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Kal Essay

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Problem/Solution The opportunity ‘Kal’ presents is the prospect of investment into an innovative calendar designed to enable consumers to be less reliant on their electronics whilst being sustainable and lasting a lifetime. (Studios, 2017) Investing in Kal is viable opportunity as it fills a gap in the niche calendar market –a minimalist, long lasting and durable calendar. Whilst this is a niche market, its target market is so vast as its simplicity means it can appeal to many different consumer segments. The campaign objectives are to make £10,000 to begin production of KAL (Studios, 2017); this is doable for Kal because of its simplicity and sustainability. Value Proposition Kal’s USP is its simplicity and durability. The simplicity is a …show more content…

(Anon., 2015) However, under further inspection, it can be argued this is only indirect competition (a free, flimsy printout of a calendar would not directly challenge Kal appeal to the niche market). Kal operates a differentiation pricing policy – its innovation sets it aside from its competitors. Both in the video and the description, it is stresses that the design underwent numerous stages of testing with its primary customer segment between 2015-2017 (Studios, 2017) indicating Kal has been catered directly towards their customers. According to Marketline, the UK economy has been in recovery after the 2007/8 recession. (Anon., n.d.) These are perfect market conditions for investment into Kal as people will have higher disposable incomes thus may be less lenient with their money and more likely to invest in luxury goods such as …show more content…

(Studios, 2017) They state their main issues are in Manufacturing and shipping, warning potential consumers that their product may arrive late due to difficulties and time delays. However, Umiar studios aim to combat this with their strong relationships with their suppliers and their experience in manufacturing (enabling them to gauge accurate times so their customers receive the product on time). (Studios, 2017) Furthermore, I believe another risk is that some people may not understand Kal’s USP, for many people, there isn’t a need for an innovative calendar. Consequently, I think a drawback with Kal is that whilst it can cater to many different customer segments, it is only people in the niche market who will recognise the need and invest in Kal. This issue may be improved over time if Kal is sold in more convenient places such as high-street

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