MARK Case StudyClocky: The Runaway Alarm Clock

Session 1

MARK Case Study

POP QUIZArrrgggghh

hh

MARK Case Study

Did you read the

case?

MARK Case Study Q1: Which school is Nanda a student of when she invents

Clocky?◦ a) Harvard b) MIT c) Stanford d) she has graduated

already, no longer a student

Q2: Which company did she work in before?◦ a) Apple b) IBM c) Sony d) she has never worked before

Q3: What did she invent?◦ a) an alarm clock with an explosive volume when the alarm goes off◦ b) an alarm clock with a hand that tickles your toes when the alarm

goes off◦ c) an alarm watch that emits signals to your wrists when the alarm

goes off◦ d) none of the above

Q4: Which TV show did Nanda NOT appear on?◦ a) Good Morning Americab) Today Show c) Oprah Winfrey Show

MARK Case Study Q5: What is Clocky’s gender?

◦ a) it’s a “he” b) it’s a “it”◦ c) it’s a “she” d) the customer can decide

Q6: What can Clocky be perceived as?◦ a) a cute household pet that can wake you up at the right

time◦ b) a professional sleeping aid◦ c) a fun gift for people who have trouble waking up in the

morning◦ d) all of the above

Q7: What is the meaning of the word “inopportune”? (“…But the flurry of media attention had come at an

inopportune time for Nanda…”)◦ a) perfect b) not suitable c) lack of opportunity

MARK Case Study Q8: What is the meaning of the word “prototype”? (“…Despite her efforts, Clocky was still only a prototype…”)

◦ a) an early stage of a product design◦ b) a finished product◦ c) a creative design

Q9: What is the meaning of the word “leverage”? (“…how to best leverage the PR gained from the media

attention to market Clocky…”)◦ a) control b) reinforce c) take advantage of,

enhance

Q10: What is the meaning of the word “aficionado”? (“…linked into the limelight by popular gadget aficionado

sites such as…”)◦ a) experts b) sales c) customers

MARK Case StudySCORES

9-10 Congratulations! You’ve prepared well for class. Keep up the good work!

6-8 You probably have read the case, but perhaps not thorough enough! Keep trying!

4-5 There’s a high chance that you haven’t read the case. Please read it before the next lesson!

1-3 There is strong evidence that you didn’t read it. You know what you have to do…

0 Stay after class to read the case!

MARK Case Study

Agenda1) Case specifications

2) Fads vs. Trends3) Bubble Tea, anyone?

MARK Case StudyDuration:

◦ 5 sessions on case analysis◦ 2 sessions on Group Presentations(after the Easter

Break)Assessment:

◦ 20% weighting◦ Group Presentation (4 groups of 3 people and 2

groups of 4 people)◦ A marketing pitch on the product CLOCKY

Describe the product Identify the target market Value propositions How to penetrate the market using the 4Ps

◦ Groups of 3: 14-15 min presentation+4 min Q&A◦ Groups of 4: 16 min presentation +4 min Q&A

MARK Case StudyAssessment Criteria: (Please

refer to handout)◦Task Completion (Team)◦Organisation (Team)◦Delivery (Individual)◦Language (Individual)

MARK Case StudyClassroom Logistics:◦Work in Groups◦Group Discussions◦One person (take turns) to report to

the class – the Spokesperson◦Others in the class respond freely◦Mini presentations

MARK Case StudyFads vs. Trends

Look at the following products. Do you think they are fads or trends?

Fad

Trend

Fad

GenerationalFad

GenerationalFad

?

Trend

Fad-was definitely a fad in many countries but might be a trend as they have remained popular in other countries

Trend

?

?

?

Top “must have” items from my primary years

Top “must have” items from my secondary years

Top “must have” items NOW

1.2.3.4.5.Fad or trend?

1.2.3.4.5.Fad or trend?

1.2.3.4.5.Fad or trend?

MARK Case StudyFads vs. Trends:

Task: What are the characteristics of fads and trends? Use a Venn diagram to identify the similarities and differences:

◦Who starts it? (particular types of people? Age groups?)

◦Where does it start? (cities? Countries?)◦Categories (fashion? Food? Entertainment?)◦Product life cycle?◦Sustainability?

MARK Case StudyHere’s what Henrik Vejlgaard, a

trend sociologist, has to say about trends in his new book “Anatomy of a Trend”:

http://www.henrikvejlgaard.com/?id=161

Skim the article and see if you want to add more points to your Venn diagram.

MARK Case Study

Final Question:As a marketing personnel, why is it important to know the differences

between fads and trends?

MARK Case Study

MOUTH WATERING….Bubble tea, Anyone?

MARK Case Study

Homework:1) Read the MARK case (Clocky)2) Read the article about Bubble

Tea3) Patronize a Bubble Tea Shop and

share your experience in the next class