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Clocky Case

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Clocky Case

Case facts / situational context * Nanda, a young and innovative M.I.T. graduate student is the founder of Clocky. * Clocky is an innovative alarm clock designed for people who have difficulty getting out of bed in the morning. Clocky could jump off and roll around the room, forcing people to get out of bed to turn off the alarm. * Why has Nanda introduced the Clocky? It is a new solution to ‘just’ snoozing. * The Clocky has already got overwhelming attention on diverse media. * It is a hype while it still in prototype fase this is not a great timing for Nanda, because she wanted to wait for another year to have the capacity to debut Clocky properly on the market.

The case problem * Nanda faces many challenges as she is working towards the debut of Clocky. The main issue is how to position the Clocky on the market, while the Clocky already has so much media attention but still over a year away from production.

She faces a number of difficult decisions conforming the 4 P’s.
Marketing mix * Product: manufacture it at home or overseas? * Place: which distribution channels and which retail stores? * Promotion: how to direct the media attention? * Price: for what price to sell the Clocky?

Competitions
Two main competitors working on a wakeup-related product * “SleepSmart” = high price ($200-300) and high innovative/quality (device wakes up owners in the lightest stage of their sleep cycle). * Puzzle Alarm Clock = low price ($50) and high innovative/quality (the alarm clock launche puzzle pieces across the room for the owner to find and complete the puzzle to turn of the alarm).

Collaborators * M.I.T. Media Lab acts as guidance and support for Nanda and her innovative product * Nanda had to sign an Intellectual Property agreement that states that all patents made in the Media Lab become property of…...

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