Syndicate 7

Bernadeta Pramudya 29119055

Dwi Lestari 29119059

M. Arkan Ariel Saputra 29119117

M. Afin Romli 29119152

ONTELA PICDECK CASE ANALYSIS

1. Based on qualitative and quantitative data, please recommend which

segment)s) would you recommend as a target for PicDeck? Explain the logic
behind your choice.

Based on the study case, we chose cluster number 1 as the short-term option and
cluster 3 as the long-term option. We use constructivist and positivist theories as a
supporting theory for this answer. According to the constructivist approach that underlies
qualitative research, the world is built on the construct of existing reality. Subjects and
researchers conceive the world based on what they experience during life.

While positivists are theories that emphasize the world as it is and based on what exists,
it supports the theory of quantitative research. Because in the preliminary data, the
marketing research pattern that emerged was using qualitative data, Regina's customer
persona was built based on the construct the researcher made. Whereas the quantitative
data that accordingly in Exhibit 2 and Exhibit 4 are data that result based on research
needs that are assumed positivist by Ontela.

As the conclusion that based on two ways of research, for qualitative persona, Regina is
a potential customer. While for quantitative, the potential customers, data in the short
term is cluster 1 and in the long time is cluster 3.
Financial Value

1 2 3 4 5 6

Financi 1,38 0,79 1,5 0,62 1,24 0,23

al
Value
Rank 1: Cluster 3, Rank 2: Cluster 1, Rank 3: Cluster 5

Between Cluster

Question Rank 1 Rank 2 Rank 3

Q1 5 3 6

Q2 1 3 5

Q3 1 2 3

Q4 1 5 4

Q5 1 4 5

Q6 1 3 2

Q7 1 3 2

Q8 1 2 3

Q9 1 3 2

Q10 1 2 5

Q11 1 1 4

Q12 3 3 4
Rank 1: Cluster 1, Rank 2: Cluster 3, Rank 3: Cluster 5

Within Cluster
 Hig High High High High Hig Hig
hest est est est est hest he
Sco Scor Scor Scor Scor Sco st
re 1 e2 e3 e4 e5 re 6 Sc
ore
7

Clust Q5 Q3 Q6 Q8 Q7 Q2 Q4
er 1

Clust Q3 Q8 Q7 Q12 Q9 Q6 Q2
er 2

Clust Q12 Q3 Q7 Q2 Q6 Q8 Q9
er 3

Clust Q3 Q1 Q12 Q5 Q10 Q7 Q8

er 4

Clust Q3 Q2 Q5 Q10 Q4 Q6 Q7
er 5

Clust Q12 Q1 Q10 Q3 Q6 Q2 Q

er 6
Rank 1: Cluster 3, Rank 2: Cluster 6

Cluster Characteristics

1 2 3 4 5 6

Custo
mer
perso
na

- Sex male Femal Femal Male Femal Fema

e e e le

- Tech Celeb Celeb Sport Sport Celeb

Intere rity rity rity
st
 - Age 42 41 22 30 39 55

- single marri single single marri Marri

status ed ed ed

% low mode high low low Very

belon rate low
g to
family

Pay yes yes no yes yes Yes

own
bill

Intern high low mode high low Very

et use rate low

% high low low mode low Very

data rate low
plan

% mode low high high mode low

mess rate rate
age
pack

2. Develop a positioning statement for your selected target customer(s)

that defines the key benefits of PicDeck service.

Cluster Personalization-Positioning

Cluster 1: Tech Savvy

“The first in bridging the gap between phone and PC to deliver the mobile image
experience, Ontela PicDeck”

Cluster 3: Young Trendsetter

“Share your memories as happened right now!”

3. Develop a positioning statement for wireless carriers that Ontela can
use to communicate the value of PicDeck service for wireless carriers.

Positioning by the benefit

Describing the unique benefits of a service has long been a popular brand
position. It can position new and superior advantages of the product and can
penetrate the market easily. Product positioning improves competitive strength of
a company. As we create the positioning statement below:
“Let us redefine modern society with Ontela PicDeck”