Nanda Home: Preparing for Life after Clocky

Posted: 29 Jan 2012

See all articles by Elie Ofek

Elie Ofek

Harvard Business School - Marketing Unit

Jill Avery

Harvard Business School

Date Written: June 20, 2011

Abstract

Gauri Nanda, the inventor of Clocky, the alarm clock that rolls off the bed stand and forces its owner to find it, has to make critical decisions regarding the future of her nascent company. As sales of Clocky show signs of declining, she must decide whether to continue her focus on the alarm clock category or to branch out into new categories. If the former, the question is which segments to pursue and what features to develop, and, if the latter, the question is whether the concept of "humanizing technology" is something consumers would value in other domains. In addition, Nanda must decide how to continue marketing Clocky and its successors, given the potential for cannibalization. Clocky's success was largely attributable to the media's intense interest and coverage, and it is not clear such attention would carry over to other new product endeavors. Students are presented with a number of new product concepts and the findings from both qualitative and quantitative market research. This allows for a rich discussion of how managers can think creatively about consumer experiences to inform their innovation strategies.

Learning Objective: Consider consumer input and market factors to determine optimal next generation innovation strategies.

Suggested Citation

Ofek, Elie and Avery, Jill J., Nanda Home: Preparing for Life after Clocky (June 20, 2011). Harvard Business School Marketing Unit Case No. 511-134. Available at SSRN: https://ssrn.com/abstract=1993195

Elie Ofek (Contact Author)

Harvard Business School - Marketing Unit ( email )

Soldiers Field
Boston, MA 02163
United States
617-495-6301 (Phone)
617-496-5853 (Fax)

Jill J. Avery

Harvard Business School ( email )

Cambridge, MA
United States
6174958084 (Phone)

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