CLOCKY

Jules Boletis
Gera Lenssen
Lotte Huisingh
Joost Verbakel
Ann-Kathrin
Beiderwellen

Clocky gives waking up a new dimension

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 markup 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.

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).

Questions?