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SUMMARY OF
ONTELA PICDECK A & B
CUSTOMER SEGMENTATION, TARGETING, AND POSITIONING
GoodGroup:
Citrasari Henra Putri (29318414)
Gesha Katila Hanum (29318373)
Leka Redha Putra (29318406)
Ratih Herdiyah (29318429)
Siti Hanum Salsabillah (29318306)
Stefano Agung Allorante (29318338)
Ontela PickDeck A
27 years old
Real estate agent
Use camera digital to take picture
Want to get caught up on technology so doesn't lose a step in the market
Looking technology solution to improve his life
He likes things that are simple
16 years old
Social Media user
Take spontaneous picture
Want to have her mobile photos on her PC instantly
Questions
1. Based on the three customer personas, which customer segment should
Ontela target?
2. Create a positioning statement for your chosen target persona and identify
the key themes that should be emphasized in the messaging for the PicDeck
service to this segment
3. What are the risks of using qualitative personas to select target customer
segments ?
To choose customer segment, first we should learn about the customer persona
In this case there are three persona which every persona has different behavior and needs.
1. Based on the information, customer segment that Ontela should targeting are Steve
(young professional ) and Regina ( the teen ).
2. Young profesional has high potential to become Ontela’s subscribers based on the
needs to support his work and as a solution to improve his career. The teen as customer
segment because of their lifestyle who grew up in the internet era and active in social
media.
Ontela B
Testing method:
Quantitative study
Cluster analysis target are 2,000 end users
In the age of over 15
Using random sampling approach.
The End users are not Ontela’s direct customers. Their direct customers are the
wireless carriers.
Question 1:
Which variables are most useful for segmentation identification and evaluation?
Which variables that least useful?
Question 2
Labeling each segment that best describes the clusters:
1. Tech Savvy Internet users, but also looking for good price
2. Family They are okay with using digital camera, and not really excited
about using new technology
3. Trendy Millenial internet users, social media users, valur sharing photos on social
media
4. Quality Driven Middle age adults, Internet users but not really into photo sharing.
This group is only willing to pay a relatively low price for PicDeck.
5. Conveinient Not excited in adopting new technology, but less price sensitive,
emphasizing in the ease of technology.
6. Old School show low interest in transferring pictures and sharing them on the
internet
Question 3
Using exhibit 4, the judgement is a lot like previews answer, but now we know more
informations, especially about demographics and media preferences.
Question 4
Which segments would you recommend as target for picdeck: Cluster 1 and 3
Cluster 1
Because, they are interested in technology, willing to pay moderate amount of
money for the service, and value saving phone photos.
Cluster 3
Because they are also interested in technology, willing to pay more amount of money
for the service, and value saving phone photos.
We don’t recommend Cluster 5 although they are willing to pay more, but they are
not value photo sharing, uploading phone photos, and adopting new technology.
Question 5
Positioning Statement:
Cluster 1:
Ontela Picdeck is a service with a reasonable price for tech savvy. It is convenient to
share pictures from phone to PC, and share it to social media.
Cluster 3:
Ontela Picdeck is a service that could help to upload pictures to social media
instantly without the hassle of plugging in cables to PC.
Question 6:
Positioning statement for wireless carriers:
Ontela’s Pickdeck is a service that value the convenience of people to transfer their
pictures. Wireless carrier will deliver this innovative technology to he subscribers as
one prominent service.
Question 7:
Media Plan:
Cluster 1: Using add on tech magazines, Internet based add, maybe like youtube
review
Cluster 3: Using add on celebrity magazine, fashion magazine, and woman magazine.