CLOCKY

Clocky gives waking up a new dimension

Jules BoletisGera LenssenLotte HuisinghJoost VerbakelAnn-Kathrin Beiderwellen

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

Additional segments

There are several ways of market segmentation

Psychological Need marketing Fun marketing

Demographic

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 There is no significant difference between male

and female interest. Male: 3.970 Female: 3.181

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.

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.

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.

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.

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).

Marketing launch plan: Marketing Mix

Questions?