exposure OK
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Potential Customer Questions The following questions are typical of those which may be asked about the Polaroid 790 camera. 1) What is the warranty for the camera? One year.
2) What is the focus distance of the camera? Without close-up lens - 4 feet (1.2m) to infinity; with close-up lens - 2 feet to 4 feet (0.6m - 1.2m).
3) What is the camera’s flash range? 2 feet to 10 feet (0.6m - 3.0m).
4) What film can be used with the camera? 600, 700, 779, 780, and 788.
5) What is the camera’s focal length and lens aperture? 106mm focal length; f14.6 maximum aperture.
6) Can 700 film be used in the 636 Close-up camera? No. It can be used in 780, 790 and 2000 cameras only.
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Warranties
790 Camera Polaroid will replace defective cameras up to one year after purchase with proof of purchase.
700 Film Polaroid warranties its film products from manufacturing, packaging, and labeling defects. The warranty does not apply to outdated film and excludes all consequential damages. The above warranty may differ for specific states or countries.
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