• Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

Marketing Analysis report for Clocky: The Runaway Alarm Clock

Extracts from this document...


Marketing Analysis report for Clocky: The Runaway Alarm Clock Executive Summary: Few would deny that the first thing they do when the alarm clock goes off in the morning is hit that snooze button-and go right back to sleep. An ingenious creation by inventor and entrepreneur Gauri Nanda is aimed at making the alarm clock a little bit harder to ignore. The clock has a mind of its own, so to speak: after it goes off, if the user hits the snooze button, it literally jumps off the table, rolls away, and hides elsewhere in the room, forcing the user to get out of bed and find it when the alarm sounds again minutes later. Nanda came up with the product, dubbed "Clocky," as a graduate student at the Massachusetts Institute of Technology where she participated in the MIT Media's Lab's Object-Based Media Research Group. Born in Rochester Hills, Michigan, in 1980, she earned a B.S. from the University of Michigan and entered MIT's media arts and sciences program where she focused on electronics-embedded clothing. She completed her M.S. in 2005. Nanda created Clocky in 2004 when asked to create a practical product for an industrial design course. ...read more.


Meanwhile, consumers seem to be increasingly willing to pay a premium for design--witness the proliferation of iPods, Razr phones, and Design Within Reach stores. Revenue projections: 2007: $1 million 2008: $3 million 2009: $4 million Cash-flow picture: The Company broke even in February 2007, after only two months of sales, and Nanda expected to have cash flow of $650,000 in 2007. In 2008 she projected $2.1 million in cash flow and by 2009 $3 million. Competition Analysis: Table 1: Main Competitors Clocky's Advantage/Competitor's disadvantage Puzzle Alarm Clock 1. Humanizing technology trying to give clocky an appealing personality. 2. Puzzle alarm clock could be more irritating (In both cases you have to get up, but in case of Puzzle Alarn clock, you need to seek for several pieces(balls), that is irritating, when you are already on your feet. SleepSmart 1. SleepSmart could be less effective if you can't wake up even during your "light" stage. It doesn't make you standup and walk somewhere. 2. SleepSmart is less convenient in use (more comlex) since you need to use headband. 3. SleepSmart is expensive. It is better to position clocky in less expensive segment. Conventional alarm clock 1. Conventional alarm clock is not efficient (Snooze Button) 2. ...read more.


Since it's a standardized product it doesn't really physical contact with customers in order to make purchase decision. Promotion: Nanda gave over 50 radio interviews, including some with outlets such as National Public Radio and the British Broadcast Corp(BBC). Other notable media attention included print publications like Guardian UK, USA Today, New York Daily News, Chicago Tribune, the Boston Globe, the LA times, the New York Times and Reader's Digest. Nanda also began making appearances on TV programs, including the Discovery Channel's Daily Planet and Beyond Tomorrow, Fox News and CNN. After initial media attention, Nanda created website www.clocky.net After winning Ig Noble prize rgere was huge jump from 5000 to 35000 in number of viewers to her website. She also created a mailing list for further clocky development updates. Pricing: The variable costs of production for Clocky is $15. Adding other costs Shipping of $1, warehousing and packaging of $1, credit card processing fees of $1 and returns(15% of $18) of approximately $3, we have total variables equal to $21. Regualr alarm clock is priced at $10-$15. Puzzle alarm clock is priced at $50. Statistics suggested that the customers buying alarm-clocks tend to and are prepaired to pay more for an alarm-clock that meets their needs. So Nanda decided to set the price of clocky around $50. ?? ?? ?? ?? ...read more.

The above preview is unformatted text

This student written piece of work is one of many that can be found in our AS and A Level Marketing & Research section.

Found what you're looking for?

  • Start learning 29% faster today
  • 150,000+ documents available
  • Just £6.99 a month

Not the one? Search for your essay title...
  • Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

See related essaysSee related essays

Related AS and A Level Marketing & Research essays

  1. Strategic Analysis of Woolworths

    so possible new entrants face the risks of either establishing business in places that are not so strategic (such as in suburbs) or the risks of competing with the already dominating existing stores like Safeway Supermarket. Moreover, Safeway Supermarket has already enjoyed the economies of scale as a dominant player (Flanagan & Sanderson, 2000, p.

  2. PEST analysis for M&S and Oxfam.

    Employers must make reasonable adjustments to the workplace to enable a disabled person to do the job. Public bodies must have policies and action plans to tackle discrimination and no employer must treat a disabled person less favourably than able bodied people without justification.

  1. S.W.O.T. Analysis, P.E.S.T.L.E Analysis, Product life cycle and Porters Competitors Analysis for Sainsburys.

    � Local knowledge is extremely crucial within the food retail sector, something that is difficult for foreign firms to copy. Buyer power � Buyer power is high in this industry due to the presence of so many competitors selling the same products.


    Intranet - An intranet is a source of communication that is accessed by a computer. It can only be accessed by the colleagues of the business as it is a network of computers. Its function is to tell the colleagues about how the business is running and how well are

  1. Unit 3 - Marketing Research And Marketing Mix

    However the company may not be able to dispatch the product to similar stores in other countries or other regions where the market segment can be located. The business could really lose out on sales if they cannot cover valid areas.

  2. Heinz Marketing. Swot, Pest And Five Forces Analysis.

    Bachelors and HP Sauces. Brand Loyalty: As there are some many different brands in the same product lines, there is a great choice of variety and variance in prices available to the consumer. Therefore brand loyalty is not as common these days as in previous years.

  1. Marketing assignment - analysis of lastminute.com

    www.sabre.com (Lastminute.com website/sabre.com) Task 3 (a) Explain features of the products of your chosen company and how it prices them for its various destinations: The lastminute.com price match guarantees its promise that whenever consumer?s shop with the lastminute.com were getting the very best deals.

  2. Tesco SWOT Analysis

    Threats Threats are Tesco and Asda may be cheaper than Tesco at offers etc. VAT increased. Weather conditions might affect deliverers and food processing. New laws which Tesco may have to follow and will cost money. Financial crash. Recession this could lead to less sales as customers have lees money to spend on luxuries and may go for cheaper products.

  • Over 160,000 pieces
    of student written work
  • Annotated by
    experienced teachers
  • Ideas and feedback to
    improve your own work