Ontela PickDeck study case Part A 10/09/13 Jean-Mallory Rousseau 1) Based on the three customer personas‚ which customer segment should Ontela target? Why? I would focus in priority on the teenagers‚ then on the young professionals and ultimately on the parents and the elderly. As a matter of fact‚ teenagers are the part of the population both most sensitive to fad phenomena and best at using new technologies. 1) Regina‚ the Teen First segment to target The teenagers’ generation
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Introduction Ontela‚ a technology start-up company‚ has introduced an innovative service called PicDeck that improves the mobile imaging experience for wireless subscribers. Ontela sells PicDeck to wireless carriers‚ who in turn private-label the service to their subscribers. Ontela must decide which customer segments it should target for the service and how to create a positioning strategy and a marketing communication plan to promote it. Sara : she is married and has 3 children‚ she is 42
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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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Ontela PickDeck(B) SECTION I Answers to the Questions from Ontela PickDeck (B) 1. Out of 6 clusters‚ I would recommend the customer segment defined by cluster 1 as a potential target for PickDeck. 2. Positioning Statement for the customer segment Cluster 1 that defines key benefits of the PicDeck service. Specifically designed for people who treasure their memories captured in mobile phone and have been frustrated with the cumbersome process of manually transferring photos off their
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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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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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