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
2
5
6
Low
Weak
Moderate
Competitive Position
Strong
SWOT for Ontela PicDeck
New Market
Innovation
Technology
S
W
Low Customer
Loyalty
O
T
Replaceable
L/O/G/O
Thank You!
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