LABU 2052 MARK Case

This report aims to identify the failures made in the process of branding Nanda Home
(NH) and to propose a few marketing strategies to penetrate the target country United Arab
Emirates (UAE). This report would also focus and improve on two branding goals that NH
neglected in their previous marketing strategies, which are function and image, in order to
tackle the target market.
NHs Clocky could only be described as an overnight success. With innovative
features like being able to roll around the room while giving off an irregular alarm until the
owner wakes up distinguished it apart from the other typical alarm clocks. 1 It managed to
garner major media coverage helping it to make $2.2 million worth of sales within the first
year.2 The spike of sales is however short-lived, following by falling revenues from the period
2007 to 2009.3 The main cause of the lowered interest is due to the lack of focus in the
function and image branding goals for NHs products. While Clocky is unique, its innovative
functions are not marketed well, which made it difficult to distinguish from other alarm
clocks out in the market. Its premium $39 price tag made it even a harder buy for the
consumers that couldnt discern Clocky from the others.4 Moreover, the image of Clocky is
not well built. It was originally marketed as a sleep aid item for adults with a fun factor that
mimics it of a robotic household pet. 5 However, those two images are not being emphasized
during the process of branding Clocky. To prevent the interest in Clocky from fizzling out,
the product is further diversified to cater different consumer segments like sport fans, kids
and eco-conscious consumers.6 The lack of a clear branding image of NHs products
inevitably led to the downfall of the branding for NH.
The unawareness of the consumers towards Clockys functions is a leading factor as
to why its appeal can only sustain for a short period. In order to remedy that, NH needs to
1 Elie Ofek & Jill Avery, Nanda Home: Preparing for Life after Clocky, Harvard Business School,
March 15, 2012, p.1
2 Ibid., p.5
3 Ibid., p.5
4 Ibid., p.10
5 Ibid., p.4
6 Ibid., p.4

market functions that caters specifically towards the UAE consumers needs. According to the
CIA World Factbook, 96% of the UAEs population are Muslims. 7 As the Muslim community
are required to follow the five pillars of Islam, the functions of Clocky should be built upon
it. One of the pillars of Islam is that Muslims needs to pray at five set times per day. 8 Another
pillar of Islam is that the Muslims are required to follow the Ramadan, which is a period
where the Muslims fast during the hours of daylight during the ninth month of the Islamic
calendar.9 Clocky could be modified to ring at the five times of the prayers and to signal the
fasting times during the Ramadan month. By including those modifications, the consumer
would do their required prayers punctually and also would save them from the hassle of
remembering the fasting times. Furthermore, it fulfils the basic needs of the Muslim
community by constantly reminding them to be a responsible Muslim even when they are
having hectic lifestyles. As Clocky would make sure that the consumers remember their
religious times, this would market Clocky as a necessity, which would give Clocky the
unfading appeal that it needs.
Next, we would move on towards branding NHs image as a whole. Despite UAEs
rapid economic growth within the past 30 years, Islam is firmly rooted in UAEs culture. 10 To
utilize this strong cultural aspect, NH products should provide an image of connecting closer
to Allah. In addition, this special connection can connect a diverse community (as Emiratis
only consist of less than 20% of the UAE population) to a single branding image. 11 The target
market that NH should be targeting are Muslim adults which has families and should shape
three images that associate with the adult individual, the kid and the family as a whole. For
7 The world factbook: United arab emirates. (n.d.). Retrieved from
https://www.cia.gov/library/publications/the-world-factbook/geos/ae.html, last accessed: 15th March
2014
8 Salat: daily prayers. (2009, September 08). Retrieved from
http://www.bbc.co.uk/religion/religions/islam/practices/salat.shtml, last accessed: 15th March 2014
9 Ramadan - 9th july. (2014, March 15). Retrieved from
http://www.bbc.co.uk/schools/religion/islam/ramadan.shtml, last accessed: 15th March 2014
10 Abu dhabi: Culture & lifestyle. (2014, March 15). Retrieved from
http://visitabudhabi.ae/en/getting.here.and.around/facts.and.essential.info/culture.and.lifestyle.aspx,
last accessed: 15th March 2014
11 The world factbook: United arab emirates. (n.d.). Retrieved from
https://www.cia.gov/library/publications/the-world-factbook/geos/ae.html, last accessed: 15th March
2014

the adult, NH should create an image that associate a responsible Muslim carrying out his/her
religious duties with NH products; for the kids, a caring and nurturing image should be
created to teach them to embrace the religion with NH products; for the family, NH should
strive to provide an image of a prosperous religious family that connects to Allah through the
usage of NH products. To summarize, the image of NH products should be widely marketed
as responsible, caring, connecting throughout UAE to resonate this image to the religious
consumers of UAE.
As famous writer, Howard Schultz wrote: Mass advertising can help build brands,
but authenticity is what makes them last. If people believe they share values with a company,
they will stay loyal to the brand.12 NHs first priority is to tie in the image of responsible,
caring, connecting across its line of products. The function of the products could serve as a
complement in branding the image of NH products. With the image of NH products tie in
religiously with the community, it can be market as a necessity rather than a one-time
product. The focus in tying both function and image of NH products towards religion would
increase its sustainability and loyalty from UAE consumer base in the long-run.
(975 words)

12 Quotes about branding. (n.d.). Retrieved from http://www.goodreads.com/quotes/tag/branding,

last accessed: 15th March 2014