Introduction

In the case of Clocky: The Runaway Alarm Clock, a business opportunity presents itself to Gauri
Nanda when she least expected it. Unsure of how to position a prototype product that already
generated much media frenzy, Nanda is faced with numerous marketing challenges as she constructs a
marketing plan aimed to ensure success in Clocky’s initial launch on the market.
We will analyze Nanda’s situation to first identify the marketing challenges, and further provide
feasible positioning options in the context of the 4P’s marketing concept.
Key Marketing Challenges
Product 1. Urgent timing to launch due to premature media exposure of Clocky’s prototype
Promotion 2. Eliminate Fad threat with proper communication of product image
Price 3. Maximize profit margin to recoup start-up cost and provide for reinvestment
Place 4. Accurately identify target market and select most effective distribution channels
In reality, however, the issues addressed above are far more complex by nature as they interlinked
with one and another. Therefore, to achieve long-term development of Clocky and her business,
Nanda’s ultimate challenge is to make the best possible decisions by leveraging between her limited
capital resource from a family loan, her goals to associate consumers with Clocky’s quality and
innovative nature and launch Clocky as soon as possible in the most profitable way, and her
capabilities to improve Clocky’s features and keep consumers interested.
Positioning Options- Product, Promotion, Price & Place
Locating target market-
Nanda identified market
Market segmentation
Positioning

Product development
Expedite product development in time for holiday seasons to fully exploit sales potential.
Prepare to update the functionality of Clocky due to short-product life cycle

Promotion
Prepare to update the functionality of Clocky due to short-product life cycle

Price ．Prepare to update the functionality of Clocky due to short-product life cycle

Place ．Prepare to update the functionality of Clocky due to short-product life cycle

Given Nanda’s goals, resources, and capabilities, which positioning options are most feasible for
Clocky’s product development to date?