Clocky is a alarm clock that runs away to wake people up. The document discusses key marketing challenges for Clocky such as choosing a producer and retailer, setting the retail price, avoiding it becoming a fad, target segmentation, and differentiation. It recommends targeting young families aged 26-35 and 36-45 who would find it fun. The product should be positioned as low-cost and sold through big retailers like Walmart to reach many customers. Marketing should use free publicity from TV, radio and social media as well as support from retailers. A foreign producer is recommended to keep costs low.

1. CLOCKY
Jules Boletis
Gera Lenssen
Lotte Huisingh
Joost Verbakel
Ann-Kathrin Beiderwellen
Clocky gives waking up a new dimension

2. Key marketing challenges
 Choice of producer and retailer
 Retail price
 Danger of becoming a FAD
 Target segmentation
 Positioning
 Differentiation from competitors
 Marketing communication
 How to retain the leverage gain from PR
 Generating publicity at market introduction

3. Additional segments
There are several ways of market segmentation
 Psychological
 Need marketing
 Fun marketing
 Demographic

4. Demographic
 Age marketing
 Case: 26-35 and 36-45 are the most interesting sub
groups (70%) of the potential buyer group.
 For example young families.
 Gender marketing
 Thereis no significant difference between male and
female interest.
 Male: 3.970
 Female: 3.181

5. Target segmentation
 Why Fun marketing
 Group of interested people is bigger
 Variety of product design, innovation
 Why not Need marketing
 Higher consumer expectations
 Competition is product leadership (SleepSmart)
 Clocky 2.0 could be more focused on need marketing
 Value proposition: movie link
 Clocky gives waking up a new dimension.

6. Positioning
 Distribution trough a big retail chain (low cost)
 Less risk
 Option of selling in store and online shop
 Main retailer will be Walmart because of the highest
distribution network within the United States.
 When contractually possible, other retailers with a mark-up
smaller than 140% will be used as a additional outlet.
 Nanda does not have the capabilities to introduce the
product on her own on this scale.
 In line with the low cost strategy we advise Nanda
to go with a foreign producer.
 Lack of experience should not be influencing the choice of
this strategy. Usually these types of products are produced
in Asia.

7. Positioning
 This positioning (low cost) is in line with the
goal of Nanda to organize a successful market
introduction of Clocky with the highest
achievable profit.
 The positioning of Clocky will not change over
time. When Clocky will be a success, Clocky
2.0 could be positioned with more risk, such as
higher prices and aiming for need marketing.

8. Marketing launch plan: Marketing
Mix
 Product
 Clocky gives waking up a new dimension.
 Price
 The price needs to be determined by looking at the
willingness to pay. $39,99 considering the mark-up of
140% of Walmart with a cost-price of $15,-. This
results in a profit margin of 126%.
 Place
 Selling
at big retail chain and other low cost retailers to
achieve availability throughout the United States.

9. Marketing launch plan: Marketing
Mix
 Promotion
 Free publicity (TV-shows, radio-shows, Youtube.com)
 Walmart and other retailers. They will provide further
promotion tools and will make sure that Clocky will not
become a FAD product.
 Social media, own website, Facebook.com.
 Partner
 Producer
 Foreign producer in line with low-cost strategy.
 Retailers
 Low-cost retailers and big chain retailer (Walmart).

10. Questions?