MARK Case StudyClocky: The Runaway Alarm Clock

Session 3

MARK Case Study

Agenda1) One-minute game on Value

Propositions2) Mini Case: Bubble Tea2) MARK Case: Clocky

MARK Case StudyTask 3.7

TwoWorldsUnited.com specializes in sending students on an exchange semester abroad. You would live with a host family and attend a local university. Below are the

requirements:C+/B- GPA

Open-mindedSense of humor

MotivatedCuriousMatureFlexible

AdaptableGood written and spoken English

MARK Case Study

One-minute game on Value Propositions

1) Take turns to present your one-minute speech in your group

2) Audience in the group write down which value proposition(s) the speaker is aiming at

3) Each group nominates the best speaker

MARK Case StudyOne-minute game on Value PropositionsCompetent Level: able to address the

multiple requirements with concrete evidence. E.g: “I have a A- GPA”◦“What I can offer”

Excellent: in addition to the above, the applicant can differentiate him/herself by clearly expressing what unique benefits he/she can bring◦“What YOU can get”

MARK Case StudyMini case: Bubble Tea (Task 4)

Task:You want to open a new Bubble Tea shop. and you’re about to pitch your idea to group of potential investors.

Mini case: Bubble Tea (Task 4) Content Preparation:

Conduct a quick 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 bubble tea?◦ 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?

MARK Case Study Mini case: Bubble Tea (Task 4)

Content Preparation:Example: Positioning: Healthy Drink Target Segment: Health Conscious People

◦ E.g: practioners of Yoga and Tachi, gym goers Fundamental Needs:

◦ Refreshing, healthy ingredients◦ clean environment◦ high expectations on nutrition information

Product features: ◦ use organic, all natural ingredients◦ Put a label on the cup that contains very detailed information

on nutritional values ◦ Decorate the restaurant dazzling white◦ Use transparent containers

MARK Case StudyMini case: Bubble Tea (Task 4)

What do you want the investors to:-Remember-Feel-Do

MARK Case StudyMini case: Bubble Tea (Task 4)

Prepare for the contentUse the template to help you

organize your ideasCreate a posterCreate a sloganPitch to the potential investors

MARK Case StudyReflection: On Content Delivery:What did you want your investors

to ◦Remember Rational Appeal◦Feel Emotional Appeal◦Do Take action, close the deal

MARK Case Study Mini case: Bubble Tea (Task 4)

Reflection:In your group, reflect upon:

1) How well your group did compared to other groups

2) Which part of your pitch is the RATIONAL APPEAL? How did you do it? Was it effective?

3) Which part of your pitch is the EMOTIONAL APPEAL? How did you do it? Was it effective?

4) Did you remind the audience what you wanted them to DO at the end of the pitch?

5) In what ways can you improve? Quantifiable?

MARK Case StudyMARK case: Clocky

Refer to Students’ Notes Session 3 (Task 5)Guided Questions 5.3-5.10

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 dilemmaProduct – design, features, competitors…Price – cost, retail price…Promotion – interviews, direct communication…Place – manufacturing , distributing…Other problems

MARK Case Study MARK case: Clocky

Task: (HOMEWORK)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)