Nanda Home: Preparing for Life After Clocky

Group-8 Analysis
Anindya Basu- 18A1HP081
Madhav Kothari- 19A3HP664
Shresth Saxena- 19A3HP602
Ujjwal Raina- 19A1HP076
Utkrisht Mallick- 19A3HP674
 A brief view of case
•
• Gauri Nanda, founder of Nanda Home, launched an alarm
clock named Clocky in late 2006.
• Effective for those who were facing problems of waking up
early in the morning.
• Clocky had been an instant success, selling more than 22,000
units in first two years.
• Alarm clock had ability to make some irregular beeping noise
and rolling around the room, forcing the owner to get out of
the bed.
• Clocky was initially priced at $50.
• 30,000 units sold in 45 different countries by the end of 2010.
• Later released Ticky & Tocky, with some upgraded features to
Clocky.
• Futher moving away from clock, she released “Spitlet” &
“Follo.”
 Success of Clocky brand in 4 years
Pre-Launch

• Disruptive innovation in the alarm clock product

category .

• Widespread Media attention from radio to television.

• Correct positioning of Clocky as ‘fun’ product.

 Success of Clocky brand in 4 years
Post-Launch

• Timing of launch in Christmas 2006 was perfect.

• Leveraged own website and mailing list to sell first 1000
units quickly.
• Collaborating with ThinkGeek, a major online gadget retailer.
• Personalized version of Clocky with company logos that
became popular as corporate gifts
• Expansion to foreign markets like UK, France, Germany,
Australia.
Failure measure of Clocky brand in 4 years
 Segmentation

Psychological Demographic

“Need”
Age
market

“Fun”
Gender
market
 Segmentation: Psychological
Need Marketing Fun Marketing
• Getting out of bed everyday • About aesthetic aspect
posed a challenge. • Lighthearted features &
• People with sleeping disorder. exterior lead to labelled as
robotic household pet.
 Segmentation: Demographic

Age Marketing Gender Marketing

• 57% of 25-34 year old used to press • Females were more active
snooze button daily. purchaser with 51% & male
• Hence were late for work regularly. with 31 % as of available
data in case.
 Positioning of Clocky
• (your points here)
• ……….
• …………….
Thank You.