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Clocky

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Submitted By pmetzger
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After Clocky’s and Nanda’s wide appearance in media and wining Ig Nobel Prize, a unique situation for marketing Clocky was created, that is significant interest to the product, readiness to buy and some predictable demand (awareness about product and forming attitude to it even before its launch).
If Nanda leverages this, it will give her a great chance to create a successful and sustainable business. Obviously to have overall success the consistent strategy has to be defined. The key elements of which are market segmentation and positioning.
Market segmentation implies split of the market into relatively homogeneous parts with similar characteristics and inherent customer behavior patterns. According to the case Nanda has identified two segments – “Need” and “Fun”. I would also point out one more segment - the corporate clients (“Corporations”), who could buy Clocky as a gift for their employees. From my point of view corporations as customers:
• are not homogeneous with other customers buying Clocky for their specific needs and
• have significant potential, since such a gift not only simply cover the niche of Crismass gift, but also refer to some corporate specific needs in terms of their employee’s behavior. Corporations segment primarily comprises companies whose business assumes that employees report to work on schedule. The studies showed that adults in Western nations sleep, on average, 2-3 hours less than human biology generally demands. Sleep deficiency translates into increased difficulties to wake up, which, in turn, translates into workers being late, being less efficient at their work. This affects corporation’s productivity. Therefore, corporations have motivation to give Clocky to its employees as a gift.
Furthermore, as Clocky is a nice, friendly and cute as a household pet these positive feelings also have positive effect in employee’s

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