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