KEL450 MOHANBIR SAWHNEY Ontela PicDeck (A): Customer Segmentation‚ Targeting‚ and Positioning In April 2008 Joe Levy‚ the director of carrier marketing for the technology start-up Ontela‚ was considering how to position the company’s first offering‚ PicDeck. Ontela’s PicDeck was a technology service that allowed wireless subscribers to seamlessly transfer pictures from their mobile devices to their computers‚ email inbox‚ and other networking devices and services (see Exhibit 1). The service
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Case Study - "Ontela PicDeck(B)" Group A5 Farhan Gaziani Gaurav Wadhwa Mrigendranath Debsarma Nancy Goyal Nibha Gupta Nilotpal Goswami Ques 1:- Most Useful Parameters are Ques 1: ease to upload photos Ques 2: More photos if transfer easy Ques 7: Value sending photos by mail Ques 10: Easy set up Ques 11: First to adopt new technology Ques 13: Monthly fee Least Useful Parameters are Ques 3: More photos if quality is better Ques 5: Replace digital camera if quality was better Ques 2:- 1) Middle-aged
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Qi Wu 02.26.2015 MK726100 Ontela PicDeck 1 . The case asked you to decide which segment Ontela should target. What criteria should companies use to decide which segment(s) to target? Demography is the criteria should companies use to decide which segments to target to satisfy the primary goal for the company to target customer which can be the most beneficial for the company. In this case‚ Ontela selected three customer personas that represented key customer segments: Sarah‚ the parent; Steve
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5. Develop a positioning statement for your selected target customer(s) that defines the key benefits of the PicDeck service and how the service is differentiated from alternatives that customers might consider. As to every other company trying to develop and achieve competitive advantage over its rivals in times of rapid technological changes and uncertainty‚ it is a big challenge to Ontela to live up to the expectations. The demands of consumers of technologically innovative goods are becoming
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MARKETING: Market Segmentation‚ Targeting and Positioning Introduction 1. To succeed in today’s competitive marketplace‚ companies must be customer-centered‚ wining customers from competitors and keeping them by delivering greater value. a. Sound marketing requires a careful‚ deliberate analysis of consumers. b. Since companies cannot satisfy all consumers in a given market‚ they must divide up the total market (market segmentation)‚ choose the best segments (market targeting)‚ and design
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Kotler (1988) has stated that: “The heart of modern strategic marketing can be described as STP – segmenting‚ targeting and positioning.’’ Discuss this statement using appropriate examples. Introduction Market segmentation By definition market segmentation is the division of a market into different groups of customers with similar needs. Or to express it in another way‚ market segmentation is the division of a mass market into identifiable and distinct groups or segments‚ and each has common characteristics
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Segmentation‚ Targeting and Positioning; This essay will illustrate the extent to which effective marketing must incorporate Segmentation‚ Targeting and Positioning. Marketing effectively differs from one organization to another as each has their own separate goals‚ which they pursue. To answer how important each of the afore mentioned marketing tools are‚ one must define what Marketing is and then take into account how each is applied and why if not applied in an organizations approach to selling
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marketing where S stands for segmenting‚ T stands for targeting and P stands for positioning (Qiang & Xiumin‚ 2013‚ p. 221). Market segmentation is the process of grouping customers in the markets with similar needs and traits into smaller‚ homogenous groups (Armstrong & Kotler‚ 2000; Boone & Kurtz‚ 1999; Brooksbank‚ 1994; Dibb et al.‚ 2006; Ennew‚ 1993; Jobber‚ 2007; Lamb et al.‚ 2004 cited in Fang‚ 2012‚ p. 141). This enables firms to serve customers in the same group more efficiently and successfully
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SEGMENTATION‚ TARGETING AND POSITIONING One of the most important issues that high-tech firms wrestle with is the choice of an initial target market with their promising new technologies. The rationale behind segmenting markets and selecting a target is to identify groups of customers who share similar needs and buyer behaviour characteristics and who are responsive to the firm’s offering. Leading authors like Kotler present the organization as a value creation and delivery sequence. In its first
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market segmentation‚ targeting and positioning Market segmentation Why does segmentation required? Steps in segmentation process Stages of Identifying Market Segments Market Segmentation of Consumer Market ‚ Business Market and international marketing Target market Targeting strategies Evaluating segmentation for targeting Evaluating Market Segments Process of choosing target market Factors to be considered while target market selection Decision involved in in targeting Targeting strategy
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