Clocky: The Runaway Alarm ClockClocky, the run-away alarm clock, was launched in late 2006 and earned instant fame without much marketing effort. However, after a few years, the sales have began to flatten due to external factors and the lack of branding at an early stage. The failure to successfully brand Clocky is mainly due to the absence of an identified market segment to target and a mechanism that can retain loyal customers of the brand. Due to declining sales, the company is exploring the possibility of selling Clocky in new markets. As one of the fast-rising countries in Asia, it would be extremely beneficial to the company if Clocky can be successfully introduced into the Philippines. By studying the previous branding failures, Nanda may take different measures to ensure that the branding of Clocky can be better planned in the Philippines to avoid dampening sales in the future.
Clocky’s declining sales are due to failure in branding in mainly two areas – awareness and loyalty. Although Nanda had attempted to target the consumer base using the “fun” approach, it was not enough to alleviate flattening sales. The economic recession has greatly reduced the sales of Clocky because it was only an amusing appliance instead of a necessity to customers. The “fun” market is also very ambiguous and broad, which means that this market segment can include almost anyone. The failure to target a specific market segment that views Clocky as a solution to their problem of waking up is one of the reasons that Clocky cannot continue its previous success. Nanda has also failed to create a relationship with or between the customers so as to foster loyal consumers of the brand. Although there was a website and a mailing list was created, Nanda did not connect with the customers on her mailing list until 2010 when the sales were flattening ever since the preparation of the launch of Clocky in 2005. This made it hard for Nanda to have customers who would continually return and purchase Clocky. Although the decreased attention on Clocky was foreseeable, the failure to let the targeted segment be aware of the product and to develop loyal customers resulted in continuous dipping sales and a need to take action.
The relatively saturated market in the United States makes it necessary for Clocky to search for new markets in other areas of the world such as the Philippines. To avoid the sales to dip a few years after the product’s launch in the Philippines, it is important to brand Clocky and target it at a particular market segment. It has been discovered that by focusing on the “fun” nature of Clocky, it is trying to attract a large range of customers with a single product and not enough to interest customers. It may be easier to attract new customers and retain customers by targeting the “need” market. Although the amount of Filipinos suffering from narcolepsy only accounts for 0.07% of the population (Right Diagnosis for Healthgrades), this only represents
1% of total people. Since the “f‡Ânation of drug addiction is estimated to consume 4.8% of the population, the number of heroin addictes has increased to between 10 and 20% each year since 2006, with most (58%) of the drug addicts dying from drug overdoses. The trend is to increase and the number of users has actually decreased from 8 to 3. For cocaine users, one of the main reasons for the decrease is that the number of deaths due to overdoses has increased so much that it is becoming increasingly likely that cocaine users will die. Thus, as more heroin users and more drug users become addicted to heroin, the amount of drug addicts will expand. In short, the growth of heroin addiction will have a significant impact in reducing the pain and suffering of drug users.
Achievement 3
There is in-depth information about achievements that we do take part in at the “Achievement 3” link below from a Google search in our public space from January, 2013.
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• Our Facebook page: https://www.facebook.com/TheAchievements4
• A Pinterest board: https://pinterest.com/theAchievements4/
• Our email page: https://theand.to/ The achievement system is not only for people who achieve the A.R.C.F.S to do it, but also for other types of people. You join A.R.C.F.S to contribute your knowledge and experience.
• The A.Q. and A.R.C.F.S will be hosted on our forums (http://adb.adb.org/) The A.R.C.F.S can connect with us by using its official Google+ page. Our email address will be sent to you: https://adb.adb.org/gifts
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The Achievements for 2015
• We will continue to support our members who share The Achievements for 2015 page on facebook (@adb.adb.org)
• We will continue to use this platform to share the achievements for the 2014/2015 season, so all of you are sharing the achievement stories. We support all our members in making achievements.
• We will try to implement your Facebook account in any way and give out additional Facebook information on a monthly basis.
• We will be providing a variety of tips and information related to the achievements. There are also tons of great tips and tips of yours to help our members achieve their goals.
• Finally, we will continue to support all players in making achievements. It’s amazing that we have thousands of achievements.