Clocky Marketing Case
Clocky is not ready to be manufactured. The unsolicited media attention Clocky received immediately sparked the interest of consumers both needing and wanting such a product. The challenge lies in keeping the interests of the consumer until Clocky is fully developed and ready for the market (± 1 year). o The unavailability of Clocky can lead to frustrated consumers which may affect the chances of them buying Clocky at a later point in time o The excitement/hype created for Clocky may also wear out and lead to less enthusiastic consumers once the product is launched. This could possibly limit the market to only consumers who buy this product for actual needs. o The “fun” market can easily find other fun products to entertain themselves with which could seem as more exciting at the time that Clocky is released. So the challenge here is to reignite the excitement that has already been created in consumers at a later stage.
The
choice of target market and positioning has an effect on: → Estimate the right pricing point (might vary if bought as gift vs. for self) → The design features emphasized (functionality vs. cute/shaggy look) → Choice of where to distribute Clocky (difference in the margins/type of store)
Customer mailing list through website (8000 email addresses)– makes it possible to collect data and be able to evaluate how to position Clocky based on the market of most likely buyers Media exposure – product is very visible especially in popular shows such as Good Morning America and the Today show and winning the Ig Nobel Prize. This created awareness of Clocky activated both the needs of some consumers as the interest of consumers who viewed this as a fun product because of the “quirk” factor that was emphasized Support of M.I.T.’s Media Lab – provided guiding and support for the prototype No funding – the prototype was build with a family loan. Getting funding from sponsors might limit the control over the actual
The
choice of target market and positioning has an effect on: → Estimate the right pricing point (might vary if bought as gift vs. for self) → The design features emphasized (functionality vs. cute/shaggy look) → Choice of where to distribute Clocky (difference in the margins/type of store)
Customer mailing list through website (8000 email addresses)– makes it possible to collect data and be able to evaluate how to position Clocky based on the market of most likely buyers Media exposure – product is very visible especially in popular shows such as Good Morning America and the Today show and winning the Ig Nobel Prize. This created awareness of Clocky activated both the needs of some consumers as the interest of consumers who viewed this as a fun product because of the “quirk” factor that was emphasized Support of M.I.T.’s Media Lab – provided guiding and support for the prototype No funding – the prototype was build with a family loan. Getting funding from sponsors might limit the control over the actual