ontela picdeck
DESCRIPTION
Ontela Pickdeck marketing case analysis presentationTRANSCRIPT
L/O/G/O
Ontela PicDeck4th Group Marketing Management F121
Group Member
• Amira Islamie• Bayu Pahala Radityo• Bhagas Arga Saputra• Dwi Hermiyati • Ferry Cahyadiputra• Irreza
A Five Step Process : Choosing Attractive MarketA Five Step Process : Choosing Attractive Market
How are Market Segment Best Defined? How are Market Segment Best Defined? How are Market Segment Best Defined? How are Market Segment Best Defined?
Why Ontela PicDeck doing research Why Ontela PicDeck doing research
Contents
Ontela PicDeck Case
2
3
4
What is Ontela ?What is Ontela ?1
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 ?
• 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.
ONTELAWireless Carrier
PicDeck
Right Segment
How are Market Segment Best Defined? How are Market Segment Best Defined?
Identify a homogenous
segment
Specify segment criteria
Determine segment size and
potential
.
Explore Target
Sarah, The HousewifeSarah, The HousewifeSarah, The HousewifeSarah, The Housewife
Regina, The TeenRegina, The Teen
Steve, The Young Steve, The Young ProfessionalProfessional
Steve, The Young Steve, The Young ProfessionalProfessional
I. Exploring Target Segment
Based on experience and insights of qualitative research in his industries. Ontela came up with 3 different customer persona.
II. Demography
StudentYoung professional, real estate agent
Mother of 15, 10 and 8 years oldOccupation
SingleSingleMother of 15, 10 and 8 years old
Household Lifecycle
FemaleMaleFemaleGender
162742Age
Demography Attributes
Demography Attributes SarahSarah SteveSteve ReginaRegina
II. Behavioral
Grown up in the internet age that all iteration of online
communication, from email to social
networking
Latest technology update, uses email at work but prefers the
phone
Not a computer whiz, but can use email, google, IM
and MSN
Lifestyle
Update profile on her social network
account
Taking pictures of houses to save
and send to client
Taking pictures from cell phone and want to “just appear” on
computer
Product Usage
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
Upgrading wireless phone with a grainy
camera attached
Customer Needs
Demography Attributes
Demography Attributes SarahSarah SteveSteve ReginaRegina
Typology Vals 2
Strenghten demographic characterization by explaining the deeper psychological drivers of consumer behavior
Ontela’s Target Segment
Steve
Contents-Trend Setter- Future Market
- Income
- Occupation
- Future market
Regina
Ontela’s Target SegmentSteve - 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 self-
expression. Young, enthusiastic, and impulsive consumers
5 Step Process Choosing Attractive Market
1st step2nd step
3rd step
4th step5th step
Choose criteria to measure market attractiveness and competitive
position
Weight market attractiveness and competitive
position factors to reflect their relative importance
Assess the current position of each potential
target market in each factors
roject the future position of each market based on expected environmental, customer,And competitive trends
Evaluate implications of possible futurechanges for business strategies and resources requirements
Market Segment
Market Attractiveness / Competitive Position Matrix
Competitive Position
1
3
2
4
5
6
Weak Moderate Strong
High
Moderate
Low
Mar
ket
Att
ract
iven
ess
SWOT for Ontela PicDeck
New Market
Low Customer Loyalty
Replaceable
SS OO
WW TT
Innovation Technology
L/O/G/O
Thank You!