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

    a lot of investment, along with significant brand development, which takes years to establish. Secondly, retail is also at an advanced stage within the UK and most of the western world, which means there is little hope for new entrants to establish themselves.

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

    have created products that can be effortlessly cooked, in convenient packaging that can be eaten from the microwave, and products that can be eaten on the move.

  1. PEST analysis for M&S and Oxfam.

    probably all around the world which means M&S will then end up loosing their customers as well as publicity which will also go into their expenses. The Disability Discrimination Act 1995 - protects people with disability against discrimination in employment, when obtaining goods and services, buying/renting land or property and gaining access to business premises.

  2. Tesco SWOT Analysis

    This will cost tesco earth and money. The building will have to be earthquake proof because of natural disasters. As natural disasters increase the government will make more rules and regulations. Swot for NHS Strengths The NHS is well known throughout the world that provides an excellent service.

  1. This is a report on the international dimension of Costa Coffee and Coffee Aroma.

    You need a strong brand image to separate your products from your competitor?s. Separating your products from the crowd will also help increase its recognition in the face of customers. 3. The third reason why I advocate the need for small businesses to develop a brand identity is this;

  2. Marketing assignment - analysis of lastminute.com

    Friends, peers, marital status has no big issue such as book their holiday destination. CULTURAL FACTORS: 1. Religious has slight influences on such as airlines for example of Halal food and kosher. 2. Some consumer think values of money are their great pleasure and those who believe of religious

  1. Coca cola marketing plan. The following marketing plan forms the basis for the ...

    The company faces intense competition in various markets from regional as well as global players. Also, the company faces competition from various nonalcoholic sparkling beverages including juices and nectars and fruit drinks. In many of the countries in which Coca-Cola operates, including the US, PepsiCo is one of the company?s primary competitors.

  2. Apple Buyer Behavior

    Apple has now came up with many new ways to access your information that will change the way we operate. They do this by linking products together like being able to show your Iphone on your flat screen TV through Apple TV.

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