2. MARK Case Study
Agenda
1) MARK Case: Clocky
2) Dragons’ Den
3) Prepare for MARK presentation
4) Return ISOM essays
3. MARK Case Study
MARK case: Clocky
Imagine that Nanda has hired us, a group of
marketing consultants to give her advice on the
best way to go forward with Clocky.
Analyse her current situation:
Positioning dilemma
Product – design, features, competitors…
Price – cost, retail price…
Promotion – interviews, direct
communication…
Place – manufacturing , distributing…
Other problems
4. MARK Case Study
MARK case: Clocky
Task:
1) Summarize all relevant information
and facts about the different areas
mentioned in the case
2) Use a graphic organizer to organize
and present your information. (e.g:
charts, tables, mind
maps, graphs, lists, Venn
diagrams, flow charts)
5. MARK Case Study
Advice to Nanda
-Decide on the positioning of Clocky
-Decide on the Value Proposition
-Apply the 4Ps that reinforce and are
consistent with the value proposition
6. MARK Case Study
Your advice to Nanda:
Positioning of Clocky:
Positioning Target Fundamental Core Required
Market Need Benefits Attributes
Functional Those with Loss of Efficiency, Durability,
Sleeping Aid sleep snooze Functional Reliability,
problems control, get efficacy Clinical
me out of bed design,
Serious
features
Fun gift
Pet
Companion
????
7. MARK Case Study
Your Group Project:
(Refer to Assessment Handouts)
Imagine your group has recently
invented a new product and you are
quite excited. You are looking for
additional funding to complete the
product and get it to market. You have
contacted a potential investor and
he/she has invited you to present your
marketing pitch.
8. MARK Case Study
Your Group Project:
(Refer to Assessment Handouts)
Two Options:
Option 1: use Clocky and make
necessary adaptations
Option 2: invent a whole new product
9. MARK Case Study
Watch an episode from Dragons’ Den
Reality television programme
Entrepreneurs pitching their business ideas
to a panel of potential investors (the dragons)
Contestants present their ideas to the panel
Contestants make a request on the amount
of funding they need
Contestants offer to the panel the company’s
stock (equity) in exchange
http://www.youtube.com/watch?v=kzcQtXA5Gc
8
http://www.youtube.com/watch?v=MhKxPn_g_
40&feature=related
10. MARK Case Study
From the Dragons’ Den
-Well Prepared (financials, competitors,
potential market…)
-Starts with a hook (i.e.: problem to solve)
-Focuses on business need (market
analysis)
-Focuses on benefits to the customers
(customer-oriented)
-No fancy power point
-No fancy visual aids
-Focuses on communication skills,
negotiation skills, delivery skills
11. Content Preparation:
Conduct a market analysis
◦ Existing segments vs. new segments
◦ Marketing Challenges in the different segments
Identify your target market segment
Identify what are the fundamental needs of this segment
◦ What special features does this segment have?
◦ What to motivate them to buy your product?
◦ What problems do they have that your products might help them solve?
◦ What are their needs?
Determine the positioning of your product
Match your product to the needs of your target segment: Features vs. Benefits
◦ What benefits can you bring to your target segment? Are they quantifiable?
◦ Point out how the special features that your products include can be translated into
benefits to the customers?
◦ How can your product solve the problems of your target segment?
Competitive Analysis
◦ Who are the strongest competitors now in the market?
◦ How can you differentiate your product from your competitors?
◦ In what ways can you beat your competitors? Quantifiable?
The 4Ps (Product, Place, Price, Promotion)
◦ How to apply the 4Ps to reinforce your positioning of the product?
Constraints or limitations in marketing your product
◦ Can you foresee the constraints and limitations?
◦ Any solutions?
12. MARK Case Study
Your Group Project:
(Refer to Assessment Handouts)
Two Options:
Option 1: use Clocky and make
necessary adaptations
Option 2: invent a whole new product
BE CREATIVE!!!
14. MARK Case Study
The Latest on Clocky
http://www.nandahome.com/
Browse the website. What did she
decide to do at the end?
What distribution channel?
What price range?
What positioning?
What features are included/excluded?
18. MARK Case Study
Your Group Project:
(Refer to Assessment Handouts)
Presentation Dates:
Presentation T07 T35 T28,T17,T06
Dates
Day 1 11th April 13th April (Fri) 10th April
(3 groups) (Wed) (Tues)
Day 2 13th April (Fri) 16th April 12th April
(3 groups) (Mon) (Thurs)
