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Clocky
1. CLOCKY
Jules Boletis
Gera Lenssen
Lotte Huisingh
Joost Verbakel
Ann-Kathrin Beiderwellen
Clocky gives waking up a new dimension
2. Key marketing challenges
Choice of producer and retailer
Retail price
Danger of becoming a FAD
Target segmentation
Positioning
Differentiation from competitors
Marketing communication
How to retain the leverage gain from PR
Generating publicity at market introduction
3. Additional segments
There are several ways of market segmentation
Psychological
Need marketing
Fun marketing
Demographic
4. Demographic
Age marketing
Case: 26-35 and 36-45 are the most interesting sub
groups (70%) of the potential buyer group.
For example young families.
Gender marketing
Thereis no significant difference between male and
female interest.
Male: 3.970
Female: 3.181
5. Target segmentation
Why Fun marketing
Group of interested people is bigger
Variety of product design, innovation
Why not Need marketing
Higher consumer expectations
Competition is product leadership (SleepSmart)
Clocky 2.0 could be more focused on need marketing
Value proposition: movie link
Clocky gives waking up a new dimension.
6. Positioning
Distribution trough a big retail chain (low cost)
Less risk
Option of selling in store and online shop
Main retailer will be Walmart because of the highest
distribution network within the United States.
When contractually possible, other retailers with a mark-up
smaller than 140% will be used as a additional outlet.
Nanda does not have the capabilities to introduce the
product on her own on this scale.
In line with the low cost strategy we advise Nanda
to go with a foreign producer.
Lack of experience should not be influencing the choice of
this strategy. Usually these types of products are produced
in Asia.
7. Positioning
This positioning (low cost) is in line with the
goal of Nanda to organize a successful market
introduction of Clocky with the highest
achievable profit.
The positioning of Clocky will not change over
time. When Clocky will be a success, Clocky
2.0 could be positioned with more risk, such as
higher prices and aiming for need marketing.
8. Marketing launch plan: Marketing
Mix
Product
Clocky gives waking up a new dimension.
Price
The price needs to be determined by looking at the
willingness to pay. $39,99 considering the mark-up of
140% of Walmart with a cost-price of $15,-. This
results in a profit margin of 126%.
Place
Selling
at big retail chain and other low cost retailers to
achieve availability throughout the United States.
9. Marketing launch plan: Marketing
Mix
Promotion
Free publicity (TV-shows, radio-shows, Youtube.com)
Walmart and other retailers. They will provide further
promotion tools and will make sure that Clocky will not
become a FAD product.
Social media, own website, Facebook.com.
Partner
Producer
Foreign producer in line with low-cost strategy.
Retailers
Low-cost retailers and big chain retailer (Walmart).