2. CLOCKY – CASE STUDY
INTRODUCTION : • Clocky - The runaway clock, made by Gauri Nanda.
• One of the best technological breakthrough in clock business which
revolutionized the market.
• The last innovation that changed the clock business was made by
General Electric – Telechron in 1950’s.
3. Contd.
• Clocky spread like a virus in the United States market.
• There was a large number of following of people towards
clocky.
•It was just like an iPhone providing both function as well as fun.
4. SWOT ANALYSIS
• Strength
Design of the clocky is very unique as compared to other
alarm clocks. It has been outfitted with wheels which
cannot be found in any other alarm clocks.
Every alarm clock has a function which is all the same. But
clocky has a function which is different from other clocks. It
allows itself to hide in order to force the owner to wake and
find it.
Technology used in clocky was new to each and every
person. Even to those clock companies which were clocky’s
competitor.
5. Contd.
• Weakness
Price of clocky is very high as compared to other clocks.
Nobody would waste $50 for a clock which they can get at
just $10.
Quality of clocky was a big concern for both Gauri Nanda &
consumers. Clocky was made of plastic or chrome body which
can be easily broken.
Gauri Nanda was stuck with small shops and speciality
boutiques to sell clocky. Not much of publicity.
6. Contd.
•
Opportunities
As Elie Ofek said that people had intimate relationship with
their clock, but they generally hate it. Because they put the
snooze button on to get extra sleep. Clocky managed to
change this behaviour.
Clocky was altogether a new product which was never been
made before. So Gauri Nanda had an opportunity to attract
consumers to buy clocky.
7. • Threat
Contd.
Clocky had many competitors in the market, which made it
a threat to Gauri Nanda to launch it.
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High price of clocky was a big problem as people wouldn’t
buy an alarm clock that would cost them $50.
8. SOLUTIONS
• Price
There are different pricing methods through which price
of a product is fixed. Clocky fixed their price at $50 which was
very high. They lowered it after they saw fall in sales. This
problem would have been easily solved if Gauri Nanda has
lowered the price of the product in the first year itself.
•
Quality
Clocky is made of platic or chrome material. These
materials can be easily broken on impact or shock. A new
material at cheap price should have been used to manufacture
clocky. This would have also reduced the cost of clocky.
9. • Market
Contd.
Clocky was first introduced through small stored &
speciality boutiques, which didn’t do enough publicity of the
product. As people with high income source mainly go to mega
stores which are mainly in malls would have done easy
publicity to major population.
• Flattened Sales
The sale of clocky was flattened because of its high price.
If the price was reduced in the first year itself, then the sales
would have increased. Introducing new product line would
have also increased sales.
11. CONCLUSION
• Clocky created a benchmark in the market because of its
features and design.
• If Clocky would have taken right decisions before hand , then
their growth wouldn’t have been limited.
• Solutions given in the above analysis could have helped clocky
to secure top most position in The United States Clock market.
