Branding Nanda Home and Clocky in Spain Market

Recommendation Essay

Branding Nanda Home and Clocky in Spain Market

2.   Upon Clocky’s first launch in New York followed by promptly increasing popularity, Nanda with her innovative and cute product was able to capture their customers globally at the preliminary stage. However, with rising competition in the market, Nanda’s ineffective strategies on branding Clocky have hindered her from sustaining the appeal of Clocky and taking it to a broader market. To achieve the goal of successfully breaking Nanda Home and Clocky into Spain’s market, local demographics and culture should be closely incorporated into two branding strategies, namely image and function branding, with lesson learned from Clocky’s first launch as a valuable reference.

2.   An unclear awareness of customer base and insufficient market presence of the product functions are proved to be two noticeable failures in Clocky’s launching process. The characteristics of the market, namely fun market or need market, should be defined in order to better foster the customers’ needs. A vague definition of customer base will result in variation of the distribution channels, thus affect customers’ positioning of the brand. Besides, given ineffective online viral marketing and limited displaying space, Nanda failed to convey the core function to her customers effectively, resulting in Clocky’s unsustainable appeal. In view of the two major failures appeared in Clocky’s launching, a clearer market target and effective information sharing or e-tailing are suggested to be addressed significant importance in Clocky’s or other Nanda Home’s products’ launching in foreign markets.

1.   It is recommended that Nanda Home build up a warm and homy image to create an association with its customers in the Spain market. 1Research has shown that family is placed heavy importance in Spanish culture. Thus, Spanish would highly prefer cozy and fun products to decorate their home space where they could enjoy quality time with their families. Aligning with Nanda Home’s mission to add warmness and fun to customers’ homes, aggressive effort should be put on branding its image as comfortable and homy products in order to meet Spanish market’s needs. Nanda Home is suggested to launch a Nanda Home Space to effectively brand its image. Located at several major cities including Madrid and Barcelona, Nanda Home Space can provide customers with personal experience of all the Nanda Home products. Designed as a live display of all the products in a homy furnished space, customers will be invited to experience the warmness and happiness Nanda Home could bring to their homes with a small gift offered. The cozy atmosphere as well as the warm service and demonstration provided by Nanda Home staff will successfully enable the company to establish a connection with its customers. Moreover, frequent advertising exposure is also suggested to be used as a supportive strategy in branding Nanda Home. Strictly consistent in core delivery message of warmness and happiness, a logo as well as a slogan shall be designed to strengthen customers’ impression towards the brand. In achieving this branding goal, the branding goal of feelings could also be addressed to further advantage Nanda home in the competitive market. Through the launch of Nanda Home Space accompanied by consistent advertising exposure, Nanda Home should be able to build up its home-feel image and create a strong association with its customers in the Spain market.

  The function branding of Clocky is another critical strategy which requires more attention especially in the market of Spain. 2 As indicated by...’s research, the quality of life in Spain is ranking among the top ten in the world. Hence, the characteristics of effective functions and high-quality are much preferred in Spanish’s selection of products. Creating broader awareness of Clocky’s function through information sharing will help Nanda reach more potential customers in Spain as a direct satisfaction of their needs. As pointed out in the case, many people had heard about Clocky but did not know how it works due to lack of both offline and online information, which would be a even more serious problem if the condition is not improved in the Spanish market. In order to achieve the branding goal of function, it is recommended that physical demonstration at carefully-selected distribution stores and online viral marketing be implemented in the new market. To be more specific, distribution stores with display area available would be idea channels to sell Clocky. Matched with Clocky’s promotion video playing right by, consumers who are more interested in products’ functions will be attracted thus boost Clocky’s sales. Meanwhile, more online presence should be established besides Clocky’s official website in order to widely spread Clocky’s function and other characteristics. 3With the booming of e-commerce in Spain, a strong Internet exposure would be a vital approach to improve Clocky’s function awareness. Official page of Clocky could be set up on Facebook and more advertisement shall be put up in affiliated 3rd party websites to strengthen Clocky’s network. Through sufficient information sharing both online and offline, Clocky will be able to establish brand awareness and more customers will be reached and provided all-round access of product function and information.