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Q: Considering market opportunities and constraints, which STP option is most valuable? Which is most feasible?

Constraints and opportunities of “fun” market

If Clocky targets on the fun market, it may need to face a huge market competition. This is because Clocky would no longer focus on its unique alarm function but more on its playful nature. Since its comparative advantage is mitigated, products with similar playful functions would compete with it for market share, which may turns out to be a tough competition.

Clocky may only possess a short-life popularity if it targets on fun market. The loyalty of consumers in the fun market would be a concern to Nanda as most of them may purchase just because of Clocky’s gimmicky and innovative idea. Rapid change of consumers’ interest may cause consumers to lose interest on Clocky, resulting in a slump in the popularity of Clocky. Therefore, Clocky’s popularity may be just a spark.

Meanwhile, such a butterfly-consuming behavior also implies that the consumer equity of Nanda’s company would be short, which may be an unpredictable risk to Clocky’s future development.

However, focusing on the fun market can ease Clocky’s future repositioning as Nanda only has to follow the consumer interest. Nanda only has to keep track on the consumer interest and frequently updates Clocky’s features and functionality to maintain consumers’ interest. Besides that, the fun market can be very huge. Consumers who aged between under-13 and 25 would be our potential targets. Therefore, Clocky could expose to a wide range of consumers.