Marketing Management, 3rd Edition - Harvard Business School Press

Case Map for Iacobucci, MM: Marketing Management, 3rd Edition, (Cengage, 2013)
Nanda Home: Preparing for
Life After Clocky
Elie Ofek, Jill Avery
Type: HBS case
Pub. Date: May 23, 2011
Product #: 511134-PDF-ENG
Length: 27p
Teaching Note: N/A
Procter & Gamble: Marketing
Capabilities
Rebecca Henderson, Ryan
Johnson
Type: HBS case
Pub. Date: Jun 10, 2011
Product #: 311117-PDF-ENG
Length: 17p
Teaching Note: Yes
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.
P&G had become known and recognized as a marketing machine. It
was the largest advertiser in the world, with 2010 spending of $8.68
billion. From the company's early exploitation of broadcast media
(radio and television) for its soap products to more recent experiments
in digital media for its men's hygiene brand Old Spice, P&G was a
seasoned marketer with strong consumer research, a powerful
innovation network, and the world's largest financial commitment to
advertising.
Learning Objective: To learn from and analyze the best practices of
P&G the world's largest advertising spender and a renowned marketer
of consumer products. To understand their marketing strategies, where
marketing innovation is developed, how it is applied across different
categories and how marketing shifts with changes in structure and
culture.