Ontela Pickdeck Analysis

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L/O/G/O

Ontela PicDeck
4th Group Marketing Management F121

Group Member







Amira Islamie
Bayu Pahala Radityo
Bhagas Arga Saputra
Dwi Hermiyati
Ferry Cahyadiputra
Irreza

Contents
Ontela PicDeck Case
1

What is Ontela ?

2

Why Ontela PicDeck doing research

3

How
How are Market Segment Best Defined?

4

A Five Step Process : Choosing Attractive Market
Five

What is Ontela ?
● Ontela is a start-up company founded in 2006 in
Seattle
• In 2008, Ontela is making their first offering :
Ontela PicDeck
● PicDeck is an application/software, that transfer
pictures from mobile device to PC(at home), email
and/or social media SEAMLESSLY

Why Ontela doing research ?

Wireless
Carrier

ONTELA

PicDeck







Right
Segment

The aim is to sell PicDeck to
wireless carrier.
Is believed to boost the
wireless carrier’s sales and
subscribers.
Another aim is to maximize the
opportunity for both Ontela and
wireless carrier.
Therefore, they need to target
the right segment in public.
And that’s why they feel the
need to do market research.

How are Market Segment Best Defined?

Identify a
homogenous
segment

.

Specify segment
criteria

Determine
segment size and
potential

I. Exploring Target Segment
Steve, The Young
Professional

Sarah, The Housewife

Explore Target

Regina, The Teen

Based on experience and insights of qualitative research in his industries. Ontela came up with 3 different customer persona.

II. Demography
Demography
Attributes

Sarah

Steve

Regina

Age

42

27

16

Gender

Female

Male

Female

Household
Lifecycle

Mother of 15, 10
and 8 years old

Single

Single

Occupation

Mother of 15, 10
and 8 years old

Young professional,
real estate agent

Student

II. Behavioral
Demography
Attributes

Sarah

Steve

Customer Needs

Upgrading
wireless phone
with a grainy
camera attached

Simple thing about
cell phone and equip
with camera to
support his work

Simple thing about
cell phone and equip
with camera to
support his work

Product Usage

Taking pictures from
cell phone and want
to “just appear” on
computer

Taking pictures of
houses to save
and send to client

Update profile on
her social network
account

Lifestyle

Not a computer
whiz, but can use
email, google, IM
and MSN

Latest technology
update, uses email at
work but prefers the
phone

Grown up in the
internet age that all
iteration of online
communication, from
email to social
networking

Regina

Typology Vals 2
Strenghten demographic characterization by explaining the
deeper psychological drivers of consumer behavior

Ontela’s Target Segment
Steve
- Income
- Occupation
- Future market

Regina
-Trend Setter
- Future Market

Contents

Ontela’s Target Segment
Steve - Achievers
- Motivated by the desire for
achievement,
- Achievers have goal-oriented
lifestyles and a deep commitment to
career and family.
- Their social lives reflect this focus
and are structured around family,
their place of worship, and work
Regina - Experiencers
Experiencers are motivated by selfexpression. Young, enthusiastic, and impulsive consumers

5 Step Process Choosing
Attractive Market
Choose criteria to measure market
attractiveness and competitive
position

1st step
2nd step
3rd step
Weight market attractiveness and
competitive
position factors to reflect their relative
importance

4th step
5th step

Assess the current position of
each potential
target market in each factors
Market Segment
roject the future position of each market
based on expected environmental, customer,
And competitive trends

Evaluate implications of possible future
changes for business strategies and
resources requirements

Market Attractiveness / Competitive Position Matrix

1
Market Attractiveness

High
3
4
Moderate...
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