Question 1: What are the key marketing challenges facing Guari Nanda? How would you prioritize them in terms of which are most crucial to effectively bringing her new product to the market? (Answers listed in order or priority)

Product positioning
Nanda already has media/consumer interest, which should help her find interested partners for bringing the product to market, but she needs to first decide how to position her product in the market. Is Clocky a “Fun” product or a “Need” product? If Clocky is positioned as a fun/cute product, she needs to be careful to avoid turning the product into a fad or having price points so high they could alienate potential customers. If she positions Clocky as a Need product, she may raise consumer expectations, and would have to shift some of her limited resources to making sure Clocky was able to consistently deliver on its promise as a more effective alarm clock. By first deciding how to position the product in the market, Nanda can then decide on the most appropriate way to distribute, manufacture and market Clocky. It is also important to note that targeting either of the Fun or Need segment would not preclude her from selling to the other segment as well.

Distribution:
Choosing a distribution partner was important for Nanda because it would determine how the product would be delivered to the market and could have the greatest effect on relieving her financial pressure. A mid- to large-size distributor (such as Target or Wal-Mart) could help with her financial situation (by providing an LC) but there is potential for losing control of her product in terms of how it is marketed or developed in the future. TV sales are an option but presented the risk of marginalizing the product. Upscale retailers (Sharper Image, Brookstone) or smaller boutiques are an option as well, but they could drive up the price of the product